Daniela Sangiorgi gave a presentation on design for services. She discussed the evolution of service design from focusing on interactions in the 1990s to incorporating complexity, interactions, and participation today. Sangiorgi presented frameworks mapping different approaches to service design, including interaction/experience design and design for sustainability. She shared case studies and job profiles to illustrate how design contributes in areas like service experiences, policies, transformation, and system development. Sangiorgi argued for further integrating service design with related disciplines and developing hybrid design roles for the future.

1. HCDI
seminars
Brunel
University,
29th
February
2012
Design for Services
Daniela
Sangiorgi
Daniela Sangiorgi . Lancaster University | Design for Services 1

2. Design
for
Services
A creative research lab
that:
>> investigates emerging
issues, technologies and
practices
>> combines traditional
science and social science
methods with the practice-
based methods arising
from the arts
Daniela Sangiorgi . Lancaster University | Design for Services 2

3. - Industrial Design degree in
Politecnico di Milano (Italy)
- PhD in Service Design in
Politecnico di Milano (Italy)
- ImaginationLancaster (UK) as
Lecturer
Daniela Sangiorgi . Lancaster University | Design for Services 3

4. Services
and
Design
today
Daniela Sangiorgi . Lancaster University | Design for Services 6

5. The
Discipline
The
‘90s:
Growing
economic
role
of
the
service
sector
Design
sBll
focused
on
to
the
physical
and
tangible
output
of
the
tradiBonal
industrial
sectors
Daniela Sangiorgi . Lancaster University | Design for Services 7

6. Services
Fundamental
role
of
services
for
the
growth
and
sustainability
of
innova6on
and
compe66veness.
InnovaBon
studies,
policy
debates
and
programmes
aiming
at
understanding
the
service
sector
at
different
levels.
Services
as
potenBal
enablers
of
a
‘society
driven
innovaBon’
(European
Commission,
2009)
Daniela Sangiorgi . Lancaster University | Design for Services 8

7. es
Service
Science
ing
nc
cie
So
neer
lS
cia
ra
Engi
l
Management
Sc
vio
ien
ha
Et
g
De
ng
hn
ce
Be
og tin
s
pu
keti
sig
ra
ph om
n
Mar
y C
Service Science
‘The
study
of
service
systems,
aiming
to
create
a
basis
for
systemaBc
service
innovaBon’
[Maglio
and
Spohrer
2008:
18]
Daniela Sangiorgi . Lancaster University | Design for Services 9

8. Service
Design
evoluBon
+
complexity
+
interacBons
Design
for
Service
InteracBons
+
parBcipaBon
1990s 2000s
“The
subject
maer
of
design
is
potenBally
universal
in
scope,
because
design
thinking
may
be
applied
to
any
area
of
human
experience”
(Buchanan
1992:
16).
Daniela Sangiorgi . Lancaster University | Design for Services 10

9. Today’s
Design
Community
Daniela Sangiorgi . Lancaster University | Design for Services 11

10. OrganizaBons
working
on
Service
Design
Daniela Sangiorgi . Lancaster University | Design for Services

11. Service
Design
sources
Daniela Sangiorgi . Lancaster University | Design for Services

12. A
Map
of
Design
for
Services
InterpretaBon
of
ongoing
pracBces
6
design
companies
thinkpublic,
STBY,
ParBciple,
Strategic
Design
Scenarios,
ExperienBa,
Domus
Academy
8
academic
research
centres
Carnegie
Mellon
University,
Linkoping
University,
Lancaster
University,
Said
Business
School,
University
of
Oxford,
Politecnico
di
Milano,
Melbourne
University
1
company
IBM
Research
USA
and
IBM
CorporaBon
Daniela Sangiorgi . Lancaster University | Design for Services 14

13. A
New
Framework
some cores of
competences
blurred boundaries
integrated knowledge
interdisciplinarity
Daniela Sangiorgi . Lancaster University | Design for Services 15

14. …
heterogenic
nature,
parBal
unpredictability,
changing
contexts,
human
intensity.
Designing as creating the
conditions for certain forms of
interactions and relationships
to happen.
Daniela Sangiorgi . Lancaster University | Design for Services 16

15. Design
for
Services
versus
…
Daniela Sangiorgi . Lancaster University | Design for Services 17

16. Design
for
Services
Service
Design
or
Design
of
Services
Design
for
Services
What
Design
is
doing
and
can
do
for
services
and
how
this
connects
to
exisBng
fields
of
knowledge
and
pracBce
Daniela Sangiorgi . Lancaster University | Design for Services 18

17. An
emerging
discipline
D4S
based
on
mainly
informal
and
tacit
knowledge

more
structured
discipline
if
closer
dialogue
with
exisBng
disciplines

efforts
and
collaboraBon
across
disciplines
Daniela Sangiorgi . Lancaster University | Design for Services 19

18. Paradigms & Frameworks
How
has
Design
approached
the
realm
of
services?
Daniela Sangiorgi . Lancaster University | Design for Services 20

19. Design
Paradigms
InteracBons
How
to
design
beer
service
interacBons
and
experiences?
Services..
FuncBonaliBes
How
to
subsBtute
the
manufacturing
driven
model
of
consumpBon?
Daniela Sangiorgi . Lancaster University | Design for Services 21

20. Design
Paradigms
HOW
1
InteracBon
&
Experience
Design
Design
for
WHAT
2 Sustainability
&
PSS
Design
Daniela Sangiorgi . Lancaster University | Design for Services 22

21. A
growing
complexity
Co
lla
bo
ra InteracBon
& s
tiv ork
Stra es
er
Experience
Design Netw
tegi ial
c De vices So
c
on Design
rmati
s -
ign - fo
- - Trans
Service innovation - + + - Organisational Change
ment -
anage -
- Sy
M stem
Design Log
ic
Design
for Des
ant -S
oc
ign
m
in Sustainability
& ial
inn
Do
ice PSS
Design ov
ati
Serv on
Daniela Sangiorgi . Lancaster University | Design for Services 23

22. A
Map
of
Design
for
Services
Daniela Sangiorgi . Lancaster University | Design for Services 30

23. Building
a
New
Framework
H 17
case
studies
I
 
P
D4S
map
I
Daniela Sangiorgi . Lancaster University | Design for Services 31

24. Mapping
design
roles
and
contribuBons
Daniela Sangiorgi . Lancaster University | Design for Services 32

25. A
map
of
Design
for
Services
4
main
areas
of
intervenBon
8
main
kinds
of
design
contribuBons
Daniela Sangiorgi . Lancaster University | Design for Services 33

26. Human
Centred
Design
Approach
Designers
consider
the
deep
understanding
and
respect
of
human
behaviours,
amtudes,
dreams
and
capaciBes
the
essenBal
premise
for
any
design
acBon
Daniela Sangiorgi . Lancaster University | Design for Services 35

27. 17
case
studies
Daniela Sangiorgi . Lancaster University | Design for Services 36

28. 33
contributors
Daniela Sangiorgi . Lancaster University | Design for Services 37

29. Job
Profiles
Daniela Sangiorgi . Lancaster University | Design for Services 89

30. “Job
profiles”
Design for Service Experiences
Design for Service Policies
Design for Service Transformation
Design for Service System Development
Daniela Sangiorgi . Lancaster University | Design for Services 90

31. IntegraBng
New
Design
Skills
Hybrid
design
roles
that
need
further
integraBon
with
close
disciplines
working
on
services
Daniela Sangiorgi . Lancaster University | Design for Services 91

32. Design
for
Services
future?
Service Thinking
+ Designing for
Services
Daniela Sangiorgi . Lancaster University | Design for Services 92

33. Thanks!
Daniela Sangiorgi . Lancaster University | Design for Services 93