IT'S ALL ABOUT REASSURING, Creating a framework for organisations new to service design

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User Studio's presentation at the Global Service Design Network Conference in San Francisco, October 20th, 2011

Summary :
Working for organisations that have no prior experience using design-led approaches to develop their services can present a challenge for service design practitioners. Of the four steps commonly used in a service design approach — discovery, ideation, prototyping, implementation — the first two, discovery and ideation, are often abstract for the client organisation until initial results emerge. Using the example of Service Lab, a design framework created by USER STUDIO for local governments, this talk, based on an article written for Touchpoint’s second issue in 2011, aims to explain how creating a sector-specific framework can acclimate client organisations that are unfamiliar with user-centered innovation methods.

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IT'S ALL ABOUT REASSURING, Creating a framework for organisations new to service design

  1. 1. IT’S ALL ABOUTREASSURING !SDN Conference San Francisco - October 2011User Studio - 2011
  2. 2. USER STUDIO is France’s pioneer innovation by service design agency.User Studio - 2011
  3. 3. User Studio - 2011
  4. 4. ClientsUser Studio - 2011
  5. 5. USER STUDIO designs new services by adopting the end-user’s point of viewUser Studio - 2011
  6. 6. Today’s question... How can we introduce client organisations to user-centered innovation methods ?User Studio - 2011
  7. 7. Our hypothesis... Creating a sector-specific framework (roadmap + tools) may be an efficient means to acclimate client organisations that do not traditionnaly employ user-centered innovation methods.User Studio - 2011
  8. 8. Back in 2009…Experimental contextUser Studio - 2011
  9. 9. Back in 2009…Experimental context High schools in the Champagne- Ardenne regionUser Studio - 2011
  10. 10. Ethnographic research Living with high school students for several days...User Studio - 2011
  11. 11. Co-creation workshopsUser Studio - 2011
  12. 12. 1 23
  13. 13. Designers are comfortable with… Flexible non-linear processes { necessary for a creative process Exploration and ambiguityUser Studio - 2011
  14. 14. Organisations like… Structured processes { that minimise risk Predictable outcomesUser Studio - 2011
  15. 15. Service design approach : 4 common steps 1 DISCOVERY 2 IDEATION 3 PROTOTYPING 4 IMPLEMENTATION Ethnographic Co-creation research workshopsUser Studio - 2011
  16. 16. Service design approach : 4 common steps 1 DISCOVERY 2 IDEATION 3 PROTOTYPING 4 IMPLEMENTATION Ethnographic Co-creation research workshops { ABSTRACT ! for client organisationsUser Studio - 2011
  17. 17. Service design approach : 4 common steps 1 DISCOVERY 2 IDEATION 3 PROTOTYPING 4 IMPLEMENTATION REASSURE the client Ethnographic Co-creation organisations research workshopsUser Studio - 2011
  18. 18. Ethnographic research tools Identifiying the user’s needsUser Studio - 2011
  19. 19. Co-creation tools Generating ideasUser Studio - 2011
  20. 20. TOOLS
  21. 21. Places where Service Labwas deployedUser Studio - 2011
  22. 22. Two design consulting models > Traditional > Service design service design jobs frameworks 100% custom-made roadmaps & tools ≠ standardised building blocks that can be adaptedUser Studio - 2011
  23. 23. Two design consulting models > Traditional > Service design service design jobs frameworks 100% custom-made roadmaps & tools ≠ standardised building blocks that can be adapted “Haute-couture” “Pret-à-porter”User Studio - 2011
  24. 24. Two design consulting models > Traditional > Service design service design jobs frameworks 100% custom-made roadmaps & tools ≠ standardised building blocks that can be adaptedUser Studio - 2011
  25. 25. Benefits Minimises risks for both parties Client organisation Design agency > helps acclimate to > reassures client user-centered innovation organisations straight methods from the start > smaller investment > Initial investment but can be replicatedUser Studio - 2011
  26. 26. Designing a frameworkFramework : pre-developed “roadmap +tools” adapted to the specific needs of clientorganisations in a same sectorUser Studio - 2011
  27. 27. Designing a framework1. Identifying recurring themes or problems common to organisations in the same sector offers a business opportunity to develop a service design framework that may be used on different projectsUser Studio - 2011
  28. 28. Designing a framework1. Identifying recurring themes or problems common to organisations in the same sector offers a business opportunity to develop a service design framework that may be used on different projects2. Adapting the framework to the client organisation’s own langage increases the client’s receptivenessUser Studio - 2011
  29. 29. Designing a framework1. Identifying recurring themes or problems common to organisations in the same sector offers a business opportunity to develop a service design framework that may be used on different projects2. Adapting the framework to the client organisation’s own langage increases the client’s receptiveness3. Remember to practise what you preach : apply design principles to your own methods and tools so the product is both desirable and accessible to the client organisationUser Studio - 2011
  30. 30. For more information... Article in Touchpoint 3#2 Title : Creating a Framework for Organisations New to Service DesignUser Studio - 2011
  31. 31. Contact : THANKS ! Matthew Marino marino@userstudio.fr www.userstudio.fr @matthew_marino @UserStudioUser Studio - 2011

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