Iteration and co-creation connect the broad field of service design

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Iteration and co-creation connect the broad field of service design

  1. 1. Iteration and co-creation connect the broad field of service design Satu Miettinen
  2. 2. Service design <ul><li>Method for developing services and service business </li></ul><ul><li>Service desiner’s role is to aquire the user knowledge with variety of tools </li></ul><ul><li>Visualize the service experience </li></ul><ul><li>Social skills, empathy for the users, creativity and visual thinking </li></ul><ul><li>Design thinking and co-ordination </li></ul>
  3. 3. Service thinking has ability to create service concepts <ul><li>Tool for improving customer experience, innovating new service opportunities and ROI </li></ul><ul><li>Tool for innovating new sustainable service systems and well-being </li></ul>
  4. 4. Value creation and interaction <ul><li>Public services (Thackara 2008) </li></ul><ul><li>Radical innovation (Jones and Samalionis 2008) </li></ul><ul><li>Scenario tools for communication </li></ul><ul><li>Social, technological and cultural frames of actors participating in the development (Morelli 2002) </li></ul><ul><li>Service design is the design of the whole system of use (Saffer 2007) </li></ul>
  5. 5. Service design process <ul><li>> Understanding the service design challenge: the users, business environment and applicable technologies </li></ul><ul><li>> Observing, profiling, creating empathy for the users, participating with the users and being visual during the whole process </li></ul><ul><li>> Creating ideas, prototyping, evaluating and improving including the clients and the users in the process </li></ul><ul><li>> Implementing, maintaining and developing the services </li></ul><ul><li>> Operating with business realities </li></ul>
  6. 6. Participatory approach <ul><li>User experience (Desmet and Hekkert 2007) </li></ul><ul><li>Bodystorming </li></ul><ul><li>Context mapping </li></ul><ul><li>Experience prototyping </li></ul>
  7. 7. Iterative service development process <ul><li>Commit the stakeholders in the development process </li></ul><ul><li>A method of visualizing the service process </li></ul><ul><li>Prototype the service process </li></ul>
  8. 8. Process <ul><li>Brief </li></ul><ul><li>Experience prototyping </li></ul><ul><li>Redefining the brief </li></ul><ul><li>Participating the users </li></ul><ul><li>Evaluating the process </li></ul><ul><li>Reflecting with theory </li></ul><ul><li>What new did we learn from the process? </li></ul>
  9. 9. References <ul><li>Desmet, P. and Hekkert, P. (2007). Framework of Product Experience.International Journal of Design. 1 (1) 57-66. http://www.ijdesign.org </li></ul><ul><li>Jones, M. and Samalionis, F. (2008). From Small Ideas to Radical Innovation. Design Management Review. Winter 2008. </li></ul><ul><li>Morelli, N. (2002). Designing Product/Service Systems: A methodological exploration. Design Issues. Vol, XVIII. No 3. MIT Press. Campridge. </li></ul><ul><li>Saffer, D. (2007). Designing for Interaction: Creating Smart Aplications and Clever Devices. New Riders and AIGA Design Press. Berkeley. California. </li></ul><ul><li>Thackara, J. (2008). Transforming public services. In innovation by design in public service. Thomas, E. (Ed.). The SOLACE foundation Imprint. The Guardian. Design Council. http://www.solace.org.uk/documents/sfi/SFI%20-%20Innovation%20by%20design%20in%20public%20services.pdf </li></ul>

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