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Designing Services
- 1. Talk and workshop, HyperIsland, Stockholm, 2007 Nick Marsh, Engine Service Design www.enginegroup.co.uk Designing Services
- 5. What is Service Design?
- 6. A new design discipline? A set of methodologies? A new way of thinking? Anything new at all?
- 7. What is design? What is Design?
- 8. Design is the process of making something better for someone.
- 10. All design is multi-disciplinary product design
- 11. All design is multi-disciplinary interaction design
- 12. Service design is the same, it’s just very multi disciplinary (because services are) service design
- 14. 1. Service Innovation New propositions and enhancements
- 15. 1. Service Innovation New propositions and enhancements
- 16. 1. Service Innovation New propositions and enhancements
- 17. 2. Design research Insight, stimulus and direction
- 18. 2. Design research Insight, stimulus and direction
- 19. 2. Design research Insight, stimulus and direction
- 20. 3. Business Planning Visual business cases and buy-in
- 21. 3. Business Planning Visual business cases and buy-in
- 22. 4. Service Production Training, choreography, measurement
- 23. 4. Service Production Training, choreography, measurement
- 24. 5. Service Specification Service requirements Principles Guidelines Messages Metrics Processes Business models
- 25. Service design is a very multidisciplinary practice We’ll look at what’s needed to be a good service designer later. Before that, why is service design emerging now ?
- 28. The service economy is here, but it’s just not very well designed yet!
- 29. The cultural and social challenges driving service design
- 30. The world has become flatter
- 31. The world has become fuller
- 32. The world has become richer
- 33. The world has become busier
- 34. The world has become older
- 35. The world has become more competitive
- 36. The world has become more confusing
- 37. More competition + More choice + More cash = More complexity Fortunately, designers have a process for making things better!
- 38. The commercial challenges driving service design
- 43. Service innovation is the new corporate battleground Graph: © Peer insight LLC
- 44. The Progression of Economic Value Source: Pine and Gilmore, ‘The Experience Economy’ Specific Different and Unique Low Market Value High Undifferentiated Generic Diversity Customer Need extract commodities make goods deliver services provide experiences
- 45. The Progression of Economic Value Source: Pine and Gilmore, ‘The Experience Economy’ Specific Different and Unique Low Market Value High Undifferentiated Generic Diversity Customer Need
- 46. We need service design, as providers and users (and ambitious designers!) But what is a good service (design)?
- 47. What makes a good service (design)?
- 48. Convenient Usable Desirable Consistent Efficient Effective Sustainable
- 49. Sustainable Usable Convenient Consistent Efficient Effective Desirable SUCCEED! }
- 50. Good service design exists in a ‘translation space’.
- 51. Five Fundamentals of service design
- 53. Systems Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated
- 54. Value Understanding how to create the best value for users and providers through their interactions.
- 55. People Understanding the part people play in providing, using and designing services, and how to include them in the service design process .
- 56. Journeys Understanding that services are experienced over time and need to be seen and innovated as journeys
- 57. Propositions Understanding how to innovate, package and market a service and how to develop a proposition towards a vision.
- 58. Process Service design made simple…
- 59. What makes a good service designer?
- 61. A passion for Process
- 62. Co-creation
- 63. Facilitation
- 64. Empathy
- 65. Understanding that the craft is in letting go, not holding on
- 67. User centred design research
- 68. Prototyping
- 69. Making tools for others
- 72. Making things (appear) simple
- 74. Very multi disciplinary design - Bridge shaped?
- 76. Where next for service design?
- 82. Building Common Language A new language for clients A new language for designers
- 84. Service design education New skills New competition
- 85. www.enginegroup.co.uk Talk and workshop, HyperIsland, Stockholm, 2007 Nick Marsh, Engine Service Design