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2008 | Visualization Tool - How communicate the service design concepts

francesca // urijoe
francesca // urijoe
francesca // urijoecommunication design researcher and practitioner

the slide comes from the input package materials for the workshop CHITA08, mobile services and digital communities, that is taking place at Jiangnan University, Wuxi, China, as a research and didactic experience beetween School of Design at Jiangnan and Design Faculty at Politecnico di Milano. further news and materials available at http://chita.politecalab.org

2008 | Visualization Tool - How communicate the service design concepts

1 of 66
Visualization tool
for design plan
How to communicate our service design.
Th solutions will b
The l i         ill be
developed, described and visualised
according to specific service design tools
       di             ifi   i d i       l
(the so called Design Plan)

that will guide the participant to
better focalize the t i f the
b tt f li th topic of th work     k
and the content of their design decisions.
Solution development
description and visualisation


The Design Plan aims to help different
partners in communicating and
developing a solution together.
It is a strategic design tool-box that works as a
                         tool box
series of formats to represent and visualize,
at different stages of development,
a solution involving
actors in a complex interaction process.
Milestone steps for service visualization


* title
* target and context (+ moodboard)
* solution d
     l ti description (+ poster)
                  i ti         t )
* qualities of the experience (+ story board)
     t      l f the         i
* actors, role of th user, aim of th service ( d
                                f the    i (+ description)
                                                    i ti )
* solution’s elements and technologies (+ service schema)
        i     d l       i i
* service model: organizational structure ( system map)
                                l          (+            )
* actors’ motivations (+ stakeholders’ motivations
   matrix)
1 - moodboard


• to provide a creative and suggestive visual
  description of the overall mood of the case
• highlighting the qualities of environment and
    g g      g     q
  interaction
• a mosaic of pictures, describing the solution by
              p                  g               y
  depicting the atmosphere, the interaction, the
  environment, and the specific “taste” of it
• Pictures have to describe the places, the persons and
  the artefacts of the solution
You need to catch the observer’s attention
at first glance
         glance.

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2008 | Visualization Tool - How communicate the service design concepts

  • 1. Visualization tool for design plan How to communicate our service design.
  • 2. Th solutions will b The l i ill be developed, described and visualised according to specific service design tools di ifi i d i l (the so called Design Plan) that will guide the participant to better focalize the t i f the b tt f li th topic of th work k and the content of their design decisions.
  • 3. Solution development description and visualisation The Design Plan aims to help different partners in communicating and developing a solution together. It is a strategic design tool-box that works as a tool box series of formats to represent and visualize, at different stages of development, a solution involving actors in a complex interaction process.
  • 4. Milestone steps for service visualization * title * target and context (+ moodboard) * solution d l ti description (+ poster) i ti t ) * qualities of the experience (+ story board) t l f the i * actors, role of th user, aim of th service ( d f the i (+ description) i ti ) * solution’s elements and technologies (+ service schema) i d l i i * service model: organizational structure ( system map) l (+ ) * actors’ motivations (+ stakeholders’ motivations matrix)
  • 5. 1 - moodboard • to provide a creative and suggestive visual description of the overall mood of the case • highlighting the qualities of environment and g g g q interaction • a mosaic of pictures, describing the solution by p g y depicting the atmosphere, the interaction, the environment, and the specific “taste” of it • Pictures have to describe the places, the persons and the artefacts of the solution
  • 6. You need to catch the observer’s attention at first glance glance.
  • 17. 2 - poster • the poster is a catchy image that depicts a story in a concise and emotive way y • it uses the evocative capacity of the visual and the descriptive capacity of the text to sketch the topic and p p y p atmosphere of a story • it is a promise of what the service has to offer and is also the promotional image • it integrates the visual with the written message, in d i order to prefigures the characteristics of the fi h h i i f h service
  • 18. It is composed by: p y _ an image of the proposed solution _ the title _ a claim Pay attention to the graphics tips!
  • 20. 10
  • 21. Urban farmers-market the farmer of the next door I cultivate tomatoes for Luisa and cabbages for Carla .. Giovanni, 73 years old 7
  • 22. 8
  • 23. 9
  • 24. 3 - Quality of experience (storyboard) • why and how the solution produces a good experience for the user? • how is the user-interaction with solution? • which are the main evidences of the solution?
  • 25. Storyboard (interaction) • the Interaction story board shows the solution story-board performance along an horizontal time line • It is the translation of an event, which takes place in event space and time, into a sequence of static images and explanatory captions, that represent the significant interactions between the user(s) and the provider(s) of a product-service • in a limited sequence of pictures it visualises: the salient service situations, the advantages that result
  • 26. The user’s story board must be realised in 5-8 images with the coresponding captions of no longer than 100 characters. Graphic tips: • Choose details • Choose context • Add graphics if needed dd hi d d
  • 30. User may ask the The user enquires The user selects The user cooks the The user enjoys Place Owner for a the system for the and withdraws the dishes supported by dining with others personal PuntoX daily menu dishes the automatic Membership Card system
  • 31. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 32. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 33. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 34. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 35. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 36. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 37. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 38. member card of each touch-kiosks enabling go to work... give the kids a ride turn back to your condominium the access to ccs to school... home...
  • 39. Nononononononono Nononononononono Nononononononono Nononononononono Nononononononono Nonononononon Nonononononon Nonononononon Nonononononon Nonononononon nonononono nonononono nonononono nonononono nonononono
  • 40. An organized group Members of the group go At the Biomercatino they …they interact with BioMio linked ..they decide to discussing about to the Biomercatino discover BioMio services producers, tasting products … order/purchase products to buy products..
  • 41. SILVIA, 14 ANNI, STUDENTESSA L’accesso Un pomeriggio Silvia esce a fare Tornata a casa, mentre naviga Inserisce tutti i dati richiesti, Dopo la titubanza iniziale la una passeggiata ìn piazza e in internet, Silvia va sul sito ma il sistema non le permette di mamma accetta poiché il trova lo schermo di “io, me segnalato nel promo e decide di iscriversi perché è minorenne. servizio è garantito dalla stesso e la città”; molti ragazzi iscriversi al servizio. Può però scaricare l’autorizza- biblioteca . dicono di voler partecipare zione da far firmare ai genitori. perché si diventa famosi e si vince un cellulare.
  • 42. SILVIA, 14 ANNI, STUDENTESSA La produzione La selezione Silvia esce e passa dalla Ogni settimana Silvia riceve un Silvia scarica i video I video di Silvia sono stati molto biblioteca per consegnare il Sms con il tema proposto e direttamente sul pc con il cavo apprezzati e vengono modulo e completare lì produce anche più di un video; del cellulare perché non più selezionati per la ressegna l’iscrizione. infatti tra gli amici si è creata inviare Mms né connettersi ad conclusiva di “io, me stesso e la una competizione a chi fa i internet. città”. video più belli.
  • 43. SALVATORE, 70 ANNI, PENSIONATO L’accesso Una mattina Salvatore va in Salvatore è entusiasta, ma non Salvatore accetta, così la Infine gli consegna il cellulare, biblioteca e la bibliotecaria lo ha il cellulare adatto e bibliotecaria gli porge il modulo delle istruzioni cartacee per accoglie invitandolo a comunque non saprebbe come di iscrizione e lo assiste inserire i filmati dal cellulare e partecipare ad un’iniziativa usarlo. La bibliotecaria gli nell’inserimento dei dati. la scheda con il tema della culturale, “io, me stesso e la suggerisce di prenderlo in settimana “cosa mangio”. città”. prestito dalla biblioteca e di farsi aiutare dal nipote per produrre i filmati.
  • 44. SILVIA, 14 ANNI, SALVATORE, 70 ANNI, PENSIONATO La produzione La selezione Durante il pranzo domenicale Fatto il filmato, Emanuele Dopo pochi minuti arriva un Salvatore porta sempre gli Salvatore chiede ad Emanuele seguendo il foglio di istruzioni Sms.che notifica la riuscita amici e i conoscenti d’avanti di filmare la situazione e le invia l’Mms con il video al dell’operazione. agli schermi posti in paese e li prelibatezze della nonna. server, indicando la costringe ad aspettare finchè localizzazione, l’orario e il tema. non vengono visualizzati i propri video.
  • 45. GIULIO, 34 ANNI, AVVOCATO La produzione La produzione Giulio sta sfogliando il giornale Giulio decide di approfittare del Dopo poco riceve l’Sms dal Nel weekend Giulio decide di durante una pausa e tra le servizio per farsi conoscere in sistema con la proposta del riprendere sua moglie Deborah pagine locali trova la notizia paese; si connette dal cellulare tema della settimana; in questo che nel frattempo è alle prese che è partito ad Assago al sito e completa l’iscrizione. caso è il tema è “chi mi sta con le pulizie. un’iniziativa culturale per intorno”. rafforzare l’identità territoriale.
  • 46. GIULIO, 34 ANNI, AVVOCATO La selezione Una volta fatto il video, Giulio Quando Giulio mostra a Debora Per risolvere diplomaticamente la Giulio solitamente visualizza i si connette al sito dal mobile il filmato inserito non ottiene la questione, Giulio accede nuovamente video attraverso il proprio ed effettua l’upload; ottenendo reazione che si aspettava; a lei al sito ed elimina il contributo. inseparabile cellulare nel un feedback immediato di infatti non fa molto piacere che momenti morti della giornata ed buona riuscita. tutti la vedano in quelle esprime tramite il voto le sue condizioni. preferenze.
  • 47. BETA, 25 ANNI, PARRUCCHIERA L’accesso Un giorno in parrucchieria gira Dopo aver preso i bambini dall’asilo La bibliotecaria la persuade a La bibliotecaria avvisa tuttavia la voce di un’iniziativa in paese Beta si fa convincere da Rita a parteciparvi prendendo un Beta che occorre partecipare a che permette di farsi passare dalla biblioteca per chiedere cellulare in prestito dalla tutti i temi per usufruire del conoscere e conoscere gli altri informazioni sul servizio. biblioteca. Quindi Beta compila prestito del cellulare, in modo attraverso dei filmati. il modulo e la bibliotecaria da agevolare gli utenti più inserisce i suoi dati nel sistema. partecipativi.
  • 48. BETA, 25 ANNI, PARRUCCHIERA La produzione La selezione Beta purtroppo ha davvero Beta decide di riportare il In ogni caso Beta segue le Partecipa da spettatrice poco tempo libero e ha saltato cellulare in biblioteca perché storie dei partecipanti al votando i suoi preferiti tramite già due temi; così la biblioteca ritiene corretto permettere ad servizio attraverso gli schermi sms. la contatta per chiederle se altri utenti che hanno più in paese, o i racconti delle desidera continuare a tempo di lei di collaborare. clienti della parrucchieria. collaborare il servizio oppure preferisce tirarsene fuori.
  • 49. 4 - System organizational map • the system organisation map shows the solution h i i h h l i form the point of view of the organisation of the partnership providing the solution • it consists of a map of the general system organisation (the main stakeholders and the flows and relationships between them)
  • 50. The map identifies: the system boundaries; the primary and secondary stakeholders; the main physical, informational and financial flows; fl the core performance of the solution; the secondary functionalities of the solution.
  • 51. Bilancio Partecipato Assemblea territoriale Assemblea comunale Riunione territoriale Bilancio Massa critica Partecipato Votazione Ufficio tecnico
  • 52. mappa a Fasi preliminari Iscrizione al servizio rca Consegna e installazione cer del JAVA Compilazione profilo e istruzioni d’uso chi c’è
  • 53. 4. Il server distribuisce i random via MMS 2. Comunicazione 1. Propongo un tema tema a tutti gli utenti estemporaneo via SMS via SMS Server Utente 3. Gli utenti inseriscono i video nel sito
  • 54. Bio food provider Bio food provider Logistic provider Logistic provider Local delivery shop Local delivery shop
  • 55. industrial office local collective company company shop household public local individual etc… institution association household
  • 56. ! quot;
  • 57. # 1
  • 58. # # # # # # $ # % & ## # # '
  • 59. start point main PSS performances 1. user asks for subscription… ( with numbered captions start 2. shop propose daily menu… # Users $ Local # secondary Shop # ) 3. shop deliver meals flows with captions professional diet advice Health adviser
  • 60. E-meal appliance producer *& start Food providers Offices Catering provider Health adviser 47
  • 61. Platform Integrative Intermediate Final Providers Providers Users Users 1 Food Packaging Public producers providers Admin. Local food shop + Organic-food manager + $ Home System $ organiser Assistance Appliance provider University/Gym producer + + Dietary Service manager Office ' management software provider Furniture Family doctor Dietary advisor provider
  • 62. 5 - Stakeholder motivation matrix • why are these actors involved in the solution? • why are they considered as stakeholders? • which is their interest? • the stakeholders motivation matrix shows the solution from the point of view of the stakeholder’s interest in taking part in the partnership • it shows a check-list of motivations, benefits and contributions from each stakeholder s point of view, stakeholder’s view between individual partners and over the whole partnership. p p
  • 63. Cross referencing the stakeholders (those already identified and those still needed) allows us to check: • what each can b i t th partnership h t h bring to the t hi • what each gets out of the partnership
  • 64. stakeholder’s motivation system stakeholder stakeholder others partnership brings promoter (A) B C stakeholders to… A' intention s Stakeholders Stakeholders Partnership system (motivation) relationship relationship benefit promoter (A) (whatquot;Aquot; (whatquot;Aquot; (what A brings brings toquot;Bquot;) brings toquot;Cquot;) to the partnership)- Stakeholders Partnership B' intention s Stakeholders relationship benefit (motivation) stakeholder relationship (whatquot;Bquot; (what B B (whatquot;Bquot; brings toquot;Cquot;) brings to the brings toquot;Aquot;) partnership)- Partnership Stakeholders Stakeholders C' intention s benefit stakeholder relationship relationship (motivation) (what C C (whatquot;Cquot; (whatquot;Cquot; brings to the brings toquot;Aquot;) brings toquot;Bquot;) partnership)- others ....enlarge for more stakeholders stakeholders.... stakeholder stakeholder stakeholder benefit benefit (what benefit (what Partnership intention (what the the partnership (what the partnership the partnership partnership brings to B)- brings to the partnership brings to C)- brings to A)- partnership) 54
  • 65. gives Organic-food Solution Solution Oriented manager & System Appliance to… Dietary mgmt Assistance Centre Partnership organiser producer Service manager software provider provider . to find new business . organic food market . organic food market . high quality food . new high quality . knowledge and . organic brand perspectives in the expertise to test the expertise to improve the products to be offered convenience meals expertise from the identity Organic-food organic food industry validity of the software performance of the to customers for vending machines organic food sector . expertise in organic manager & System organiser appliances . a new service supply management concept . a way to enhance the . to enter in non- . new criteria and . a way to better satisfy . adds value to the . expertise in the . advice and dietary real value of the medical markets dietary tools for the customer needs service portfolio dietary industry management through organic food offering . to open and finalise development of . potential networking professional software Dietary mgmt research in new appliances for special with food specialists software provider areas food needs . competences in food . competences in food . to find applications . a dedicated appliance . a smart vending . expertise and . smart appliances for processing processing for advanced food for customers machine system products in the white food processing . hardware appliances appliances good appliances . brand identity to be integrated with . to enter in the sector Appliance software service dimension producer . specific knowledge of . specific knowledge of . cognitive and . to complete the . expertise in assisting . social dimension a very sensitive sector a very sensitive sector physiological feedback present service people in a specific . access to a specific . inputs and feedback . a new area of to better design the offering context context from the reduced business interfaces of new . to better satisfy Assistance appliances access to food context customer needs provider . expertise of a specific . feedback from the . feedback from final . to expand the . expertise and . service management market final users users service portfolio entrepreneurship in in specific contexts . expertise in service . statistical databases . inputs to integrate . to extend the the vending machine management service and appliance offering to new industry Service manager design contexts . catalyst in the design . to facilitate entry into . to facilitate entry into . to facilitate entry into . to facilitate entry into . to develop . tools and expertise and development of new businesses new businesses new businesses new businesses expertise in solution to facilitate and ideas . support in the design . support in the design . support in testing of design manage the partner- Solution . manage partner and development of and development of the solution idea with . to obtain visibility based solutions Centre development ideas ideas their customers as solutions experts . expand business and . visibility and . new sales channels . a new idea of service . a new service to be . opportunity to test a . to provide healthy, new market recognition to the end- . service expertise to be used to reach used to contact new methodological convenient meals in opportunities user new customers possible context of toolbox different contexts of Solution Oriented . to become a food . feedback from new business . expertise in the food reduced access to Partnership solution provider clients sector food 55
  • 66. Don t Don’t worry: we have quite enough time to work on this! Grazie! franz