Talk and workshop, HyperIsland, Stockholm, 2007 Nick Marsh, Engine Service Design www.enginegroup.co.uk Designing Services

What is service design? Why design services? And why now? What makes a good service (design)? What makes a good service designer? What’s next for service design? Break Exercise: MyMetrics - Developing service centred tools to measure and improve experiences

What is service design?

Why design services? And why now?

What makes a good service (design)?

What makes a good service designer?

What’s next for service design?

Break

Exercise: MyMetrics - Developing service centred tools to measure and improve experiences

Service design consultancy based in London Founded in 2000 14 people with diverse backgrounds in product design, communications design, interaction design, management consulting, strategy and planning, ethnographic research and more. Wide range of high profile clients in the private and public sector

Service design consultancy based in London

Founded in 2000

14 people with diverse backgrounds in product design, communications design, interaction design, management consulting, strategy and planning, ethnographic research and more.

Wide range of high profile clients in the private and public sector

What is Service Design?

A new design discipline? A set of methodologies? A new way of thinking? Anything new at all?

What is design? What is Design?

Design is the process of making something better for someone.

Design is the process of making something better for someone, in which is contained a series of shared practices, methods and tools for doing this making . Some practices, tools and methods can be shared between the designers following the process of making different types of (some)thing, others can’t. Service design borrows tools and methods from all design disciplines, and it has some of its own.

Design is the process of making something better for someone, in which is contained a series of shared practices, methods and tools for doing this making .

Some practices, tools and methods can be shared between the designers following the process of making different types of (some)thing, others can’t.

Service design borrows tools and methods from all design disciplines, and it has some of its own.

All design is multi-disciplinary product design

All design is multi-disciplinary interaction design

Service design is the same, it’s just very multi disciplinary (because services are) service design

Scope of service design projects at Engine: Service innovation Design research Business planning Service production Service specification

Scope of service design projects at Engine:

Service innovation

Design research

Business planning

Service production

Service specification

1. Service Innovation New propositions and enhancements

1. Service Innovation New propositions and enhancements

1. Service Innovation New propositions and enhancements

2. Design research Insight, stimulus and direction

2. Design research Insight, stimulus and direction

2. Design research Insight, stimulus and direction

3. Business Planning Visual business cases and buy-in

3. Business Planning Visual business cases and buy-in

4. Service Production Training, choreography, measurement

4. Service Production Training, choreography, measurement

5. Service Specification Service requirements Principles Guidelines Messages Metrics Processes Business models

Service design is a very multidisciplinary practice We’ll look at what’s needed to be a good service designer later. Before that, why is service design emerging now ?

Why Service Design?

74% of UK GDP comes from service 80% of employment is service related Happy customers are worth more ‘ Service’ counteracts commoditisation Service relationships can’t be copied Yet… 81% of people report bad experiences

74% of UK GDP comes from service

80% of employment is service related

Happy customers are worth more

‘ Service’ counteracts commoditisation

Service relationships can’t be copied

Yet…

81% of people report bad experiences

The service economy is here, but it’s just not very well designed yet!

The cultural and social challenges driving service design

The world has become flatter

The world has become fuller

The world has become richer

The world has become busier

The world has become older

The world has become more competitive

The world has become more confusing

More competition + More choice + More cash = More complexity Fortunately, designers have a process for making things better!

The commercial challenges driving service design

‘ Servitisation’ New business models New relationships with customers New relationships with competitors New opportunities New complexities

‘ Servitisation’

New business models

New relationships with customers

New relationships with competitors

New opportunities

New complexities

Service innovation is the new corporate battleground Graph: © Peer insight LLC

The Progression of Economic Value Source: Pine and Gilmore, ‘The Experience Economy’ Specific Different and Unique Low Market Value High Undifferentiated Generic Diversity Customer Need extract commodities make goods deliver services provide experiences

The Progression of Economic Value Source: Pine and Gilmore, ‘The Experience Economy’ Specific Different and Unique Low Market Value High Undifferentiated Generic Diversity Customer Need

We need service design, as providers and users (and ambitious designers!) But what is a good service (design)?

What makes a good service (design)?

Convenient Usable Desirable Consistent Efficient Effective Sustainable

Sustainable Usable Convenient Consistent Efficient Effective Desirable SUCCEED! }

Good service design exists in a ‘translation space’.

Five Fundamentals of service design

Systems Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated

Value Understanding how to create the best value for users and providers through their interactions.

People Understanding the part people play in providing, using and designing services, and how to include them in the service design process .

Journeys Understanding that services are experienced over time and need to be seen and innovated as journeys

Propositions Understanding how to innovate, package and market a service and how to develop a proposition towards a vision.

Process Service design made simple…

What makes a good service designer?

A passion for Process

Co-creation

Facilitation

Empathy

Understanding that the craft is in letting go, not holding on

Visualisation and communication

User centred design research

Prototyping

Making tools for others

Managing ambiguity

Making things simple

Making things (appear) simple

Very multi disciplinary design - Bridge shaped?

Where next for service design?

Exciting times for designers! Creativity is the new competitiveness Service design is ambitious for design, and the potential of design to improve our lives As a very multi disciplinary practice, service design can grow in three main directions

Exciting times for designers!

Creativity is the new competitiveness

Service design is ambitious for design, and the potential of design to improve our lives

As a very multi disciplinary practice, service design can grow in three main directions

1. The very multi disciplinary studio Service designers continue to expand their generalist skills, with increasing emphasis on co-design and co-innovation Works well for smaller, quicker projects, in particular innovation focused work where designers are researchers (or vice versa) Will be supported by new entrants from management and marketing fields Current Engine strategy

1. The very multi disciplinary studio

Service designers continue to expand their generalist skills, with increasing emphasis on co-design and co-innovation

Works well for smaller, quicker projects, in particular innovation focused work where designers are researchers (or vice versa)

Will be supported by new entrants from management and marketing fields

Current Engine strategy

2. The deeply multi disciplinary studio Service designers become project co-ordinators for large scale new service development programs, acting more like architects Supported by larger teams of more specialised multi-disciplinary teams - Service design becomes about (big!) brief building (like IDEO) Improves the role (and use) of design at the heart of the service enterprise, particularly in consumer markets

2. The deeply multi disciplinary studio

Service designers become project co-ordinators for large scale new service development programs, acting more like architects

Supported by larger teams of more specialised multi-disciplinary teams - Service design becomes about (big!) brief building (like IDEO)

Improves the role (and use) of design at the heart of the service enterprise, particularly in consumer markets

3. The specialist studio Its also likely that specialist service design studios (and designers) will emerge that focus on one area of service design and innovation Already underway in the public sector, with studios such as ThinkPublic that looks only at health services

3. The specialist studio

Its also likely that specialist service design studios (and designers) will emerge that focus on one area of service design and innovation

Already underway in the public sector, with studios such as ThinkPublic that looks only at health services

Challenges ahead Developing common language Improving service design education

Developing common language

Improving service design education

Building Common Language A new language for clients A new language for designers

http://www.enginegroup.co.uk/source/stories/journey_to_the_interface.html

Service design education New skills New competition

www.enginegroup.co.uk Talk and workshop, HyperIsland, Stockholm, 2007 Nick Marsh, Engine Service Design