Service design tools for co creation and user centered design


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Service design tools for co creation and user centered design

  1. 1. Service Design<br />Tools for co-creation and user-centered design<br />Satu Miettinen<br />
  2. 2. What is service design?<br />
  3. 3. ”Weareabout to enter the age of the informationeconomy – a post-industrialeconomybased no longersolely on manufacturingbutmore on knowledge, service and informationindustries.”<br />
  4. 4. ”Businessesand publicservicesalikefacehugechange in the new informationera. Theyneedto shifttheiremphasisback – to whatpeoplereallywant.”<br />
  5. 5. ”Service design is allaboutworkingwithrealpeople to find out whattheyneed.”<br />
  6. 6. Service design is about developing services with design methods and business thinking.<br />Service experience is designed to respond to the user needs and business goals of the service provider.<br />Designing the interactionbetweenserviceprovider and end-userwith the use of creativeprocesses and methods.<br />
  7. 7. HCD<br />Human Centered Design<br />Stanford D -school<br />
  8. 8. Whatare the skills of a service designer ?<br />
  9. 9. ”The mostimportantthing in design is empathy: the ability to understandsomethingfrom the otherperson’sperspective.”<br />
  10. 10. Combines creative thinking and organisational skills.<br />Visualizes and concretizes an abstract service process. This enables stakeholders to work and have views on the process.<br />Co-ordinates different phases of a service design process.<br />
  11. 11. Kunnonpaikka Rehabilitation Centre: Case children’swellbeingVisualizedservicemomentNiina Talaslahti<br />
  12. 12. Userexperience<br />
  13. 13. Userexperience is a holistictermused to describe the overallexperience a userhaswhenusing a productor a system. The userexperienceresearchfocuses on the interactionsbetweenpeople and products/services, and the experienceresultingfrom the interaction. <br />
  14. 14. The concept of userexperience in design includes the needs, emotions and experiences of users and the productsthatcontribute to the experience.<br />Userexperience is shapedby the characteristics of the user (personality, skills, background, culturalvalues and motives) as well as those of the product (shape, texture, colour and behaviour). Physicalactions and perceptual and cognitiveprocesses (perceiving, exploring, using, remembering, comparing and understanding) willcontribute to the experience. It is furtherinfluencedby the context of interaction (physical, social, economic). <br />
  15. 15. Developing Viretori service for elderly:Co-creation with the usersElisa Heikkilä<br />
  16. 16. ”Design thinking is the ability to think of somethingthat the worlddidn’tknowwasuseful – itmakespeople’slivesbetter in someway.”<br />
  17. 17. “Design thinking” – a methodologythatimbues the fullspectrum of innovationactivitieswith a human-centered design ethos.Innovationis poweredby a thoroughunderstanding, throughdirectobservation, of whatpeoplewant and need in theirlives and whattheylikeordislikeabout the wayparticularproductsare made, packaged, marketed, sold, and supported.<br />
  18. 18. Experienceprototyping at Louhos, TahkoKatja Sorvali<br />
  19. 19. Service design is alwaysfocusing on business plan. Where is the addedvalue and €?<br />
  20. 20. Viretoriservice for elderly: concept design of the serviceEmmi Hakala<br />
  21. 21. Benefits?<br />
  22. 22. Differentiating the service<br />Increacing the productivity: makinginternalprocessesmoreefficient and usable<br />Understading the userneeds<br />Identifying the business pontential: understandinglatentneedsenablesradicalconcepts<br />Improving the customersatisfaction: increasingcustomersatisfaction, recommendation and loyality<br />Speedsup the service design process<br />Visuality and concretenessenablescommunication<br />
  23. 23. Kunnonpaikka Rehabilitation Centre: Case children’swellbeingCo-creationwithchildrenNiina Talaslahti<br />
  24. 24. Goals in service design <br />
  25. 25. Developingexistingservicesystemordifferentservicechannels (web, at the desk, throughphone)<br />Developing new services<br />Creating a servicestartegy: developing a servicesystemthatfollows the company’s vision<br />
  26. 26. Iskelmäniityt:visualizing the customerjourneyElina Piukkula<br />
  27. 27. The process of service design<br />
  28. 28.
  29. 29. Understandingthe customerphase: the aim of increasingcustomerunderstanding and raise the servicedevelopmentideas: observation, userstories, contextmapping, dramatechniques, Design Probes, mysteryshopping,taking the user's position.<br />• Method: Generative design research, empathic design and design ethnography<br />
  30. 30. DevelopingOpenDaycare Service at the City of Kuopio<br />Visualizedcustomerjourney (based on shadowing)<br />Riitta Junnila-Savolainen<br />
  31. 31. DevelopingOpenDaycare Service at the City of Kuopio<br />Co-creationwith the users and the staff<br />Sanna Sutinen ja Reetta Kerola <br />
  32. 32. DevelopingOpenDaycare Service at the City of Kuopio<br />Co-creationwith the users and the staff<br />Sanna Sutinen ja Reetta Kerola <br />
  33. 33. Cumulus hotel: Interactivelobbyconcept designDrama, personas, scalemodelAnette Hiltunen<br />
  34. 34. Käyttäjälähtöinen aulatila Cumulus<br />Anette Hiltunen<br />
  35. 35. CoustomerprofileReetta Kerola ja Anette Hiltunen<br />
  36. 36. CONCEPT DESIGN PHASE: Ideasareworked out intoserviceconcepts and presentedthroughstoryboard, animation, concretemodel. Needs of the bothgroupsarecombined in the phase to create a customizationconcept in a more general level.<br />• Method: The visualizationmethods, productconcept design.<br />
  37. 37. Hudle Oy: Kuopio channelOlli Happonen<br />
  38. 38. Hudle Oy:Kuopio channelOlli Happonen<br />
  39. 39. PROTOTYPING AND EVALUATION PHASE: furtherdevelopmentusingvariousmodelingtechniques: sketches, models, videos, experimentalmodel (prototype). In thiswaycustomizationserviceconcept is developed in customerorientatedway<br /> • Method: EvaluativeResearchDesign<br />
  40. 40. Developing Viretori service for elderly:Evaluating the touchpointswith Service FellowReetta Kerola<br />