How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
giuLia Piu @giulipi                          Eva guErra @evastruzgiulia piu & eva guerra     open service design   How To ...
evolution, perception and value oF design                                                                                 ...
80%                          economy is                                 Basedgiulia piu & eva guerra      open service des...
80%                          economy is poor                                 Based and delivergiulia piu & eva guerra     ...
giulia piu & eva guerra   open service design   How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
openess one.                                FroM                           sTar-dEsignErs                                 ...
openess two.                          coLLaBoraTion                                                and                    ...
openess 3.                                 rEcEPTivE                                BusinEssEsgiulia piu & eva guerra   op...
open service design is a strategy to                          engage Business and customers                            in ...
How services are designed?wHat BusinEss                   MarkET        BusinEss          MarkETing          FinanciaL    ...
How services are designed?     wHat      BusinEss                   MarkET        BusinEss          MarkETing          Fin...
How services are designed?                          Bs                                                     cs             ...
?                          Bs                                                             cs                              ...
Bs               cs                                                dgiulia piu & eva guerra   open service design       Ho...
nEw dEsignEr iMagE                                  designer’s toolsgiulia piu & eva guerra      open service design   How...
TooLkiT                                                dgiulia piu & eva guerra   open service design       How To Encoura...
open service design process: toolkit    wHat                                ?               !     FraME                  E...
FraME                                      wHo arE you?                                            wHaT arE your vaLuEs?  ...
EXPLorE                                                 wHo arE your cusToMErs? ?                                         ...
idEaTE                                                 wHaT is THE cHaLLEngE?  !                                          ...
sTraTEgy                                                 is THE idEa uniQuE?                                              ...
co-dEsign                                                 How do i MakE THE idEa TangiBLE?                                ...
dELivEry                                                 wHo do i nEEd?                                                 Ho...
?                !FraME                   EXPLorE         idEaTE          sTraTEgy             co-dEsign                 d...
THE 10,000 Hour ruLE                               malcom gladwellgiulia piu & eva guerra   open service design   How To E...
designer as coacHgiulia piu & eva guerra   open service design   How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
case studygiulia piu & eva guerra   open service design   How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
giulia piu & eva guerra   open service design   How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
BusinEss                   idEa     :internet Based service                            to connect people in tHe           ...
service design process     wHat      BusinEss                   MarkET        BusinEss          MarkETing          Financi...
giulia piu & eva guerra   open service design   How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
wHat went wrong?giulia piu & eva guerra    open service design   How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
service Has not Being                          designed By anyBody!giulia piu & eva guerra     open service design   How T...
BusinEss                   idEa     :inTErnET BasEd sErvicE                            To connEcT PEoPLE in THE           ...
THE dEsign ProcEss For BusinEssEs       FraME              EXPLORE          IDEATE         sTraTEgy           CO-DESIGN   ...
EXPLorE                                                 wHo arE your cusToMErs? ?                                         ...
idEaTE                                                 wHaT is THE cHaLLEngE?  !                                          ...
co-dEsign                                                How do i MakE THE idEa TangiBLE?                                 ...
?                 !      FraME               EXPLorE           idEaTE          sTraTEgy          co-dEsign               d...
BeFore                                          aFtergiulia piu & eva guerra   open service design      How To EncouragE E...
sHe Became a design tHinker!                          “It was very eye opening and helped me grasp the whole              ...
THank you!                          www.Businessdesigntools.comgiulia piu & eva guerra      open service design   How To E...
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Open Service Design at the SDC 2010

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How to encourage everyone to think and act like designers?

This is the question we tried to answer during the talk that Giulia Piu (@giulipi) and myself gave at the Service Design Network Conference in Berlin, Germany.

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Open Service Design at the SDC 2010

  1. 1. How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  2. 2. giuLia Piu @giulipi Eva guErra @evastruzgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  3. 3. evolution, perception and value oF design communication Brand product weB packaging industrial interaction Furniture grapHics tHinking interior FasHion services transport arcHitecture ers i gn ot d es he money saver r d is ci y e pl ar iv in nd er n$ y lv g es lo & eco e o MONEY SAVER ms o xp d & Ho e Bl s e t o R me ME VE pr TH OL MS expen$ive OD ronment OL LE O GY OB cr & PR ea “a tive ar y ExtENDED DEfINItIoN rt an nd a luxury ist d co DESIGN se of DESIGN ic” creative and artistic IS alSo: DESIGN (p & IAL IN ria l IS: al int ER D TE te nd ma ls a ts) ux im roce M AT S ANES) GR ua Jec ur y IM ESSE VIC mass produc- tion s AL (vi oB eg SOCIAL BENEFITS ma ss OC SER NE (PR ED ra & isu er te es ma ln (v at nvi ria an social BeneFits & m ee l d se ss d rve al ial ice b pr s) us s od an in d uc es oB tio s Je e s n cts ) ies commu nit giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  4. 4. 80% economy is Basedgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  5. 5. 80% economy is poor Based and delivergiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  6. 6. giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  7. 7. openess one. FroM sTar-dEsignErs To crEaTivE ParTnErsgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  8. 8. openess two. coLLaBoraTion and ParTiciPaTiongiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  9. 9. openess 3. rEcEPTivE BusinEssEsgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  10. 10. open service design is a strategy to engage Business and customers in tHe process oF designing uniQue services tHat are FeasiBle and viaBle For tHe Businesses and desiraBle and usaBle For tHeir customers.giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  11. 11. How services are designed?wHat BusinEss MarkET BusinEss MarkETing FinanciaL iMPLEMEnTaTion idEa rEsEarcH ModELLing sTraTEgy ModELLing giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  12. 12. How services are designed? wHat BusinEss MarkET BusinEss MarkETing FinanciaL iMPLEMEnTaTion idEa rEsEarcH ModELLing sTraTEgy ModELLing wHoBs cs d giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  13. 13. How services are designed? Bs cs d d sErvicEgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  14. 14. ? Bs cs dgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  15. 15. Bs cs dgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  16. 16. nEw dEsignEr iMagE designer’s toolsgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  17. 17. TooLkiT dgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  18. 18. open service design process: toolkit wHat ? ! FraME EXPLorE idEaTE sTraTEgy co-dEsign dELivEry wHoBs csd giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  19. 19. FraME wHo arE you? wHaT arE your vaLuEs? wHaT arE your oBJEcTivEs? wHicH rEsourcEs do you HavE’? wHaT arE your consTrains?understand clients’ motivations and goals d Bs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  20. 20. EXPLorE wHo arE your cusToMErs? ? wHaT arE THE oPPorTuniTiEs? wHaT arE THE risks? understandcustomers needs,wants and desire Bs cs d giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  21. 21. idEaTE wHaT is THE cHaLLEngE? ! How can you soLvE iT? wHaT is THE cusToMEr EXPEriEncE? wHy is iT uniQuE? identiFy tHe rigHt cHallenge and developpossiBle solutions cs d Bs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  22. 22. sTraTEgy is THE idEa uniQuE? wHaT is THE MarkET? How MucH iT’s going To cosT? wHaT HaPPEns iF THE idEa doEsn’T work? plan How to develop an idea d Bs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  23. 23. co-dEsign How do i MakE THE idEa TangiBLE? How can i rEacH My audiEncE? How can i BuiLd a rELaTionsHiP wiTH My cusToMErs? Quickly sHape and test an idea d cs Bs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  24. 24. dELivEry wHo do i nEEd? How Long is iT going To TakE? How do i know THE idEa is iMPLEMEnTEd corrEcTLy? Bring tHe idea to liFe d Bs cs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  25. 25. ? !FraME EXPLorE idEaTE sTraTEgy co-dEsign dELivEry BrieFgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  26. 26. THE 10,000 Hour ruLE malcom gladwellgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  27. 27. designer as coacHgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  28. 28. case studygiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  29. 29. giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  30. 30. BusinEss idEa :internet Based service to connect people in tHe perFormance artsgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  31. 31. service design process wHat BusinEss MarkET BusinEss MarkETing FinanciaL iMPLEMEnTaTion idEa rEsEarcH ModELLing sTraTEgy ModELLing wHoBs cs d giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  32. 32. giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  33. 33. wHat went wrong?giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  34. 34. service Has not Being designed By anyBody!giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  35. 35. BusinEss idEa :inTErnET BasEd sErvicE To connEcT PEoPLE in THE PErForMancE arTsgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  36. 36. THE dEsign ProcEss For BusinEssEs FraME EXPLORE IDEATE sTraTEgy CO-DESIGN dELivErygiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  37. 37. EXPLorE wHo arE your cusToMErs? ? wHaT arE THE oPPorTuniTiEs? wHaT arE THE risks? understandcustomers needs,wants and desire cs Bs d giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  38. 38. idEaTE wHaT is THE cHaLLEngE? ! How can you soLvE iT? wHaT is THE cusToMEr EXPEriEncE? wHy is iT uniQuE? identiFy tHe rigHt cHallenge and developpossiBle solutions cs d Bs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  39. 39. co-dEsign How do i MakE THE idEa TangiBLE? How can i rEacH My audiEncE? How can i BuiLd a rELaTionsHiP wiTH My cusToMErs? Quickly sHape and test an idea cs d Bs giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  40. 40. ? ! FraME EXPLorE idEaTE sTraTEgy co-dEsign dELivEry + 3 days oF a design coacHgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  41. 41. BeFore aFtergiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  42. 42. sHe Became a design tHinker! “It was very eye opening and helped me grasp the whole concept and fine tune things in my mind. I felt like: 1. I could communicate the concept in detail both verbally and visually. 2. I could understand clearly the scope and limitations of my project. 3. It was also much faster to give to a designer and to get the developers working based on the wire frames....” Nada Sabet, Founder Meetphoolgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?
  43. 43. THank you! www.Businessdesigntools.comgiulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

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