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Creating possibilities for
service design innovation
Frederick van Amstel
http://fredvanamstel.com
Architecture and Design School
Digital Design
PUCPR
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
This is how service design looks like: a lot of co-design
(ServiceDesignSprints.com)
Products work as barriers between company and market.
Services work as infrastructure.
Service design focuses on co-
creating value at the
boundaries – not at the core –
of organizations.
Value co-creation at the boundaries of an organization
(Amstel, 2015)
Producer
Exchanging value
Cocreator
Client
Co-creating value
Creating value
New ideas to co-create value at the boundaries
Implementing such ideas is difficult: people don’t want to
change while technology is not available.
Nelson Mandela reminds us that possibilities change.
The aim of service design is to
create possibilities for other
activities.
Where possibilities come from
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
“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
Simulations, scenarios and dramas to explore possibilities:
HEAD game by Julia Garde
Simulations, scenarios and dramas to explore possibilities:
environmental center in Almelo
Simulations, scenarios and dramas to explore possibilities:
Clinics Hospital of Paraná
Simulations, scenarios and dramas to explore possibilities:
Theater of the Oppressed for design thinking
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.
Seeing an object as it is.
(certainty, righteously, closed)
X
Seeing an object as it could be.
(uncertainty, ambiguity, open)
Sketching is one the best ways to see objects as they could
be. It is very different from observational drawing.
Few people can sketch, hence you need other materials to
cocreate objects as they could be.
Expansive design expands the possibilities
for the design object.
Reductive design reduces the possibilities for the
design object.
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
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
Network reconfiguration is triggered by small changes and
spread through ripple effect.
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)
Exercise
•Visualize the entire activity of a new service
•Map the relationship to other activities
people
instruments
community
rules division of
labor
object result
Thank you!
Frederick van Amstel
http://fredvanamstel.com
Architecture and Design School
Digital Design
PUCPR

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Creating possibilities for service design innovation

  • 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.
  • 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