This document summarizes the first lecture in a series on service design given by Satoru Tokuhisa at Keio University Graduate School of Media Design. The lecture introduced key concepts in service design, including defining customers and their values, and applying business, design, and creative thinking approaches. It also provided an overview of upcoming lecture topics and information about contacting the lecturer.

1. A Series of Lectures on
Service Design
Vol. 1
Satoru Tokuhisa
Keio University Graduate School of Media Design
dangkang@kmd.keio.ac.jp
©dangkang interdisciplinary design lab.

2. What is Good Service?
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3. Bad Service
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4. Bad Service
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5. Bad UI
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6. Bad Architecture
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7. Omotenashi
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8. What is Good Service?
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9. Topics
1. Introduction
– What is Good Service?
– Self Introduction
– Two Points and three approaches
2. Service Design Method
3. Product & Service Design Method
4. Mobile Service Design Method
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10. Topics
1. Introduction <- Today!
– What is Good Service?
– Self Introduction
– Two Points and three approaches
2. Service Design Method
3. Product & Service Design Method
4. Mobile Service Design Method
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11. Self Introduction
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12. Field
Academic Startup Social
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13. Interest
Human Design Method
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14. Self Introduction
• Academic Background
– 2002 Bachelor in Political Science,
Keio University
– 2007 PhD in Media and Governance,
Keio University Graduate School of
Media and Governance
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15. Self Introduction
• Professional Background
– 2004/04 Interdisciplinary design lab. Director
– 2004/06 UTUTU Co.,, Ltd., Co-founder / Creative Director
(- 2010/09)
– 2008/04 Keio University Advanced Research Center,
Assistant Professor
– 2009/04 Keio University Graduate School of Media Design, Senior
Assistant Professor.
– 2009/07 Sikake, Co-founder / Creative Director
– 2010/08 Wanic, Co-founder / Product Manger
– 2013/03 Navigator Platformer / Co-founder / CCO
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16. Expertise
• Entertainment Computing
• Playfulness Design (ex. Funology)
• User Experience Design
• Design Method/ Framework Design
• Service Design
• BOP(Base of the Planet) Product Design
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17. Recent Works
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18. Recent Works
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19. Recent Works
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20. Recent Works
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21. What is Good Service?
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22. Two Points
Customer Value
(Who) (What)
How
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23. Three Different Thinking
Business Design Creative
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24. Business Thinking
• Learn a lot from the past
– Overall survey
• Focus on existing case studies
– Other service
– Other product
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25. Design Thinking
• Learn a lot from the present (users).
– Interviews
– Observation
• Focus on context
– Culture
– Politics
– Religion
– Education
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26. Creative Thinking
• Learn a lot from the future.
– new findings
– new life
• Focus on adding new meaning to the service or product
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27. Two Points
Customer Value
(Who) (What)
How
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28. Customer
• bouquet
– 20’s , 30’s young generation
• SNS users.
• Strong belongingness to the community.
• Not wealthy
• Wanic
– User: The locals who need cash
• Less than 2USD/day income.
– Consumer: Travelers from developing countries
• Japan, United States, Europe
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29. Two Points
Customer Value
(Who) (What)
How
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30. Value
• bouquet
– Organizer: Fascinating bouquet with well balanced color.
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31. Value
• bouquet
– Organizer: Fascinating bouquet with well balanced color.
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32. Value
• bouquet
– Friends: Original mini bouquet with different story.
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33. Value
• bouquet
– Friends: Bouquet style Interactive Message board.
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34. Value
• bouquet
– Guest: Fascinating bouquet with well balanced color.
Bouquet style Interactive Message board
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35. Value
• Wanic
– User: Innovation from abandon crops
– Consumer: Exotic experience
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36. What is Good Service?
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37. Good Service
• Definite Customer x Definite Value
• How?
– Business Thinking
• For avoiding failures.
– Design Thinking
• For understanding users.
– Creative Thinking
• For being more competitive.
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38. Schedule
1. Introduction
– 11th March
2. Service Design Method
– June 2013?
3. Product & Service Design Method
– July 2013?
4. Mobile Service Design Method
– August 2013?
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39. Contact
• Web
– http://www.dangkang.com
• Mail
– dangkang@kmd.keio.ac.jp
• Social
– twitter https://twitter.com/dangkang
– facebook http://www.facebook.com/dangkang
– Linkedin http://www.linkedin.com/in/dangkang
– flickr http://www.flickr.com/photos/dangkang/
– Pinterest http://pinterest.com/dangkang/
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40. Website
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