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What is Service Design?

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A talk I gave at UX People 2013 as an attempt to demystify the term 'Service Design'. I talked about the methodologies and tools that service designers use, as well as the attitudes and skills requires to practice the discipline.

Published in: Design, Technology, Business
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What is Service Design?

  1. 1. Service Design Daniel Harris Service Design Director @Fjord @Harrisdaniel
  2. 2. Design © FJORD 2013 Confidential Page 2
  3. 3. “Design is on the cusp of a massive change as people slowly become more attuned to its potential for positive change” Alice Raswthorn, Design Week © FJORD 2013 Confidential Page 3
  4. 4. “It’s not about making a fancy lamp, but finding new ways to connect with people’s lives’.” Stephen Burks, Design Week © FJORD 2013 Confidential Page 4
  5. 5. Design © FJORD 2013 Confidential Page 5
  6. 6. IMPROVING HOW HUMANS ENGAGE WITH THE WORLD THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 6
  7. 7. Technology is Society [problem that Three bill fixed] Services are run by technology, it surround us, we “dance to invisible algorithms” every day Humans are the constructs of that society + why the deal with Accenture is good? – theyrun half the worlds infrastructure We do service design + UI design © FJORD 2013 Confidential Page 7
  8. 8. © FJORD 2013 Confidential Page 8
  9. 9. © FJORD 2013 Confidential Page 9
  10. 10. © FJORD 2013 Confidential Page 10
  11. 11. UNDERSTANDING INDIVIDUALS’ COMPLEXITIES, IRRATIONALITIES & CARES THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 11
  12. 12. Service Innovation © FJORD 2013 Confidential Page 12
  13. 13. canvases [Business model canvas] – great for getting fairly detailed from a business perspective [Trends canvas from trendwatching] – great for understanding the market and it’s evolution [Lean canvas] – great for seedcamps and hackathons Our Service Design canvas – great for designing service propsotions © FJORD 2013 Confidential Page 13
  14. 14. © FJORD 2013 Confidential Page 14
  15. 15. © FJORD 2013 Confidential Page 15
  16. 16. Service design canvas © FJORD 2013 Confidential Page 16
  17. 17. © FJORD 2013 Confidential Page 17
  18. 18. CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 18
  19. 19. “Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty” Mary Meeker of KPCB © FJORD 2013 Confidential Page 19
  20. 20. Workshops © FJORD 2013 Confidential Page 20
  21. 21. Service Design Cards © FJORD 2013 Confidential Page 21
  22. 22. Getting emotional [Emotion of Money – what it means to what people care about] Emotional drivers are the hardest to discover, but the most valuable © FJORD 2013 Confidential Page 22
  23. 23. [HAPPY, HUMAN, SOULFUL FOOD] Moving food from the functional to the emotional (Jamie Oliver) © FJORD 2013 Confidential Page 23
  24. 24. [HAPPY, HUMAN, SOULFUL © FJORD 2013 Confidential Page 24
  25. 25. [Someone using this in a kitchen / louinge] © FJORD 2013 Confidential Page 25
  26. 26. CONNECTING THE EMOTIONAL TO THE MATERIAL THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 26
  27. 27. © FJORD 2013 Confidential Page 27
  28. 28. PSYCHOLOGIST © FJORD 2013 Confidential Page 28
  29. 29. [Artist] ARTIST © FJORD 2013 Confidential Page 29
  30. 30. [Architect] ARCHITECT © FJORD 2013 Confidential Page 30
  31. 31. MANAGEMENT CONSULTANT © FJORD 2013 Confidential Page 31
  32. 32. ENTREPRENEUR © FJORD 2013 Confidential Page 32
  33. 33. LOVE THE PROBLEM & OWN THE DESIGN THAT’S GOOD SERVICE DESIGN © FJORD 2013 Confidential Page 33
  34. 34. Design © FJORD 2013 Confidential Page 34
  35. 35. YOU KNOW YOU ARE PRACTICING SERVICE DESIGN IF YOU ARE 1. IMPROVING HOW HUMANS ENGAGE WITH THE WORLD 2. UNDERSTANDING COMPLEXITIES, IRRATIONALITIES & CARES 3. CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS 1. CONNECTING THE EMOTIONAL TO THE MATERIAL 2. LOVING THE PROBLEM & OWNING THE DESIGN © FJORD 2013 Confidential Page 35
  36. 36. Service Design. A mission, practice, & craft Daniel Harris Service Design Director, Fjord London THANK YOU 

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