The document discusses the importance of visual thinking in service design, emphasizing how visual information aids communication and memory retention. It outlines various exercises for enhancing visual skills and user-centered service design, encouraging participants to visualize concepts and characteristics related to the service experience. The takeaway highlights that visual methods can save time in the design process and should be embraced over perfection in drawing.

1. NEST / JANUARY 23, 2012
Service
Design
Drinks
Visual
Thinking

2. Overview
Who?
What?
Why?
When?
How?
+ Sketching excercises

3. Who are we?
Katrin Olga Manuel Martin
PhD Candidate, Community Designer, User Experience,
University of Manager, Fjord Nokia
Potsdam Stylemarks

4. What?
people write a lot:
e-mails, tweets,
posts, strategy
papers, specifications,
etc.
this is about being
more visual —
not exclusively, yet
additionally

5. Why?
the human brain
uses 70% of its
capacity to
handle visual
information
text only is harder
and more slowly
processable

6. “I never read, I just look at pictures.” *
— ANDY WARHOL
Artist
* – many other people do so too – just think of the phrase “A picture is worth a thousand words” or simply advertising

7. Why?
Dual coding theory
by Allan Paivio
Dog Dog
combined verbal &
Icon: Randall Barriga / The Noun Project
visual information
is stored in two
parts of the brain
and hence better
memorised

8. Why?
to structure your own thoughts
to communicate a thought
to provoke reactions & to get feedback
to organise & memorise
Icon: Sergey Bakin / The Noun Project

9. When?

10. When?
note taking in research
clustering & sorting insights
idea generation
visual prototyping
concept presentation
visualising during implementation
Icon: iconoci, Ugur Akdemir, Chris Lee / The Noun Project

11. How?

12. Exercises

13. How?
EXERC ISE 1
Basics for people,
emotions, objects &
symbols
EXERC ISE 2
Visualise the
5 aspects of
service design
EXERC ISE 3
Illustrate your
favourite service
Icon: Ricardo Mira da Silva / The Noun Project

14. How?
EXERC ISE 1

18. How? EX ERC ISE 2
VISUAL THINKING FOR SERVICE DESIGN
1. User-centered 2. Co-creative
Services should be experienced through All stakeholders should be included in
the customer’s eyes. the service design process.
Please visualise 1 of the 5
characteristics of service design
and hand this sheet to your
neighbor afterwards
— from: ‘This is Service Design
Thinking’ by Marc Stickdorn
and Jakob Schneider
3. Sequencing 4. Evidencing 5. Holistic
The service should be visualised as a Intangible services should be visualised The entire environment of a service
sequence of interrelated actions. in terms of physical artefacts. should be considered.

19. How?
EXERC ISE 3

20. Sketch by Klara Lindner: ‘Ski lift’

21. Sketch by Jan Schmiedgen: ‘Spotify’

25. Visual Thinking
Take-away

26. Take-away
time-saving, not time-consuming
rather a bad drawing than no drawing
facilitates every step of your process
Icon: Samuel Q. Green / The Noun Project, Jakob Schneider / This is Service Design Thinking

27. Sketchnotes by Virginie Gailing

28. Book recommendations
Eva Lotta Lamm: David Sibbet: Kommunikations-
‘Sketchnotes’ ‘Visual Meetings’ lotsen: ’bikablo 1’

29. Thanks for
your interest!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin