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Vincenzo Di Maria @vdmdesign

Founder of commonground
partner of Impact Hub Sicily
based in Siracusa, Italy
commongroundpeople.com

commonground is where
design meets positive social
change
commongroundpeople.com

SERVICE !
DESIGN

SOCIAL!
INNOVATION

commonground is where
design meets positive social
change
commonground projects

PLAY

nia

AGEING

pa

LEARN

ca

m

WATER

.it

L’ORTO
IN CAMPANIA
rt
w w w. o

oin
Central Saint Martins London
Central Saint Martins London
Lauren Currie @redjotter

Founder of Snook, Glasgow
Project director @mypolice
Blogger @redjotter
@redjotter
wearesnook.com
SNOOK

86
PROJECTS

TM

Australia
Germany
Austria
Finland
Sweden
N. Ireland
Lapland
Beijing
Taiwain
America...
We want to know about you

Tell us your name
Where you come from
What is your background
Talent mapping warm up

How many languages?
Business or Fashion soul?
What are your top skills?
Why every Service
is a Catwalk?
Using a fashion metaphor to
introduce service components
and design thinking principles
The Values of Fashion Industry

Social pressure / pain
Ethical & sustainable fashion
Haute couture
Services are performative acts

Every Service as a Catwalk is
a performance, it takes time
and resources to produce it
Sequence of correlated actions

Services as Catwalks are
made of a sequence of actions
following a scripted narrative
Frontstage and Backstage

Users experience only part
of a service, the rest of the
operations remain invisible
People always at the centre

Services as catwalks are made
by people and always put people
at the centre of the scene
Different needs / expectations

Service users are demanding
as catwalk audiences and they
all want a tailor-made outfit
One model many sizes / colours

Services need to adapt in a
responsive way to users as
the clothes we wear
Co-Design better services

Design with vs Design for
Engaging service users in the
phases of creation and testing
Can we prototype experiences?

Staging or role-play intangible
service situations is as useful
as rehearsing a catwalk
Service fail affects users

Service failure means bad
user experience and can
compromise brand reputation
Blueprinting for manufacturing

Designing models and defining
technical details of a service
allow replication and scalabi...
Jargon or technical language?

Service providers need
operational tools and technical
language to implement services
Clients are just one click away

The modern shopper is very
informed about industry
trends and good market deals
How do we price value?

Perceived value in services,
as in fashion, can fluctuate
according to users/clients
Service Design
Thinking Principles
Deep dive into Service Design
process, tools and methods.
Developing a creative mindset
Defining Design

Design is…
creative + empathic + strategic
problem solving process
What is design for you?
Why does it ma...
Design Thinking
Principle
Although design
processes are in reality
#SDS2011
nonlinear, it is possible to
articulate an out...
Having the tools is not enough

Many people think that having
all the tools to design a service
is all you need
Mastering your creative mindset

To repair a car or to design
an innovative and efficient
service you need experience
Glossary
Tool: something used in the performance of an operation; 

an instrument.!
!

Method: is a way of doing or approa...
Why services matter?
Agriculture!
1%
Industry!
22%

EU economy !
breakdown

Services!
77%

Service and Experience
economy ...
Service fail can ruin your day

We usually do not pay attention
to the services we use, but it
is a problem when they fail
What are service touchpoints?

All the tangible interactions
we experience as part of a
service are called touchpoints
Multi-channel experiences

Services are made by many
touchpoints and are delivered
through different channels
Self Service / coproduction

Do it Yourself Post & Go
service from Royal Mail UK.
Would you use it?
Services add value to business

Good services generate a
clear competitive advantage
in many modern businesses
Services add value to business

Designing Demand:
Make design deliver
lasting success for
your business

Every £100 a busi...
Services add value to business

Designing Demand:
Make design deliver
lasting success for
your business

Public
Services
b...
Redesign the Chair experience

20% reduction weight/material
make it stronger
new look for new collection
Redesign the Hospital experience

20% budget cuts
15% patients increase
Improve service quality
Design for Services

A Service Design approach can
be used in different ways and
in different sectors
Service Design
Case studies
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
TOTAL

craigroyston

SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
+
( my )

police

THE LAB
SNOOKLAB
DIGITAL INNOVATION
+
( my )

police

THE LAB
SNOOKLAB
DIGITAL INNOVATION
The

You should have asked us ages ago.

THE LAB
SNOOKLAB
DIGITAL INNOVATION
STIRLING MAKES

EMBED DESIGN
CREATING A CULTURE
OF INNOVATION
THE LAB
SNOOKLAB
DIGITAL INNOVATION
TOTAL

craigroyston

SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
Fashion Industry
Trends gallery
Exploring trends that suggest
the need for new services in
Fashion Industry
ACCESSORIES THAT READ AND
RECORD THOUGHTS OF THE
PUBLIC
ANTI DRONE CLOTHING HIDES
THE WEARER FROM HEAT
DEDECTION TECHNOLOGIES
SOLAR PANEL DRESS CAN CHARGE
YOUR SMART PHONE
JACKET TO HELP YOU PREPARE
FOR THE END OF THE WORLD
CLOTHES THAT PURIFY THE AIR
WE BREATHE
!
E-COUTURE
BIO-COUTURE
PATAGONIA, EBAY AND YOU
VIRTUAL FITTING ROOMS
SWAP PARTIES
World Cafe discussion

Good to talk & share ideas
5 tables 1 topic leader
10 minutes x 5 rounds
WHAT DOES SERVICE
DESIGN HAVE IN COMMON
WITH THE FASHION
INDUSTRY?
DESIGN A JOB DESCRIPTION
FOR SOMEONE WHO IS
RESPONSIBLE FOR
DESIGNING SERVICES IN
THE FASHION INDUSTRY
WHAT CHANGES COULD
OCCUR IF THE FASHION
INDUSTRY EMBRACED
SERVICE DESIGN?
WHAT WILL FASHION
SERVICE EXPERIENCES
FEEL LIKE IN 2O34?
HOW CAN THE PROCESS
OF SERVICE DESIGN
CONTRIBUTE TO A MORE
SUSTAINABLE FASHION
INDUSTRY?
Every service as a catwalk
Every service as a catwalk
Every service as a catwalk
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Every service as a catwalk

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Delivering a Service Design Fashion course at INSEEC Msc Fashon Marketing in Paris. In collaboration with Lauren Currie @Redjotter @wearesnook , Maurizio Serena, director of the course and commonground @cmngrd

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Transcript of "Every service as a catwalk"

  1. 1. Vincenzo Di Maria @vdmdesign Founder of commonground partner of Impact Hub Sicily based in Siracusa, Italy
  2. 2. commongroundpeople.com commonground is where design meets positive social change
  3. 3. commongroundpeople.com SERVICE ! DESIGN SOCIAL! INNOVATION commonground is where design meets positive social change
  4. 4. commonground projects PLAY nia AGEING pa LEARN ca m WATER .it L’ORTO IN CAMPANIA rt w w w. o oin
  5. 5. Central Saint Martins London
  6. 6. Central Saint Martins London
  7. 7. Lauren Currie @redjotter Founder of Snook, Glasgow Project director @mypolice Blogger @redjotter
  8. 8. @redjotter
  9. 9. wearesnook.com SNOOK 86 PROJECTS TM Australia Germany Austria Finland Sweden N. Ireland Lapland Beijing Taiwain America Egypt Switzerland Norway Wales PRIVATE SECTOR 5 LOCAL AUTHORITIES Featured in: FELLOWSHIP YOUNG SCOT AWARD FOR ENTERPRISE WINNER OF DESIGN COUNCIL WORKING WELL CHALLENGE WINNER OF MOZILLA OPEN BADGE COMPETITION WHAT WE’VE BUILT IN THE LAB UNIVERSITIES 12 3 CHARITIES SERVICE DESIGN CO-CREATION PROTOTYPING DIGITAL INNOVATION CUSTOMER EXPERIENCE DESIGN Award winners: 10 5 14 SOCIAL CARE AND HEALTH TEAM OF TEN DESIGNERS AND STRATEGIC THINKERS 4 GOVERNMENTS The You should have asked us ages ago. CULTURAL ORGANISATIONS SNOOK SNOOKLAB EMBEDSNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN SNOOKLAB DIGITAL INNOVATION CREATING A CULTURE OF INNOVATION SNOOKLAB DIGITAL INNOVATION TALK TO US WEARESNOOK.COM curious@wearesnook.com 0141 258 7644 "It was exciting to hear a different approach to problem solving and service design. Whilst Snook are radical in it's concepts, it is exactly what we need to embed in our culture to see dhs move forward in a different and innovative way.” - DEPARTMENT FOR HUMAN SERVICES, AUSTRALIAN GOVERNMENT
  10. 10. We want to know about you Tell us your name Where you come from What is your background
  11. 11. Talent mapping warm up How many languages? Business or Fashion soul? What are your top skills?
  12. 12. Why every Service is a Catwalk? Using a fashion metaphor to introduce service components and design thinking principles
  13. 13. The Values of Fashion Industry Social pressure / pain Ethical & sustainable fashion Haute couture
  14. 14. Services are performative acts Every Service as a Catwalk is a performance, it takes time and resources to produce it
  15. 15. Sequence of correlated actions Services as Catwalks are made of a sequence of actions following a scripted narrative
  16. 16. Frontstage and Backstage Users experience only part of a service, the rest of the operations remain invisible
  17. 17. People always at the centre Services as catwalks are made by people and always put people at the centre of the scene
  18. 18. Different needs / expectations Service users are demanding as catwalk audiences and they all want a tailor-made outfit
  19. 19. One model many sizes / colours Services need to adapt in a responsive way to users as the clothes we wear
  20. 20. Co-Design better services Design with vs Design for Engaging service users in the phases of creation and testing
  21. 21. Can we prototype experiences? Staging or role-play intangible service situations is as useful as rehearsing a catwalk
  22. 22. Service fail affects users Service failure means bad user experience and can compromise brand reputation
  23. 23. Blueprinting for manufacturing Designing models and defining technical details of a service allow replication and scalability
  24. 24. Jargon or technical language? Service providers need operational tools and technical language to implement services
  25. 25. Clients are just one click away The modern shopper is very informed about industry trends and good market deals
  26. 26. How do we price value? Perceived value in services, as in fashion, can fluctuate according to users/clients
  27. 27. Service Design Thinking Principles Deep dive into Service Design process, tools and methods. Developing a creative mindset
  28. 28. Defining Design Design is… creative + empathic + strategic problem solving process What is design for you? Why does it matter? How do you do design?
  29. 29. Design Thinking Principle Although design processes are in reality #SDS2011 nonlinear, it is possible to articulate an outline structure. It is important to understand that this structure is iterative in its approach. Process ! FROM THE BOOK: This is Service Design Thinking DISCOVER DEFINE DEVELOP DELIVER
  30. 30. Having the tools is not enough Many people think that having all the tools to design a service is all you need
  31. 31. Mastering your creative mindset To repair a car or to design an innovative and efficient service you need experience
  32. 32. Glossary Tool: something used in the performance of an operation; 
 an instrument.! ! Method: is a way of doing or approaching something, especially in a systematic replicable way.! ! Methodology: is a system or collection of methods used 
 in a particular area of study.! ! Process: is a series of actions or steps taken in order to achieve desired outcomes.! ! Mindset: a mental attitude or disposition that predetermines a person's responses to and interpretations of situations.
  33. 33. Why services matter? Agriculture! 1% Industry! 22% EU economy ! breakdown Services! 77% Service and Experience economy is rapidly taking over product mass consumption
  34. 34. Service fail can ruin your day We usually do not pay attention to the services we use, but it is a problem when they fail
  35. 35. What are service touchpoints? All the tangible interactions we experience as part of a service are called touchpoints
  36. 36. Multi-channel experiences Services are made by many touchpoints and are delivered through different channels
  37. 37. Self Service / coproduction Do it Yourself Post & Go service from Royal Mail UK. Would you use it?
  38. 38. Services add value to business Good services generate a clear competitive advantage in many modern businesses
  39. 39. Services add value to business Designing Demand: Make design deliver lasting success for your business Every £100 a business spends on design increases turnover by £225. Provided by Good services generate a clear competitive advantage in many modern businesses
  40. 40. Services add value to business Designing Demand: Make design deliver lasting success for your business Public Services by Design Transforming services through expert mentoring Every £100 a business spends on design increases turnover by £225. It is estimated that for every £1 spent through the Public Service by Design programme, £26 has been saved. Provided by www.designcouncil.org.uk/publicsector Good services generate a clear competitive advantage in many modern businesses
  41. 41. Redesign the Chair experience 20% reduction weight/material make it stronger new look for new collection
  42. 42. Redesign the Hospital experience 20% budget cuts 15% patients increase Improve service quality
  43. 43. Design for Services A Service Design approach can be used in different ways and in different sectors
  44. 44. Service Design Case studies
  45. 45. SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  46. 46. SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  47. 47. SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  48. 48. SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  49. 49. SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  50. 50. TOTAL craigroyston SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  51. 51. + ( my ) police THE LAB SNOOKLAB DIGITAL INNOVATION
  52. 52. + ( my ) police THE LAB SNOOKLAB DIGITAL INNOVATION
  53. 53. The You should have asked us ages ago. THE LAB SNOOKLAB DIGITAL INNOVATION
  54. 54. STIRLING MAKES EMBED DESIGN CREATING A CULTURE OF INNOVATION
  55. 55. THE LAB SNOOKLAB DIGITAL INNOVATION
  56. 56. TOTAL craigroyston SNOOK CUSTOMER EXPERIENCE AND SERVICE DESIGN
  57. 57. Fashion Industry Trends gallery Exploring trends that suggest the need for new services in Fashion Industry
  58. 58. ACCESSORIES THAT READ AND RECORD THOUGHTS OF THE PUBLIC
  59. 59. ANTI DRONE CLOTHING HIDES THE WEARER FROM HEAT DEDECTION TECHNOLOGIES
  60. 60. SOLAR PANEL DRESS CAN CHARGE YOUR SMART PHONE
  61. 61. JACKET TO HELP YOU PREPARE FOR THE END OF THE WORLD
  62. 62. CLOTHES THAT PURIFY THE AIR WE BREATHE !
  63. 63. E-COUTURE
  64. 64. BIO-COUTURE
  65. 65. PATAGONIA, EBAY AND YOU
  66. 66. VIRTUAL FITTING ROOMS
  67. 67. SWAP PARTIES
  68. 68. World Cafe discussion Good to talk & share ideas 5 tables 1 topic leader 10 minutes x 5 rounds
  69. 69. WHAT DOES SERVICE DESIGN HAVE IN COMMON WITH THE FASHION INDUSTRY?
  70. 70. DESIGN A JOB DESCRIPTION FOR SOMEONE WHO IS RESPONSIBLE FOR DESIGNING SERVICES IN THE FASHION INDUSTRY
  71. 71. WHAT CHANGES COULD OCCUR IF THE FASHION INDUSTRY EMBRACED SERVICE DESIGN?
  72. 72. WHAT WILL FASHION SERVICE EXPERIENCES FEEL LIKE IN 2O34?
  73. 73. HOW CAN THE PROCESS OF SERVICE DESIGN CONTRIBUTE TO A MORE SUSTAINABLE FASHION INDUSTRY?
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