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Service design thinking: Concepts, methods, and processes

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Talk at Open D'Or Healthcare Innovation Hub (Rio de Janeiro, May 3rd).

In the last 30 years, design has redefined itself. Departing from a brief historical perspective, this talk promoted the debate on the role of design in the management of business innovation initiatives management and the creation of new and better services.

Published in: Design
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Service design thinking: Concepts, methods, and processes

  1. 1. SERVICE DESIGN THINKING: Concepts, methods, and processes
  2. 2. 1. How industrial designers were born 2. Automobile: from product to experience 3. Service design thinking principles 4. The method 5. Final considerations
  3. 3. UX ux persona journey brainstorming co-design Fonte: sclance.com
  4. 4. Gutenberg Press knowledge democratisation Fonte: dkfindout.com/us/more-find-out/special-events/how-is-book-made
  5. 5. Fonte: es.phaidon.com The Bible: 180 copies
  6. 6. Fonte: history.com/topics/inventions/printing-press
  7. 7. Fonte: brh.org.uk/site/articles/bold-defiance/
  8. 8. Fonte: nationaleconomicseditorial.com/2017/01/07/industrial-revolution/
  9. 9. 1839 19141853 Design and industry
  10. 10. 1. form and function DESIGN CONCERNS
  11. 11. Ford’s “Model T” 15 million produced in 20 years Fonte: hymanltd.com
  12. 12. Fonte: hymanltd.com
  13. 13. Fonte: hum3d.comFonte: hum3d.com
  14. 14. Fonte: hum3d.com
  15. 15. Fonte: flickr.com/photos/crackdog/6034277793/sizes/o/in/photostream/
  16. 16. You can have any color you want, so long as it's black. “ Henry Ford
  17. 17. 2. value DESIGN CONCERNS
  18. 18. Fonte: bakersfield.com
  19. 19. The Pink Cadillac a car’s model, brand, and colour are the main factors which influence purchase decision Fonte: amazon.com
  20. 20. Fonte: vegaselvis.com/product/pink-cadillac-las-vegas-after-dark-tour-with-elvis-2-hour
  21. 21. Elvis Pink GM is the first American company to promote an industrial designer to an executive position (VP, Harley Earl) Fonte: hemmings.com/blog/2014/02/04/pink-cadillac-from-pink-cadillac-heads-to-auction
  22. 22. ( ) Fonte: casaclaudia.abril.com.br/blog/design-de-origem/muito-alem-de-um-espremedor
  23. 23. ( ) Fonte: lista.mercadolivre.com.br/espremedor-de-laranja-de-plastico
  24. 24. 3. context DESIGN CONCERNS
  25. 25. Fonte: car.blog.br/2012/06/o-sonho-do-automovel-acabou-em-sao.html
  26. 26. Fonte: radarnacional.com.br/economia-brasileira-perde-r-111-bi-por-ano-para-o-transito/transito-em-sao-paulo/
  27. 27. The car that doesn’t want to be a car zero emission, shareable, connected, speed limit, compact, and colourful Fonte: citroen.fr
  28. 28. form, function, value, context… DESIGN CONCERNS
  29. 29. 4. time DESIGN CONCERNS
  30. 30. Cradle-to-Cradle design designed for disassembly and technological metabolism: 
 99% recyclable Fonte: c2c-centre.com/product/interior-design-furniture/think®-chair-and-stool
  31. 31. Mobility as a Service (MaaS) it is not anymore about the product, but about the experience Fonte: your-now.com
  32. 32. Fonte: lufthansa.com/be/en/lufthansa-express-carsharing
  33. 33. service design thinking
  34. 34. DESIRABLE VIABLE FEASIBLE Fonte: designkit.org human business technology
  35. 35. USER CENTRED the starting point CO-CRIATIVE individuals have different views and knowledges SEQUENTIAL services are like movies EVIDENT the intangible is now tangible HOLISTIC what you see, and what you don’t service design | 5 principles Fonte: thisisservicedesignthinking.com 1 2 3 4 5
  36. 36. USER- CENTRED THE 5 PRINCIPLES ( 1 )
  37. 37. If you could stand in someone else shoes hear what they hear see what they see feel what they feel Would you treat them differently?
  38. 38. empathy
  39. 39. DESIGN BORROWS FROM MANY DISCIPLINES marketing engineering psychology IT anthropology
  40. 40. ethnographyethnography
  41. 41. ETHNOGRAPHIC RESEARCH LISTEN INTERACTOBSERVE
  42. 42. Reveals concepts, guidelines, strategies, and scenarios ANALYSIS Social practices, motivations, dreams, concerns CAPTURE Involves stakeholders; guide the process from concept to implementation COMMUNICATION Patterns and categories ORGANISATION ETHNOGRAPHIC RESEARCH
  43. 43. TOOL | PERSONAS Fonte: dribbble.com/shots/3052941-UX-Persona-for-Book-App
  44. 44. STATISTICS? Born in 1948, male, British, married, wealthy, 2 children, likes dogs and enjoy the Alps Fonte: This is Service Design Thinking: Basics - Tools - Cases
  45. 45. Fonte: helloteam.com/index.php/communication-collaboration CO-CRIATIVE THE 5 PRINCIPLES ( 2 )
  46. 46. Fonte: francoisruyer.blogspot.com/2014/06/nouveaute-puzzle-piatnik.html
  47. 47. COLLABORATION
  48. 48. Fonte: designthinking.ideo.com
  49. 49. Fonte: escolinhamariaolivia.zip.net
  50. 50. Fonte: entnewcastle.com.au/paediatric-faqs/children-playing-doctor/Fonte: escolinhamariaolivia.zip.net
  51. 51. THE 5 PRINCIPLES ( 3 ) SEQUENTIAL Fonte: tallyfy.com/service-design-software
  52. 52. SERVICE STAGES PRE DURING POST
  53. 53. TOOL | JOURNEY MAP FIRST CONTACT SCHEDULLING CONFIRMATION ARRIVAL AT HOSPITAL CHECKIN WAIT ROOM MEDICAL CONSULTATION WAY OUT FOLLOW UP pre during post| | SATISFACTIONMOMENTS
  54. 54. VISUALISATION
  55. 55. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly
  56. 56. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly
  57. 57. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly
  58. 58. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly
  59. 59. EVIDENT THE 5 PRINCIPLES ( 4 )
  60. 60. Fonte: sceno.com.br/projeto/hospital-moinhos-de-vento/
  61. 61. Touch points help make services tangible as well as to create an emotional connection to the service
  62. 62. Fonte: theverge.com/2018/1/22/16920784/amazon-go-cashier-less-grocery-store-seattle-shoplifting-punishment-detection
  63. 63. HOLISTIC THE 5 PRINCIPLES ( 5 )
  64. 64. Fonte: http://kinderpharm.com/turning-medical-scans-adventures-ge-eases-childrens-fears/
  65. 65. Intravenous sedation in infants for a CT scan fell from 80% to 3%. Fonte: http://kinderpharm.com/turning-medical-scans-adventures-ge-eases-childrens-fears/Fonte: archive.jsonline.com/business/by-turning-medical-scans-into-adventures-ge-eases-childrens-fears-b99647870z1-366161191.html
  66. 66. Fonte: nngroup.com TOOL | SERVICE BLUEPRINT
  67. 67. Fonte: brightvessel.com
  68. 68. Fonte: designcouncil.org.uk/news-opinion/design-process-what-double-diamond CRIATIVITY INNOVATION DOUBLE DIAMOND DESCOVERY DEVELOPDEFINE DELIVERY BRIEF
  69. 69. ITERATION
  70. 70. Fonte: medium.com/@chow0531/co-design-and-generative-tools-9fc2f9c699ff How is your creative process?
  71. 71. Fonte: designthinking.ideo.com
  72. 72. Fonte: designthinking.ideo.com Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. Tim Brown, CEO IDEO “
  73. 73. form, function, value, context, and time PREOCUPAÇÕES DO DESIGN
  74. 74. empathy, collaboration, visualisation, iteration CARACTERÍSTICAS DO DESIGN
  75. 75. design is a basic human act design is transformation design is project design is process
  76. 76. Marcelo Albagli
 3rd may 2019
 
 slideshare.com/albagli SERVICE DESIGN THINKING: Concepts, methods, and processes

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