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What is service design?
The document provides an overview of service design, explaining its purpose in creating value for users by solving problems effectively. It touches on the design process, including research, prototyping, and user testing, and emphasizes the importance of understanding user needs. The content also outlines a practical agenda focusing on how to apply service design techniques in real-world settings.
What is service design?
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- 2. Who am I? Dhyana(Dee) Scarano • Service & UX designer, Futurice • B. Computer Science • 5 yrs in software service design • Service Jam Berlin, GovJam, Sustainability Jam • Cocoaheads Berlin • @dhyanascarano
- 3. We create digitalservices that people love. • Founded in 2000 • 250+ employees from 19 countries • 8th year in a row profitable growth • YOY growth 30%
- 4. LSC is amulti-disciplinary way of working that maximizes the probability of creating successful digital services Lean Service Creation
- 5. SERVICE VISION SPRINT TEAM: Business/ Technology Design / End-Users BUSINESS IDEA Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH
- 6. SERVICE VISION SPRINT TEAM: Business/ Technology Design / End-Users BUSINESS IDEA Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH Tonight’s focus
- 7. Agenda 1. Why dowe make things? 2. What is service design really? 3. How do you actually do it? 4. So let’s do some service design! 5. How can I apply this in my work?
- 8. WHY DO WE MAKETHINGS?
- 9. Why do wemake things? • It’s fun! • To help people • I have some urge to create! • There are so many annoying things I can make better 1. Why do we make things?
- 10. Why do wemake things? … to solve problems! 1. Why do we make things?
- 11. So how dowe solve a problem well? • Thinking about the people who have the problem • Asking the people who have the problem • Observing the people who have the problem • Trying different ideas • Testing our theories with real situations • Not being afraid to be wrong! 1. Why do we make things?
- 12. WHAT IS SERVICE DESIGNREALLY?
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- 14. It’s really allabout creating value for the user 2. What is service design really?
- 15. It’s about findinga problem worth solving, and using processes and tools to discover a solution 2. What is service design really?
- 16. SO HOW DOYOU ACTUALLY DO SERVICE DESIGN?
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- 18. Brainstorm How do youdo Service Design? Research Synthesise Prototype Test/ validate Refine 3. How do you actually do service design?
- 19. Researching user needs Defining the problem Ideating concepts Refiningthe solution How do you do Service Design? Problem Solution diverge converge diverge converge 3. How do you actually do service design?
- 20. How do youdo Service Design? Problem Solution diverge converge diverge converge Brainstorm Research Synthesise Prototype Test/ validate Refine 3. How do you actually do service design?
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- 25. What does thisactually do to help product development ? • Makes sure we actually start working on the right stuff • Helps us understand the value to real people • Validates our assumptions early (or challenges them) • Gives us proof to convince investors • Defines the most important features to prioritize 3. How do you actually do service design?
- 26. SO LET’S DOSOME SERVICE DESIGN!
- 27. Problem Solution diverge convergediverge converge So let’s do some service design Brainstorm Research Synthesise Prototype Test/ validate Refine 4. Let’s do some service design
- 28. So let’s dosome service design • Refine/pivot• Design challenge • Killer questions • Interview in pairs • Download • Clustering • Personas • Point of View • Ideation & voting • Build to think! • drawing, cutting, building, destroying... • Feedback • User testing • Lean canvas Brainstorm Research Synthesise Prototype Test/ validate Refine • Standard brainstorming • Divide & conquer • Ideation & voting • Yes, And 4. Let’s do some service design
- 29. So let’s dosome service design • Refine/pivot• Design challenge • Killer questions • Interview in pairs • Download • Clustering • Personas • Point of View • Ideation & voting • Build to think! • drawing, cutting, building, destroying... • Feedback • User testing • Lean canvas Brainstorm Research Synthesise Prototype Test/ validate Refine • Standard brainstorming • Divide & conquer • Ideation & voting • Yes, And 4. Let’s do some service design
- 30. Divide and conquer (brainstorming) Idea Idea Idea Idea + IdeaIdea Repeat until you have 2 ideas at the table. ...and then as a team choose 1! 4. Let’s do some service design (30 secs each)
- 31. Design challenge (2mins) Redesign the ..(concrete need).. experience for ..(user).. in a world where ..(assumed constraints).. 4. Let’s do some service design
- 32. Example (2 mins) Redesignthe car service experience for busy professionals in a world where there’s not enough time 4. Let’s do some service design
- 33. Write 3 interviewquestions (2 mins) Use open questions how, why, when, where, who, what You’re trying to get them to tell a story It’s about gaining empathy 4. Let’s do some service design
- 34. Interview in pairs(2 mins) then swap Look for emotions, stories, examples Quality instead of quantity 80% listening, 20% talking Dig for nuggets It’s about gaining empathy 4. Let’s do some service design
- 35. What were thethings that stuck out? What seemed to have the most meaning? What did people keep repeating? (2 mins)Key insights (Downloading) 4. Let’s do some service design
- 36. What we did Brainstorm ProblemSolution diverge converge diverge converge Research Synthesise Prototype Test/ validate Refine
- 37. Problem Solution diverge convergediverge converge Brainstorm Research Synthesise Prototype Test/ validate Refine What we would do next… …if we had time
- 38. HOW CAN IAPPLY THIS IN MY WORK?
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- 40. xc Divide and conquer (brainstorming) •Workshops with clients • Feedback with users • Making decisions in a group Communication Power of groups Fast Co-creation
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- 42. xc • Product design/improvement •Hackathons • Design learning/workshops Innovation Problem solving focus on user Design challenge
- 43. xc Interview in pairsxc Pairinterviewing
- 44. • Gorilla research •User behaviour research • Client sessions Creative dialog FastEngagement xc Pair interviewing
- 45. Dhyana (Dee) Scarano @dhyanascarano FuturiceGmbH futurice.com Service Jam Berlin, GovJam, Sustainability Jam www.jamberlin.org Cocoaheads Berlin cocoaheads-berlin.org Thank you :)