Visualization Toolsfor Service DesignSerena Pollastri and Francesca ValsecchiWuxi and Shanghai, 25th February 2012
IntroductionSomething aboutus and what we aredoing in Shanghai
Service Design Toolkit Why do we need to learn to use a specific set of tools for service design?picture: servicedesigntools.org
Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design? Help understand what it is Need a common language to Helps visualize and commu- important to show work with interdisciplinary nicate intangible aspects. teams
Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design? Formats to represent and visualize, at different stages of development, a solution involving actors in a complex inter- action process
we have a specificcommunication briefformats to representand visualize,at different stages ofdevelopment,a solution involvingactors in a complexinteraction process.
Milestone steps* title* target and context (+ moodboard)* solution description (+ poster)* qualities of the experience (+ story board)* actors, role of the user, aim of the service (+ description)* solution’s elements and technologies (+ service schema)* service model: organizational structure (+ system map)* actors’ motivations (+ stakeholders’ motivations matrix)
Service Idea Representative imageInitial question/moti-vation(how to...?) Short description
How to provide a more ef- Service Idea ficient transport system during rush hours? with a dynamic integrated public mobility system!picture: flandersdc.be
Moodboard• to provide a creative andsuggestive visual description ofthe overall mood• highlighting the qualities ofenvironment and interaction• a mosaic of pictures, describingthe solution by depicting theatmosphere• Pictures have to describe theplaces, the persons andthe artefacts of the solution
PosterThe service poster is a simulationof a future advertising of theservice. It is useful in the designphase to understand the mostimportant features that shouldbe communicated as well as thecommunication style.
Poster• is a catchy image that depicts astory in concise and emotive way• it uses the evocative capacityof the visual and the descriptivecapacity of the text to sketch thetopic and atmosphere of a story• it is a promise of what theservice has to offer and isalso the promotional image• it integrates the visual withthe written message, in order toprefigures the characteristics ofthe service
topic and atmosphereof a storyimage + title + claim
StoryboardThe storyboard is therepresentation of use casesthrough a series of drawingsor pictures, put together in anarrative sequence, in which theaction represented are equallyrelevant.The service storyboard showsthe manifestation of everytouchpoints and the relationshipsbetween them and the user in thecreation of the experience
Storyboard* shows the solutionperformance along an horizontaltime line• why and how the solutionproduces a good experiencefor the user?• how is the user-interaction withsolution?• which are the main evidences ofthe solution?• in a limited sequence of picturesit visualises: the salient servicesituations, the advantages thatresult, and how it works
System MapThe system map is a visualdescription of the servicetechnical organization: thedifferent actors involved, theirmutual links and the flows ofmaterials, energy, informationand money through the system
System Map secondary stakeholders The map identifies: the system boundaries; the primary and secondaryupstream stakeholders; MAIN STAKEHOLDERS downstream the main physical, informational and financial flows; the core performance of the platform solution; boundary the secondary functionalities of the solution. secondary stakeholders system boundary
material flows information flows financial flows System Map core PSS performance The map identifies: the system boundaries; the primary and secondary alternative PSS stakeholders; performance, the main physical, informational implementation or and financial flows; back office flows the core performance of the solution; the secondary functionalities of the solution.
it is atechnical drawingfor the solution description
Actors MapThe Actors Map represents thesystem of actors and their mutualrelations, to provide a systemicview of the service and its context.The map is built from a certainpoint of view (for example theuser), that becomes the centre ofthe system.
MotivationMatrixThe aim of the motivation matrixis the understanding of theconnexions between the differentactors of the system.When creating a motivationmatrix the designer assumes thepoint of view of each stakeholderinvolved.
b to Motivation Matrix brings stakeholder stakeholder stakeholder stakeholder 1 2 3 4 stakeholder 1 * what each actor brings * what each actor takes out st ak stakeholder eh 2 ol * how ech actor contributes de rs * which is single actor benefits ’s ow n • it shows a check-list of stakeholder in te motivations, benefits and 3 ntio ns contributions from each stakeholder’s point of view, stakeholder between individual partners and 4 over the whole partnership.
EnablingSolutionsThe concept of enabling solutionrefers to operative tools, able tohelp the user focus on a result andachieve it in a sustainable way. Incarrying out this role they mustbring a special type of intelligenceinto play: an intelligence thatenables them to stimulate,develop and regenerate theability and competence of thosewho use it.