"Visualization Tools for Service Design" updated for Global Service Jam 2012


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our lecturer and tutor contribution to the Global Service Jam. We participated to Shanghai and Wuxi edition

(finally updated version of the old style How to visualize service design)

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"Visualization Tools for Service Design" updated for Global Service Jam 2012

  1. 1. Visualization Toolsfor Service DesignSerena Pollastri and Francesca ValsecchiWuxi and Shanghai, 25th February 2012
  2. 2. IntroductionSomething aboutus and what we aredoing in Shanghai
  3. 3. Service Design Toolkit Why do we need to learn to use a specific set of tools for service design?picture: servicedesigntools.org
  4. 4. Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design? Help understand what it is Need a common language to Helps visualize and commu- important to show work with interdisciplinary nicate intangible aspects. teams
  5. 5. Service Design ToolkitWhy do we need to learn to use a specific set oftools for service design? Formats to represent and visualize, at different stages of development, a solution involving actors in a complex inter- action process
  6. 6. we have a specificcommunication briefformats to representand visualize,at different stages ofdevelopment,a solution involvingactors in a complexinteraction process.
  7. 7. Milestone stepsfor services visualization
  8. 8. Milestone steps* 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)
  9. 9. Service Idea Representative imageInitial question/moti-vation(how to...?) Short description
  10. 10. How to provide a more ef- Service Idea ficient transport system during rush hours? with a dynamic integrated public mobility system!picture: flandersdc.be
  11. 11. Moodboard• to provide a creative andsuggestive visual description ofthe overall mood• highlighting the qualities ofenvironment and interaction• a mosaic of pictures, describingthe solution by depicting theatmosphere• Pictures have to describe theplaces, the persons andthe artefacts of the solution
  12. 12. Moodboard
  13. 13. Moodboard
  14. 14. catchthe observer’s attentionat first glance.
  15. 15. PosterThe service poster is a simulationof a future advertising of theservice. It is useful in the designphase to understand the mostimportant features that shouldbe communicated as well as thecommunication style.
  16. 16. Poster• is a catchy image that depicts astory in concise and emotive way• it uses the evocative capacityof the visual and the descriptivecapacity of the text to sketch thetopic and atmosphere of a story• it is a promise of what theservice has to offer and isalso the promotional image• it integrates the visual withthe written message, in order toprefigures the characteristics ofthe service
  17. 17. topic and atmosphereof a storyimage + title + claim
  18. 18. StoryboardThe storyboard is therepresentation of use casesthrough a series of drawingsor pictures, put together in anarrative sequence, in which theaction represented are equallyrelevant.The service storyboard showsthe manifestation of everytouchpoints and the relationshipsbetween them and the user in thecreation of the experience
  19. 19. Storyboard* shows the solutionperformance along an horizontaltime line• why and how the solutionproduces a good experiencefor the user?• how is the user-interaction withsolution?• which are the main evidences ofthe solution?• in a limited sequence of picturesit visualises: the salient servicesituations, the advantages thatresult, and how it works
  20. 20. describes the qualityof service experience
  21. 21. System MapThe system map is a visualdescription of the servicetechnical organization: thedifferent actors involved, theirmutual links and the flows ofmaterials, energy, informationand money through the system
  22. 22. System Map secondary stakeholders The map identifies: the system boundaries; the primary and secondaryupstream stakeholders; MAIN STAKEHOLDERS downstream the main physical, informational and financial flows; the core performance of the platform solution; boundary the secondary functionalities of the solution. secondary stakeholders system boundary
  23. 23. material flows information flows financial flows System Map core PSS performance The map identifies: the system boundaries; the primary and secondary alternative PSS stakeholders; performance, the main physical, informational implementation or and financial flows; back office flows the core performance of the solution; the secondary functionalities of the solution.
  24. 24. it is atechnical drawingfor the solution description
  25. 25. Actors MapThe Actors Map represents thesystem of actors and their mutualrelations, to provide a systemicview of the service and its context.The map is built from a certainpoint of view (for example theuser), that becomes the centre ofthe system.
  27. 27. MotivationMatrixThe aim of the motivation matrixis the understanding of theconnexions between the differentactors of the system.When creating a motivationmatrix the designer assumes thepoint of view of each stakeholderinvolved.
  28. 28. b to Motivation Matrix brings stakeholder stakeholder stakeholder stakeholder 1 2 3 4 stakeholder 1 * what each actor brings * what each actor takes out st ak stakeholder eh 2 ol * how ech actor contributes de rs * which is single actor benefits ’s ow n • it shows a check-list of stakeholder in te motivations, benefits and 3 ntio ns contributions from each stakeholder’s point of view, stakeholder between individual partners and 4 over the whole partnership.
  29. 29. clarify people roles andinteractions
  30. 30. EnablingSolutionsThe concept of enabling solutionrefers to operative tools, able tohelp the user focus on a result andachieve it in a sustainable way. Incarrying out this role they mustbring a special type of intelligenceinto play: an intelligence thatenables them to stimulate,develop and regenerate theability and competence of thosewho use it.
  31. 31. EnablingSolutions
  32. 32. EnablingSolutions
  33. 33. servicesengine compontents
  34. 34. ServicePrototypeIt is a prototype of the servicethat is put in the real context(or a similar one), and allow thedesigner to test the interactionamong users and touchpoint.
  35. 35. envision the experience
  36. 36. remarks.the besttool doesn’t exist
  37. 37. remarks.the besttool doesn’t existchoose the better
  38. 38. remarks.the besttool doesn’t existchoose the betterselect what to communicate
  39. 39. remarks.the besttool doesn’t existchoose the betterselect what to communicateservice corestructure, mechanism, impact
  40. 40. fundamental referenceshttp://www.servicedesigntools.orghttp://www.service-design-network.org/
  41. 41. byfrancesca valsecchif.valsecchi@gmail.comserena pollastriseremiru@gmail.comthis work is distributed under thankscreativecommons licence by-nc-sa 3.0 谢谢 grazie