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Intro to Service Design

      Dr. Satu Miettinen
 www.servicedesignthinking.com
    www.satumiettinen.com
Why service design?
• Public service sector has huge need to
  develop new service structures and solutions
  with small r...
What is service design?
• Service design as a tool for improving a
  customer experience, innovating new
  service opportu...
With design methods and
               thinking
• Service design connects the areas of cultural,
  social and human intera...
Generative methods
• Gaining human-centred insights, new
  ideas and opportunities, emergent
  patterns and challenges, po...
Evaluative and formative
                      methods
• Co-discovery, co-design, engaging the
  participants in creativit...
Predictive methods
• Future opportunities and ideas,
  speculative scenarios, estimating the
  scale and potential of an o...
Service experience
• Experience includes personal
  expectations, values, meanings >
  customer experience can’t be dictat...
Drama
• The choreography of experience or at
  least of conditions that enable certain
  experiences is a major challenge ...
User experience
• Desmet and Hekkert (2007) define that the user
  experience is shaped by the characteristics of the
  us...
Service designer
• Aquire the user knowledge with
  variety of tools
• Visualize the service experience
• Social skills, e...
Main tasks in service design
            business:
a) Improving existing services/ service
   channels (web, phone, person...
Added value of service design
  for the service business
•   Proactive method, foreseeing service opportunities and needs
...
Customer Journey
   Services are processes that happen
   over time, and this process includes
   several service moments....
Mikko Koivisto’s example of a customer journey that is formed by several service
      moments In Designing Services with ...
Tool for making concrete
• In service design the customer journey and the
  service moments can be mapped out from an alre...
Service touchpoints
• Each service moment is made of a
  number of touchpoints through which
  the service and its brand i...
Service channels
• Channels are environments, spaces
  and places where the visible part of the
  service production happe...
Objects as touchpoints
• Objects as touchpoints are things or
  machines that the customer himself uses,
  needs or gets w...
Blueprinting the service
•   Service design keeps the focus on the lived experience of the
    user journey. This is a jou...
Service design process
> Understanding the service design challenge: the
   users, business environment and applicable
   ...
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Uid 2009 27102009

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Transcript of "Uid 2009 27102009"

  1. 1. Intro to Service Design Dr. Satu Miettinen www.servicedesignthinking.com www.satumiettinen.com
  2. 2. Why service design? • Public service sector has huge need to develop new service structures and solutions with small resources. > social design, new user orientated service systems • Growing area of service industry and the experience economy offers possibilities to develop user orientated service clusters. > new business opportunies 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  3. 3. What is service design? • Service design as a tool for improving a customer experience, innovating new service opportunities and ROI (return on investment). • Service design is a tool for innovating new sustainable service systems and well-being. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  4. 4. With design methods and thinking • Service design connects the areas of cultural, social and human interaction. Use of design methods acts as a link between the different views in the service design process. • Service design looks at service development from the designer’s point of view. Design thinking has the ability to create concepts, solutions and future service experiences for users. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  5. 5. Generative methods • Gaining human-centred insights, new ideas and opportunities, emergent patterns and challenges, possible new offerings (context mapping, role playing, design probes). Fulton Suri, J. (2008): Informing Our Intuition: Design Research for Radical Innovation. Rotman Magazine, Winter 2008. pp. 53-55. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  6. 6. Evaluative and formative methods • Co-discovery, co-design, engaging the participants in creativity and in critical thinking, sketches, models, videos, prototypes, continual learning through a process to determine the what, how, and to whom the offering is directed (storyboards, animations, tangible prototypes). Fulton Suri, J. (2008): Informing Our Intuition: Design Research for Radical Innovation. Rotman Magazine, Winter 2008. pp. 53- 55. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  7. 7. Predictive methods • Future opportunities and ideas, speculative scenarios, estimating the scale and potential of an opportunity even when most variables are unknown (scenario-based design). Fulton Suri, J. (2008): Informing Our Intuition: Design Research for Radical Innovation. Rotman Magazine, Winter 2008. pp. 53-55. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  8. 8. Service experience • Experience includes personal expectations, values, meanings > customer experience can’t be dictated! • One can set the right kind of framework and setting for the customer experience to direct it in the right direction 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  9. 9. Drama • The choreography of experience or at least of conditions that enable certain experiences is a major challenge in the service design process. Use techniques that have their roots in performing arts; learn from experience and interaction design in order to ”design time”. Mager, B. (2009): Service Design as an Emerging Field. In Designing Services with Innovative Methods. Miettinen, S. and Koivisto, M. Taik Publications, 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  10. 10. User experience • Desmet and Hekkert (2007) define that the user experience is shaped by the characteristics of the user (personality, skills, background, cultural values and motives) as well as those of the product (shape, texture, colour and behaviour). Physical actions and perceptual and cognitive processes (perceiving, exploring, using, remembering, comparing and understanding) will contribute to the experience. It is further influenced by the context of interaction (physical, social, economic). Desmet, Pieter and Hekkert, Paul (2007): Framework of Product Experience. International Journal of Design. 1 (1), 57-66. http://www.ijdesign. org. Downloaded 4.9.2007 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  11. 11. Service designer • Aquire the user knowledge with variety of tools • Visualize the service experience • Social skills, empathy for the users, creativity and visual thinking • Design thinking and co-ordination 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  12. 12. Main tasks in service design business: a) Improving existing services/ service channels (web, phone, personal sales etc) b) Innovating new commercial services for a company c) Creating a service strategy or improving brand strategy with service design tools 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  13. 13. Added value of service design for the service business • Proactive method, foreseeing service opportunities and needs • Gaining human-centered insights with innovative methods • Developing services with user orientation • Improved user-experience • Customer profiles • Qulitative research with creative process and strong quality work • Multi-disciliplinary work • Building brand experience through good and credible user experiences • Users included in the development process • Testing the ideas • Understanding the service context • Visualizing • Prototyping, iterative process 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  14. 14. Customer Journey Services are processes that happen over time, and this process includes several service moments. When all service moments are connected the customer journey is formed. The customer journey is formed both by the service provider’s explicit actions as well as by the customer’s choices. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  15. 15. Mikko Koivisto’s example of a customer journey that is formed by several service moments In Designing Services with Innovative Methods 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  16. 16. Tool for making concrete • In service design the customer journey and the service moments can be mapped out from an already existing service or used as tools in the concept design phase of new service offerings. By doing this the service structure becomes more concrete and understandable and can therefore be better shaped and critically examined. With the help of observation and other methods used in service design it is possible to find new customer needs and new models of earning money. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  17. 17. Service touchpoints • Each service moment is made of a number of touchpoints through which the service and its brand is experienced and perceived with all the senses. Touchpoints are divided into channels, objects, processes and people. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  18. 18. Service channels • Channels are environments, spaces and places where the visible part of the service production happens. Channels can be physical, digital or intangible. Often services are multichannel customer experiences, which means that they are produced through many different media. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  19. 19. Objects as touchpoints • Objects as touchpoints are things or machines that the customer himself uses, needs or gets when using a service. The objects can also be things that the personnel use but are still visible to the customer and contribute to the customer’s service experience. Since the service cannot be tested before using it the customer often draws conclusions based on what he or she sees. Objects often thus have a communicative role in services. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  20. 20. Blueprinting the service • Service design keeps the focus on the lived experience of the user journey. This is a journey that points to where people actually experience the service. This approach enables organizations to understand how people and services relate in practise. For developing a service blueprint one needs to understand the service architecture. This is a complex system and arrangement of objects, dialogues, information, content, processes and navigation. Touchpoints are the people and tangible things that shape the experience of services. Touchpoints, as previously mentioned, are the places and spaces where people experience the services. Service can thus be described as a journey that connects the touchpoints. 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
  21. 21. Service design process > Understanding the service design challenge: the users, business environment and applicable technologies > Observing, profiling, creating empathy for the users, participating with the users and being visual during the whole process > Creating ideas, prototyping, evaluating and improving including the clients and the users in the process > Implementing, maintaining and developing the services > Operating with business realities 27.10.2009 Lecture at Sampo hall, University of Art and Design Helsinki, UID 2009
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