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  • 1. SERVICE DESIGN JAM ZOOM IN ZOOM OUTVincenzo Di Maria vincenzodimaria.design@gmail.com @vdmdesign commonground @cmngrd - Roma Marzo 2013
  • 2. LISBON | LONDON | MADRID | NUREMBERG | ROMA
  • 3. SERVICE
  • 4. modern economics portrait
  • 5. what is a service?
  • 6. product-service-system
  • 7. healthcare or just hospital?
  • 8. education system or just school?
  • 9. service or experience?
  • 10. user journey / service experience
  • 11. DESIGN
  • 12. 1 2 3 4 5 6 7 8 9 Special fares apply Chesham 9 Chalfont & 8 7 Watford Junction 8 7 6 5 Epping Theydon Bois Check before Bank 6 Latimer Watford High Street High Barnet Watford Cockfosters Debden Amersham Bushey Totteridge & Whetstone Chorleywood Croxley Oakwood Loughton 5A Carpenders Park Woodside Park Buckhurst Hill A ---------------------------- Rickmansworth Moor Park Southgate 4 Roding Grange Blackfriars Hatch End Mill Hill East West Finchley Valley Northwood Arnos Grove Hill West Ruislip Northwood Edgware Hills Headstone Lane Chigwell ---------------------------- Stanmore Bounds Green Hillingdon Ruislip Finchley Central Hainault Camden Town 4 Harrow & Burnt Oak Ruislip Manor Pinner Wealdstone Wood Green Woodford Canons Park Uxbridge Ickenham East Finchley Fairlop Colindale ---------------------------- Eastcote North Harrow Kenton Harringay South Woodford Queensbury Turnpike Lane Green Lanes 3 Hendon Central Highgate Barkingside Canary Wharf Harrow- Northwick Preston Crouch Hill South Tottenham on-the-Hill Kingsbury Snaresbrook Ruislip Park Road Rayners Lane Brent Cross Archway Manor House Seven Newbury Park Gardens Blackhorse Sisters Road West South Kenton Gospel Redbridge Harrow Golders Green Neasden Oak Tufnell Park Upper Holloway South Harrow North Wembley Hampstead Tottenham Walthamstow ---------------------------- South Ruislip Wembley Hampstead Heath Hale Central Wanstead Gants Arsenal Finsbury Hill Upminster Cannon StreetB Wembley Central Park Dollis Hill Kentish Town Park Leytonstone B Finchley Road Walthamstow Upminster Bridge Sudbury Hill Stonebridge Park Willesden Green & Frognal Holloway Road Leyton Leytonstone Kentish Queen’s Road Belsize Park Town West Midland Road High Road ---------------------------- 3 Kilburn Caledonian Road Highbury & Hornchurch Northolt Harlesden Heron Quays Kensal Brondesbury Islington Chalk Farm Leyton 2 Sudbury Town Willesden Junction Rise Park West Hampstead Dalston Dagenham Camden Kingsland Stratford East International Elm Park Finchley Road Road Caledonian Wanstead Park Brondesbury Camden Town Kensal Green Road & Canonbury Hackney Central ---------------------------- Alperton Swiss Cottage Barnsbury Dalston Junction Dagenham Hounslow West Queen’s Park Kilburn South Mornington Stratford Heathway High Road Hampstead St. John’s Wood Crescent Greenford Homerton Hackney Becontree 2 King’s Cross Wick Woodgrange Park Kilburn Park St. Pancras ---------------------------- Edgware Haggerston Upney Perivale Maida Vale Paddington Marylebone Great Tottenham Road Portland Euston Stratford Baker High Street Barking Court Road Warwick Avenue Street Street Angel Hoxton Pudding Royal Oak Mill Lane Abbey East HamC Hanger Lane Old Street Bethnal Road C ---------------------------- Westbourne Park Warren Street Euston Mile End Edgware Square Green Upton Park Road Farringdon Turnham Green Park Royal Regent’s Park Liverpool Bow Road Plaistow Ladbroke Grove Shoreditch Bayswater Russell Street High Street Latimer Road Square Barbican Bromley- West Ham ---------------------------- North Ealing Goodge Bow Church by-Bow East White Shepherd’s Lancaster Chancery Moorgate Victoria Notting Bond Oxford Street Acton City Bush Hill Gate Gate Street Circus Lane Devons Road Stepney Green Aldgate Star Lane 1 2 3 4 Ealing Broadway St. Paul’s West North Holland Queensway Marble Tottenham Holborn East Langdon Park Whitechapel 65 4 3 2 1 Acton Acton Park Arch Court Road Bank ---------------------------- Wood Lane Covent Garden Aldgate Canning All Saints Town Waterloo High Street Green Park Royal Acton Central Kensington Leicester Square Shadwell Westferry Blackwall Victoria Shepherd’s Bush Custom House for ExCeL Ealing Common Market Hyde Park Corner Piccadilly Kensington Cannon Street Limehouse Poplar Circus Monument Tower East South Acton (Olympia) Knightsbridge India Prince Regent Goldhawk Road Mansion House HillD Fenchurch Street Tower Wapping West D ---------------------------- Charing Gateway Royal Albert Barons Gloucester Cross Blackfriars India Quay West Silvertown Acton Town Court Road St. James’s West India Quay Hammersmith River Thames South Ealing Victoria Park Temple Beckton Park Rotherhithe Canary Wharf Northfields North Pontoon Dock Cyprus Chiswick Turnham Stamford Ravenscourt West Earl’s South Sloane Westminster Embankment Park Green Brook Park Kensington Court Kensington Square London Bermondsey Canada Greenwich ---------------------------- Boston Manor Bridge Water Heron Quays for The O2 Gallions Reach London City Airport 2 Osterley West Brompton Waterloo Beckton Key to lines 2 South Quay Gunnersbury Surrey Quays Crossharbour King George V Hounslow East Southwark 1 Pimlico Hounslow Fulham Broadway 3 Kew Gardens Imperial Mudchute West Hounslow Central Wharf Hatton Cross Parsons Green Lambeth Borough Island Gardens 3 Richmond 4 North Heathrow Putney BridgeE Terminals 1, 2, 3 Cutty Sark for Woolwich Arsenal E Maritime Greenwich 2 Heathrow East Putney Vauxhall Terminal 4 Elephant & Castle New Cross Gate New Cross Greenwich Heathrow Terminal 5 5 Southfields Clapham Oval Kennington Brockley Deptford Bridge 4 Wimbledon Park Junction Honor Oak Park Elverson Road Stockwell Wimbledon Clapham North Forest Hill Lewisham Clapham Common Sydenham Brixton Clapham South Penge West Balham Anerley 3 Tooting BecF Crystal Palace Norwood Junction F Tooting Broadway 5 Colliers Wood West Croydon 4 South Wimbledon Morden This diagram is an evolution of the original design conceived in 1931 by Harry Beck Transport for London Correct at time of going to print, August 2011 1 2 3 4 5 6 7 8 9MAYOR OF LONDON Transport for London
  • 13. problem idea solution ? designdesign process...
  • 14. findings ! ideas ! ! ! ! !need iterative design process ? IMPLEMENTATION ? ? ? ? ? problem or opportunity solutions
  • 15. The Squiggle by Damien Newman, Central Inc.understanding the creative process
  • 16. design as creative & iterative problem solving process
  • 17. DISCOVER DEFINE DEVELOP DELIVERble Diamond as described by the Design Council double diamond by design council 2005
  • 18. co-design
  • 19. co-design works when is effective
  • 20. process - methods - tools - mindset
  • 21. mastering the tools
  • 22. example: using personas
  • 23. if you had all the right tools...
  • 24. would you be able to repair a car?
  • 25. Prototype [think with your hands] The word prototype derives from the Greekπρωτότυπον (prototypon), "primitive form", neutral of πρωτότυπος (prototypos), "original, primitive", fromπρῶτος (protos), "first" and τύπος (typos), "impression".
  • 26. product
  • 27. experience
  • 28. system
  • 29. business / startup
  • 30. public service
  • 31. DOING THE GROUNDWORK PROTOTYPING PROTOTYPING- LEARN Doing upfront work to get people and ideas ready PHASE 1 PHASE 2 AND to build a specification testing the specification EVALUATE you have ideas but are unsure how each element you have a clear idea about the way the service or touchpoint of the service would function, need should function and feel, and are ready to test that to test, learn and refine the service in the real world. Do the models Does gathering and visuals this information created change or affect communicate my my original ideas effectively? opportunity? TEST THE MAP PROTOTYPES RUN SMALL PEOPLE WITH USERS LIVE AND PROTOTYPE PLACES CREATE A BUSINESS CASE. BUILD IDENTIFY CREATE OBSERVEOPPORTUNITIES YOUR TARGET GENERATE SET OF PROTOTYPE GET REGULAR IDENTIFIED IDEAS AND GAIN PLANNING FEEDBACK TEAM USERS PROTOTYPES FEEDBACK MEASURE Has your team THE got the right CHOOSE EVALUATE IMPACT skills, ? THE LOCATION EVALUATE Do you TESTS AND ITERATE AS TO TEST SERVICE APPROPRIATE understand how FEEDBACK IMPACT each element of the service will function? Are there changes that can be made PAUSE POINT 1 PAUSE POINT 2 and tested out PAUSE POINT 3 Proof of Concept Build for wider engagement along the way? Decision Making PROTOTYPING THE BUSINESS MODEL
  • 32. Principles of Service Design Thinking: 1. user-centred (it’s all about people) 2. co-creative (design with not just for) 3. sequencing (sequence of correlated actions) 4. evidencing (physical touchpoints interaction) 5. holistic (considering the service context) [this is service design thinking]
  • 33. JAM
  • 34. LISBON MADRID LONDONpeople are your best resource
  • 35. JAMJAM NUREMBERGan international community
  • 36. JAMJAM NUREMBERGshared direction vs personal interest
  • 37. JAMJAM NUREMBERGgreat fun vs slippery moments
  • 38. JAM MADRIDthe world is watching you...
  • 39. will you paint something memorable?
  • 40. JAM LISBONHAVE FUN Vincenzo Di Maria vincenzodimaria.design@gmail.com @vdmdesign - Roma Marzo 2013