2011 | Communication design highlights for service design


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a lecture given at jiangnan University in Wuxi in the framework of DESIS 11 workshop

Published in: Design, Technology, Education

2011 | Communication design highlights for service design

  1. 1. communication design highlights(useful for our services)
  2. 2. 1. Visualization toolsfor design planhow to communicateour service design.
  3. 3. 1. Visualization toolsfor design planwhy to communicateour service design.there are no disciplinary distinctionwhen we talk about design capabilities
  4. 4. 1. Visualization toolsfor design planwhy to communicateour service design.there are no disciplinary distinctionwhen we talk about design capabilitiesvisualizing
  5. 5. (visualizing)
  6. 6. (visualizing)seeunderstanding the contextshowvisualizing the informationforeseemaking critical predictions
  7. 7. capabilities
  8. 8. 1. the role of technology
  9. 9. 2. tools-based discipline
  10. 10. How to communicateour service design.the tools.the use of specific service design tools(the so called Design Plan)will guide the participant to better focalize the topic of thework and the content of their design decisions.
  11. 11. How to communicateour service design.the tools.The Design Plan aims to help different partnersin communicating and developing a solution together.It strategically works as a series of formatsto represent and visualize,at different stages of development,a solution involvingactors in a complex interaction process.
  12. 12. The tools.milestone steps for service visualization* title* target and context (+ moodboard)* solution description (+ poster)* qualities of the experience (+ story board)* actors, role of the user, aim of the service (+ description)* solution’s elements and technologies (+ service schema)* service model: organizational structure (+ system map)* actors’ motivations (+ stakeholders’ motivations matrix)the synthesis of the service made with proper tools
  13. 13. moodboard storyboardto provide a creative and suggestive visual description Show the quality of experience.of the overall mood of the service. why and how the solution produces a good experiencea mosaic of pictures, describing the solution for the user?by depicting the atmosphere, the interaction, which are the main evidences of the solution?the environment, and the specific “taste” of it. shows the solution performance along an horizontalPictures have to describe the places, the persons and time line. is a translation of an event, which takes placethe artefacts of the solution. in space and time, into a sequence of static images and explanatory captionsyou need to catchthe observer’s attention at first glance. why the service works?poster stakeholder motivation matrixis a catchy image that depicts a story in a concise and why are these actors involved in the solution?emotive way, it uses the evocative capacity of the visual which is their interest?and the descriptive capacity of the text to sketch the the stakeholders motivation matrix shows the solutiontopic and atmosphere of a story. from the point of view of theit is a promise of what the service stakeholder’s interest in taking parthas to offer in the partnershipand is also the promotional image it shows a check-list of motivations, benefits andit integrates the visual with the written message, in or- contributions from each stakeholder’s point of view,der to prefigures the characteristics of the service. between individual partners and over the wholeComposed by image + title + claim partnership.
  14. 14. System organizational mapthe system organisation map shows the solutionfrom the point of view of theorganisation of the partnershipThe map identifies:the system boundaries;the primary and secondary stakeholders;the main physical, informational and financialflows;the core performance of the solution;the secondary functionalities of the solution.
  15. 15. 2. Communication for complexitywe design for many audience.(stakeholders)communicationengagementparticipation
  16. 16. lianping project+ tuolaji
  17. 17. 3. Communication for/with the usersmicro decision making (citizens).(users)communicationengagementparticipation
  18. 18. micro decision making
  19. 19. Our ethnographic experience
  20. 20. Our ethnographic experience
  21. 21. Our ethnographic experiencefield research. now that we have the data, what we should do with it?within the context of inquiry organize it!What is field research? That means:Why we have to do it? explain it in understandable wayWhat we are looking for? in order to make it useful for the next step:desk research + planning design initiative.Visual & VerbalVideotaping use only the relevant data + consistent structurePhotographyPassive observation + tipsParticipant observation Plan the questions in advanceInterviews with the participants Negotiation is always important (individual or group) Respect (privacy, rules, different sensibilities)Catch the environment (video/photo) Ask questions, don’t imply answers Ask true/relevant questionsactions Pay close attention to the given answersVerbal interviews (handwritten or taped) Filter and choose relevant dataStories collected from participants Be able to re-tell the story using the gathered dataSurveys and questionnairesVerbal description of environment if visualis not available field research the first step in the design process:(intangibles, immaterials, virtual..) enables you to take design decisions.
  22. 22. Our ethnographic experiencecommunication with people is relatedto trustworship
  23. 23. Our ethnographic experiencemr. mei laoshimr. guanmr. shenmr. laojiamr. chenmr. 什么什么
  24. 24. mr. mei laoshimr. guanmr. shenmr. laojiamr. chenmr. 什么什么
  25. 25. 谢谢!franz.