1. NEST / JANUARY 23, 2012
Service
Design
Drinks
Visual
Thinking

2. Overview
Who?
What?
Why?
When?
How?
+ Sketching excercises

3. Who are we?
Katrin Olga Manuel Martin
PhD Candidate, Community Designer, User Experience,
University of Manager, Fjord Nokia
Potsdam Stylemarks

4. What?
people write a lot:
e-mails, tweets,
posts, strategy
papers, specifications,
etc.
this is about being
more visual —
not exclusively, yet
additionally

5. Why?
the human brain
uses 70% of its
capacity to
handle visual
information
text only is harder
and more slowly
processable

6. “I never read, I just look at pictures.” *
— ANDY WARHOL
Artist
* – many other people do so too – just think of the phrase “A picture is worth a thousand words” or simply advertising

7. Why?
Dual coding theory
by Allan Paivio
Dog Dog
combined verbal &
Icon: Randall Barriga / The Noun Project
visual information
is stored in two
parts of the brain
and hence better
memorised

8. Why?
to structure your own thoughts
to communicate a thought
to provoke reactions & to get feedback
to organise & memorise
Icon: Sergey Bakin / The Noun Project

9. When?

10. When?
note taking in research
clustering & sorting insights
idea generation
visual prototyping
concept presentation
visualising during implementation
Icon: iconoci, Ugur Akdemir, Chris Lee / The Noun Project

11. How?

12. Exercises

13. How?
EXERC ISE 1
Basics for people,
emotions, objects &
symbols
EXERC ISE 2
Visualise the
5 aspects of
service design
EXERC ISE 3
Illustrate your
favourite service
Icon: Ricardo Mira da Silva / The Noun Project

14. How?
EXERC ISE 1

18. How? EX ERC ISE 2
VISUAL THINKING FOR SERVICE DESIGN
1. User-centered 2. Co-creative
Services should be experienced through All stakeholders should be included in
the customer’s eyes. the service design process.
Please visualise 1 of the 5
characteristics of service design
and hand this sheet to your
neighbor afterwards
— from: ‘This is Service Design
Thinking’ by Marc Stickdorn
and Jakob Schneider
3. Sequencing 4. Evidencing 5. Holistic
The service should be visualised as a Intangible services should be visualised The entire environment of a service
sequence of interrelated actions. in terms of physical artefacts. should be considered.

19. How?
EXERC ISE 3

20. Sketch by Klara Lindner: ‘Ski lift’

21. Sketch by Jan Schmiedgen: ‘Spotify’

25. Visual Thinking
Take-away

26. Take-away
time-saving, not time-consuming
rather a bad drawing than no drawing
facilitates every step of your process
Icon: Samuel Q. Green / The Noun Project, Jakob Schneider / This is Service Design Thinking

27. Sketchnotes by Virginie Gailing

28. Book recommendations
Eva Lotta Lamm: David Sibbet: Kommunikations-
‘Sketchnotes’ ‘Visual Meetings’ lotsen: ’bikablo 1’

29. Thanks for
your interest!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin