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Visual thinking for service design — CanUX November 2016

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The success of service design involves an organisation's ability to restructure itself towards the design and delivery of services in a meaningful, impactful way. Visual thinking provide a powerful means for diverse teams to work through complexity. This workshop introduces visual thinking as an approach to solve service design problems, involving methods like rapid visualisation, visual sensemaking, touchpoint sketching, rich pictures, and service posters.

Published in: Design

Visual thinking for service design — CanUX November 2016

  1. 1. VisualThinking forServiceDesign CanUX, Ottawa - 11 November 2016 Boon Yew Chew, SapientNitro @boonych
  2. 2. Today'sagenda Why and What Applying VT to SD Visual thinking basics Workshop Activity
  3. 3. Inspiration for this workshop
  4. 4. Service Design involves orchestrating activities, often complex and multi-layered, to deliver services in a specific way.
  5. 5. Service user Frontstage service employee Touchpoints (People, Place, Props, Partners, Processes) FRONTSTAGE BACKSTAGE Backstage service employee Partner service employees see "Service Design 101", Ruiz & Ross - Interactions Magazine (July 2014)
  6. 6. INTERACTION Speakers INTERACTION Cameras INTERACTION Lights INTERACTION Advertisement Display INTERACTION Locks INTERACTION INTERACTION Check-in Device INTERACTION USER Wearable Joker Card INTERACTION Drone INTERACTION Screen / Display INTERACTION Urban Furniture INTERACTION Payment Device ABLER h Sensor ENABLER Motion Sensor Vibration Sensor Infrared Sensor NABLER Beacon ENABLER Smart Beacon ENABLER Wi-Fi Network ENABLER Sound Sensor ENABLER emperature Sensor ENABLER Humidity Sensor ENABLER Weight Sensor Kg Joker Card METHODOLOGY FEASIBILITY DESIGN SCOPE FRAMING IDEATION USERINSIGHTS SERVICECONCEPT PROTOTYPE&TEST PERSON TEST PREPARATION TEST & EVALUATIO N BLUEPRIN T ROADMAP USERS’ JOURNEYS (S ERIO US PLAY) SCENARIO ID EA SELECTIO N -COCD BOX LOTUSBLOSSOM INTERVIEW: ACTORS MAP PERSONA DIMENSIONS PERSONA DESIG N CHALLENGE DESIGNREQUIREMENTS IN TERVIE W : USER EXPERIE NCE RESEARCH QUESTIO NS CONTEXT&OBJECTIVE Harvard Business Review January-February 1984 bit I rKlard ecution time minutes otal cceptable execution time 5 minutes Blueprint for a comer shoeshine Brush shoes Faciiitating services and products Une of vialblllty Not seen by customer essary Select and purchase supplies uires much
  7. 7. Punchy label image attribution url goes here
  8. 8. Sowhat'svisualthinking? it is the activity of making sense of things using visuals
  9. 9. Punchy label image attribution url goes herehttps://www.flickr.com/photos/eekim/13920189148
  10. 10. Imagining (mind) Seeing (eye) Drawing (hand) Experiences in Visual Thinking (Robert H. McKim) Threekindsofvisualimagery
  11. 11. Listen Observe Imagine Improvise Synthesise 5Visual thinking habits
  12. 12. Listen Observe Imagine Improvise Synthesise
  13. 13. 1. Developing empathy 2. Visual sensemaking 3. Illustrating complexity 4. Visualising experience Whyvisual thinking forService design?
  14. 14. User-centred Co-creative Sequencing Evidencing Holistic Applying visual thinkingto Servicedesign through SD’'s 5 principles* *This is Service Design Thinking - Stickdom & Schneider, 2014
  15. 15. User-centred Services should be experienced through the customer's eyes
  16. 16. Co-creative All stakeholders should be included in the service design process
  17. 17. Service conceptual model PHYSICAL PRODUCTS PRINT & MEDIA MOBILE & APPS ONLINE & INTERNET BANKING PHONE CALL BRANCH OR OTHER LOCATION Re-AssessSet up UseAwareness Research Show me howCompare Li Europan lingues es membres del sam familie. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit Neque porro quisquam est, qui dolorem ipsum quia Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi The service conceptual model describes how related ideas map across various channels and stages. It also describes at a high level how customers flow between these ideas, indicating key transition points where customers progress from one activity to another. Stages within the customer lifecycle Ideas from the ideation phase Connectors for related ideas Customer flows or transitions Self-directed vs. social interactions Channels Idea Idea Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, Idea Idea Idea Idea Idea Idea Idea IdeaIdea Li lingues differe solmen in li grammatica, li pronunciation e li plu commun vocabules Slider People like me Idea Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Donec vitae sapien ut libero venenatis faucibus Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Ma quande lingues coalesce, li grammatica del resultant lingue es Europan lingues es membres del sam familie. Lor separat existentie Idea Idea Idea Idea Idea Idea Li lingues differe solmen in li grammatica, li pronunciation e On refusa continuar payar custosi traductores. At solmen va esser Idea Idea Idea Idea Por scientie, musica, sport etc, litot Europa usa li sam vocabular Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea It va esser tam simplic quam Occidental in fact, it va esser Occidental IdeaIdea Idea Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus Idea Idea Idea Idea Idea Nullam quis ante. Etiam sit amet orci eget eros faucibus Idea Sequencing The service should be visualised as a sequence of interrelated actions
  18. 18. Evidencing Intangible services should be visualised in terms of physical artefacts
  19. 19. Holistic The entire environment of a service should be considered
  20. 20. 1. Text is visual 2. Use a visual alphabet 3. Connectors & organisers 4. Use visual frameworks Visual thinking building blocks
  21. 21. 1.Textisvisual upper & lower case size and weight shapes and styles
  22. 22. point line arc angle spiral loop (open) circle leaf triangle rectangle house cloud (closed) DaveGray’sglyphstobuildavisualvocabulary http://www.davegrayinfo.com 2.Useavisualalphabet
  23. 23. Examples:Drawingobjects foundation shape essential features functional details clarifying details contextual details
  24. 24. Example:Drawingpeople Legs and arms are slightly longer than body The head is more than half the size of the body Body Legs Arms & hands Head & neck Eyes & nose
  25. 25. Example:Drawingfaces Experiment with eyebrows and mouths to get different facial expressions With the head as a circle, use the pointed part of the nose to signal direction
  26. 26. Arrows Frames > > > --- 3.Connectors&organisers Dividers IconsBullets
  27. 27. 4.Usevisualframeworks GOOGLE: "visual frameworks”, "graphic orgranisers”" and "system models" linear vertical radial path modular random
  28. 28. http://www.flickr.com/photos/rohdesign/3674525434/ linear
  29. 29. vertical
  30. 30. radial http://www.flickr.com/photos/murdocke/7171414085/
  31. 31. path http://www.flickr.com/photos/micheleidesmith/7098533733/
  32. 32. modular http://www.flickr.com/photos/pedestriantype/6755973299/
  33. 33. random http://www.flickr.com/photos/turnislefthome/6870010788/
  34. 34. Let'stakeabreak for15minutes
  35. 35. Part2: WorkshopActivity
  36. 36. The 8-minute drawing challenge WARM-UP DRAWING EXERCISE
  37. 37. 1. UNDERSTAND Understand the brief and target audience 2. EXPLORE Explore the problem space using rich pictures 3. IDEATE Develop service ideas with touchpoint sketches + + Communicate your proposition with a service poster 4. SYNTHESIZE
  38. 38. Servicedesignbrief “”"art for all" A neighbourhood art museum focusing on local culture and history wants to better serve families with small children while keeping it enjoyable to other visitors. Your job is to design a service that addresses young family needs while fostering a sense of community. 1. UNDERSTAND
  39. 39. Challenges Characters Components Characteristics The4Cs (service users, frontstage & backstage employees, partners...) (touchpoints, systems, places, processes...) (social, emotional, technical, organisational, environmental...) (context, scenario, environment, situation...) BONUS: visualise each item with a drawing
  40. 40. assumptions made evident in your sketch? how sketches help you think about the service problem? sketching ‘the 'invisible' - context, feelings, concepts Sketchingobjects:thinkabout…
  41. 41. Exploring problems using Rich Pictures 2. EXPLORE
  42. 42. For thinking through complex problems Comes from Soft Systems Methodology (P. Checkland) No rules for how you create rich pictures Richpictures https://en.wikipedia.org/wiki/Rich_picture
  43. 43. - people - arrows (influence) - thought bubbles - question marks (assumptions) - bounding areas - swords (conflict) - labels, lots of labels... Commonin RichPictures https://www.flickr.com/photos/johannakoll/6798095786
  44. 44. what problems are worth solving? how are your characters involved? how do the relevant parts work together? what’s the big picture idea? Userichpicturestofigureout…
  45. 45. Let'stakeabreak for15minutes
  46. 46. Sketching touchpoints to develop service ideas 3. IDEATE
  47. 47. Rapidly evaluate multiple service ideas Use the service blueprint to consider which areas to tackle Exercise:
 Sketching touchpoints
  48. 48. For thinking through complex problems Comes from Soft Systems Methodology (P. Checkland) No rules for how you create rich pictures Richpictures
  49. 49. Service blueprint Awareness & Consideration Planning & Provisioning Travel & Arrival Orientation & Seeking Supplementary paths & Activities Resolution & Departure Post event Touchpoints Service users Line of interaction Front stage Line of visibility Backstage & Partners Visual Thinking for Service Design — Workshop Handouts boon.chew@gmail.com @boonych
  50. 50. Service blueprint Awareness & Consideration Planning & Provisioning Travel & Arrival Orientation & Seeking Supplementary paths & Activities Resolution & Departure Post event Touchpoints Service users Line of interaction Front stage Line of visibility Backstage & Partners Visual Thinking for Service Design — Workshop Handouts boon.chew@gmail.com @boonych
  51. 51. think like a copywriter & sketch like a prototyper what details reveal what you want to validate? what clues do you give about the object and context? what is 'just enough' detail’ in your sketches? what is common vs. what might need 'explaining'? Sketchingtouchpoints…
  52. 52. 4. SYNTHESIZE Create a service poster visualising your service proposition
  53. 53. Punchy label image attribution url goes here
  54. 54. bring to life the various parts of the service show how the characters and elements inter-relate highlight problem areas you think are worth tackling Useyourposterto…
  55. 55. ClosingandDiscussion
  56. 56. Resources
  57. 57. Fineliner or fine-tip pen Shading marker Chisel tip marker Other common tools: Ballpoint pen, Highlighter, Sharpie, Whiteboard marker Basictools Ultra-fine point sharpie, Muji gel ink 0.38 or 0.5 Edding 33 Tombow ABT Muji gel ink 0.5 Tombow ABT brush pen Edding 33 chisel tip
  58. 58. Books https://medium.com/@boonych/books-on-visual-thinking-599ed7d3b4ec
  59. 59. ThankYou e: boon.chew@gmail.com t: @boonych

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