Service Design
Hogesool Roerdam - CMD
     15 december 2008
hp://claimid.com/marcfonteijn hp://
    www.linkedin.com/in/marcfonteijn hp://
   www.xing.com/profile/Marc_Fonteijn hp://
...
And since a few weeks I’m also a cartoon!
Who knows mobile monday?
hp://www.flir.com/photos/momoams/3007308303/
400 people
rode hoed amsterdam

next momo is on feb 2nd!
31VOLTS

I’m the co-founder of 31Volts, a SD studio based in Utrecht. Yes, we are a Design studio.
The big difference from...
Design Thinking



Design thinking is a process for practical, creative resolution of problems or issues that
looks for an...
Sharing



You gain more by sharing -- everything --
Sharing provides feedback, new ideas, energy, empathy (people will li...
Simplicity



We believe things should be as simple possible but not simpler (einstein)
It is very very hard to obtain sim...
hp://www.flir.com/photos/lwr/376714352/
At 31Volts work with people who are t-shaped or t-bone shape as you like.
We believ...
How cool!

          31Volts has internships


Yes, we’ll make you into a cartoon too ... and let you work on cool project...
1. why you’ll be ri

        2. what is SD                           (and some practical examples)




        3. todays a...
Part 1:
why you’ll be ri
Part 1:
why you’ll be ri
  and happy
Communication and
             Multimedia Design


Is it
Communication Design and Multimedia Design
or
Communication and M...
why design?



Why should we design? Isn’t it much better and easier to just do stuff?
What are the specific skills that de...
a short trip down
  memory-lane
hp://www.flir.com/photos/brizzlebornandbred/2046784836/
This guys had it made! He had a successful business. He knew all hi...
we’ve focussed on 2
 ings in e last
      century
still much more to come: nano-tech, bio-tech, dna assembly
hp://www.flir.com/photos/eblueboy/2115715749/
pretty good a standardizing stuff
improving processes
getting the maximum eff...
Yes, we still do need all
 ose smart people!
But did we forget
  someing?
hp://www.flir.com/photos/danalogan/425912533/
there has been almost no development in how we look at people

at least not i...
why should we care?
“We live in a world where
tenology has enabled a
 multitude of connections
 and has accelerated e
    pace of ange.”
     ...
ange like ...
(hmmm, wasn’t is someones quote recently)
“Shiing focus from
            money to currency of
            aention, reputation,
                  network”
          ...
didn’t understand people ... actually didn’t understand the world
I wouldn’t say that the financial crisis is caused by thi...
hp://www.flir.com/photos/30778530@N04/2888832311/
this is not only the case in the commercial sector
it’s the same in the p...
e core of is social
             and cultural shi are
                    people


It’s not about technology, eg web 2.0 o...
Organizations who truly
        understand people will
           come out on top


my prediction is that companies who wi...
So again, why am I
                 telling all is?


Who has made the connection? Has anyone figured out why he or she wil...
Where is e money?



Where is the money?!
YOU are (educated)
    designers
Design is not about making
“nice” stuff!
hp://www.flir.com/photos/a-mon/3085562427/




Design is not about being
extremly creative ...
Design is a process to
create value for people
This world needs new
              skills and you have
                      em!


listen to people, have an interest in w...
One more ing ...
hp://www.flir.com/photos/jonrogers/2434962574/
now usually at this moment someone raises his hand and asks: “Marc you’re te...
hp://www.flir.com/photos/tonwesseling/2214509996/
Who doesn’t know the coffee company? It’s the dutch starbucks
Can anyone ...
fuel = fun



It’s a big difference between paying for fuel or for fun!
QA
Part 2:
what is Service Design
A service is made up of
 3 ings we’ve seen
        before
Service
Tenology
Service




          Tenology

          How do we
            do it?
Business
Service



Business              Tenology

Should we             How do we
            process
  do it?                do ...
People
                                                  hp://www.flir.com/photos/sverreb/2722763403/
Not only the people w...
People

                     What do
                    ey want?




            brand                product

          ...
Service + Design?



So why should we design services?
... its not at hard,
              design creates beer
                      services ...


We’ve said it on one of the fir...
ink espressobar again
Designers / you are the ones who can add value there!
You won’t be the ones creating the best coffee...
hp://www.flir.com/photos/tpoholmes/375953694/
better experience = more economic value
time for a video
hp://www.youtube.com/wat?v=rYKMSAEaDik
How does all is relate
              to CMD?


So has this made sense?
Design is a process to
create value for people
Design at e level of
                                policy and ideology




                               Design at e le...
your design skills can
         take you way beyond a
           (computer) interface

Think beyond web services, mashups,...
don’t forget about products

                   focus on services


Good product designers are being educated right now in...
ba to 31Volts



Ok, after hearing all this you now probably wonder: what is that you guys actually do at the
31Volts stud...
our design proces
                          (you should know is)




Well, like I said before we design! And a lot of the ...
1. Resear
We do a lot of research, insight gathering and analys. Some people do quantitive market
research, some to trend ...
user interview

                                                                             shadowing

                  ...
2. Concept Development
We do a lot of concept development.
sketing

                                      storyboards

                                        scenario’s

          ...
3. Prototyping
Prototyping intangible things like experiences is somewhat a new field of expertise.
We use storytelling, pl...
playacting

                                                                           storytelling

                     ...
4. Implementation
service blueprints

                    service evidence overview

                        implementation plans

         ...
QA
Part 3:
e assignment
The homework?



who has made more than 3 / 5 / 10 photos?
What did you photograph ... what was positive and negative?
Todays assignment:

        Create a Customer Journey Map



One small step in the whole design process. It’s a tool to ge...
Why?



Holistic view on experiences

It’s an research step to identify gaps and opportunities in an existing experience.
2 ings you need to
        know
journeys  toupoints



Who is familliar with the term touchpoints?
Fysiek / virtual / human
Case:

                                             e trainride
                                             (simplified)

...
remember, toupoints
can be physical, virtual
      or human
your result could look
 someing like is
QA
Did you know?

         31Volts has internships!


Yes, we’ll make you into a cartoon too ... and let you work on cool pro...
Thanks !
         marc@31v.nl

hp://twier.com/marcfonteijn

      +31 6 48 37 29 04

         Aribution-Noncommercial-Shar...
live rating



Now we’re going to do an total anonymous rating of the presentation you’ve just seen.
Who grades this prese...
Service Design at the Hogeschool Rotterdam
Service Design at the Hogeschool Rotterdam
Service Design at the Hogeschool Rotterdam
Service Design at the Hogeschool Rotterdam
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Service Design at the Hogeschool Rotterdam

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This is the presentation we gave for the Communication and Multimedia Design students at the Hogeschool Rotterdam.

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Service Design at the Hogeschool Rotterdam

  1. 1. Service Design Hogesool Roerdam - CMD 15 december 2008
  2. 2. hp://claimid.com/marcfonteijn hp:// www.linkedin.com/in/marcfonteijn hp:// www.xing.com/profile/Marc_Fonteijn hp:// marcfonteijn.jaiku.com/ hp://www.flir.com/ photos/marcfonteijn/ hp://marcfonteijn.hyves.nl/ hp://www.lijit.com/users/marcfonteijn/ hp:// twier.com/marcfonteijn hp://del.icio.us/ marcfonteijn hp://www.last.fm/user/marcaing/ hp://www.youtube.com/profile?user=marcfonteijn hp://digg.com/users/marcfonteijn (incomplete)
  3. 3. And since a few weeks I’m also a cartoon!
  4. 4. Who knows mobile monday?
  5. 5. hp://www.flir.com/photos/momoams/3007308303/ 400 people rode hoed amsterdam next momo is on feb 2nd!
  6. 6. 31VOLTS I’m the co-founder of 31Volts, a SD studio based in Utrecht. Yes, we are a Design studio. The big difference from the design studio like you probably know is that we design intangible stuff -- eg. services I will tell you more on what we exactly do at 31Volts later on.
  7. 7. Design Thinking Design thinking is a process for practical, creative resolution of problems or issues that looks for an improved future result.[1] Unlike analytical thinking, design thinking is a creative process based around the quot;building upquot; of ideas. There are no judgments in design thinking. This eliminates the fear of failure and encourages maximum input and participation. Outside the box thinking is encouraged in this process since this can often lead to creative solutions.
  8. 8. Sharing You gain more by sharing -- everything -- Sharing provides feedback, new ideas, energy, empathy (people will like you) Yes, there are things you shouldn’t share (like you’re pinnumber)
  9. 9. Simplicity We believe things should be as simple possible but not simpler (einstein) It is very very hard to obtain simplicity When you’ve achieved it ... it looks so easy and natural
  10. 10. hp://www.flir.com/photos/lwr/376714352/ At 31Volts work with people who are t-shaped or t-bone shape as you like. We believe that it’s not enough to be just an expert in 1 field. Eg graphic design, computer science or ergonomics. It’s also not enough to just be creative! You have to have social mindset, project management, self learning. You have to be curious. You have to be an Design Thinker! You have to believe that everything starts with people.
  11. 11. How cool! 31Volts has internships Yes, we’ll make you into a cartoon too ... and let you work on cool projects!
  12. 12. 1. why you’ll be ri 2. what is SD (and some practical examples) 3. todays assignment This is the program for today Every part should be somewhere between 15 and 20 minutes
  13. 13. Part 1: why you’ll be ri
  14. 14. Part 1: why you’ll be ri and happy
  15. 15. Communication and Multimedia Design Is it Communication Design and Multimedia Design or Communication and Multimedia Design?
  16. 16. why design? Why should we design? Isn’t it much better and easier to just do stuff? What are the specific skills that designers have? Ok, we’ll get back to that later on
  17. 17. a short trip down memory-lane
  18. 18. hp://www.flir.com/photos/brizzlebornandbred/2046784836/ This guys had it made! He had a successful business. He knew all his clients. The clients were very satisfied what he offered. Good value for money and the knew what they were getting. If you needed something special the next day, this guy would wake up at 3am and make sure it was ready the next day when you stepped in! But a lot has changed.
  19. 19. we’ve focussed on 2 ings in e last century
  20. 20. still much more to come: nano-tech, bio-tech, dna assembly
  21. 21. hp://www.flir.com/photos/eblueboy/2115715749/ pretty good a standardizing stuff improving processes getting the maximum efficiency
  22. 22. Yes, we still do need all ose smart people!
  23. 23. But did we forget someing?
  24. 24. hp://www.flir.com/photos/danalogan/425912533/ there has been almost no development in how we look at people at least not if we compare this to the investements made in technology and management
  25. 25. why should we care?
  26. 26. “We live in a world where tenology has enabled a multitude of connections and has accelerated e pace of ange.” -- Aradhana Goel, IDEO
  27. 27. ange like ... (hmmm, wasn’t is someones quote recently)
  28. 28. “Shiing focus from money to currency of aention, reputation, network” -- Aradhana Goel, IDEO Redefining economic values
  29. 29. didn’t understand people ... actually didn’t understand the world I wouldn’t say that the financial crisis is caused by this social shift. But it’s an undeniable example that our world is changing.
  30. 30. hp://www.flir.com/photos/30778530@N04/2888832311/ this is not only the case in the commercial sector it’s the same in the public sector: hospitals, police, (local) government
  31. 31. e core of is social and cultural shi are people It’s not about technology, eg web 2.0 or about management eg. six sigma. It’s about that we’re moving to a new era. We’ve left the industrial and information age behind us and are entering the people/human/service era. Actually I think we’re already are there.
  32. 32. Organizations who truly understand people will come out on top my prediction is that companies who will master how to excel in being human will be new winners
  33. 33. So again, why am I telling all is? Who has made the connection? Has anyone figured out why he or she will be rich?
  34. 34. Where is e money? Where is the money?!
  35. 35. YOU are (educated) designers
  36. 36. Design is not about making “nice” stuff!
  37. 37. hp://www.flir.com/photos/a-mon/3085562427/ Design is not about being extremly creative ...
  38. 38. Design is a process to create value for people
  39. 39. This world needs new skills and you have em! listen to people, have an interest in who ey are, immerse yourself in eir world, do it because you believe it’s important
  40. 40. One more ing ...
  41. 41. hp://www.flir.com/photos/jonrogers/2434962574/ now usually at this moment someone raises his hand and asks: “Marc you’re telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuel” Good point, so do I! We have to look at what the primary economic offering is: in this case its just petrol! Nothing more, nothing less. It’s a basic commodity and you want them as cheap as possible.
  42. 42. hp://www.flir.com/photos/tonwesseling/2214509996/ Who doesn’t know the coffee company? It’s the dutch starbucks Can anyone tell me what you’re buying here? You’re buying “fun-time”, relaxation. You’re NOT buying coffee!
  43. 43. fuel = fun It’s a big difference between paying for fuel or for fun!
  44. 44. QA
  45. 45. Part 2: what is Service Design
  46. 46. A service is made up of 3 ings we’ve seen before
  47. 47. Service
  48. 48. Tenology
  49. 49. Service Tenology How do we do it?
  50. 50. Business
  51. 51. Service Business Tenology Should we How do we process do it? do it?
  52. 52. People hp://www.flir.com/photos/sverreb/2722763403/ Not only the people who provide the service but also the people who use the service.
  53. 53. People What do ey want? brand product Service Business Tenology Should we How do we process do it? do it?
  54. 54. Service + Design? So why should we design services?
  55. 55. ... its not at hard, design creates beer services ... We’ve said it on one of the first slides. You have a different primary focus when you design, people.
  56. 56. ink espressobar again Designers / you are the ones who can add value there! You won’t be the ones creating the best coffee But you are the ones who understand how to look at people and design the experience that suits they’re need. And don’t be fooled, it goes way beyond the color of the chairs!
  57. 57. hp://www.flir.com/photos/tpoholmes/375953694/ better experience = more economic value
  58. 58. time for a video hp://www.youtube.com/wat?v=rYKMSAEaDik
  59. 59. How does all is relate to CMD? So has this made sense?
  60. 60. Design is a process to create value for people
  61. 61. Design at e level of policy and ideology Design at e level of process and system Design at e level of form and detail The design field is growing. The design proces can be applied to more than form and detail.
  62. 62. your design skills can take you way beyond a (computer) interface Think beyond web services, mashups, mobile applications, google maps, etc etc What would you do to change an hospital... How would you improve your local government...
  63. 63. don’t forget about products focus on services Good product designers are being educated right now in India, Brazil and China Services are much more embedded into an local culture. The design of services is therefore almost impossible to outsource.
  64. 64. ba to 31Volts Ok, after hearing all this you now probably wonder: what is that you guys actually do at the 31Volts studio.
  65. 65. our design proces (you should know is) Well, like I said before we design! And a lot of the things we do should be pretty familiar to you. Let’s take a closer look...
  66. 66. 1. Resear We do a lot of research, insight gathering and analys. Some people do quantitive market research, some to trend analysis. We try to focus on the actual life of people. Getting to know who they are, what is important to them. We design all kinds of tools to get these insights. Especially because there is a difference between what people SAY and what people DO. So this is all about getting out on the street, doing interview, taking photos, creating persona’s, mapping the context, etc etc
  67. 67. user interview shadowing cultural probes creating persona’s contextmapping photostudy’s 1. Resear We do a lot of research, insight gathering and analys. Some people do quantitive market research, some to trend analysis. We try to focus on the actual life of people. Getting to know who they are, what is important to them. We design all kinds of tools to get these insights. Especially because there is a difference between what people SAY and what people DO. So this is all about getting out on the street, doing interview, taking photos, creating persona’s, mapping the context, etc etc
  68. 68. 2. Concept Development We do a lot of concept development.
  69. 69. sketing storyboards scenario’s moodboards brainwriting 2. Concept Development We do a lot of concept development.
  70. 70. 3. Prototyping Prototyping intangible things like experiences is somewhat a new field of expertise. We use storytelling, playacting, create physical models
  71. 71. playacting storytelling lo-fi moddeling virtual reality* 3. Prototyping Prototyping intangible things like experiences is somewhat a new field of expertise. We use storytelling, playacting, create physical models
  72. 72. 4. Implementation
  73. 73. service blueprints service evidence overview implementation plans training programme business plans 4. Implementation
  74. 74. QA
  75. 75. Part 3: e assignment
  76. 76. The homework? who has made more than 3 / 5 / 10 photos? What did you photograph ... what was positive and negative?
  77. 77. Todays assignment: Create a Customer Journey Map One small step in the whole design process. It’s a tool to get insight in the current experience and identify gaps and opportunaties.
  78. 78. Why? Holistic view on experiences It’s an research step to identify gaps and opportunities in an existing experience.
  79. 79. 2 ings you need to know
  80. 80. journeys toupoints Who is familliar with the term touchpoints? Fysiek / virtual / human
  81. 81. Case: e trainride (simplified) 2. plan 4. tiets 6. board 8. arrive 1. learn 3. enter 5. wait 7. travel 9. continue
  82. 82. remember, toupoints can be physical, virtual or human
  83. 83. your result could look someing like is
  84. 84. QA
  85. 85. Did you know? 31Volts has internships! Yes, we’ll make you into a cartoon too ... and let you work on cool projects!
  86. 86. Thanks ! marc@31v.nl hp://twier.com/marcfonteijn +31 6 48 37 29 04 Aribution-Noncommercial-Share Alike 3.0 Neerlands
  87. 87. live rating Now we’re going to do an total anonymous rating of the presentation you’ve just seen. Who grades this presentation lower than a 5? Who grades this pres. a 6 / 7 / 9 / 10 ?

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