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 ...
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.
Kipum LeeHey, Jamin. Don't forget to give credit where it's due. I'm seeing a lot of my personal pictures/sketches/InDesign work in these presentations. Sure the rest of the team would appreciate as well. Kip :)1 year ago
yohoyohojohnsonIt`s great presentation ! could I can get this presentation? please email me a copy of the presentation at yohoyohojohnson(at) gmail (dot) com. thank you!2 years ago
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 PerspectivePresentation Transcript
SERVICE DESIGN
an interaction design perspective
Jamin Hegeman
February 5, 2010
IxD10 Savannah
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
Why service design?
First: a personal story
4
And a bad service experience.
5
Services need design help.
6
This was designed.
7
Service Design
consciously designing services using a
holistic, human-centered design process
8
How are the needs of these two met?
9
10
What does service design
look like?
NEUROSURGERY
CLINIC
service design with UPMC
12
Discovery Patient Experience
13
Discovery Staff Experience
14
Discovery Doctor/Patient Experience
15
Discovery Tools and Systems
16
Discovery Information and Environment
17
Discovery Participation
18
Definition Themes and Opportunities
19
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
Definition Needs and Emotions
Emotions
Support Needs
Waiting Needs
Information Needs
21
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
Design Creating Concepts
23
Design Co-creation
24
Design Engagement
25
Design Prototyping
26
Design Storyboard Concepts
27
Design Validation
28
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
How is service design different
from interaction design?
Interaction Design Process Service Design Process
Discovery Discovery
Definition Definition
Design Design
Delivery Delivery
31
Interaction design and service
design are human-centered
design driven processes.
32
You have to think holistically.
33
Service Mindset
Explicitly approaching the design problem
from a system thinking perspective and
taking a more holistic view of people.
34
Interaction Design Service Design
Great experience between Great experience across all
person and product touch points
35
Services do not need a product.
Service Provider Service Participant
36
Products support the service goals.
Back Brace Service Provider Service Participant
37
Service designers use different tools.
38
And different terms
touch point front stage
co-creation back stage
participants blueprint
39
How can you play a role in
service design?
1. Cultivate a service mindset
41
2. Learn service design tools
42
3. Create opportunities
43
We need great services.
You can make this happen.
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
Gosia Terlikowska
Thanks for sharing.
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