20200415 mauricio manhaes issip breaking down service prototyping

ISSIP Service Design Speaker Series: Breaking Down Service Prototyping, April 15, 2020.
Breaking Down
Service Prototyping
ISSIP Service Design Speaker Series
April 15, 2020

What is Service
Design?

What is Accounting?
People know what Accountants
do not because they have a
precise definition of what it is,
but because they were exposed
enough to that discipline.

Service Design choreographs
processes, technologies, and
interactions within complex
systems in order to co-create
value for relevant stakeholders.
Professor Birgit Mager
Co-Founder and President of
the Service Design Network.

Service design students learn to
understand the complexities and
opportunities involved in the design of
innovative service solutions for
businesses.
Service designers are system designers
that develop valuable, memorable
and enduring relationships between
organizations and their customers.

Socio-Technical Design
Evolutionary Epistemology
Service Systems
Service-Dominant Logic
Data Construction
Instrumental, Practical, and Emancipatory
Innovation
Blind Variation and Selective Retention
Key skills that differentiate Service Design from adjacent competencies
Social Context
Critical Social Sciences

“Our descriptions of the world need to have an inherent sensitivity for complexity.” (Cilliers, 1998)

Economic Business Cycle
Practice
Project

SD, UX, and CX
11

User X
⊃
Service Design
Humans USE objects.
Humans CANNOT be used!

$
Customer X User X
⊃
Service Design
Customers get what they PAID for.
Humans CANNOT always get what
they want!

$
Customer X User X
⊃
Service Design

Government
Banking
Healthcare
Education
Org. Adaptability
⊃
Service Design

Government
Banking
Healthcare
Education
Org. Adaptability
⊃
Service Design
Words matter!

“You think you're
playing Soccer but
actually the game is
Football!”

I knew it!

There is no boundary condition,
since S-D logic is transcending;
goods logic is integral to and nested
in S-D logic, rather than distinct
from it. (Vargo and Lusch, 2015b)
All together now!

Breaking Down Service Prototyping
An approach based on prototypes, experiments, tests, and pilots
20

It is not uncommon to hear product (goods
and services) development teams uttering
sentences such as:
“We will develop prototypes to experiment
and test the pilots of new product ideas”
Sentences such as these beg the question:
What are these teams referring to when they
use the terms ‘prototypes’, ‘experiments’,
‘tests’, and ‘pilots’?
Are these terms all the same, somehow
similar, or are there any effective differences
between them?
https://www.service-design-network.org/touchpoint/vol-11-no2-experience-prototyping/

ISSIP Service Design Speaker Series: Breaking Down Service Prototyping, April 15, 2020. Blomkvist, J. & Holmlid, S. Existing Prototyping Perspectives: Considerations for Service Design. Nord. Des. Res. Conf. 1–10 (2011).
Figure 1 - Prototyping framework by Blomkvist and Holmlid (2011).
According to service design practitioners
interviewed by Blomkvist and Holmlid
(2011), it is believed that a prototype of a
service will never match an actual, real-
world scenario.
What a ‘prototype’ is will be defined by the
position at which it is used during the
creation and development process of a new
product (goods and/or services).

Words and real-world
The proposed breaking-down of
prototyping into four different words
can provide more clarity and a better
understanding between stakeholders
within a service design project.

1. Initial Briefing;
2. Systemic and Holistic Understanding of
Contexts;
3. Design Problem and Solution Spaces;
4. Broad Questions;
5. Types of Knowledge
1. Non-Available and Not Accessible
Knowledge.
1. Knowledge Creation.
2. Prototypes: as explorations into
the unknown, prototypes should
focus on quantity instead of
quality, with as many as possible,
as low-cost as possible per unity,
and as varied as possible
characteristics.
3. Discovery of Unknown Alternatives

5. Types of Knowledge.
1. Non-Available and Not Accessible
Knowledge.
1. Knowledge Creation.
2. Prototypes.
3. Discovery of Unknown Alternatives;
4. New Sets of Alternatives.
5. New Available and Accessible
Knowledge.
2. Available and Accessible Knowledge.
6. Knowledge Mapping.
7. Experiments: design logical, repeatable and
predictable procedures focused on generating
data and information to support stakeholders’
decisions on how to move forward on the project.
8. Mapping Known Alternatives.
9. Available Sets of Known Alternatives.
10. Evaluation of Known Alternatives.

8. Mapping Known Alternatives.
9. Available Sets of Known Alternatives:.
10. Evaluation of Known.
11. Tests: design explicit, unambiguous, and
experimentally correct procedures to evaluate
the quality of specific aspects or characteristics
of the available sets of known alternatives.
12. Confirming Sets of Ideal Problem and Solution
pairings.
13. Pilots: design a validation opportunity of the
chosen Problem and Solution alternative pair(s),
with characteristics as close as possible of the
intended large-scale deployment context.
14. Scaling.

“For simplicity, the process is articulated here as
a linear progression, but design challenges can
be taken on by using the design modes in
various orders; furthermore there are an
unlimited number of design frameworks with
which to work. The process presented here is
one suggestion of a framework; ultimately you
will make the process your own and adapt it to
your style and your work. Hone your own
process that works for you. Most importantly, as
you continue to practice innovation you take on
a designerly mindset that permeates the way
you work, regardless of what process you use.”
Hasso Plattner Institute. An introduction to Design Thinking. Process Guide. Iinstitute of Design at Stanford (2010).

Yes, you got this!
By untangling the common sentence used by new
services development teams quoted above, it
becomes possible to explain to stakeholders that:
1. the results of explorations made through
prototypes
2. will be evaluated by experiments,
3. and further tests will provide decisive
information
4. to run pilots to validate the new service
offering
5. within desired levels of effectiveness and cost
efficiency.

Three Overarching Perspectives for
Service Design
Mauricio Manhaes, Ph.D.
mmanhaes@scad.edu.
Savannah College of Art and Design
Savannah, GA, United States.
29
Axiom 5: Value cocreation is coordinated through actor-generated institutions and institutional arrangements. (Vargo and Lusch, 2015)

Target audience
Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed do
eiusmod tempor incididunt labore
dolore magna aliqua. Lorem ipsum
dolor sit amet consectetur
adipiscing elit.
mmanhaes@scad.edu
linkedin.com/in/man
haes/
@mcmanhaes

20200415 mauricio manhaes issip breaking down service prototyping

Recommended

Recommended

More Related Content

Similar to 20200415 mauricio manhaes issip breaking down service prototyping

Similar to 20200415 mauricio manhaes issip breaking down service prototyping (20)

More from International Society of Service Innovation Professionals

More from International Society of Service Innovation Professionals (20)

Recently uploaded

Recently uploaded (20)

20200415 mauricio manhaes issip breaking down service prototyping