The document provides information about a project called "DE-SME - Intelligent Furniture - Training for Design, Environment and New Materials in SMEs". It lists the project partners including Satu Miettinen, Juha Miettinen, Antti Kares, Raisa Leinonen and Timo Sirviö from the Kuopio Academy of Design in Finland. It also provides the project agreement number.
Service Design Terminology, Service Design MethodsSatu Miettinen
The document defines key terms related to service design terminology. It provides definitions for terms like service design, service ecology, customer journey, service touchpoints, front office/frontstage, back office/backstage, service blueprint, and more. Each term is defined concisely and includes a reference source for further reading on that particular topic. The document serves as a useful reference for the essential terminology used in service design.
1) The document describes a hotel concept service that was created by designers in Finland to provide small and medium hotels with ready-designed room options using Finnish-made, eco-friendly materials.
2) The concept was tested in 5 rooms at the Next Hotel Salpaus in Finland, which received positive customer feedback, and may be expanded further as the hotel was acquired by Scandic Hotels.
3) The hotel concept aims to save hotels time and costs while giving them a high-quality design featuring local materials and partners, allowing the hotels to benefit from marketing Finnish design.
1) The document is a presentation from Satu Miettinen of Kuopio Academy of Design in Finland about tools for co-creation and user-centered design.
2) It discusses methods like human-centered design, design thinking, experience prototyping that involve users in the design process to develop services that meet user needs and business goals.
3) The presentation outlines the phases of service design including understanding users, concept design, and prototyping and evaluation where concepts are tested and improved. Visualization tools are used throughout to engage stakeholders.
This document discusses various methods for prototyping, including:
- Low and high fidelity prototyping using sketches, paper prototypes, mockups, and storyboards.
- Experience prototyping to test feasibility, logistics, and customer experience of a service.
- Virtual prototyping to test usability based on a virtual model instead of a real prototype.
- Rapid prototyping to develop concepts through software or hardware prototypes to clarify requirements.
The document provides examples of different prototyping methods and emphasizes the value of prototyping for collecting early feedback to refine designs in an iterative process.
This document summarizes the evaluation of a service concept for a mobile dental clinic called Suupirssi. Prototypes of the dental clinic interior were tested with dental professionals to refine the design. A full-scale mockup of the clinic interior installed in a van allowed professionals to experience and provide feedback on the layout, equipment placement, and nursing workflows. The tests helped finalize the design before outfitting the actual van and ensured the design met needs for patient and staff ergonomics, sanitation, and storage of dental equipment and supplies.
This document is a project proposal from the Kuopio Academy of Design in Finland for funding from the European Commission. It proposes training and collaboration between design schools and small-to-medium enterprises to develop intelligent, environmentally friendly furniture using new materials. If funded, it would bring together designers, engineers and businesses to co-produce new furniture solutions through workshops, pilot projects and networking events. The goal is to help SMEs integrate design, technology and sustainability for economic and environmental benefits.
This document discusses using drama methods such as bodystorming, storyboarding, and playback theatre in service concept design. Bodystorming involves acting out service scenarios to prototype and test interactions. Storyboarding uses lego figures to simulate a service. Playback theatre has customers share stories which actors then portray to provide different perspectives. Drama workshops also collect customer stories through embodied exercises and reflections to generate insights. These methods allow prototyping services in context through experiential activities rather than traditional brainstorming.
This document summarizes the WoodKOKO house concept designed by Hannu Tikka and Tapio Anttila. The KOKO house is an innovative prefabricated wooden house that brings new solutions for modern living. It is based on the traditional "veteran house" design but with a more open layout. Key features include modifiability, ecological materials and energy efficiency, privacy on small lots, and customizable furnishing packages. The houses come in different sizes and layouts to suit different needs over a family's life cycle.
Service Design Terminology, Service Design MethodsSatu Miettinen
The document defines key terms related to service design terminology. It provides definitions for terms like service design, service ecology, customer journey, service touchpoints, front office/frontstage, back office/backstage, service blueprint, and more. Each term is defined concisely and includes a reference source for further reading on that particular topic. The document serves as a useful reference for the essential terminology used in service design.
1) The document describes a hotel concept service that was created by designers in Finland to provide small and medium hotels with ready-designed room options using Finnish-made, eco-friendly materials.
2) The concept was tested in 5 rooms at the Next Hotel Salpaus in Finland, which received positive customer feedback, and may be expanded further as the hotel was acquired by Scandic Hotels.
3) The hotel concept aims to save hotels time and costs while giving them a high-quality design featuring local materials and partners, allowing the hotels to benefit from marketing Finnish design.
1) The document is a presentation from Satu Miettinen of Kuopio Academy of Design in Finland about tools for co-creation and user-centered design.
2) It discusses methods like human-centered design, design thinking, experience prototyping that involve users in the design process to develop services that meet user needs and business goals.
3) The presentation outlines the phases of service design including understanding users, concept design, and prototyping and evaluation where concepts are tested and improved. Visualization tools are used throughout to engage stakeholders.
This document discusses various methods for prototyping, including:
- Low and high fidelity prototyping using sketches, paper prototypes, mockups, and storyboards.
- Experience prototyping to test feasibility, logistics, and customer experience of a service.
- Virtual prototyping to test usability based on a virtual model instead of a real prototype.
- Rapid prototyping to develop concepts through software or hardware prototypes to clarify requirements.
The document provides examples of different prototyping methods and emphasizes the value of prototyping for collecting early feedback to refine designs in an iterative process.
This document summarizes the evaluation of a service concept for a mobile dental clinic called Suupirssi. Prototypes of the dental clinic interior were tested with dental professionals to refine the design. A full-scale mockup of the clinic interior installed in a van allowed professionals to experience and provide feedback on the layout, equipment placement, and nursing workflows. The tests helped finalize the design before outfitting the actual van and ensured the design met needs for patient and staff ergonomics, sanitation, and storage of dental equipment and supplies.
This document is a project proposal from the Kuopio Academy of Design in Finland for funding from the European Commission. It proposes training and collaboration between design schools and small-to-medium enterprises to develop intelligent, environmentally friendly furniture using new materials. If funded, it would bring together designers, engineers and businesses to co-produce new furniture solutions through workshops, pilot projects and networking events. The goal is to help SMEs integrate design, technology and sustainability for economic and environmental benefits.
This document discusses using drama methods such as bodystorming, storyboarding, and playback theatre in service concept design. Bodystorming involves acting out service scenarios to prototype and test interactions. Storyboarding uses lego figures to simulate a service. Playback theatre has customers share stories which actors then portray to provide different perspectives. Drama workshops also collect customer stories through embodied exercises and reflections to generate insights. These methods allow prototyping services in context through experiential activities rather than traditional brainstorming.
This document summarizes the WoodKOKO house concept designed by Hannu Tikka and Tapio Anttila. The KOKO house is an innovative prefabricated wooden house that brings new solutions for modern living. It is based on the traditional "veteran house" design but with a more open layout. Key features include modifiability, ecological materials and energy efficiency, privacy on small lots, and customizable furnishing packages. The houses come in different sizes and layouts to suit different needs over a family's life cycle.
The document discusses key concepts in service design including:
1. Service design addresses creating useful, usable, and desirable services from the customer's perspective and effective services from the supplier's perspective.
2. Service ecology refers to the system a service operates within including politics, economy, technology and more that influence the service.
3. Customer journeys illustrate a customer's experience with a service over time including touchpoints and interactions.
The document discusses distribution strategies for services, noting that while physical goods can be shipped, services are often distributed through informational and negotiation flows as well as remote transactions. Effective distribution requires considering where services are located for customer access, how customers prefer to interact with service providers, and integrating multiple channels for a seamless experience. Key factors in determining service locations include customer needs, costs, convenience, and targeting specific customer segments.
SM - Managing physical evidence and Service Scape.pptxSaloniGupta854120
This document discusses physical evidence and the servicescape in marketing services. It defines physical evidence as everything a company exhibits to customers, including the physical environment, facilities, and tangible items. The servicescape refers to the environment where the service is delivered and the seller and customer interact. Good physical evidence and servicescape can shape first impressions, build trust, facilitate service quality, change perceptions, and provide sensory stimulation. The document provides guidelines for developing an effective physical evidence strategy, such as identifying strategic needs, the required evidence, and opportunities to update the evidence over time.
This document provides a roadmap for digitizing business services using a service design canvas approach. The summary outlines how to 1) build the value proposition by analyzing customer needs and testing initial solutions, 2) assure value generation by planning resources and capabilities, and 3) build the business case by identifying costs, risks, and revenue streams. The canvas approach provides a structured workflow for service design that incorporates elements of ITIL and helps define new service models.
The document provides an overview of service design as presented by Dr. Satu Miettinen. It discusses why service design is important, particularly for developing new solutions in the public sector. Service design is defined as a tool for improving customer experience, innovating new services, and increasing return on investment. The design process involves understanding users, observing them, creating prototypes, and involving users and clients in evaluation and improvement. A variety of methods are presented, including mapping customer journeys and touchpoints to understand and visualize the service experience.
This document discusses service design and how to map the customer experience through service blueprinting. It defines what a service is and notes that services are intangible, have benefits, are perishable and time/place dependent. A service process is defined as the actual procedures and flow of activities by which the service is delivered. Service blueprinting maps customer touchpoints and differentiates front stage customer experiences from backstage employee activities. It provides a holistic analysis of the service encounter to identify areas for redesign. Fail and wait points that could cause errors or annoy customers are important to identify in order to implement fail-safe procedures and reduce waits. An example of mapping a cafe experience is provided.
The document discusses key concepts around services marketing. It defines what a service is, outlines differences between goods and services, and introduces an expanded services marketing mix. Specifically, it notes that a service is an intangible activity or benefit one party offers another. It also discusses the seven Ps of the expanded marketing mix for services - product, price, place, promotion, people, physical evidence, and process. The document emphasizes the importance of customer focus in services.
Designing a Digital Service Concept for a Professional Business ServiceSofia Nyyssönen
Professional and knowledge-intensive service organizations are concepts that are sometimes used interchangeably. Both concepts refer to expert services that rely on a substantial body of complex knowledge, which is often seen to be characteristics of highly skilled employees. The project investigates the potential of service design to design a digital service concept for professional services that retains knowledge and applies insights that could noticeably improve the effectiveness of or-ganizations. The focus is on the customer’s value creating processes, where value emerges for customers and is perceived by them. Service design is a process that implies work on projects to integrate new service systems into organisations.
This is a presentation of the VISUAL language for specification and analysis of services. It consists of terminology, graphical elements, diagrams, methods and tools.
Marketing of Services by Dr. Kashif Riaz.pptxMunawarYabAli
This document discusses key concepts in marketing services. It defines services and differentiates them from goods. Services are intangible and involve performances rather than physical products. The marketing mix for services includes the core 7Ps plus an additional 3Ps focused on service delivery: people, physical evidence, and process. The characteristics that make services different to market include intangibility, inseparability, variability, and perishability. A servicescape model is introduced to explain the environment and factors involved in service delivery.
Service design is a set of processes and tools that use user-centered design methodologies to plan and organize people, infrastructure, communication, and materials to provide the highest quality service experience between a service provider and its customers. It coordinates an organization's customer-facing processes with its internal processes. Service design considers both the customers and providers as users and involves them in the design process from the beginning through prototyping, testing, and validation using a design thinking approach. The goal is to design services for both users and with both users to account for their diverse needs and improve the service experience.
Service design is a set of processes and tools that use user-centered design methodologies to plan and organize people, infrastructure, communication, and materials to provide the highest quality service experience between a service provider and its customers. It coordinates an organization's customer-facing processes with its internal processes. Service design considers both the customers and providers as users and involves them in the design process from the beginning through prototyping, testing, and validation using a design thinking approach. The goal is to design services for both users and with both users to account for their diverse needs and improve the service experience.
Service design supports manufacturing servitization by:
1. Using user-centered techniques to better understand customers and value networks.
2. Representing service systems and customer journeys to visualize how value is co-created.
3. Creating value propositions centered on customer experiences rather than technologies.
While companies saw benefits, challenges included unfamiliar service design lexicon and difficulty accessing customer insights for B2B. Further research through implementing concepts is needed to fully study service design's impact on servitization.
This document summarizes a master's thesis that designed a digital service concept for a professional business service organization called Työeläkelakipalvelu. The thesis aimed to address organizational challenges, facilitate knowledge sharing, and improve customer experience. It used service design methods like stakeholder mapping, SWOT analysis, user journey mapping and prototyping. Interviews and focus groups provided empirical data. The resulting service concept created value for both customers and the service provider by serving as a platform for exchanging information and contacts related to earnings-related pensions.
This document outlines a master's thesis that designed a digital service concept for a professional business service organization called Työeläkelakipalvelu. The thesis sought to address organizational challenges, facilitate knowledge sharing, and improve customer experience through a service design approach. Empirical data was collected through expert interviews and focus groups to understand stakeholders and users. Various service design tools and processes were used to generate concepts, including stakeholder mapping, affinity diagrams, SWOT analysis, feature trees, prototyping, and use cases. The resulting service concept aims to create value for both the service provider and users by serving as a platform to enable exchanges between staff and customers in the field of earnings-related pensions.
This document discusses different models for distributing services. It identifies three main flows involved in service distribution: 1) information and promotion, 2) negotiation, and 3) product flow. For services requiring physical facilities, a network of local sites is needed, while information services can use electronic channels. The key questions for service distribution are whether customers need direct contact and if so, whether customers visit the provider's site or vice versa. The document examines strategies for customer visits, provider visits, and remote transactions via electronic channels. It emphasizes distinguishing between distributing core and supplementary services.
This document discusses walk-through audits (WtAs), which are customer-focused surveys used to systematically evaluate a customer's experience of a service from beginning to end. The document provides details on:
- How Fitzsimmons and Maurer developed a 42-question WtA for restaurants that examined various aspects of the dining experience.
- The steps to design a WtA, which includes mapping the customer journey, designing a questionnaire divided into sections on the service process, and administering it to customers for feedback.
- An example of a WtA designed for the Helsinki Museum of Art, which collected customer feedback through a questionnaire on various aspects of their museum visit.
Design artefacts as Service Design Concepts A case study from a telecommunica...Joanna Rutkowska
The document discusses how design artifacts can be used as service design concepts to help communicate new mobile service offerings to users and stakeholders. It presents a case study where two visualizations ("cloud" and "stairs") were created and evaluated to represent a new shared mobile plan for families. User interviews provided feedback that the visualizations helped envision the offering, identify new needs, and suggest changes to better balance user and business requirements. The study demonstrated how design artifacts can engage stakeholders, support the design process, and allow user needs to be considered early in service development. Future work is needed to define qualities of design artifacts that facilitate stakeholder and user participation.
Physical evidence in services refers to the tangible components that facilitate the performance or communication of services. This includes the environment where the service is delivered and the interaction between customers and the firm takes place.
The concept of servicescape was first developed by Booms and Bitner to describe the environment where the service is assembled and the interactions that occur. Key aspects of designing the servicescape are its spatial layout and functionality as well as its aesthetic appeal.
There are three main types of servicescapes - self-service, interpersonal service, and remote service - which differ based on the level of customer and employee presence and interaction. The objectives of designing a servicescape can be to focus on customers, employees, or the
This document contains information about design concepts presented by Satu Miettinen and colleagues from Kuopio Academy of Design in Finland. It discusses what a design concept is, how it can be verbal or visual, and provides guidance on developing a design concept including defining the problem, researching the client and industry, and asking questions to understand brand, customers, and goals. The document stresses listening to clients' descriptive words to form the verbal concept and researching competitors to identify consistent and unique aspects of the client's market.
This document describes the "Suupirssi" project which aims to improve access to oral healthcare for people in rural areas through the use of a mobile oral care unit. The project is a collaboration between universities, companies, and healthcare organizations. It involves understanding user needs through research, designing the concept for a mobile unit, and testing the design. The design process is user-centered and iterative, involving prototyping, testing, and feedback from experts and patients. The goal is to develop an accessible, customer-oriented mobile dental clinic that can be easily used by elderly and disabled patients in remote locations.
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Similar to TP2 Basic consepts and methods in service design
The document discusses key concepts in service design including:
1. Service design addresses creating useful, usable, and desirable services from the customer's perspective and effective services from the supplier's perspective.
2. Service ecology refers to the system a service operates within including politics, economy, technology and more that influence the service.
3. Customer journeys illustrate a customer's experience with a service over time including touchpoints and interactions.
The document discusses distribution strategies for services, noting that while physical goods can be shipped, services are often distributed through informational and negotiation flows as well as remote transactions. Effective distribution requires considering where services are located for customer access, how customers prefer to interact with service providers, and integrating multiple channels for a seamless experience. Key factors in determining service locations include customer needs, costs, convenience, and targeting specific customer segments.
SM - Managing physical evidence and Service Scape.pptxSaloniGupta854120
This document discusses physical evidence and the servicescape in marketing services. It defines physical evidence as everything a company exhibits to customers, including the physical environment, facilities, and tangible items. The servicescape refers to the environment where the service is delivered and the seller and customer interact. Good physical evidence and servicescape can shape first impressions, build trust, facilitate service quality, change perceptions, and provide sensory stimulation. The document provides guidelines for developing an effective physical evidence strategy, such as identifying strategic needs, the required evidence, and opportunities to update the evidence over time.
This document provides a roadmap for digitizing business services using a service design canvas approach. The summary outlines how to 1) build the value proposition by analyzing customer needs and testing initial solutions, 2) assure value generation by planning resources and capabilities, and 3) build the business case by identifying costs, risks, and revenue streams. The canvas approach provides a structured workflow for service design that incorporates elements of ITIL and helps define new service models.
The document provides an overview of service design as presented by Dr. Satu Miettinen. It discusses why service design is important, particularly for developing new solutions in the public sector. Service design is defined as a tool for improving customer experience, innovating new services, and increasing return on investment. The design process involves understanding users, observing them, creating prototypes, and involving users and clients in evaluation and improvement. A variety of methods are presented, including mapping customer journeys and touchpoints to understand and visualize the service experience.
This document discusses service design and how to map the customer experience through service blueprinting. It defines what a service is and notes that services are intangible, have benefits, are perishable and time/place dependent. A service process is defined as the actual procedures and flow of activities by which the service is delivered. Service blueprinting maps customer touchpoints and differentiates front stage customer experiences from backstage employee activities. It provides a holistic analysis of the service encounter to identify areas for redesign. Fail and wait points that could cause errors or annoy customers are important to identify in order to implement fail-safe procedures and reduce waits. An example of mapping a cafe experience is provided.
The document discusses key concepts around services marketing. It defines what a service is, outlines differences between goods and services, and introduces an expanded services marketing mix. Specifically, it notes that a service is an intangible activity or benefit one party offers another. It also discusses the seven Ps of the expanded marketing mix for services - product, price, place, promotion, people, physical evidence, and process. The document emphasizes the importance of customer focus in services.
Designing a Digital Service Concept for a Professional Business ServiceSofia Nyyssönen
Professional and knowledge-intensive service organizations are concepts that are sometimes used interchangeably. Both concepts refer to expert services that rely on a substantial body of complex knowledge, which is often seen to be characteristics of highly skilled employees. The project investigates the potential of service design to design a digital service concept for professional services that retains knowledge and applies insights that could noticeably improve the effectiveness of or-ganizations. The focus is on the customer’s value creating processes, where value emerges for customers and is perceived by them. Service design is a process that implies work on projects to integrate new service systems into organisations.
This is a presentation of the VISUAL language for specification and analysis of services. It consists of terminology, graphical elements, diagrams, methods and tools.
Marketing of Services by Dr. Kashif Riaz.pptxMunawarYabAli
This document discusses key concepts in marketing services. It defines services and differentiates them from goods. Services are intangible and involve performances rather than physical products. The marketing mix for services includes the core 7Ps plus an additional 3Ps focused on service delivery: people, physical evidence, and process. The characteristics that make services different to market include intangibility, inseparability, variability, and perishability. A servicescape model is introduced to explain the environment and factors involved in service delivery.
Service design is a set of processes and tools that use user-centered design methodologies to plan and organize people, infrastructure, communication, and materials to provide the highest quality service experience between a service provider and its customers. It coordinates an organization's customer-facing processes with its internal processes. Service design considers both the customers and providers as users and involves them in the design process from the beginning through prototyping, testing, and validation using a design thinking approach. The goal is to design services for both users and with both users to account for their diverse needs and improve the service experience.
Service design is a set of processes and tools that use user-centered design methodologies to plan and organize people, infrastructure, communication, and materials to provide the highest quality service experience between a service provider and its customers. It coordinates an organization's customer-facing processes with its internal processes. Service design considers both the customers and providers as users and involves them in the design process from the beginning through prototyping, testing, and validation using a design thinking approach. The goal is to design services for both users and with both users to account for their diverse needs and improve the service experience.
Service design supports manufacturing servitization by:
1. Using user-centered techniques to better understand customers and value networks.
2. Representing service systems and customer journeys to visualize how value is co-created.
3. Creating value propositions centered on customer experiences rather than technologies.
While companies saw benefits, challenges included unfamiliar service design lexicon and difficulty accessing customer insights for B2B. Further research through implementing concepts is needed to fully study service design's impact on servitization.
This document summarizes a master's thesis that designed a digital service concept for a professional business service organization called Työeläkelakipalvelu. The thesis aimed to address organizational challenges, facilitate knowledge sharing, and improve customer experience. It used service design methods like stakeholder mapping, SWOT analysis, user journey mapping and prototyping. Interviews and focus groups provided empirical data. The resulting service concept created value for both customers and the service provider by serving as a platform for exchanging information and contacts related to earnings-related pensions.
This document outlines a master's thesis that designed a digital service concept for a professional business service organization called Työeläkelakipalvelu. The thesis sought to address organizational challenges, facilitate knowledge sharing, and improve customer experience through a service design approach. Empirical data was collected through expert interviews and focus groups to understand stakeholders and users. Various service design tools and processes were used to generate concepts, including stakeholder mapping, affinity diagrams, SWOT analysis, feature trees, prototyping, and use cases. The resulting service concept aims to create value for both the service provider and users by serving as a platform to enable exchanges between staff and customers in the field of earnings-related pensions.
This document discusses different models for distributing services. It identifies three main flows involved in service distribution: 1) information and promotion, 2) negotiation, and 3) product flow. For services requiring physical facilities, a network of local sites is needed, while information services can use electronic channels. The key questions for service distribution are whether customers need direct contact and if so, whether customers visit the provider's site or vice versa. The document examines strategies for customer visits, provider visits, and remote transactions via electronic channels. It emphasizes distinguishing between distributing core and supplementary services.
This document discusses walk-through audits (WtAs), which are customer-focused surveys used to systematically evaluate a customer's experience of a service from beginning to end. The document provides details on:
- How Fitzsimmons and Maurer developed a 42-question WtA for restaurants that examined various aspects of the dining experience.
- The steps to design a WtA, which includes mapping the customer journey, designing a questionnaire divided into sections on the service process, and administering it to customers for feedback.
- An example of a WtA designed for the Helsinki Museum of Art, which collected customer feedback through a questionnaire on various aspects of their museum visit.
Design artefacts as Service Design Concepts A case study from a telecommunica...Joanna Rutkowska
The document discusses how design artifacts can be used as service design concepts to help communicate new mobile service offerings to users and stakeholders. It presents a case study where two visualizations ("cloud" and "stairs") were created and evaluated to represent a new shared mobile plan for families. User interviews provided feedback that the visualizations helped envision the offering, identify new needs, and suggest changes to better balance user and business requirements. The study demonstrated how design artifacts can engage stakeholders, support the design process, and allow user needs to be considered early in service development. Future work is needed to define qualities of design artifacts that facilitate stakeholder and user participation.
Physical evidence in services refers to the tangible components that facilitate the performance or communication of services. This includes the environment where the service is delivered and the interaction between customers and the firm takes place.
The concept of servicescape was first developed by Booms and Bitner to describe the environment where the service is assembled and the interactions that occur. Key aspects of designing the servicescape are its spatial layout and functionality as well as its aesthetic appeal.
There are three main types of servicescapes - self-service, interpersonal service, and remote service - which differ based on the level of customer and employee presence and interaction. The objectives of designing a servicescape can be to focus on customers, employees, or the
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This document contains information about design concepts presented by Satu Miettinen and colleagues from Kuopio Academy of Design in Finland. It discusses what a design concept is, how it can be verbal or visual, and provides guidance on developing a design concept including defining the problem, researching the client and industry, and asking questions to understand brand, customers, and goals. The document stresses listening to clients' descriptive words to form the verbal concept and researching competitors to identify consistent and unique aspects of the client's market.
This document describes the "Suupirssi" project which aims to improve access to oral healthcare for people in rural areas through the use of a mobile oral care unit. The project is a collaboration between universities, companies, and healthcare organizations. It involves understanding user needs through research, designing the concept for a mobile unit, and testing the design. The design process is user-centered and iterative, involving prototyping, testing, and feedback from experts and patients. The goal is to develop an accessible, customer-oriented mobile dental clinic that can be easily used by elderly and disabled patients in remote locations.
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Approach to Mobile Design
Patterns
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1. Satu Miettinen, Juha Miettinen, Antti Kares, Raisa Leinonen and Timo Sirviö
Kuopio Academy of Design, Savonia University of Applied Sciences
Finland
P.O. BOX 98, FIN -70101 KUOPIO
Email: office@designkuopio.fi
"DE-SME - Intelligent Furniture - Training for Design,
Environment and New Materials in SMEs"
Agreement n. 2009 - 2196 / 001 - 001
3. Service design addresses services from the perspective of clients.
It aims to ensure that service interfaces are useful, usable and
desirable from the client’s point of view and effective, efficient
and distinctive from the supplier’s point of view. Service designers
visualise, formulate, and choreograph solutions to problems that
do not necessarily exist today; they observe and interpret
requirements and behavioural patterns and transform them into
possible future services. This process applies explorative,
generative, and evaluative design
4. Service ecology
• System in which the service is integrated: i.e. a holistic
visualisation of the service system. All the factors are gathered,
analysed and visualised: politics, the economy, employees, law,
societal trends, and technological development. The service
ecology is thereby rendered, along with its attendant agents,
processes, and relations.
• By analysing service ecologies, it is possible to reveal
opportunities for new actors to join the ecology and new
relationships among the actors. Ultimately, sustainable service
ecologies depend on a balance where the actors involved
exchange value in ways that is mutually beneficial over time.
5. The network of actors related to ageing in the city of
Helsinki. Source: HDL
6. Service Experience, Touchpoints,
Service Moments and Service Journey
• Design has traditionally focused on a single
physical relationship between a product and a user
• Service Design will pay attention to the
several Touchpoints. The service will
pass/experience, sense and see through the
touchpoints
7. Service Experience
• Service Design is designing the user/customer service
experience
• Service Experience is build from touchpoints,
service moments and service journey
8. Touchpoints
• Touchpoints can be spaces, objects, processes
and people
• Touchpoints of the case Mobile Oral Care Unit
may include a telephone call to the customer
service, web site, the information that staff says,
interiors, furnitures, colours, etc.
9. Touchpoints can be divided into a
four cathegories: (Saffer 2007):
• Spaces
• Objects
• Processes
• People
10.
11. Spaces
• Spaces are places where the visible service
production take place
• Spaces can be physical places like shops, offices,
aeroplane or virtual places like internet or mobile
phone
• In the spaces should especially take notice to those
touchpoints, which people can feel and sense
12. • Mobile oral care unit ”Suupirssi” is place where the
visible service production takes place to the
customer
• For example: Interior design, lighting,
sounds and smells, which are of great importance to
customer´s service experience.
13. Objects
• Objects that are part of the service are placed into the
interior, outdoor or other environments
• Objects can be complex and big machines like the carousels
in the airfield or simple and small objects like a restaurant
serviette
• In the case ”Suupirssi” all the objects were part of the
service: chair lifter, dental unit (chair) and other furnitures,
lightning, equipment and clothes.
• These objects were designed to generate interaction
between the service provider and the customer
14. Processes
• Processes define the mode of the
service production
• Services in all processes and routines can be
set into the small details. In the Suupirssi case
e.g: how the nursing staff greets the
customers when they arrive to the treatment
15. People
• People are needed in producing services
• These people will divided into two different
groups: customers and customer servant
• Oral care service consists of a
complex interactive ”choreography” by the
patients, nursing staff and oral hygienist and
dentist students
16. Service Moment
• Individual episodes are called service moments
• Each service is built from series of service sections or
episodes or from series of service elements, which
together establish value-added service unity to the
customer
• Each service moment consists of several touch points
17.
18. • Each service moment consists on several sessions of
different touchpoints
• For example, in the case ”Suupirssi” the service session i
linked at least into the following touchpoints:
– what is the general experience of the Suupirssi: the
external shape and graphics?
– how to greet patients?
– the role of service / nursing professionals?
– what, and how he/she is communicating?
– what kind of experience there are in using the chair lift?
– Indoor environment; what is the first impression of interior (interior
design, lighting, sounds and smells, etc.)
19. • Through touchpoints every service moment is
able to formulate for the needs and
expectations of the customer
• When designing the service moment, it´s
important to think which touchpoints are
relevant to the customer and which
touchpoints will give a more value with lower
cost.
20. • It should be noticed that although inside
the service there is specific service production
process, customers will traverse it making an
individual path/journey
• Things can be done in a different ways and the
service provider can offer a number of alternative
ways and channels to consume a
certain service process phase
21. Service Journey
• The process of services includes the time
perspective which means that the service is
experienced as a service journey through a number
of service moments and touchpoints
• The service production influences to the service
journey as well as the customers personal choices
22. • Each service is built from the series of service
sections or episodes or from series of service
elements, which together establish value-added
service unity/completeness to the customer
• Separate episode of the service is called a service
moment
23. Customer journey
• Consuming a service means a consuming an experience,
a process that extends over time. The customer journey
thus illustrates how the customer perceives and
experiences the service interface along the time axis. It
also considers the phases before and after actual
interaction with the service. The first step in creating a
customer journey is to decide its starting and stopping
points. The customer journey serves as the umbrella
under which the service is explored and, with various
methods, systematised and visualised.
24. Customer journey: train ride
• Service touchpoints are the tangibles, for • 1) Looking for time table,
example, spaces, objects, people or price, making a reservation
interactions that make up the total
experience of using a service. Touchpoints
can take many forms, from advertising to
personal cards; web-, mobilephone- and PC
interfaces; bills; retail shops; call centres and
customer representatives. In service design,
all touchpoints need to be considered in
totality and crafted in order to create a clear,
consistent and unified customer experience,
HCI (human computer interaction), modality
between human and computer
Kuva: Reetta Kerola
25. Customer journey: train ride
• The customer faces the line of • 2) Receiving a ticket in mobile
phone
IT interaction when she/he is
using the IT services (examples:
hotel television, information in
the parking area through the IT
system, hotel and conference
website and booking system).
The line of IT interaction is still
part of the frontstage. Modality
machine to machine (ubique
environment)
Kuva: Reetta Kerola
26. Customer journey: train ride
• There is a line of visibility for the • 3)Buing a ticket from the counter
service actions that the customer is
not able to see. There services
happen in the backstage (examples:
staff working with the reservation
internally in the hotel booking system,
registration of the hotel customer in
the conference system, acceptance of
the credit card in the.
Kuva: Reetta Kerola
27. Customer journey: train ride
• Front desk: The time and • 3) Buying a ticket from the
place in which customers automat
come in contact with the
service, for example, the
website, the person serving
you at the restaurant, etc.
Kuva: Reetta Kerola
29. Customer journey: train ride
• 5) Inspecting the ticket
• When the customer is
experiencing the service
she/ he is facing the line of
interaction (examples:
receptionist greeting at the
hotel reception and guiding
to your room, conference
registration staff greeting
the delegate and giving
information). Human to
Reetta Kerola
human modality
30. Service blueprint
• Mapping out of a service journey identifying the processes
that constitute the service, isolating possible fail points and
establishing the time frame for the journey.
• Description of critical service elements, such as time, logical
sequences of actions and processes, also specifying both
actions and events that happen in the time and place of the
interaction (front office) and actions and events that are out
of the line of visibility for the users, but are fundamental for
the service. Service blueprinting involves the description of
all the activities for designing and managing services,
including schedule, project plans, detailed representations
(such as use cases) and design plans, or service platforms.
32. This project has been funded with support from the European Commission. This publication
reflects the views only of the author, and the Commission cannot be held responsible for any
use which may be made of the information contained therein.
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