Service	  Design	                Why	  Should	  I	  Care?	                SD	  Breakfast,	  19.9.2012	                Rist...
›  Risto	  Sarvas,	  D.Sc.	  (Tech.)	  ›  Head	  of	  UX	  &	  Service	  Design	     at	  Futurice	  	  ›  Docent	  &	  re...
#1	  sold	  camera	                                                                                                 Edwin	...
Design	  is	  socially	  constructed	   (i.e.,	  in	  a	  societal	  context).	  
Reasons	  for	  the	  emergence	      	  of	  service	  design?	  
Reason	  1:	  Software	  is	  easier	  &	  cheaper	  to	  change.	  Non-­‐tech	  things	  can	  be	  brought	  earlier	  i...
Old	  software	  design	     Reqs	                     Specs	                                      Marketing	             ...
Agile/lean	  software	  design	                          Measure	  use	  &	                                               ...
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...
Designing	  the	  UI	  is	  not	  enough	                            •    The	  UI	  is	  in	  a	  physical	  space,	     ...
A	  physical	  taxi	  with	                                   Gets	  to	  What	  does	  the	                              ...
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	        ...
Why	  should	  you	  care?	     Changeable	  SW	  lets	  you	  take	  more	  things	  into	                            acc...
Scope	  of	  design	                                                                   Changing	  society	  via	  design,	...
Thank	  you!	                Do	  you	  agree?	                          @rsarvas	                risto.sarvas@futurice.co...
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
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Service Design Breakfast by Risto Sarvas

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Risto Sarvas opened up the Service Design Breakfast talks with a talk on why Service Design is needed.
You can find the rest of the talks on https://www.facebook.com/ServiceDesignBreakfast

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Service Design Breakfast by Risto Sarvas

  1. 1. Service  Design   Why  Should  I  Care?   SD  Breakfast,  19.9.2012   Risto  Sarvas   Futurice  &  HIIT,  Aalto  University  9/19/12    
  2. 2. ›  Risto  Sarvas,  D.Sc.  (Tech.)  ›  Head  of  UX  &  Service  Design   at  Futurice    ›  Docent  &  researcher  at  HIIT,   Aalto.  
  3. 3. #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  
  4. 4. Design  is  socially  constructed   (i.e.,  in  a  societal  context).  
  5. 5. Reasons  for  the  emergence    of  service  design?  
  6. 6. Reason  1:  Software  is  easier  &  cheaper  to  change.  Non-­‐tech  things  can  be  brought  earlier  into  design.  
  7. 7. Old  software  design   Reqs   Specs   Marketing   Code   Real  Use   Test   Release   Actual   Business   Lots  of  decisions  made  before  release  
  8. 8. 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…  
  9. 9. Reason  2:   Services  are  physical.  Designing  the  UI  is  not  enough.  
  10. 10. 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.  
  11. 11. 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.  
  12. 12. 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.  
  13. 13. Reason  3:   A  service  has  multiple  channels.  Designing  a  seamless  experience  across  channels.  
  14. 14. Example:  insurance  claim  journey  mobile  desktop  phone  physical  desk  car  repair  paper  mail   There  should  also  be  a  single  seamless  experience  (a  “cloud”  experience).  
  15. 15. 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.  
  16. 16. 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  
  17. 17. Thank  you!   Do  you  agree?   @rsarvas   risto.sarvas@futurice.com   www.hiit.fi/risto.sarvas/  9/19/12   23  

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