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Design4 services HCDI Seminar Sangiorgi

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Semianr Series 2011-12 of the Human Centred Design Institute …

Semianr Series 2011-12 of the Human Centred Design Institute

http://hcdi.brunel.ac.uk/seminar.aspx

Published in: Design, Education, Business

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  • 1. HCDI  seminarsBrunel  University,  29th  February  2012Design for ServicesDaniela  SangiorgiDaniela Sangiorgi . Lancaster University | Design for Services 1
  • 2. Design  for  ServicesA creative research labthat:>> investigates emergingissues, technologies andpractices>> combines traditionalscience and social sciencemethods with the practice-based methods arisingfrom the artsDaniela Sangiorgi . Lancaster University | Design for Services 2
  • 3. - Industrial Design degree inPolitecnico di Milano (Italy)- PhD in Service Design inPolitecnico di Milano (Italy)- ImaginationLancaster (UK) asLecturer Daniela Sangiorgi . Lancaster University | Design for Services 3
  • 4. Services  and  Design  todayDaniela Sangiorgi . Lancaster University | Design for Services 6
  • 5. The  Discipline The  ‘90s: Growing  economic  role  of  the service  sector Design  sBll  focused  on  to  the physical  and    tangible  output  of the  tradiBonal  industrial  sectorsDaniela Sangiorgi . Lancaster University | Design for Services 7
  • 6. Services Fundamental  role  of  services  for  the  growth  and  sustainability  of innova6on  and  compe66veness. InnovaBon  studies,  policy  debates  and  programmes  aiming  at understanding  the  service  sector  at  different  levels. Services  as  potenBal  enablers  of  a  ‘society  driven  innovaBon’ (European  Commission,  2009)Daniela Sangiorgi . Lancaster University | Design for Services 8
  • 7. esService  Science   ing nc cie So neer lS cia ra Engi l Management Sc vio ien ha Et g De ng hn ce Be og tin s pu keti sig ra ph om n Mar y C Service Science ‘The  study  of  service  systems,  aiming  to  create  a  basis  for  systemaBc  service  innovaBon’ [Maglio  and  Spohrer  2008:  18]Daniela Sangiorgi . Lancaster University | Design for Services 9
  • 8. Service  Design  evoluBon +  complexity +  interacBons Design  for Service  InteracBons +  parBcipaBon 1990s 2000s “The  subject  maer  of  design  is  potenBally  universal  in  scope,  because  design thinking  may  be  applied  to  any  area  of  human  experience”  (Buchanan  1992:  16).Daniela Sangiorgi . Lancaster University | Design for Services 10
  • 9. Today’s  Design  CommunityDaniela Sangiorgi . Lancaster University | Design for Services 11
  • 10. OrganizaBons  working  on  Service  DesignDaniela Sangiorgi . Lancaster University | Design for Services
  • 11. Service  Design  sourcesDaniela Sangiorgi . Lancaster University | Design for Services
  • 12. A  Map  of  Design  for  Services InterpretaBon  of  ongoing  pracBces 6  design  companies thinkpublic,  STBY,  ParBciple,  Strategic  Design Scenarios,  ExperienBa,  Domus  Academy 8  academic  research  centres Carnegie  Mellon  University,  Linkoping  University, Lancaster  University,  Said  Business  School, University  of  Oxford,  Politecnico  di  Milano, Melbourne  University 1  company IBM  Research  USA  and  IBM  CorporaBonDaniela Sangiorgi . Lancaster University | Design for Services 14
  • 13. A  New  Framework some cores of competences blurred boundaries integrated knowledge interdisciplinarityDaniela Sangiorgi . Lancaster University | Design for Services 15
  • 14. …  heterogenic  nature,  parBal  unpredictability,  changing  contexts,  human  intensity. Designing as creating the conditions for certain forms of interactions and relationships to happen.Daniela Sangiorgi . Lancaster University | Design for Services 16
  • 15. Design  for  Services  versus  …Daniela Sangiorgi . Lancaster University | Design for Services 17
  • 16. Design  for  Services Service  Design  or  Design  of  Services Design  for  Services What  Design  is  doing  and  can  do  for  services  and  how  this connects  to  exisBng  fields  of  knowledge  and  pracBceDaniela Sangiorgi . Lancaster University | Design for Services 18
  • 17. An  emerging  discipline D4S  based  on  mainly  informal  and  tacit  knowledge   more  structured  discipline  if  closer  dialogue  with  exisBng  disciplines   efforts  and  collaboraBon  across  disciplinesDaniela Sangiorgi . Lancaster University | Design for Services 19
  • 18. Paradigms & FrameworksHow  has  Design  approached  the  realm  of  services?Daniela Sangiorgi . Lancaster University | Design for Services 20
  • 19. Design  Paradigms InteracBons How  to  design  beer  service interacBons  and  experiences? Services.. FuncBonaliBes How  to  subsBtute  the  manufacturing driven  model  of  consumpBon?Daniela Sangiorgi . Lancaster University | Design for Services 21
  • 20. Design  Paradigms HOW 1 InteracBon  & Experience  Design Design  for WHAT 2 Sustainability  & PSS  DesignDaniela Sangiorgi . Lancaster University | Design for Services 22
  • 21. A  growing  complexity Co lla bo ra InteracBon  & s tiv ork Stra es er Experience  Design Netw tegi ial c De vices So c on Design rmati s - ign - fo - - Trans Service innovation - + + - Organisational Change ment - anage - - Sy M stem Design Log ic Design  for Des ant -S oc ign m in Sustainability  & ial inn Do ice PSS  Design ov ati Serv onDaniela Sangiorgi . Lancaster University | Design for Services 23
  • 22. A  Map  of  Design  for  ServicesDaniela Sangiorgi . Lancaster University | Design for Services 30
  • 23. Building  a  New  Framework H 17  case  studies I   P D4S  map IDaniela Sangiorgi . Lancaster University | Design for Services 31
  • 24. Mapping  design  roles  and  contribuBonsDaniela Sangiorgi . Lancaster University | Design for Services 32
  • 25. A  map  of  Design  for  Services 4  main  areas  of  intervenBon 8  main  kinds  of  design  contribuBonsDaniela Sangiorgi . Lancaster University | Design for Services 33
  • 26. Human  Centred  Design  Approach Designers  consider  the deep  understanding  and respect  of  human behaviours,  amtudes, dreams  and  capaciBes  the essenBal  premise  for  any design  acBonDaniela Sangiorgi . Lancaster University | Design for Services 35
  • 27. 17  case  studiesDaniela Sangiorgi . Lancaster University | Design for Services 36
  • 28. 33  contributorsDaniela Sangiorgi . Lancaster University | Design for Services 37
  • 29. Job  ProfilesDaniela Sangiorgi . Lancaster University | Design for Services 89
  • 30. “Job  profiles” Design for Service Experiences Design for Service Policies Design for Service Transformation Design for Service System DevelopmentDaniela Sangiorgi . Lancaster University | Design for Services 90
  • 31. IntegraBng  New  Design  Skills Hybrid  design  roles  that need  further  integraBon  with close  disciplines  working  on servicesDaniela Sangiorgi . Lancaster University | Design for Services 91
  • 32. Design  for  Services  future? Service Thinking + Designing for ServicesDaniela Sangiorgi . Lancaster University | Design for Services 92
  • 33. Thanks!Daniela Sangiorgi . Lancaster University | Design for Services 93