This document outlines key aspects of service design according to Daniel Harris, Service Design Director at Fjord. It discusses how service design aims to improve how humans engage with the world by understanding individuals' complexities and creating shared value for people and organizations. The document also emphasizes connecting the emotional to the material aspects of design and loving the problem in order to own the design solution. It provides examples of tools and methods used in service design like canvases and workshops to discover user needs and develop service propositions.

1. Service Design
Daniel Harris
Service Design Director
@Fjord
@Harrisdaniel

2. Design
© FJORD 2013 Confidential
Page 2

3. “Design is on the cusp of a
massive change as people
slowly become more attuned
to its potential for positive
change”
Alice Raswthorn, Design Week
© FJORD 2013 Confidential
Page 3

4. “It’s not about making a fancy
lamp, but finding new ways to
connect with people’s lives’.”
Stephen Burks, Design Week
© FJORD 2013 Confidential
Page 4

5. Design
© FJORD 2013 Confidential
Page 5

6. IMPROVING HOW
HUMANS ENGAGE
WITH THE WORLD
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential
Page 6

7. Technology is Society
[problem that Three bill fixed]
Services are run by technology, it surround us, we “dance to invisible
algorithms” every day
Humans are the constructs of that society
+ why the deal with Accenture is good? – theyrun half the worlds infrastructure
We do service design + UI design
© FJORD 2013 Confidential
Page 7

8. © FJORD 2013 Confidential
Page 8

9. © FJORD 2013 Confidential
Page 9

10. © FJORD 2013 Confidential
Page 10

11. UNDERSTANDING
INDIVIDUALS’ COMPLEXITIES,
IRRATIONALITIES & CARES
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential
Page 11

12. Service Innovation
© FJORD 2013 Confidential
Page 12

13. canvases
[Business model canvas] – great for getting fairly detailed from a business
perspective
[Trends canvas from trendwatching] – great for understanding the market and
it’s evolution
[Lean canvas] – great for seedcamps and hackathons
Our Service Design canvas – great for designing service propsotions
© FJORD 2013 Confidential
Page 13

14. © FJORD 2013 Confidential
Page 14

15. © FJORD 2013 Confidential
Page 15

16. Service design canvas
© FJORD 2013 Confidential
Page 16

17. © FJORD 2013 Confidential
Page 17

18. CREATING SHARED VALUE
FOR PEOPLE AND
ORGANISATIONS
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential
Page 18

19. “Re-imagination
of nearly
everything
powered by
New Devices +
Connectivity +
UI + Beauty”
Mary Meeker of KPCB
© FJORD 2013 Confidential
Page 19

20. Workshops
© FJORD 2013 Confidential
Page 20

21. Service Design Cards
© FJORD 2013 Confidential
Page 21

22. Getting emotional
[Emotion of Money – what it means to what people care about]
Emotional drivers are the hardest to discover, but the most valuable
© FJORD 2013 Confidential
Page 22

23. [HAPPY, HUMAN, SOULFUL
FOOD]
Moving food from the functional to the emotional (Jamie Oliver)
© FJORD 2013 Confidential
Page 23

24. [HAPPY, HUMAN, SOULFUL
© FJORD 2013 Confidential
Page 24

25. [Someone using this in a
kitchen / louinge]
© FJORD 2013 Confidential
Page 25

26. CONNECTING THE
EMOTIONAL TO THE
MATERIAL
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential
Page 26

27. © FJORD 2013 Confidential
Page 27

28. PSYCHOLOGIST
© FJORD 2013 Confidential
Page 28

29. [Artist]
ARTIST
© FJORD 2013 Confidential
Page 29

30. [Architect]
ARCHITECT
© FJORD 2013 Confidential
Page 30

31. MANAGEMENT CONSULTANT
© FJORD 2013 Confidential
Page 31

32. ENTREPRENEUR
© FJORD 2013 Confidential
Page 32

33. LOVE THE PROBLEM
& OWN THE DESIGN
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential
Page 33

34. Design
© FJORD 2013 Confidential
Page 34

35. YOU KNOW YOU ARE PRACTICING SERVICE
DESIGN IF YOU ARE
1. IMPROVING HOW HUMANS ENGAGE WITH THE WORLD
2. UNDERSTANDING COMPLEXITIES, IRRATIONALITIES & CARES
3. CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS
4. CONNECTING THE EMOTIONAL TO THE MATERIAL
5. LOVING THE PROBLEM & OWNING THE DESIGN
© FJORD 2013 Confidential
Page 35

36. Service Design.
A mission, practice, & craft
Daniel Harris
Service Design Director, Fjord London
THANK YOU J