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Service Design
Daniel Harris
Service Design Director

@Fjord
@Harrisdaniel
Design
© FJORD 2013 Confidential

Page 2
“Design is on the cusp of a
massive change as people
slowly become more attuned
to its potential for positive
change”
Alic...
“It’s not about making a fancy
lamp, but finding new ways to
connect with people’s lives’.”
Stephen Burks, Design Week

© F...
Design
© FJORD 2013 Confidential

Page 5
IMPROVING HOW
HUMANS ENGAGE
WITH THE WORLD
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 6
Technology is Society
[problem that Three bill fixed]
Services are run by technology, it surround us, we “dance to invisibl...
© FJORD 2013 Confidential

Page 8
© FJORD 2013 Confidential

Page 9
© FJORD 2013 Confidential

Page 10
UNDERSTANDING
INDIVIDUALS’ COMPLEXITIES,
IRRATIONALITIES & CARES
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Pag...
Service Innovation

© FJORD 2013 Confidential

Page 12
canvases
[Business model canvas] – great for getting fairly detailed from a business
perspective
[Trends canvas from trend...
© FJORD 2013 Confidential

Page 14
© FJORD 2013 Confidential

Page 15
Service design canvas

© FJORD 2013 Confidential

Page 16
© FJORD 2013 Confidential

Page 17
CREATING SHARED VALUE
FOR PEOPLE AND
ORGANISATIONS
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 18
“Re-imagination
of nearly
everything
powered by
New Devices +
Connectivity +
UI + Beauty”
Mary Meeker of KPCB

© FJORD 201...
Workshops

© FJORD 2013 Confidential

Page 20
Service Design Cards

© FJORD 2013 Confidential

Page 21
Getting emotional
[Emotion of Money – what it means to what people care about]
Emotional drivers are the hardest to discov...
[HAPPY, HUMAN, SOULFUL
FOOD]
Moving food from the functional to the emotional (Jamie Oliver)

© FJORD 2013 Confidential

Pa...
[HAPPY, HUMAN, SOULFUL

© FJORD 2013 Confidential

Page 24
[Someone using this in a
kitchen / louinge]

© FJORD 2013 Confidential

Page 25
CONNECTING THE
EMOTIONAL TO THE
MATERIAL
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 26
© FJORD 2013 Confidential

Page 27
PSYCHOLOGIST

© FJORD 2013 Confidential

Page 28
[Artist]
ARTIST

© FJORD 2013 Confidential

Page 29
[Architect]
ARCHITECT

© FJORD 2013 Confidential

Page 30
MANAGEMENT CONSULTANT

© FJORD 2013 Confidential

Page 31
ENTREPRENEUR

© FJORD 2013 Confidential

Page 32
LOVE THE PROBLEM
& OWN THE DESIGN
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 33
Design
© FJORD 2013 Confidential

Page 34
YOU KNOW YOU ARE PRACTICING SERVICE
DESIGN IF YOU ARE
1.  IMPROVING HOW HUMANS ENGAGE WITH THE WORLD
2.  UNDERSTANDING COM...
Service Design.
A mission, practice, & craft
Daniel Harris
Service Design Director, Fjord London

THANK YOU J
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Dan Harris @ UX people 2013

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  1. 1. Service Design Daniel Harris Service Design Director @Fjord @Harrisdaniel
  2. 2. Design © FJORD 2013 Confidential Page 2
  3. 3. “Design is on the cusp of a massive change as people slowly become more attuned to its potential for positive change” Alice Raswthorn, Design Week © FJORD 2013 Confidential Page 3
  4. 4. “It’s not about making a fancy lamp, but finding new ways to connect with people’s lives’.” Stephen Burks, Design Week © FJORD 2013 Confidential Page 4
  5. 5. Design © FJORD 2013 Confidential Page 5
  6. 6. IMPROVING HOW HUMANS ENGAGE WITH THE WORLD THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 6
  7. 7. Technology is Society [problem that Three bill fixed] Services are run by technology, it surround us, we “dance to invisible algorithms” every day Humans are the constructs of that society + why the deal with Accenture is good? – theyrun half the worlds infrastructure We do service design + UI design © FJORD 2013 Confidential Page 7
  8. 8. © FJORD 2013 Confidential Page 8
  9. 9. © FJORD 2013 Confidential Page 9
  10. 10. © FJORD 2013 Confidential Page 10
  11. 11. UNDERSTANDING INDIVIDUALS’ COMPLEXITIES, IRRATIONALITIES & CARES THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 11
  12. 12. Service Innovation © FJORD 2013 Confidential Page 12
  13. 13. canvases [Business model canvas] – great for getting fairly detailed from a business perspective [Trends canvas from trendwatching] – great for understanding the market and it’s evolution [Lean canvas] – great for seedcamps and hackathons Our Service Design canvas – great for designing service propsotions © FJORD 2013 Confidential Page 13
  14. 14. © FJORD 2013 Confidential Page 14
  15. 15. © FJORD 2013 Confidential Page 15
  16. 16. Service design canvas © FJORD 2013 Confidential Page 16
  17. 17. © FJORD 2013 Confidential Page 17
  18. 18. CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 18
  19. 19. “Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty” Mary Meeker of KPCB © FJORD 2013 Confidential Page 19
  20. 20. Workshops © FJORD 2013 Confidential Page 20
  21. 21. Service Design Cards © FJORD 2013 Confidential Page 21
  22. 22. Getting emotional [Emotion of Money – what it means to what people care about] Emotional drivers are the hardest to discover, but the most valuable © FJORD 2013 Confidential Page 22
  23. 23. [HAPPY, HUMAN, SOULFUL FOOD] Moving food from the functional to the emotional (Jamie Oliver) © FJORD 2013 Confidential Page 23
  24. 24. [HAPPY, HUMAN, SOULFUL © FJORD 2013 Confidential Page 24
  25. 25. [Someone using this in a kitchen / louinge] © FJORD 2013 Confidential Page 25
  26. 26. CONNECTING THE EMOTIONAL TO THE MATERIAL THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 26
  27. 27. © FJORD 2013 Confidential Page 27
  28. 28. PSYCHOLOGIST © FJORD 2013 Confidential Page 28
  29. 29. [Artist] ARTIST © FJORD 2013 Confidential Page 29
  30. 30. [Architect] ARCHITECT © FJORD 2013 Confidential Page 30
  31. 31. MANAGEMENT CONSULTANT © FJORD 2013 Confidential Page 31
  32. 32. ENTREPRENEUR © FJORD 2013 Confidential Page 32
  33. 33. LOVE THE PROBLEM & OWN THE DESIGN THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 33
  34. 34. Design © FJORD 2013 Confidential Page 34
  35. 35. YOU KNOW YOU ARE PRACTICING SERVICE DESIGN IF YOU ARE 1.  IMPROVING HOW HUMANS ENGAGE WITH THE WORLD 2.  UNDERSTANDING COMPLEXITIES, IRRATIONALITIES & CARES 3.  CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS 4.  CONNECTING THE EMOTIONAL TO THE MATERIAL 5.  LOVING THE PROBLEM & OWNING THE DESIGN © FJORD 2013 Confidential Page 35
  36. 36. Service Design. A mission, practice, & craft Daniel Harris Service Design Director, Fjord London THANK YOU J
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