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DIY Service Design, the toolkit (euroIA 2014, Brussels)

In this euroIA workshop, moderated by Kristel Vanael, Joannes Vandermeulen and Koen Peters, you will learn the methods and techniques to create an optimal service experience for your customer. During the exercises, you will be using the workshop material, posters and technique cards from the Service Design toolkit ( that Namahn and Design Flanders have developed together.

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DIY Service Design, the toolkit (euroIA 2014, Brussels)

  3. WHO IS WHO? Who is Namahn? Kristel Van Ael, Joannes Vandermeulen, Koen Peters, @2pk_koen What would you like to learn today?
  4. DESIGN? Design is the process of finding the most elegant answer to the question of ‘how do I…?’
  5. SERVICE? A service is the action of helping or doing work for someone.
  6. SERVICE DESIGN? Service design is about finding the most elegant way to help someone to do something.
  7. SERVICE DESIGN? A methodology used to develop a new service offering or to improve an existing service offering through design techniques.
  8. CITY OF GEEL Merging the services of City and OCMW
  9. ARHUS ROESELARE Library & knowledge center
  10. TAXISTOP Helping to find transport to an event
  11. BPOST SHOP & DELIVER The postman shops for you and delivers at home
  12. ZORGBEDRIJF ANTWERP Reducing loneliness through self-organisation
  13. PEOPLE ARE CENTRAL Service design views service provision from the point of view of people: the user of the service and the service provider. Qualitative user insights are essential
  14. HOLISTIC APPROACH You look at the service in its entirety All touch points and channels. Through time.
  15. CO-CREATION MODE Design thinking A common language between disciplines > fostering collaboration. Design techniques ensure concrete and solution-oriented thinking.
  16. IDEA EXPLORATION FROM USER REQUIREMENTS Ideation Generating (lots of) ideas by using creativity techniques. Finding solutions through lateral thinking.
  17. EVIDENCING Visual Visualisation and prototyping makes ideas concrete, understandable and discussable.
  18. TESTING WITH REAL USERS Iterative Frequent and early testing is essential. Ideas can continuously improve.
  19. WHY THIS TOOLKIT? An introduction to service design Design thinking methods to enable shared understanding and co-creation Service design is interdisciplinary A DIY tool for non-designers (with a little help)
  20. THE TOOLKIT INCLUDES… A POSTER with an overview of the service design process; A MANUAL with an introduction about service design and a step-by-step plan; A SET OF “TECHNIQUE” CARDS that explain how to use each technique; A SERIES OF PORTRAITS that you can use throughout the process; WORKSHOP MATERIAL For each technique you can download workshop material from the website:
  21. WHAT DO YOU NEED? Process Facilitator (neutral) Project leader Design thinking techniques Design capacities: translating ideas into concepts and visualisations Time (from people in your organisation) Support from management
  22. METHODOLOGY Eight steps Step one to four is about understanding the problem and what you want to solve Step five to eight helps you find solutions. 16 techniques Designed to be used in co-creation workshops.
  23. STEP 1 : FRAMING The very first step in the service design process is to fully understand the questions: why do you want to design this service? Which insights are still missing? In a workshop with colleagues from all departments of your organisation that will be involved in the new service + management and external partners if already indentified.
  24. STEP 1: FRAMING CONTEXT AND OBJECTIVES By scoping the project and strategy together, you ensure that all the interested parties have the same understanding and begin from the same starting point.
  25. STEP 1: FRAMING RESEARCH QUESTIONS With this technique you identify who your (potential) users are and what you want to learn or verify about their needs.
  26. ADDITIONAL TECHNIQUE Make a context model when things are not clear yet.
  27. STEP 2 : USER INSIGHTS When you know where you want to go, it’s time to listen to the users who will use your service and the employees who will fulfill the service. This is a crucial step that you absolutely cannot skip. In the ‘field’: in the context of use or future use.
  28. STEP 2: INSIGHTS EXPERIENCE INTERVIEW Gather insights from users by talking with them about their current experience of your service or the context of your future service. Ask about all the phases of the experience Draw the experience by means of a curve.
  29. STEP 2: INSIGHTS ACTORS MAP Get a picture of all the possible interested parties for your service and the role that they play in the system. Identify possible secondary users and other service providers who could be interested in your service or have an influence on the experience of it.
  30. PROCESSING TIP Bring all the experience lines together and look closely at the peaks and dips.
  31. STEP 3 : PERSONAS In this step, you bring together the insights acquired in the previous phase. You do this by making profiles of typical users and employees of your future service. These are fictitious characters (or personas) that capture as much as possible the various needs and desires of the different target groups. Do this in a workshop together with users.
  32. STEP 3 : PERSONAS PERSONA DIMENSIONS When thinking about the solution we want to meet the different needs and expectations of the target groups as closely as possible. To decide on a good set of personas, start by detailing the personal characteristics that influence your service. Think in extremes; you certainly want to include the difficult or picky user.
  33. STEP 3 : PERSONAS PERSONA SHEET Create fictitious users of your service. These users have a name, a face, some personal attributes, objectives and tasks. Personas help you to get under the skin of your users and, in the later phases, help you to design the service from the perspective of the various users.
  34. TIP - Use your personas throughout the design process to evaluate your solutions.
  35. STEP 4 : DESIGN SCOPE In this step you determine what you actually want to design. User insights usually result in this being different from what you initially proposed. By talking with and observing users you discover underlying needs and desires. In this step you reframe the scope of the project with the same workshop group as in step one.
  36. STEP 4 : DESIGN SCOPE DESIGN CHALLENGE In this exercise you reformulate your initial question based on all the insights that you have gathered from inside and outside the organisation. You decide wat you want to focus on and you formulate what you wish to design in a single, clear sentence.
  37. STEP 4 : DESIGN SCOPE DESIGN REQUIREMENTS From the design challenge, determine what the high-level requirements are for the users. Use your personas in this exercise.
  38. ADDITIONAL TECHNIQUE Make a moodboard of your challenge.
  39. STEP 5 : IDEATION You now know enough to start designing. Before you start creating concrete solutions it’s important to make space for new thoughts. You want to find innovative solutions and those are usually not the ones that you already have in mind. Involve users in this exercise. It can also help to invite people from completely different domains (artists, scientists, …).
  40. STEP 5 : IDEATION LOTUS BLOSSOM The lotus blossom is a creativity technique for reaching conclusions and finding ideas by means of fragmentation and association. This technique stimulates the participants to think laterally.
  41. STEP 5 : IDEATION THE COCD-box You select the ideas based on originality and feasibility and you keep the ideas that score well on both criteria. Let the workshop participants vote by means of stickerdots.
  42. ADDITIONAL TECHNIQUE Look at the ‘Human Drives’ for inspiration.
  43. STEP 6 : SERVICE CONCEPT Finally, you’re ready to find solutions, as always from the viewpoint of the user and the employee. Bring in the personas and think from their perspective. Again, involve users in the workshop.
  44. STEP 6 : CONCEPT SERIOUS PLAY Play the future user experience. Find ideas by playing scenarios from your persona’s standpoints. Create the solution while you play.
  45. STEP 6 : SERVICE CONCEPT USER JOURNEYS User journeys are an overview of the future service from the point of view of all the users and employees. Combine all the scenarios. By combining the various experiences in time and through the touch points, you quickly see whether there are gaps, overlaps or inconsistencies.
  46. TIP - Play on a map if your service involves a building or an environment.
  47. STEP 7 : PROTOTYPE & TEST In step 7, ideas are worked out in prototypes or mock-ups and tested with users and service providers. This phase is a crucial part of the service design process so make sure not to skip this step. By testing with real users and employees you’ll quickly and inexpensively discover what works and what doesn’t.
  48. STEP 7 : PROTOTYPE & TEST TEST PREPARATION There are three types of touch points in service provision: digital, physical and human. In this phase, you work out each touch point into a testable form. It certainly doesn’t have to be “finished”. With the template you determine which touch points you want to test and you describe, for each touch point, what and who you need.
  49. STEP 7 : PROTOTYPE & TEST USERS TEST In a user test, the future service is tested with actual users using prototypes in as real a context as possible. The aim is to efficiently learn in practice what works and what doesn’t work before scaling up.
  50. TIP – Make a table prototype if it’s too costly to prototype on real scale.
  51. STEP 8 : FEASIBILITY In this last step, consider all the things that have to be done (and changed) behind the scenes to realise the service. Make a comparison between the existing and desired situation and create a roadmap. Involve colleagues in this exercise and optionally partners who know the organisational processes and workflows well.
  52. STEP 8 : FEASIBILITY BLUEPRINT A blueprint is the summary of the future service in which both the front stage as well as the back stage are mapped. Figure out what the consequences are of your future service concept for the organisation: the employees, the organisational structure and the underlying processes.
  53. STEP 8 : FEASIBILITY ROADMAP Plan the route you need to take in order to reach the renewed service concept. Determine what is minimally needed for the pilot phase and how you will work towards the complete service in the subsequent phases.
  54. ADDITIONAL TECHNIQUE Make a business model to find out how your new service proposition can generate value for the organisation.
  56. CASE-BASED EXPERIENCE In groups Mix up: avoid being together with colleagues Presentation moments
  57. WHO IS WHO? Who are you? Present yourself as an animal Explain to your group members
  58. CASE HOW TO OPTIMIZE THE AIRPORT EXPERIENCE? 1. Waiting moments 2. Transfers 3. Knowing what, when, where and how (Orientation & timing)
  59. 01: USER INSIGHTS Practice the experience interview Interview each other. Ask about phases and experiences and draw the curve. Go more in depth for the extreme moments (ask why).
  60. 01: USER INSIGHTS Bring it together What were your most interesting or surprising insights? Put them on post-its in keywords. Put the post-its up while explaining inside your group.
  61. 02: DIMENSIONS Practice persona dimensions What are the differences in needs and expectations that will influence your solution? In your group, identify and write on the poster. Then combine into 6 personas. Use at least each extreme once.
  63. 03: DESIGN CHALLENGE Define your design brief In one group. Who are the users you will focus on? Make a Chinese portrait of the future service. Formulate clearly: what problem do you want to solve? What need do you want to address? Format: how + verb + user + goal?
  64. 04: SCENARIOS Build & Play your solution Individually, note 5 to 10 solution ideas on post-its. In group, combine into scenarios. Test your scenario through role-play. Use the point of view of at least 2 of your persona’s. Improve while playing.
  65. 05: USERS’ JOURNEY Combine your scenario’s into one service concept In your group. First define the phases. For each persona, think what the needs and activities are in each phase. Then determine how your service fits in. What are the touch points? What do your employees do? What are the answers