Service design is the practice of designing networks of people, places and technologies. However, not every aspect of a service can be designed since it relies a lot on people. See how it is possible to create possibilities for organization transformation through service design.

1. Creating possibilities for
service design innovation
Frederick van Amstel
http://fredvanamstel.com
Architecture and Design School
Digital Design
PUCPR

2. What is service design?
•The practice of designing networks of people,
places and technologies
•Not every aspect of a service can be designed
since it relies a lot on people
•Service design includes people who use and
deliver the service in the design (co-design)
•Create new possibilities for other activites

3. This is how service design looks like: a lot of co-design
(ServiceDesignSprints.com)

4. Products work as barriers between company and market.
Services work as infrastructure.

5. Service design focuses on co-
creating value at the
boundaries – not at the core –
of organizations.

6. Value co-creation at the boundaries of an organization
(Amstel, 2015)
Producer
Exchanging value
Cocreator
Client
Co-creating value
Creating value

7. New ideas to co-create value at the boundaries

8. Implementing such ideas is difficult: people don’t want to
change while technology is not available.

9. Nelson Mandela reminds us that possibilities change.

10. The aim of service design is to
create possibilities for other
activities.

11. Where possibilities come from

12. Creating new possibilities
•Identify what is considered to be possible and
impossible
•Search for new possibilities outside the space of
possibilities (beyond what is already considered)
•Confront the impossible with the possible
•Help people realize it is possible by themselves

13. “Thinking inside the box” inquiry: asking everyone about what they
considered to be possible and impossible to change in an activity
The possible
The impossible

14. Simulations, scenarios and dramas to explore possibilities:
HEAD game by Julia Garde

15. Simulations, scenarios and dramas to explore possibilities:
environmental center in Almelo

16. Simulations, scenarios and dramas to explore possibilities:
Clinics Hospital of Paraná

17. Simulations, scenarios and dramas to explore possibilities:
Theater of the Oppressed for design thinking

18. Amstel, Frederick M.C. van and Garde, Julia. Games to explore the possibilities of
space and the space of possibilities in service design. Simulation & Gaming, 47 (5),
2016, p. 628-650.

19. Seeing an object as it is.
(certainty, righteously, closed)
X
Seeing an object as it could be.
(uncertainty, ambiguity, open)

20. Sketching is one the best ways to see objects as they could
be. It is very different from observational drawing.

21. Few people can sketch, hence you need other materials to
cocreate objects as they could be.

22. Expansive design expands the possibilities
for the design object.

23. Reductive design reduces the possibilities for the
design object.

24. Object expansion changes everything in an activity, yet it faces
resistance from the old object which coexists with the new
people
instruments
community
rules division of
labor
new object
x
old object
result

25. Shared objects co-created by different activities are temporary,
but may lead to a new activity.
people
instruments
community
rules division
of labor
instruments
community
rules division
of labor
people
shared object

26. Network reconfiguration is triggered by small changes and
spread through ripple effect.

27. Service design innovation
•Services are activities, not technologies
•Service innovation means the whole activity
changes (object expansion)
•Service innovation is triggered by co-creation at
the boundaries (shared objects)
•Service innovation spread through other services
(network reconfiguration)

28. Exercise
•Visualize the entire activity of a new service
•Map the relationship to other activities
people
instruments
community
rules division of
labor
object result

29. Thank you!
Frederick van Amstel
http://fredvanamstel.com
Architecture and Design School
Digital Design
PUCPR