1. 1
CODESIGNING SERVICES
Introduction to collaborative and participatory
methods in service design
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Juha Kronqvist
Parsons The New School for Design
Service Design Course
Sept 20, 2013

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designresearch.aalto.fi/groups/encore/
atlas-research.fi
Researcher
Doctoral candidate

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www.diagonal.fi
Service designer

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(approximate) STRUCTURE FOR THE DAY
4-5pm Introduction to collaborative design in services
5-5.15pm Break
5.15-6pm Playing the Service Co-design game
6.00-6.30pm Discussion

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STRUCTURE FOR THE DAY
4-5pm Introduction to collaborative design in services
5-6pm Playing the Service Co-design game
6-6.30pm Improving the game
4-5PM
INTRODUCTION TO CODESIGNING SERVICES

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WHY CODESIGN SERVICES?

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“Prototype early and often, making each
iterative step a little more realistic. At some
point you are likely to experience that
wonderful “Ah ha!” feeling that comes with
a creative leap, but that is only an
indication that you have moved forward in
the detail of the aspect of the design that
you are focusing on right then. You will only
know that the design is good when you have
tried it out with the people who will use it
and found that they are pleased, excited,
motivated, and satisfied with the result.”
– Tim Brown, IDEO
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3 REASONS

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1.
BECAUSE SERVICES ARE CO-PRODUCED BY PEOPLE

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2.
BECAUSE INNOVATIVE SERVICES REQUIRE DEEP
UNDERSTANDING OF THE CUSTOMER

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2.
BECAUSE INNOVATIVE SERVICES REQUIRE DEEP
UNDERSTANDING OF THE CUSTOMER
SAY
THINK
DO
USE
KNOW
FEEL
DREAM
WHAT PEOPLE:
MAKE
DO
SAY
KNOWLEDGE:
EXPLICIT
OBSERVABLE
TACIT
LATENT
Interviews
Observations
Generative
methods:
Probes,
collages, co-
design
workshops,
design gameSanders (1999)

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EXAMPLES OF SERVICE DESIGN METHODS
1. What people say
Eliciting the surface knowledge. What
people know/remember/want to tell.
2. What people do
Eliciting tacit knowledge. What you can
observe people doing and using.
2. What people make
How people feel and what they
experience. What people do with their
hands or using artistic practices.
FOCUSGROUPS INTERVIEWS QUESTIONNAIRES
OBSERVATION
PROBES DESIGNGAMES BODYSTORMING WORKSHOPS MAKE-TOOLS

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3.
BECAUSE YOU SHOULD DESIGN
ALSO WITH EMPLOYEES, NOT FOR THEM

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WHAT IS CODESIGN?

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The roots of codesign can be traced back to
participatory design projects in 1960, when
designers started to include people in the
community planning processes. Later in
70s-80s computer-based tools started to
emerge at workplaces. The central idea was
to find ways how to include the workers in
the design of their tools and utilize their
expertise as fully as possible.
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Pelle Ehn
BACKGROUND

16. Introduction to Codesign | Juha Kronqvist 15THE CARDBOARD HOSPITAL | http://vimeo.com/juhak/cardboardhospital
CODESIGN TODAY

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CODESIGN
roles
process
m
ethods
approach+
m
indset

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Sanders (2008)
APPROACH AND MINDSET

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Sanders (2008)
PARTICIPANT ROLES

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Sanders (2008)
DESIGN PROCESS

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CODESIGN PREPARATION
Vaajakallio (2012)

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Sharing
Sense making
Generating
Co-design events create a learning
environment, in which experiences,
ideas and meanings are created and
shared among the participants.
Kirsikka Vaajakallio
WORKSHOP PROCESS

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CODESIGN METHODS

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A few useful codesign methods
1. Design probes
2. Experience prototyping
3. Design games
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Note
All of these methods can be
used with expert-led or
participatory mindset.

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1. DESIGN PROBES
A cultural probe is an inexpensive
technique used to learn more about
your intended user group based on
self-documentation. Focus is on
getting a sense of the personal
environment and views of the
users.
Most typical setups involve handing
some sort of diary to volunteers to
log their activities and thoughts or a
camera for fotographing their
surroundings. It aims to support the
interpretations and creativity of
users and designers.

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diaries
photos triggers moodboards
sensitizers
PROBES CAN BE…

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The probes kit says a lot about you and your project.
The design should be communicative, visual, motivating
and appropriate for the topic and users.
PROBES KIT
Uniform: Place branding

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Do you want it to be about activating, sensitizing,
interfering or remembering? Remember to make
the probe easy to use and not too time
consuming.
PROBES KIT
Royal College of Art:
A cultural probe

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A method for understanding,
exploring or communicating
what it might be like to engage
with a future product, space or
system. Here the experience is
acted out with participants and
quick-and-dirty props.
The use of all senses and
active participation are
essential to the method. It allows
for the designer to think in terms
of experiences instead of just a
product or service.
2. EXPERIENCE PROTOTYPING

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Here you create or evaluate
ideas by simply trying them out.
The idea is to make ideas visible
and concrete through creating
quick mock-ups of the service
environments, the used products
and the customer journeys.
The central idea is to engage in
imaginative experiences thinking
what if this service would already
be available.
2. EXPERIENCE PROTOTYPING

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Preparing for experience prototyping
Step 1. The Customer Journey
Step 2. People: Participants, roles and goals
Step 3. Tangibles
Questions to ask when experience prototyping
1. Do people understand the service – what the new service is or does?
2. Do people see the value of the service in their real life?
3. Do people understand how to use it?
4. Which touchpoints are central to providing the service?
5. Are the visual elements of the service working?
6. Does the language and terminology work?
7. Which ideas do the experience prototype testers have for improvement?
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Polaine, Løvlie and Reason (2013)
PREPARING EXPERIENCE PROTOTYPING

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Design games are environments in which the
elements of user knowledge are restructured
in new ways. The games provide a tool,
mindset and structure for co-design
activities. Creating a play spirit which allows
for creating and testing new solutions is
essential.
DESIGN GAMES
Vaajakallio (2012)

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visual reference memory aid
testing of options marks progression
GAME MATERIALS

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RULES

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Aalto University: Game Board Journey

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FOR MORE INFORMATION
Service Design:
From Insight to
Implementation
(2013)
This is Service
Design Thinking
(2011)
Design Probes
(2006)
- online pdf
Design Games as a
Tool, Mindset and
Structure
(2006)
- online pdf