Service Design Why Should I Care? SD Breakfast, 19.9.2012 Risto Sarvas Futurice & HIIT, Aalto University 9/19/12
› Risto Sarvas, D.Sc. (Tech.) › Head of UX & Service Design at Futurice › Docent & researcher at HIIT, Aalto.
#1 sold camera Edwin Land Artists tool Trademarks Sales Law & regulation Public image Existing patents Retail networks Fading photos Competition Law Artists Instantness SX-‐70 Snapshooters National Infrastructure Simple Logistics Stores oﬃces Social status Use practices Materials Manufacturing Film + battery Socio-‐economical Components factors Value of dollar Sell accessories Purchasing Standards Sell ﬁlm power Business model Family incomes Proprietary ﬁlm Sell cameras Playfulness Simplicity Instantness Aﬀordances Financial state Shape Diﬃcult Partners Advertisements Artefact copying Organization Simplicity Company Colorful Non-‐ structure Japanese Fujiﬁlm strategy Kodak Polaroid Inc Marketing Marketing professional channels Consumer industry Competition American trade interests Subcontractors Instantness market Campaigns
Design is socially constructed (i.e., in a societal context).
Reason 1: Software is easier & cheaper to change. Non-‐tech things can be brought earlier into design.
Old software design Reqs Specs Marketing Code Real Use Test Release Actual Business Lots of decisions made before release
Agile/lean software design Measure use & Making changes is easier & cheaper. learn from it Release a working version Only few decisions Non-‐tech things can be brought earlier into design: per iteration. marketing, logistics, communications, CRM…
Reason 2: Services are physical. Designing the UI is not enough.
1. Push the button. 2. Get a taxi’s number from the screen. 3. Wait for the taxi. 4. Get into the taxi. 5. Get to your destination.
Designing the UI is not enough • The UI is in a physical space, not only on a screen. • There is physical interaction on pushing, walking, getting into a car, driving to destination. • It is a combination of existing services.
A physical taxi with Gets to What does the Taxi’s number. the same number. destination. customer get? Look for Customer Knows that a Goes the See the taxi Telll Pay for action Pushes the button taxi is outside to and get destina trip and correct coming. wait. inside. tion. get out. taxi. Customer Show taxi’s Screen says “waiting” interface number. (screen) Send “Helsinki, Server Vattuniemenranta 2” Receive SMS. (under the hood) to Taxi SMS service Receive request. Receive accept. Taxi SMS Contact local taxis via Send SMS to service dispatch system. customer. Look See the Actual Receive request Accept Start customer Drive to Tell for a Taxi driving to the for taxi. request custo and open destination. address. price. mer. door.
Reason 3: A service has multiple channels. Designing a seamless experience across channels.
Example: insurance claim journey mobile desktop phone physical desk car repair paper mail There should also be a single seamless experience (a “cloud” experience).
Why should you care? Changeable SW lets you take more things into account. Services are physical. Even digital services. A service has multiple channels. You need to design a seamless experience.
Scope of design Changing society via design, Society not only business. Business Designing the organization, not only a service. Business relationship, 2010… Service not just a user. 2000 – 2010 UX It is an experience, not a mathematical formula. 1990 – 2000 UI Engineering usability, not only the technology. 22
Thank you! Do you agree? @rsarvas email@example.com www.hiit.ﬁ/risto.sarvas/ 9/19/12 23