Touchpoint article: Service Prototyping in Action! www.service-design-network.org/tp-catalog

volume 3 | no. 2 | 12,80 euro September 2011 Organisational Change• Overcoming the ‘Monkeysphere’ Challenge Jesse Grimes and Mark Alexander Fonds• Innovating in Health Care – an Environment Adverse to Change Francesca Dickson, Emily Friedman, Lorna Ross• Service Transformation: Service Design on Steroids Melvin Brand Flu

By Satu Miettinen Service Prototyping in Action!Service prototyping has been a valuable method in service evaluate the service experience fromdevelopment for Nokia, UNICEF, Lappset group and many the user point of view rather than from the outsider’s perspective.other companies. SINCO, (Service Innovation Corner) is Kimmo Lehtonen, CEO froma prototyping lab for service and interaction design at the KL-Kopio describes the benefit thatUniversity of Lapland. SINCO lab has worked with the above service prototyping has had for his company, by looking at his businesscompanies, focusing on prototyping new solutions for their from a customer point of view. Theservice journeys, user interfaces and overall product experience. prototyping process has helped his company to develop a new customerIt has enabled them to study and ana- agile technological solutions enables service concept in digital printing aslyse existing services and user experi- the creation of digital interface mock- well as to improve a concept for theences, to visualise ideas and develop ups made with an iPad, an interactive servicescape. These changes havethem quickly, to communicate with touchscreen or other easily available brought new customers to the compa-stakeholders coherently, and to test means. These mock-ups can tested ny. Putting together the new businessand evaluate concepts collaboratively. and developed further during body- idea with mock-ups and visualisations Service design is one of the storming or concept design phase. helped him to evaluate the new servicestrategic research areas at the Uni- and business concept thoroughly. Theversity of Lapland. The faculty of Art The Benefits of Service value of SINCO lab is in having theand Design has worked for several Prototyping space and technological means to doyears with service design methodol- Just as it is in other design practices, hands-on prototyping with low over-ogy, especially service prototyping. prototyping is one of the core methods heads. This allows small- and medium-Research and development work on in service design. SINCO labs’ hands- sized companies to get involved and toservice prototyping falls into two on experience with service prototyp- benefit from service design. SINCO labdi erent areas: the first area consid- ing has come to include the company’s has also developed a mobile lab thaters how service prototyping can add R&D sta more deeply in service can be used on site.value at various stages in the service development. As a result, proposed The findings at SINCO lab aredesign process to elicit customer customer experiences and service supported in research literature oninsight and help evaluate new service journeys make evaluating and inno- prototyping where the main purposeconcepts; the second area focuses on vating new solutions more concrete. of prototyping is to concretise an idea1.the development of agile technologies Including the company sta in the A prototype can quickly and cheaplyused to prototype service touchpoints, service prototyping through enact- communicate a service propositionservice moments and service journeys ing, analysing or developing service and prompt questions on the technicalquickly and iteratively. The use of journeys, has given them the means to feasibility, consumer desirability, and64

education and research business viability.2 Prototypes should to form the brief and understand the tools for creative, hands-on building), represent product, technological value of service design. Simple tasks, handheld projectors (producing user and social interactions.3 Experience like creating empathy and looking at interface mock-ups and visual touch- prototyping has been done at IDEO the user’s service journey are core ele- points) and UI devices (interaction de- for years, because active participation ments at SINCO lab. Companies like sign mock-ups). SINCO lab is actively in the user experience opens up the Raunua Zoo have utilised this when leading EU funded projects that, with user point of view, and thus enables creating new travel service concepts the help of cooperating companies, new service and product innova- for the Christmas season. One of the have enabled the betterment of the en- tion. Service designers4 ﬁnd service important focuses of SINCO lab is vironment. The results are driving the prototyping central to their work to work as a learning environment, development of new tools and methods because it is collaborative, makes where MA students work with the for service prototyping. services visible and helps to commu- service design team (Simo Rontti, Essi nicate service concept suggestions. Kuure and Antti Lindström) and com- References Prototyping enables collaborative panies. Students work with hands-on 1 Fulton Suri, J. (2008). ‘Informing Our Intuition. work with stakeholders when design- cases, learning to use both di erent Design Research for Radical Innovation.’ Rotman Magazine, Winter 2008. ing product service systems and prototyping methods and technology 2 Samalionis, F. (2009). ‘Can Designers Help Deliver multi-channel services. Stakehold- that facilitates prototyping. Better Services?’. In S. Miettinen, & M. Koivisto ers’ participation helps to ﬁgure out Technology used in service (Eds.), Designing Services with Innovative Methods. ways to realise ideas already in the prototyping at SINCO includes: Kuopio Academy of Design, University of Art and Design, Helsinki B 93, 124 – 135. concept design phase.5 large interactive touch screens (uservphotos: SINCO lab – Antti Lindström, Satu Miettinen – Aino Huovio 3 Kurvinen, E. (2007). Prototyping Social Action. interface prototyping), interactive Taideteollisen korkeakoulun julkaisut A75. Helsinki. How to Service Prototype at whiteboards (notes, sketching and 4 Blomkvist, J. (2011). Conceptualising Prototypes in Service Design. Faculty of Arts and Sciences Thesis SINCO Lab user interface prototyping), probes No. 101. Department of Computer and Information Project work with companies fo- and building blocks (role playing and Science Linköpings universitet. [online] Retrieved cuses on di erent aspects of service rough modelling of physical environ- June, 2011, from http://liu.diva-portal.org/smash/ record.jsf?pid=diva2:412916&rvn=2 development depending on custom- ments), scene workstations (control- 5 Vaahtojärvi, K. (2011). Palvelukonseptien ers’ needs. In the beginning of the ling service scene backgrounds and arviointi. In Palvelumuotoilu –uusia menetelmiä prototyping process, generative work service journeys), back-projection dis- käyttäjätiedon hankintaan ja hyödyntämiseen. that produces lots of ideas with pro- plays (for the quick creation of service Miettinen, S. (toim.) Teknologiainfo Teknova Oy. totyping methods can help the client scene backgrounds), RGB spotlights (creating the desired atmosphere at a service scene), craft equipment (mock-ups, puppet-theatre and other Prototyping at SINCO lab using Dr. Satu Miettinen works as a Professor of Applied Art and De- interactive touchscreens and a sign at the University of Lapland. For several years she has been working with service design scene conrol sta-tion for agile projects funded by the Finnish Funding Agency visualisation, testing and devel- for Innovation and Technology. She is actively working with writing and editing service design oping of service ideas. research literature. 65

Touchpoint article: Service Prototyping in Action! www.service-design-network.org/tp-catalog

by Satu Miettinen on Oct 20, 2011

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Touchpoint article: Service Prototyping in Action! www.service-design-network.org/tp-catalog Document Transcript