Sarah Sung @sarahsung

1. Service Design Vancouver

2. WELCOME!

3. INTRODUCTIONS

4. Service Design
the process of making services we use
usable, easy, and desirable.

5. Service Design
A service consists of many touch points, and
how each interacts with one another, and with the various
user groups which determine the experience.
To design a great service, it is important to have ALL
service users in mind: staff, suppliers,customers, etc.

6. Service Design Process
some examples

7. 4 Quadrant
Design Innovation Process
Image from:
101 Design Methods
By Vijay Kumar

8. The Design Process is...
Non-Linear & Iterative
Images from:
101 Design Methods
By Vijay Kumar

9. ITERATIVE
Double Diamond DESIGN PROCESS
Service Design Vancouverbuilding innovation + value for businesses and people
Service Design Double Diamond Process by Kaishin Chu is licensed under a
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Based on a work at http://kaishinchu.com.
Permissions beyond the scope of this license may be available at http://creativecommons.org.
RESEARCH INSIGHTS IDEATION
USER CENTRED
EMPATHETIC
NEEDS/VALUES
TOUCHPOINTS
BRAINSTORM
SPECIFIC
SOLUTIOINS
SPECIFICSOLUTIONS
PROTOTYPES
DISCOVER DEFINE DEVELOP DELIVER
GENERALPROBLEMSTATEMENT
SPECIFIC
PROBLEMS
DOUBLE DIAMOND PROCESS
designcouncil.org.uk

10. The Design Process is...
Non-Linear & Iterative

11. ITERATIVE
Service Design Vancouverbuilding innovation + value for businesses and people
Service Design Double Diamond Process by Kaishin Chu is licensed under a
Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Based on a work at http://kaishinchu.com.
Permissions beyond the scope of this license may be available at http://creativecommons.org.
RESEARCH INSIGHTS IDEATION
USER CENTRED
EMPATHETIC
NEEDS/VALUES
TOUCHPOINTS
BRAINSTORM
SPECIFIC
SOLUTIOINS
SPECIFICSOLUTIONS
PROTOTYPES
DISCOVER DEFINE DEVELOP DELIVER
GENERALPROBLEMSTATEMENT
SPECIFIC
PROBLEMS
DISCOVERY PHASE
designcouncil.org.uk

12. Discovery Mindset
•Observe Everything
•Building Empathy
•Immersing in Daily Life
•Listen Openly
•Looking for Problems and Needs
DISCOVER DEFINE DEVELOP DELIVER

13. Discovery Toolkit
‣ Stakeholder maps
‣ User Shadowing
‣ Contextual Immersion
‣ Service Safari
‣ Contextual Expert & User
‣ Service Journey
Canvases (touch points)
‣ Interviews
‣ Five Human Factors
‣ User Diaries/Cultural
Probes
‣ The Five Whys
‣ Cultural Probes
‣ Remote Ethnography
‣ Market Research
‣ Many More...
DISCOVER DEFINE DEVELOP DELIVER

14. User Shadowing
•Observe a user directly, fly on the wall
•Gain understanding of how they interact with
the service and the environment/world
•Take notes, video record, dictaphone, etc.
•Complementary tool: Five Human Factors
DISCOVER DEFINE DEVELOP DELIVER

15. Contextual Immersion
•Researchers go on location to experience a
service first-hand
•Place yourself in the user’s shoe
•Take notes, video record, dictaphone, etc.
•Complementary tool: Five Human Factors
DISCOVER DEFINE DEVELOP DELIVER

16. Aims
•Gather information about real user needs
•Gain understanding and empathy about
other people’s experiences
•Witness barriers and opportunities for service
innovation
•Gather a collective understanding and begin
to identify what makes a great service
experience.
DISCOVER DEFINE DEVELOP DELIVER

17. Outputs
•Written or Visual artefacts of the event
•Drawings, videos, photographs
•Notes, checklists, spreadsheets
•The experience itself. You now have an in-
depth understanding of the service touch
points and experiences.
•The collective artefacts gained can then be
looked at in the DEFINE phase to help
identify all the possibilities for design.
DISCOVER DEFINE DEVELOP DELIVER

18. Learn by Doing

19. Find a partner to work with (5 mins)
Pick a scenario card to act out.
Pick up Immersion worksheets/guide.
Plan & Design the Research Groups ( )
We’ve chosen the groups: Space User & Mgr
Shadowing: (5 to plan, 15 to role play)
1- Co-work space user
1- Researcher
Immersion: (5 to plan, 15 to role play)
1- Co-work space user
1- Manager

20. Thank You !
http://facebook.com/groups/servicedesignvancouver
Facilitator: Kai Chu
@kaishinchu
http://kaishinchu.com