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Service Design Introduction for Rainmakers

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An introduction to service design and user research, in theory and practice, for the wider team at the consultancy Rainmaker. A recent 10 week project at HS2 is used as an example of how service design principles can be applied.

Session includes workshop about where Rainmakers' individual skills and activities fit in and around the service design process.

Published in: Design
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Service Design Introduction for Rainmakers

  1. 1. service design & user research an introduction
  2. 2. service design & user research: an introduction hello quick convo: what do you understand as ‘service design’? designers’ version of service design: process, principles, techniques (20 mins) HS2 examples & GDS principles (20 mins) what parts of service design do you do/support? (15-20 mins) Rainmaker principles workshop (20-30 mins)
  3. 3. what is service design?
  4. 4. what is service design? a definition This is Service Design Thinking, 2012 when you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. - 31 volts service design, 2008
  5. 5. service design process
  6. 6. service design process Design Council, 2005,designcouncil.org.uk
  7. 7. service design process shift surrey innovation process discover discover user needs. clearly define the problem. design ideate. decide an idea/solution to take forward. visualise and prototype. develop test prototype and learn. decide decide whether to implement solution. communicate decision. deliver allocate resources. implement, measure success, and learn. Shift, 2014, shiftsurrey.org
  8. 8. research ideas prototype & test implement repeat to develop service design process develop service according to changing circumstances
  9. 9. research ideas prototype & test assess, communicate & decide implement repeat to develop service design process co-design, divergent thinking user testing define brief(s) develop service according to changing circumstances if digital: user stories blueprints, ideal customer journey touchpoints, ideal scenario storyboarding guidance & upskilling for service providers, launch digital service potential outputs: personas, customer journey mapping, storyboarding example techniques: visual interview techniques, Day In The Life, cultural probes, surveys, quantative analysis
  10. 10. service design value of approach compared to traditional methods http://upload.wikimedia.org/wikipedia/commons/2/21/Inaugu- ral_meeting_city_council,_Toronto,_9th_January_1911.jpg
  11. 11. service design value of approach compared to traditional methods http://upload.wikimedia.org/wikipedia/commons/2/21/Inaugu- ral_meeting_city_council,_Toronto,_9th_January_1911.jpg research ideas prototype & test assess, communicate & decide implement repeat to develop co-design, divergent thinking user testing guidance & upskilling for service providers, launch digital service idea example techniques: visual interview techniques, Day In The Life, cultural probes, surveys, quantative analysis
  12. 12. service design principles
  13. 13. user centred co-designed sequenced holistic iterative ideas, prototyping & testing service design principles
  14. 14. user centred make it work for the user - not just the client service design principles
  15. 15. co-designed • participatory with all stakeholders • users are experts of their own problems • clients know the issues well • (but don’t have the environment/culture/ techniques/skills to make the necessary changes) service design principles
  16. 16. sequenced • designed in sequence like a comic strip • each interaction in a service is an opportunity for change service design principles
  17. 17. holistic • look at the entire environment of the service • adaptive to context - bespoke services, sensitive to nuances of the audience service design principles
  18. 18. iterative ideas, prototyping & testing • divergent thinking: ideate widely to hit on innovative concepts... then prototype the best ones • think big, start small: quick & dirty proof of concept (means you can test several ideas for the same budget as a big pilot) • take a range of small risks and expect failure rate in order to find something that really works • try out something then develop as you go: continuous testing • changing world --> service is never ‘finished’ service design principles
  19. 19. service design techniques
  20. 20. service design techniques - design thinking* - design research - personas - co-design - customer journey mapping - communication with non-designers *intuitive process, principles at heart Pride&Produce, 2014
  21. 21. service design techniques - design thinking - design research - personas - co-design - customer journey mapping - communication with non-designers
  22. 22. service design techniques PERSONAS OVERVIEW REMOTE CONTROLLERS ENABLERSAMBASSADORS MOBILE CONDUCTORS PUBLICCHAMPIONS What HS2 staff need from technology depends on the nature of their work. Here are the six types of workers there are in HS2. INFORMATION PROCESSORS - design thinking - design research - personas - co-design - customer journey mapping - communication with non-designers
  23. 23. service design techniques - design thinking - design research - personas - co-design - customer journey mapping - communication with non-designers
  24. 24. service design techniques - design thinking - design research - personas - co-design - customer journey mapping - communication with non-designers
  25. 25. service design techniques - design thinking - design research - personas - co-design - customer journey mapping - communication with non-designers* *makes service design a bit different from other design disciplines. Coming from a different background forces clients to simplify language to enable designers to work with them. Creating shared language = antidote to getting lost in jargon
  26. 26. HS2 user research project case study
  27. 27. HS2 user research project project wall
  28. 28. The importance of talking directly to the users No substitute for talking to actual users Users in their natural environment Assumptions of user needs can quickly become ‘facts’ Understanding what they are trying to do The difference between user needs and user wants user need = end goal that the user is trying to achieve user want = their preference for how they would like to achieve it Functional and emotional needs HS2 user research project the value of user needs “If you don’t know what the user needs are, you won’t build the right thing. Do research, analyse data, talk to users. Don’t make assumptions.”
  29. 29. HS2 user research project the challenge
  30. 30. HS2 user research project research techniques
  31. 31. HS2 user research project developing tools
  32. 32. HS2 user research project engagement figures
  33. 33. HS2 user research project developing personas
  34. 34. PERSONAS OVERVIEW REMOTE CONTROLLERS ENABLERSAMBASSADORS MOBILE CONDUCTORS PUBLICCHAMPIONS What HS2 staff need from technology depends on the nature of their work. Here are the six types of workers there are in HS2. INFORMATION PROCESSORS HS2 user research project HS2 user persona overview
  35. 35. HS2 user research project overarching insights and user research toolkit
  36. 36. research ideas prototype & test implement repeat to develop service design process at HS2 develop service according to changing circumstances HS2 user research project
  37. 37. research ideas prototype & test implement repeat to develop service design process at HS2 develop service according to changing circumstances guerilla interviews, stakeholder mapping, understanding the org through existing materials further defining the challenge understanding the high level user needs & pain points, thematic analysis outputs to be iterated and updated as the org evolves and further user research takes place developing tools to find out more on the key themes, continously refining tools throughout the project, cultural probes, survey user personas used as basis for strategic decision making, projects formed to resolve overarching insights, user research toolkit used to inform techniques (with room to be built on by future user researchers)
  38. 38. where do you fit in?* process *what parts of the service design process do you do/support?
  39. 39. guidance & upskilling for service providers, launch digital service research ideas prototype & test assess, communicate & decide implement repeat to develop where do you fit in? example: developers service design process co-design, divergent thinking user testing define brief(s) develop service according to changing circumstances potential outputs: personas, customer journey mapping, storyboarding if digital: user stories blueprints, ideal customer journey touchpoints, ideal scenario storyboarding guidance & upskilling for service providers, launch digital service prototype digital service e.g. minimum viable product app communicate with designer to assess viablility of wireframesresearch competitors collect data to understand how service is being used and how it can be improved example techniques: visual interview techniques, Day In The Life, cultural probes, surveys, quantative analysis
  40. 40. guidance & upskilling for service providers, launch digital service research ideas prototype & test assess, communicate & decide implement repeat to develop where do you fit in? example: user researchers service design process co-design, divergent thinking user testing define brief(s) develop service according to changing circumstances if digital: user stories example techniques: visual interview techniques, Day In The Life, cultural probes, surveys, quantative analysis blueprints, ideal customer journey touchpoints, ideal scenario storyboarding test how people are using the service once it’s launched potential outputs: personas, customer journey mapping, storyboarding user researchers differ in qualitative vs quantative expertise & in visual skills
  41. 41. where does your current work fit into, or support, this process? plot on the diagram: activities you do in your current project activities you’ve done in other projects (perhaps with a different colour pen) skills and techniques you use you can... mark your favourite bit to work on with a heart mark the bits you’re particularly amazing at with a star where do you fit in? service design process
  42. 42. what are the rainmaker principles? service design principles: • user centred • co-designed • sequenced • holistic • iterative ideas, prototyping & testing

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