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Andy Polaine: Service design Å designe for mennesker vs. for skjermer (Webdagene 2012)
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Andy Polaine: Service design Å designe for mennesker vs. for skjermer (Webdagene 2012)



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  • 1. Designing forPeople
  • 2. Start with the people Image source: Smithsonians Cooper-Hewitt, National Design Museum
  • 3. "Really everything I had done wasn’t very interesting orimportant. The thing that was really important was what was happening between me and the software on the screen.” Bill Moggridge on the GRiD Compass Computer Image source: Smithsonians Cooper-Hewitt, National Design Museum
  • 4. The ubiquity of screens paradox
  • 6. “We shape our tools andthereafter our tools shape us.” Marshall McLuhan
  • 7. The transition from an industrial to a service economy Ford assembly line at rest during a strike, September 1945 Source: Google hosted Life magazine archive
  • 8. Management t e ing les il uc ta vic Sa et Re od r Se rk Pr Ma er m sto CuIndustrial thinking – command and control
  • 9. Yet services are still conceived with a product mindset
  • 10. Turn this model on its side... Pr o du c t Ma rk et ing Sa les Management ReCus ta il to me r Se r vic e
  • 11. Customer Product Marketing Sales RetailCustomer Service Management ...and you get customer journey and channels
  • 12. Product & single screen experiences Image source: live|work
  • 13. Services are experienced in an ecology... Image source: live|work
  • 14. ...with multiple touchpoints
  • 15. ...with multiple touchpoints
  • 16. Some touchpoints are thought through and branded
  • 17. Some touchpoints “just happen”
  • 18. If you don’t design it, somebody else will Image source:
  • 19. Service experiences unfold over time Image Sources: Andy Polaine. London/RoW: Stefan Kellner
  • 20. Services enable interactions between people Image: Lavrans Løvlie
  • 21. Co-producing value
  • 22. If you don’t provide channels, somebody else will
  • 23. Relationships and conversations between people
  • 24. Are people trying to use a website or buy something?
  • 25. What is the underlying motivation and meaning? Image source: Flickr user Jon Large
  • 26. Interaction with backstage people, services & systems Image source:
  • 27. Somewhere in an warehouse... Image: Lucasfilm Ltd
  • 28. This means designing with people versus for people Image source: live|work
  • 29. Third party services form part of the experience too
  • 30. Boxes vs Arrows Image source: live|work
  • 31. Track the user journeys over time
  • 32. Track them through the different channels
  • 33. Align backstage services to deliver those experiences
  • 34. Give people the right tools and environment...
  • 35. ...and they will create individual value...
  • 36. ...that develops into aggregate value.
  • 37. Not just design for digital services and platforms...
  • 38. ...but remembering people’s lives beyond the screen. Image source:
  • 39. Takk for tiden din! @apolaine www.polaine.com Slides: