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Introduction to Service Design. Frameworks, Basics, Processes & Frontiers
The document provides an overview of service design, emphasizing its importance in creating desirable and effective services that are co-designed with users. It discusses the evolving role of service designers, the characteristics of service design such as intangibility and heterogeneity, and the significance of sustainability and social innovation in this field. Additionally, it outlines various tools and frameworks utilized in the service design process and explores future trends in the field.
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Introduction to Service Design. Frameworks, Basics, Processes & Frontiers
- 1. INTRODUCTION TO SERVICEDESIGN francesco mazzarella, PhD researcher master class in service design, kyiv, 03/11/15 frameworks, basics, processes & frontiers
- 2. INDEX ice-breaking exercise introduction what isservice design? what do service designers do? who to design for? where is service design going? conclusions take-away exercise want to know more?
- 3.
- 4. 15 minutes ICE BREAKING:SELF-MINDMAP yourself skills business expectations experience
- 5.
- 6. growing social &economic role of service sector policies for sustainability, innovation, competitiveness global/local services (focused on community’s needs) employees & customers as sources of innovation digital technology shaping complex systems NEWS FROM THE 90S
- 7. NEW DRIVERS FORDESIGN old/new problems in new contexts “how” and also “what” problem solving, finding, framing ways and tools for interacting from tangible to intangible
- 8.
- 9. THE “O-SHAPED” DESIGNER broadskill set specialisation circular & systemicm indset facilitator of a participatory design process, evisioning future scenarios for sustainability and social innovation brass, 2014
- 10. economics policy humanities public services circulareconomy policy making
- 11. WHAT IS SERVICEDESIGN?
- 12.
- 13. SERVICE DESIGN the systemicand human-centred process of “prosuming” services which are based on intangible and tangible interactions (meroni & sangiorgi 2011)
- 14. SERVICE DESIGN CHARACTERISTICS humanintensity tacit knowledge partial unpredictability heterogeneous nature systemic relationships
- 15. DESIGN FOR SERVICES creatingthe right conditions for certain forms of interactions and relationships to happen (meroni & sangiorgi 2011)
- 16. A NEW PARADIGM sustainable PSS design howto design better customer experiences and interactions? How to substitute the manufacturing-driven model of consumption? SERVICE DESIGN interaction & experience design HOW? WHAT?
- 17. the study ofservice systems, aiming to create a basis for systematic service innovation (maglio & spohrer 2008) service design marketing social sciences interaction design participatory design ICT management
- 18.
- 19. product PSSD SERVICE MARKETINGFRAMEWORK intangibility heterogeneity inseparability perishability I H I P
- 20. DESIGN & INTANGIBILITY servicescannot be sensed in the same manner in which goods can be seen, felt, tasted, touched making services more tangible by evidencing service offering & service experience design for dematerialisation
- 21. DESIGN & HETEROGENEITY thequality of performances varies from time to time, depending on the situation and service participants understanding the conditions that influence the quality of service interactions design for customisation
- 22. DESIGN & INSEPARABILITY mostservices cannot exist without their users conceiving users as source of insights & co-producers design for collaborative services
- 23. DESIGN & PERISHABILITY mostservices cannot be stored, but depend on the ability to balance & synchronise demand with supply connecting initiatives via networks & platforms design for systems
- 24. NEW FRAMEWORKS? I I H P blurred distinctionproducts/services, supplier/user service dominant logic: services as paradigm for innovation exponential increase in interactivity and co-production
- 25. FUNCTIONAL THINKING creating offeringsthat provide consumers with the same level of performance as traditional ones, but using less stuff (dematerialisation), thus having a lower environmental impact solution-oriented approach thinking by functions thinking by products cars mobility
- 26. THE SERVICE REVOLUTION sufficiency reduceduse of resources design for repair, reuse, recycle technical & organisational optimisation sale of services instead of products optimisation of logistics & distribution dematerialisation of consumption satisfaction in obtaining results sharing & usership instead of ownership wellbeing based on convenience in life REVOLUTIONefficiency ecodesign slow
- 27.
- 28. interaction of user& provider through multiple touchpoints, seen or unseen by customers. design is aimed at making services more desirable, usable, efficient and effective (moritz 2005) DESIGN OF SERVICES desirable usableefficient & effective
- 29. (stickdorn & schneider2011) user-centred SERVICES CHARACTERISTICS
- 30. (stickdorn & schneider2011) co-created
- 31. (stickdorn & schneider2011) sequencing
- 32. (stickdorn & schneider2011) evidencing
- 33. (stickdorn & schneider2011) holistic
- 34. SERVICE DESIGN PROCESS (designcouncil 2013) discover define develop deliver identify problem/need define solution space gather user knowledge analyse data synthesize findings define brief develop service detail service elements user tests launch service ensure user feedback share insights
- 35. SERVICE DESIGN TOOLS userdiaries 1 user journey mapping 2 user shadowing 3 service safari 4 5 user personas 6 brainstorming 7 design brief experience prototyping 8 service blueprint 9 business model canvas 10 11 scenarios (design council 2013)
- 36. WHO TO DESIGNFOR?
- 37. people as part ofthe problem to be satisfied people as part of the solution to be empowered DESIGN FOR SOCIAL INNOVATION (manzini 2007) DESIGN FOR SOCIAL INNOVATION
- 38. community empowering EVENTS resulting from people’s active collaboration (manzini2007) to expand people’s capabilities to satisfy their needs, based on their personal & network resources, moved by usefulness, meaning, sociability
- 39. co-designing collaborative services SERVICES co-designed & co-producedby communities (manzini 2007) to build collaboration and trust, enabling people to express opinions, give and collect information, act on the world, and do it together
- 40. scaling enabling ecosystem PSS enabling people tomeet specific needs (manzini 2007) digital platforms as enabling tools for vertical + horizontal and information + action collaboration
- 41. WHERE IS SERVICEDESIGN GOING?
- 42. THEMATIC MAP (sangiorgi etal. 2014)
- 43. (sangiorgi et al.2014)
- 44.
- 46. INTERACTIONS RELATIONS &EXPERIENCES experience design co-creation human- centred design observation interactions relations experiences
- 48. SYSTEMS & ORGANISATIONS staff- organisation interactions user - service interactions service systems interactions interactions systems organisations
- 50. COLLABORATIVE SERVICES cababilities building new media co-creationobservation probes collaborative service models
- 52. SCENARIOS OF SERVICESYSTEMS design thinking enabling ecosystem storytelling community building scenarios service systems
- 53.
- 54.
- 55. what should aservice designer do? facilitating the delivery of services, codesigned & coexperienced with, by and among users
- 56. what is awell-designed service ecosystem? a system enabling multiple stakeholders with a common aim to make services desirable, usable, effective & efficient for the company & the user what should a service designer do? facilitating the delivery of services, codesigned & coexperienced with, by and among users
- 57. why is thisinteresting for sustainability? services can change habits, create new networks, dematerialize people's lifestyles what is a well-designed service ecosystem? a system enabling multiple stakeholders with a common aim to make services desirable, usable, effective & efficient for the company & the user what should a service designer do? facilitating the delivery of services, codesigned & coexperienced with, by and among users
- 58.
- 59.
- 60. WANT TO KNOWMORE?
- 61.
- 62. Brass, C. (2014).The Emergence of O-shaped Designers. Burns, C., et al. (2006) RED Paper 02: Transformation Design. Cipolla, C. & Manzini, E. (2009). Relational Services. Design Council (2013). Introducing Design Methods. Jégou, F. & Manzini, E. (2008). Collaborative services. Social innovation and design for sustainability. Maglio, P. P., & Spohrer, J. (2008) Fundamentals of Service Science. Manzini, E. (2007) Design, Social Innovation and Sustainable Ways of Living. Manzini, E. & Staszowski, E. (2013). Public and Collaborative. Meroni, A. (2007). Creative Communities: People Inventing Sustainable Ways of Living. Meroni , A., & Sangiorgi, D. (2011) Design for Services. Miettinen, S. & Anu, V. (2012) Service Design with Theory. Discussions on Change, Value and Methods. Mont, O. (2000). Product-Service Systems. Morelli, N. (2002). Designing Product/Service Systems. A methodological exploration. Moritz, S. (2005) Service Design. Practical Access to an Evolving Field. Polaine, A., et al. (2013) Service Design: From Insight to Implementation. Sangiorgi, D., et al. (2014) Mapping and Developing Service Design Research in the UK. Stickdorn, M. & Schneider, J. (2011) This is Service Design Thinking: Basics - Tools - Cases. Vargo, S. L. & Lusch, R. F. (2004) Evolving to a new dominant logic for marketing. Journal of Marketing. Vezzoli, C., et al. (2014) Product-Service System Design for Sustainability. Yee, J.S.R., et al. (2009). The emergent roles of a designer in the development of an e-learning service. REFERENCES
- 63.