Service Design: an Interaction Design Perspective

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What is service design? How is it different from interaction design? As an interaction designer with service design education and experience, offer my insights into what role interaction designers have in this emerging area of design.

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  • My brother, a rock climber, fell 40 feet while climbing this past November.
  • He broke both his arms, face, and back. He didn’t have insurance. He’ll be fine. But he stayed an extra day in the hospital because of a communication breakdown. This was just one instance of a poor service experience. Every interaction within a service has impact on experience. My design brain starts wanting to fix this.
  • Designed as pieces, not as a holistic unified service system. Designers might be designing the touch points, but not the system.
  • Services have always been designed. It’s not until recently that people have begun to think designers could play a greater role in the design of services. So why service design? Take our success in products and apply them to services.
  • If you’re just designing the signage, or thinking only about security, you might miss this. Service design gives us the perspective and tools to identify opportunities to design great service experiences.
  • People and environment. These people have high stakes in this experience.
  • They’re the service providers. Also stakeholders in the service.
  • The neurosurgeon: another stakeholder. Interaction between people.
  • What’s already in place to support the service?
  • What data supports the service? Environment for all stakeholders, staff, doctor, and patient.
  • Get involved to understand all touch points across the service.
  • Answering the question: What does all that mean?
  • Experience over time. In this case, potentially 10 years.
  • Needs and emotions over time.
  • Mapping how this service actually works, from (front stage) patient interaction with staff, to interaction with products, to (back stage) the support systems behind the scenes.
  • Not a single product focus, both improvements to the existing system and new interactions and solutions.
  • Giving people tools to express the experience they would like.
  • Helping the service delivery staff understand the value of a good experience.
  • As simple as changing the arrangement of chairs to allow more room for the numerous wheelchairs.
  • Giving solutions shape, tangibility.
  • Sharing with patients and staff to ensure we’re on the right track.
  • Providing a plan for action or actual products to improve the service experience. From a new information delivery and interaction system to a print piece, a welcome book.
  • These look the same. That’s a good thing!
  • You don’t have to learn a new process.
  • Service design considers environments, communications, products, and people.
  • Airport: all those things were designed. Some might be really good. But the overall experience still sucks.
  • Let’s take a really simple example. So this requires a shift in thinking. Designing this service might involve how Jan communicates with her customers. So training. That’s designing for interaction, right?
  • A service design mindset helps to identify new opportunities. In this case, a product. Helps Jan’s back, and stops her from whining to her clients. We don’t always have to design new products.
  • To support this service mindset, you have different tools. Touch points over time, person to person interaction, product interaction, support and delivery structure.
  • Service mindset is trickier. It was harder for me to think about a system when I was used to designing for a product. Interactions between people, and across a system. It’s different when you look at the whole and then decide what is the right product to design or redesign.
  • Tools aren’t the barrier. Tools are easy to learn. As I went through the service design process, it wasn’t the tools that I found uncomfortable. These help cultivate the service mindset and communicate that approach to your team and clients.
  • Sometimes we uncover the bigger picture issues when designing for products. A service design mindset and tools can help communicate the bigger issues. Maybe this product isn’t the right thing. Or maybe it will only work if other things are in place. Nathan: Door to higher-level strategic interaction conversations. “Service design will be really critical to answering this question.”
  • Not just great products. Example: Dr. Kassam. the airport. Service interactions are a part of the fabric of our society. Making them better (using our skills to tap into the meaning of service experiences) will improve our quality of life.
  • We have the foundation, our insight into interaction experience with products is spilling over to the rest of our lives.
  • Service Design: an Interaction Design Perspective

    1. SERVICE DESIGN an interaction design perspective Jamin Hegeman February 5, 2010 IxD10 Savannah
    2. What’s all this about? Why service design? What does service design look like? How is it different from interaction design? How can you play a role? 2
    3. Why service design?
    4. First: a personal story 4
    5. And a bad service experience. 5
    6. Services need design help. 6
    7. This was designed. 7
    8. Service Design consciously designing services using a holistic, human-centered design process 8
    9. How are the needs of these two met? 9
    10. 10
    11. What does service design look like?
    12. NEUROSURGERY CLINIC service design with UPMC 12
    13. Discovery Patient Experience 13
    14. Discovery Staff Experience 14
    15. Discovery Doctor/Patient Experience 15
    16. Discovery Tools and Systems 16
    17. Discovery Information and Environment 17
    18. Discovery Participation 18
    19. Definition Themes and Opportunities 19
    20. Definition Patient Journey t visit visi st t t re fir t isi isi ca / sit isi pv pv tio n y sis vi y pv u u c ar no -o p er t-o w- w- et e rim iag e rg s llo llo D P D Pr Su Po Fo Fo 20
    21. Definition Needs and Emotions Emotions Support Needs Waiting Needs Information Needs 21
    22. Definition Holistic Delivery System Service Blueprint of Presby Neuro Clinic PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room Check-out, PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer Wait Ask Return Wait Pay, & ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave Line of Interaction ? ? ? ? ? ONSTAGE Call Escort to Check Meet Dr. Process & CONTACT Welcome Process Patient Exam Rm Vitals & Kassam Check-out Ask Quest PERSON Line of Visibility BACKSTAGE Get See Other Grab Check Place in Take See Other See Other See Other CONTACT Patient Patients Patients Door Tag Patients Patient Kassam Away Patients PERSON Chart Location Bin Chart Brings Chart in Grab Kassam Door Tag To Be Chart Gets Quick Back Seen Bin from Bin Review Chart Write Rm Check Taken by # on Patient Dictation Staff Schedule Location Line of Internal Interaction SUPPORT Records/ Bin Chart Records/ Debbie’s Door Tag Schedule Storage Database Database System PROCESSES Chart Cart System System System System System 22
    23. Design Creating Concepts 23
    24. Design Co-creation 24
    25. Design Engagement 25
    26. Design Prototyping 26
    27. Design Storyboard Concepts 27
    28. Design Validation 28
    29. Delivery Tangible and Intangible I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh. 29
    30. How is service design different from interaction design?
    31. Interaction Design Process Service Design Process Discovery Discovery Definition Definition Design Design Delivery Delivery 31
    32. Interaction design and service design are human-centered design driven processes. 32
    33. You have to think holistically. 33
    34. Service Mindset Explicitly approaching the design problem from a system thinking perspective and taking a more holistic view of people. 34
    35. Interaction Design Service Design Great experience between Great experience across all person and product touch points 35
    36. Services do not need a product. Service Provider Service Participant 36
    37. Products support the service goals. Back Brace Service Provider Service Participant 37
    38. Service designers use different tools. 38
    39. And different terms touch point front stage co-creation back stage participants blueprint 39
    40. How can you play a role in service design?
    41. 1. Cultivate a service mindset 41
    42. 2. Learn service design tools 42
    43. 3. Create opportunities 43
    44. We need great services.
    45. You can make this happen.
    46. Go forth and design. RESOURCES PROJECTS SERVICE DESIGN NETWORK UPMC NEUROSURGERY CLINIC service-design-network.org jamin.org/archives/2008/upmc-neurosurgery-clinic SERVICE DESIGN TOOLS TRANSPORTATION SECURITY ADMINISTRATION servicedesigntools.org jamin.org/archives/2007/service-design-for-tsa DESIGN FOR SERVICE CONTACT designforservice.wordpress.com JAMIN.ORG | @JAMIN SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf 46

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