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SERVICE DESIGN
an interaction design perspective




Jamin Hegeman
February 5, 2010
IxD10 Savannah
What’s all this about?
Why service design?
What does service design look like?
How is it different from interaction design...
Why service design?
First: a personal story




                          4
And a bad service experience.




                                5
Services need design help.




                             6
This was designed.




                     7
Service Design
consciously designing services using a
holistic, human-centered design process




                        ...
How are the needs of these two met?




                                      9
10
What does service design
look like?
NEUROSURGERY
CLINIC
service design with UPMC




                           12
Discovery Patient Experience




                               13
Discovery Staff Experience




                             14
Discovery Doctor/Patient Experience




                                      15
Discovery Tools and Systems




                              16
Discovery Information and Environment




                                        17
Discovery Participation




                          18
Definition Themes and Opportunities




                                     19
Definition Patient Journey


                                   t                       visit
                             ...
Definition Needs and Emotions

        Emotions



   Support Needs



   Waiting Needs



Information Needs




          ...
Definition Holistic Delivery System
  Service Blueprint of Presby Neuro Clinic
    PHYSICAL                   Front      Wa...
Design Creating Concepts




                           23
Design Co-creation




                     24
Design Engagement




                    25
Design Prototyping




                     26
Design Storyboard Concepts




                             27
Design Validation




                    28
Delivery Tangible and Intangible




                              I know you don’t want to be here.
                     ...
How is service design different
from interaction design?
Interaction Design Process   Service Design Process



         Discovery                  Discovery




         Definitio...
Interaction design and service
design are human-centered
design driven processes.




                                 32
You have to think holistically.




                                  33
Service Mindset
Explicitly approaching the design problem
from a system thinking perspective and
taking a more holistic vi...
Interaction Design         Service Design




Great experience between   Great experience across all
person and product   ...
Services do not need a product.




 Service Provider          Service Participant



                                    ...
Products support the service goals.




Back Brace     Service Provider   Service Participant



                         ...
Service designers use different tools.




                                         38
And different terms

            touch point   front stage

       co-creation          back stage

   participants       ...
How can you play a role in
service design?
1. Cultivate a service mindset




                                 41
2. Learn service design tools




                                42
3. Create opportunities




                          43
We need great services.
You can make this happen.
Go forth and design.
RESOURCES                          PROJECTS

SERVICE DESIGN NETWORK             UPMC NEUROSURGERY CLI...
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Service Design: an Interaction Design Perspective

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What is service design? How is it different from interaction design? As an interaction designer with service design education and experience, offer my insights into what role interaction designers have in this emerging area of design.

Video here: http://vimeo.com/9663712

Published in: Design, Business, Technology

Service Design: an Interaction Design Perspective

  1. SERVICE DESIGN an interaction design perspective Jamin Hegeman February 5, 2010 IxD10 Savannah
  2. What’s all this about? Why service design? What does service design look like? How is it different from interaction design? How can you play a role? 2
  3. Why service design?
  4. First: a personal story 4
  5. And a bad service experience. 5
  6. Services need design help. 6
  7. This was designed. 7
  8. Service Design consciously designing services using a holistic, human-centered design process 8
  9. How are the needs of these two met? 9
  10. 10
  11. What does service design look like?
  12. NEUROSURGERY CLINIC service design with UPMC 12
  13. Discovery Patient Experience 13
  14. Discovery Staff Experience 14
  15. Discovery Doctor/Patient Experience 15
  16. Discovery Tools and Systems 16
  17. Discovery Information and Environment 17
  18. Discovery Participation 18
  19. Definition Themes and Opportunities 19
  20. Definition Patient Journey t visit visi st t t re fir t isi isi ca / sit isi pv pv tio n y sis vi y pv u u c ar no -o p er t-o w- w- et e rim iag e rg s llo llo D P D Pr Su Po Fo Fo 20
  21. Definition Needs and Emotions Emotions Support Needs Waiting Needs Information Needs 21
  22. Definition Holistic Delivery System Service Blueprint of Presby Neuro Clinic PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room Check-out, PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer Wait Ask Return Wait Pay, & ACTIONS Exam Rm Exam Rm Questions Questions Door Tag Leave Line of Interaction ? ? ? ? ? ONSTAGE Call Escort to Check Meet Dr. Process & CONTACT Welcome Process Patient Exam Rm Vitals & Kassam Check-out Ask Quest PERSON Line of Visibility BACKSTAGE Get See Other Grab Check Place in Take See Other See Other See Other CONTACT Patient Patients Patients Door Tag Patients Patient Kassam Away Patients PERSON Chart Location Bin Chart Brings Chart in Grab Kassam Door Tag To Be Chart Gets Quick Back Seen Bin from Bin Review Chart Write Rm Check Taken by # on Patient Dictation Staff Schedule Location Line of Internal Interaction SUPPORT Records/ Bin Chart Records/ Debbie’s Door Tag Schedule Storage Database Database System PROCESSES Chart Cart System System System System System 22
  23. Design Creating Concepts 23
  24. Design Co-creation 24
  25. Design Engagement 25
  26. Design Prototyping 26
  27. Design Storyboard Concepts 27
  28. Design Validation 28
  29. Delivery Tangible and Intangible I know you don’t want to be here. I know you don’t want to know me. But the best thing that could happen is to know me. I’ve performed more than 3,000 neurosurgical procedures. More than 800 of those are what’s called minimally invasive endoscopic procedures. And I’m a person first. I’ll be direct and treat you like a friend. Occasionally, I may even make you laugh. 29
  30. How is service design different from interaction design?
  31. Interaction Design Process Service Design Process Discovery Discovery Definition Definition Design Design Delivery Delivery 31
  32. Interaction design and service design are human-centered design driven processes. 32
  33. You have to think holistically. 33
  34. Service Mindset Explicitly approaching the design problem from a system thinking perspective and taking a more holistic view of people. 34
  35. Interaction Design Service Design Great experience between Great experience across all person and product touch points 35
  36. Services do not need a product. Service Provider Service Participant 36
  37. Products support the service goals. Back Brace Service Provider Service Participant 37
  38. Service designers use different tools. 38
  39. And different terms touch point front stage co-creation back stage participants blueprint 39
  40. How can you play a role in service design?
  41. 1. Cultivate a service mindset 41
  42. 2. Learn service design tools 42
  43. 3. Create opportunities 43
  44. We need great services.
  45. You can make this happen.
  46. Go forth and design. RESOURCES PROJECTS SERVICE DESIGN NETWORK UPMC NEUROSURGERY CLINIC service-design-network.org jamin.org/archives/2008/upmc-neurosurgery-clinic SERVICE DESIGN TOOLS TRANSPORTATION SECURITY ADMINISTRATION servicedesigntools.org jamin.org/archives/2007/service-design-for-tsa DESIGN FOR SERVICE CONTACT designforservice.wordpress.com JAMIN.ORG | @JAMIN SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf 46

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