Service Design Tools Presentation cordula

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Service Design Tools Presentation cordula

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Service Design Tools Presentation cordula

  1. 1. Service design tools Communication methods supporting the design process Cordula Friedlander, MDES Service Design Innovation, London College of Communication
  2. 2. Context Primary/secondary Research Participant Observation Ethnographic Research Mapping Co-designing Prototyping Business Context & Model Service Design Methodology image: Dr. Alison Prendiville
  3. 3. Defining the problem The design process – double diamond
  4. 4. Understanding the user Discover
  5. 5. Interviews Participant Observation / Shadowing Photo Ethnographic study Discovery methods Design Ethnography Originally from ethnographic research - an anthropological approach to understanding people based on their own world experiences. Discover
  6. 6. Understanding place - mapping Discover
  7. 7. Design tools and probes Diaries Games / story boards Empathy tools Discover Tool sharing site: www.servicedesigntools.org
  8. 8. Interviewing with engaging activities Preparing paper activities can make the interview more relaxed, engaging and interactive Discover
  9. 9. Diaries – a cultural probe Diaries can be customized to the project, more structure makes it easier to compare insights and collect data. Users can be encouraged to scribble, sketch and add photos Discover
  10. 10. Co-discovery activities Design games Design games involve participants at various stages of the design process • revealing insights • creating concepts Discover
  11. 11. Journey mapping • Touchpoints are the tangible elements that make up the service experience. • user journey mapping can highlight the barriers, the highs and lows when interacting with the touchpoints Discover
  12. 12. ‘Ice breaker’ Robot Otto: how can I help you? Discover
  13. 13. Empathy tools Examples: Third age suit by Ford simulates age related issues with mobility, vision and hearing Design consultancy IDEO’s video of the patients view when in hospital corridors and waiting areas Discover
  14. 14. Personas • Representatives of people using, running or commissioning the service • generated from the insights but not identifiable • archetypes not stereotypes. • Personas are highly empathic and provide a connection with the people one is designing for Define
  15. 15. Reframe the topic into a series of questions Record everything that is known about the subject Freely ideate new solutions Organize current information and new ideas Look into the future Brainstorming lenses Define image: Dr. Alison Prendiville
  16. 16. Co-designing tools Jake, 25 • Family issues, placed in child care • Drug abuse for over 10 years • Anti-social behaviour • Arrested a few times • Currently under substance abuse treatment • Dropped school; some work experience as volunteer What might make Jake happy even when times are tough? What does he struggle with the most day-to-day? Who are the people Jake could count on? “I don’t feel confindent yet to face a job interview, having to say I’m great for that job... I know it’s not true.” • persona work sheets presenting the reframed questions • Idea sketch sheets • Icons to play out scenarios • Prototyping templates for apps, websites Develop
  17. 17. Co-designing activities • Explorative and fun • Break down barriers • Uncover experiences • Allow creative engagement • Need to be sensitive to the context • Require planning and preparation
  18. 18. Prototyping • Transferring knowledge into making and prototyping design solutions. • Understanding how it will impact and improve on a persons daily practices. Develop
  19. 19. Prototyping for testing and iteration Develop
  20. 20. Storyboarding the service journey Develop
  21. 21. Touch point Deliverables • Prototypes: Physical touchpoint • Prototypes: Digital touchpoints • Service journey storyboard • Service blueprint Deliver
  22. 22. Useful resources • http://www.servicedesigntools.org/ • Service Design, from insight to implementation, A. Pouline, Rosenfeld Media 2013 • The Service innovation handbook, action- orientated creative thinking toolkit for service organizations, L. Kimbell, BIS Publishers 2014

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