Introduction to Codesigning Services

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Slides from my lecture for BA students at Parsons New School for Design.

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Introduction to Codesigning Services

  1. 1. 1 CODESIGNING SERVICES Introduction to collaborative and participatory methods in service design 1 Juha Kronqvist Parsons The New School for Design Service Design Course Sept 20, 2013
  2. 2. Introduction to Codesign | Juha Kronqvist 2 designresearch.aalto.fi/groups/encore/ atlas-research.fi Researcher Doctoral candidate
  3. 3. Introduction to Codesign | Juha Kronqvist www.diagonal.fi Service designer
  4. 4. Introduction to Codesign | Juha Kronqvist 4 (approximate) STRUCTURE FOR THE DAY 4-5pm Introduction to collaborative design in services 5-5.15pm Break 5.15-6pm Playing the Service Co-design game 6.00-6.30pm Discussion
  5. 5. Introduction to Codesign | Juha Kronqvist 5 STRUCTURE FOR THE DAY 4-5pm Introduction to collaborative design in services 5-6pm Playing the Service Co-design game 6-6.30pm Improving the game 4-5PM INTRODUCTION TO CODESIGNING SERVICES
  6. 6. Introduction to Codesign | Juha Kronqvist 6 WHY CODESIGN SERVICES?
  7. 7. Introduction to Codesign | Juha Kronqvist “Prototype early and often, making each iterative step a little more realistic. At some point you are likely to experience that wonderful “Ah ha!” feeling that comes with a creative leap, but that is only an indication that you have moved forward in the detail of the aspect of the design that you are focusing on right then. You will only know that the design is good when you have tried it out with the people who will use it and found that they are pleased, excited, motivated, and satisfied with the result.” – Tim Brown, IDEO 7
  8. 8. Introduction to Codesign | Juha Kronqvist 8 3 REASONS
  9. 9. Introduction to Codesign | Juha Kronqvist 9 1. BECAUSE SERVICES ARE CO-PRODUCED BY PEOPLE
  10. 10. Introduction to Codesign | Juha Kronqvist 10 2. BECAUSE INNOVATIVE SERVICES REQUIRE DEEP UNDERSTANDING OF THE CUSTOMER
  11. 11. Introduction to Codesign | Juha Kronqvist 10 2. BECAUSE INNOVATIVE SERVICES REQUIRE DEEP UNDERSTANDING OF THE CUSTOMER SAY THINK DO USE KNOW FEEL DREAM WHAT PEOPLE: MAKE DO SAY KNOWLEDGE: EXPLICIT OBSERVABLE TACIT LATENT Interviews Observations Generative methods: Probes, collages, co- design workshops, design gameSanders (1999)
  12. 12. Introduction to Codesign | Juha Kronqvist 11 EXAMPLES OF SERVICE DESIGN METHODS 1. What people say Eliciting the surface knowledge. What people know/remember/want to tell. 2. What people do Eliciting tacit knowledge. What you can observe people doing and using. 2. What people make How people feel and what they experience. What people do with their hands or using artistic practices. FOCUSGROUPS INTERVIEWS QUESTIONNAIRES OBSERVATION PROBES DESIGNGAMES BODYSTORMING WORKSHOPS MAKE-TOOLS
  13. 13. Introduction to Codesign | Juha Kronqvist 12 3. BECAUSE YOU SHOULD DESIGN ALSO WITH EMPLOYEES, NOT FOR THEM
  14. 14. Introduction to Codesign | Juha Kronqvist 13 WHAT IS CODESIGN?
  15. 15. Introduction to Codesign | Juha Kronqvist The roots of codesign can be traced back to participatory design projects in 1960, when designers started to include people in the community planning processes. Later in 70s-80s computer-based tools started to emerge at workplaces. The central idea was to find ways how to include the workers in the design of their tools and utilize their expertise as fully as possible. 14 Pelle Ehn BACKGROUND
  16. 16. Introduction to Codesign | Juha Kronqvist 15THE CARDBOARD HOSPITAL | http://vimeo.com/juhak/cardboardhospital CODESIGN TODAY
  17. 17. Introduction to Codesign | Juha Kronqvist 16 CODESIGN roles process m ethods approach+ m indset
  18. 18. Introduction to Codesign | Juha Kronqvist 17 Sanders (2008) APPROACH AND MINDSET
  19. 19. Introduction to Codesign | Juha Kronqvist 18 Sanders (2008) PARTICIPANT ROLES
  20. 20. Introduction to Codesign | Juha Kronqvist 19 Sanders (2008) DESIGN PROCESS
  21. 21. Introduction to Codesign | Juha Kronqvist 20 CODESIGN PREPARATION Vaajakallio (2012)
  22. 22. Introduction to Codesign | Juha Kronqvist 21 Sharing Sense making Generating Co-design events create a learning environment, in which experiences, ideas and meanings are created and shared among the participants. Kirsikka Vaajakallio WORKSHOP PROCESS
  23. 23. Introduction to Codesign | Juha Kronqvist 22 CODESIGN METHODS
  24. 24. Introduction to Codesign | Juha Kronqvist A few useful codesign methods 1. Design probes 2. Experience prototyping 3. Design games 23 Note All of these methods can be used with expert-led or participatory mindset.
  25. 25. Introduction to Codesign | Juha Kronqvist 24 1. DESIGN PROBES A cultural probe is an inexpensive technique used to learn more about your intended user group based on self-documentation. Focus is on getting a sense of the personal environment and views of the users. Most typical setups involve handing some sort of diary to volunteers to log their activities and thoughts or a camera for fotographing their surroundings. It aims to support the interpretations and creativity of users and designers.
  26. 26. Introduction to Codesign | Juha Kronqvist 25 diaries photos triggers moodboards sensitizers PROBES CAN BE…
  27. 27. Introduction to Codesign | Juha Kronqvist 26 The probes kit says a lot about you and your project. The design should be communicative, visual, motivating and appropriate for the topic and users. PROBES KIT Uniform: Place branding
  28. 28. Introduction to Codesign | Juha Kronqvist 27 Do you want it to be about activating, sensitizing, interfering or remembering? Remember to make the probe easy to use and not too time consuming. PROBES KIT Royal College of Art: A cultural probe
  29. 29. Introduction to Codesign | Juha Kronqvist 28 A method for understanding, exploring or communicating what it might be like to engage with a future product, space or system. Here the experience is acted out with participants and quick-and-dirty props. The use of all senses and active participation are essential to the method. It allows for the designer to think in terms of experiences instead of just a product or service. 2. EXPERIENCE PROTOTYPING
  30. 30. Introduction to Codesign | Juha Kronqvist 29 Here you create or evaluate ideas by simply trying them out. The idea is to make ideas visible and concrete through creating quick mock-ups of the service environments, the used products and the customer journeys. The central idea is to engage in imaginative experiences thinking what if this service would already be available. 2. EXPERIENCE PROTOTYPING
  31. 31. Introduction to Codesign | Juha Kronqvist Preparing for experience prototyping Step 1. The Customer Journey Step 2. People: Participants, roles and goals Step 3. Tangibles Questions to ask when experience prototyping 1. Do people understand the service – what the new service is or does? 2. Do people see the value of the service in their real life? 3. Do people understand how to use it? 4. Which touchpoints are central to providing the service? 5. Are the visual elements of the service working? 6. Does the language and terminology work? 7. Which ideas do the experience prototype testers have for improvement? 30 Polaine, Løvlie and Reason (2013) PREPARING EXPERIENCE PROTOTYPING
  32. 32. Introduction to Codesign | Juha Kronqvist 31 Design games are environments in which the elements of user knowledge are restructured in new ways. The games provide a tool, mindset and structure for co-design activities. Creating a play spirit which allows for creating and testing new solutions is essential. DESIGN GAMES Vaajakallio (2012)
  33. 33. Introduction to Codesign | Juha Kronqvist 32 visual reference memory aid testing of options marks progression GAME MATERIALS
  34. 34. Introduction to Codesign | Juha Kronqvist 33 RULES
  35. 35. Introduction to Codesign | Juha Kronqvist 34 Aalto University: Game Board Journey
  36. 36. Introduction to Codesign | Juha Kronqvist 35 FOR MORE INFORMATION Service Design: From Insight to Implementation (2013) This is Service Design Thinking (2011) Design Probes (2006) - online pdf Design Games as a Tool, Mindset and Structure (2006) - online pdf

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