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INTRODUCTION TO SERVICE DESIGN
by User Studio
Presentation prepared for Iniciativa Joven




Project coordination

Annabelle Favreau, Iniciativa Joven


Contact USER STUDIO

Matthew Marino
Consultant, partner

marino@userstudio.fr
+33 (0) 6 98 94 06 70

USER STUDIO
152 rue du Temple
75003 Paris
France

www.userstudio.fr




Introduction to service design
WHO IS
                                 USER STUDIO ?


Introduction to service design
Service innovation &
              design company

                                 in Paris, France




Introduction to service design
Clients




Introduction to service design
PROJECT
                                 EXAMPLES


Introduction to service design
Banking service concept
                                 VISA Europe design competition
                                         by User Studio




Introduction to service design
Corinne,              77 ans
                                                “Too much paperwork! I don’t understand anything.”


      David,                     25 years old
      “I note everything down...”




Introduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
Helping patients with diabetes
                                 Bolton diabetes network, UK
                       project by RED Project, Design Council


                        Project illustration : http://www.designcouncil.info/RED/health/#B10

         Project video : http://www.designcouncil.info/mt/red/HEALTH/REDHealth01.mov




Introduction to service design
Why use service design ?
•   Service design’s aim is make services desirable


•   To help differentiate by improving existing services

            •        easier to use

            •        more efficient

            •        in tune with local culture

•   To help innovate by creating new services

            •        meet the needs of changing lifestyles

            •        reach new markets




Introduction to service design
SERVICE DESIGN
                                PROCESS


Introduction to service design
Introduction to service design
Co-design : working with people




Introduction to service design
Why involve users / service providers in the
creative process ?

•   Involving users in the design process

            •        helps understand their lifestyles and needs

            •        as they are experts of their daily lives, they often have ideas on how to improve it

•   Involving service providers in the design process

            •        helps understand the organisation’s culture and needs

            •        as they are experts of their daily jobs, they often have ideas on how to improve it

            •        helps create appropriation / ownership of the project




Introduction to service design
SERVICE
                                 EXPERIENCE


Introduction to service design
Designing how
              customers / citizens
              experience the service.




Introduction to service design
Touchpoints




Introduction to service design
Use the right channel




Introduction to service design
KNOW YOUR
                                   USERS


Introduction to service design
User research
                   Understand your user’s lifestyles, needs,
                            desires, problems...
                          Using user insights to identify service
                                    opportunities...


Introduction to service design
Selecting the right users
                                  Which users or potential users
                                         should I meet ?
                                    How many should I meet ?



Introduction to service design
Remember...


                                   People don’t
                                  always do what
                                 they say they do!
                                    go see for yourself...



Introduction to service design
User research vs. market research




Source : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)

Introduction to service design
User research vs. market research

  Great for
validation




Source : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)

Introduction to service design
User research vs. market research




                                                                              Great for
                                                                              inspiration


Source : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)

Introduction to service design
Extreme users




                                                                   Core




   “Rejectors”                                                                “Power users”



Source : Jennie Winhall & Chris Vanstone (RED project - Design Council, UK)

Introduction to service design
Fieldwork
                  How and where should I meet the users ?




Introduction to service design
Immerse yourself with the users




Introduction to service design
Interviewing people in pairs




Introduction to service design
Put yourself in their shoes
                                 Living a high school
                                 student’s life for
                                 one day !




Introduction to service design
Tracking the user journey




Introduction to service design
Gather key insights




Introduction to service design
Fieldwork tools
                      Observation tools / data collection tools




Introduction to service design
List of questions




Introduction to service design
Using images to stimulate discussion




Introduction to service design
Getting the users to design their ideal
service




Introduction to service design
Making sense of the data
                                  How to present the research in
                                       a meaningful way ?
                                   How may I use the insights to
                                  identify service opportunities ?


Introduction to service design
Analyse




Introduction to service design
Relationship map




Introduction to service design
Character profiles




Introduction to service design
GENERATE
                                   IDEAS


Introduction to service design
Creative workshops
                                 Involve people the creative process




Introduction to service design
Creative workshop




Introduction to service design
Think visually




Introduction to service design
Prioritise the ideas




Introduction to service design
Creativity tools
                                      Cards




Introduction to service design
Cards to stimulate ideas




Introduction to service design
Introduction to service design
Introduction to service design
Note the ideas




Introduction to service design
Creativity tools
                                 Two software application examples




Introduction to service design
Introduction to service design
Representation tool for workshops




Introduction to service design
Introduction to service design
Transforming ideas into solutions
                          What could things look and feel like ?
                                 How would they work ?




Introduction to service design
Representation helps evaluate ideas




Introduction to service design
Sketch the scenario : storytelling




Introduction to service design
Frieze




Introduction to service design
Scenario for a local council




Introduction to service design
TEST
                                 QUICLKY


Introduction to service design
Quick prototype example
                                 Information booth in a high school




Introduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
Introduction to service design
User Interface prototype
                                         examples




Introduction to service design
Sketch the interface




Introduction to service design
Introduction to service design
Product prototypes
                                      examples




Introduction to service design
“Quick & dirty” prototype

                                                                                                   Project by :
                                                                                                   Eilidh Dickson,
                                                                                                   Copenhagen Institute of
                                                                                                   Interaction Design




Source : Eilidh Dickson, Copenhagen Institute of Interaction Design (www.servicedesigntools.org)

Introduction to service design
Building a prototype




Introduction to service design
DELIVER
                                 THE MEANS
                                 TO DEVELOP

Introduction to service design
Sources
•   live|work (UK)

•   RED Project, Design Council (UK)

•   Hillary Cottam (UK)

•   IDEO (USA)

•   La 27e Région (FR)

•   USER STUDIO (FR)




Introduction to service design
THANK YOU !

                                   www.userstudio.fr



                                  marino@userstudio.fr




Introduction to service design

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