This document discusses visual tools for service design. It begins by noting the growing complexity of what designers deal with and the need to represent intangible elements. It then discusses how tools help designers communicate with different stakeholders like experts, employers, and users. The document goes on to categorize existing visualization tools based on factors like the design activity, recipients, contents, and type of representation. It concludes by introducing a toolbox website that collects tools from different fields for researchers and designers.

1. VISUAL TOOLS FOR DESIGN
www.servicedesigntools.org
by roberta tassi

2. research
thesis web resource
01 02 03 04

3. ISSUE
WHY TALKING ABOUT
VISUALIZATION?

4. ISSUE
01
product

5. ISSUE
01
product
service

6. ISSUE
01
product
service
experience

7. ISSUE
01
product
service
experience
interaction

8. ISSUE
01
product
service
experience
interaction
system

9. ISSUE
01
product
service
experience
interaction
system
process
...

10. ISSUE
01
THE GROWING COMPLEXITY DESIGNERS DEAL WITH
ENHANCES THE NEED OF MAKING EVIDENT INTANGIBLE
ELEMENTS. HOW TO REPRESENT SOMETHING THAT IS
MAINLY IMMATERIAL, DYNAMIC, HETEROGENEOUS,... ?

11. ISSUE
02
designer

12. ISSUE
02
designer
stakeholder

13. ISSUE
02 expert
designer
stakeholder

14. ISSUE
02 expert
designer
employer
stakeholder

15. ISSUE
02 expert
designer
employer
stakeholder
user

16. ISSUE
02
TALKING TO A MAINLY UNDIFFERENTIATED GROUP OF
INTERLOCUTORS REQUIRES A DEEP UNDERSTANDING OF
THE EXISTING VISUALIZATION TOOLS, OF THE OPPORTU-
NITIES GIVEN BY REPRESENTATION AND OF THE DIFFER-
ENCE BETWEEN POSSIBLE VISUAL LANGUAGES

17. RESEARCH
WHICH ARE THE
EXISTING VISUAL
TOOLS?

18. RESEARCH
01INTERVIEWS
ezio manzini (MILAN / POLITECNICO DI MILANO)
elena pacenti (MILAN / DOMUS ACADEMY)
nicola morelli (AALBORG / AALBORG UNIVERSITY)
sean miller (LONDON / LIVEWORK)
toke barter (LONDON / RADARSTATION)
stefan moritz (LONDON / AEGIS MEDIA)

19. RESEARCH
01
ezio manzini
AT THE BEGINNING, WHERE SERVICE DESIGN DISCIPLINE
WAS BORN, THERE WASN’T ANY CODIFIED TOOL.
EVERYONE USED TO CREATE SPECIFIC MODELS FOR THE
REPRESENTATION OF THE PROJECT TIME TO TIME.
BUT NOW SOME TOOLS HAVE REALLY BECOME STAN-
DARDS FOR THE COMMUNICATION OF THE PROJECT
(THINK AT THE STORYBOARD AND BLUEPRINT).

20. RESEARCH
01
elena pacenti
IT’S VERY IMPORTANT TO DISTINGUISH AMONG THE
VISUALIZATION AS NOTATIONAL TECHNIQUES AIMED AT
THE REPRESENTATION OF THE IDEA AND OF THE SYSTEM
AND THE VISUALIZATION AS THE COMMUNICATION OF
THE SERVICE THROUGH ITS EVIDENCES AND ITS
INTERFACE.

21. RESEARCH
01
nicola morelli
THE THOUGHT THAT THE DESIGNER COULD EASILY ADAPT
THE EXISTING REPRESENTATION TECHNIQUES TO THE
NEW CONTENTS IS WRONG.
SERVICE DESIGN REQUIRES THE CONSTITUTION AND
SEDIMENTATION OF A SET OF TOOLS THAT ARE REALLY
ABLE TO SUPPORT THE GENERATION OF INNOVATIVE
SOLUTIONS AND THEIR COMMUNICATION.

22. RESEARCH
TOOLBOX

23. RESEARCH
02COLLECTING
FROM DIFFERENT FIELDS
design
HCI
business
social sciences
...

24. RESEARCH
02
tool
tool tool OFFERING tool tool
MIND MAP ACTORS MAP MAP SYSTEM MAP CONCEPT MAP
tool tool tool tool
tool TOUCHPOINTS CUSTOMER INTERACTION PROCESS
BLUEPRINT MATRIX JOURNEY MAP TABLE MAP
tool tool tool
CHARACTER tool tool tool tool STORY MOTIVATION
PROFILES PERSONAS TEMPLATES ROLE SCRIPT SPECIFICATION TELLING MATRIX
tool tool tool tool
AFFINITY GROUP methodology tool tool LEGO SERIOUS DESIGN
DIAGRAM SKETCHING INFORMANCE ISSUE CARDS ROLE PLAY PLAY™ GAMES
tool tool tool
tool TOMORROW CONTEXT tool tool tool SERVICE
MOODBOARD HEADLINES PANORAMA POSTER STORYBOARD USE CASES IMAGE
tool tool methodology methodology methodology tool methodology
ROUGH EXPERIENCE tool COGNITIVE CONSTRUCTIVE HEURISTIC SERVICE tool WIZARD
PROTOTYPING PROTOTYPE MOCK UP WALKTHROUGH INTERACTION EVALUATION PROTOTYPE EVIDENCING OF OZ

25. TAXONOMIES
WHAT AFFECTS THE
VISUALIZATION?

26. TAXONOMIES
WHEN?
DESIGN ACTIVITIES
co-designing
envisioning
testing&prototyping
implementing
...

27. TAXONOMIES
ISSUE CARDS, BOVISA CO-HOUSING PROJECT / DIS, POLITECNICO DI MILANO
http://www.dis.polimi.it/english/

28. TAXONOMIES
SERVICE EVIDENCES, HEALTH CONNECT / ENGINE
http://www.enginegroup.co.uk

29. TAXONOMIES
WHO?
RECIPIENTS
experts
stakeholders
employers
users
...

30. TAXONOMIES
NET-MAPS / EVA SHIFFER
http://netmap.wordpress.com/

31. TAXONOMIES
SERVICE ECOLOGY, FIAT MULTI+ ACTORS / LIVEWORK
http://www.livework.co.uk

32. TAXONOMIES
WHAT?
CONTENTS
context
system
interaction
offering
...

33. TAXONOMIES
LEGO SERIOUS PLAY, REAL TIME WEB / Trivioquadrivio
http://www.triq.it/lspunit/file/01.htm

34. TAXONOMIES
SERVICE BLUEPRINT, PRESBY NEURO CLINIC / Carnagie Mellon University
http://kipworks.com/upmc_holisticbook.pdf

35. TAXONOMIES
HOW?
KINDS OF REPRESENTATION
graphs
narratives
models
games
texts
...

36. TAXONOMIES
SYSTEM MAP, PORTA D’ACCESSO A ROMA ARCHEOLOGICA / DARC
http://darc.domusacademy.com

37. TAXONOMIES
CONCEPT IMAGE, PHONE BATTLE / V-TAIL WORKSHOP
http://projects.domusacademy.net/v-tail/

38. TOOLBOX
www.servicedesigntools.org

39. TOOLBOX
ADDRESSED TO
researchers
designers
professionists (other)
...

40. TOOLBOX
FEEDBACKS
quoted in design and business blogs
and websites
700 bookmarks on de.li.ci.ous
...

41. thanks