introduction to service design. frameworks, basics, processes & frontiers

INTRODUCTION TO SERVICE DESIGN

francesco mazzarella, PhD researchermaster class in service design, kyiv, 03/11/15

frameworks, basics, processes & frontiers

INDEX ice-breaking exercise introduction what is service design? what do service designers do? who to design for? where is service design going? conclusions take-away exercise want to know more?

ICE-BREAKINGEXERCISE

15 minutes

ICE BREAKING: SELF-MINDMAP

yourself

skills

business

expectations

experience

INTRODUCTION

growing social & economic role of service sector policies for sustainability, innovation, competitiveness global/local services (focused on community’s needs) employees & customers as sources of innovation digital technology shaping complex systems

NEWS FROM THE 90S

NEW DRIVERS FOR DESIGN

old/new problems in new contexts “how” and also “what” problem solving, �nding, framing ways and tools for interacting from tangible to intangible

businesses DESIGN publicbodies

facilitator

researcher

co-creator

entrepreneur

strategist

communicator

yee et al., 2008

DESIGNER’S ROLES

THE “O-SHAPED” DESIGNER

broad skill set

spec

ialis

atio

n circu

lar & systemic mindset

facilitator of a participatory design process,evisioning future scenarios for sustainabilityand social innovation

brass, 2014

economics policy

humanities

public services

circular economy

policy making

WHAT IS SERVICE DESIGN?

https://goo.gl/FfjUpi

SERVICE DESIGN

the systemic and human-centred processof “prosuming” services which are basedon intangible and tangible interactions

(meroni & sangiorgi 2011)

SERVICE DESIGN CHARACTERISTICS

human intensitytacit knowledgepartial unpredictabilityheterogeneous naturesystemic relationships

DESIGN FOR SERVICES

creating the right conditions for certain formsof interactions and relationships to happen

(meroni & sangiorgi 2011)

A NEW PARADIGM

sustainablePSS

design

how to design bettercustomer experiences

and interactions?

How to substitute themanufacturing-drivenmodel of consumption?

SERVICEDESIGN

interaction& experience

design

HOW? WHAT?

the study of service systems, aiming to createa basis for systematic service innovation

(maglio & spohrer 2008)

servicedesign

marketing

socialsciences

interactiondesign

participatorydesign

ICT

management

hard soft

technologiesresources

places

experiencesinteractionsnetworks

product PSSD

product PSSD

SERVICE MARKETING FRAMEWORK

intangibility

heterogeneity

inseparability

perishability

IHIP

DESIGN & INTANGIBILITY

services cannot be sensed in the same manner in which goods can be seen, felt, tasted, touched making services more tangible by evidencing service offering & service experience design for dematerialisation

DESIGN & HETEROGENEITY

the quality of performances varies from time to time, depending on the situation and service participants understanding the conditions that in�uence the quality of service interactions design for customisation

DESIGN & INSEPARABILITY

most services cannot exist without their users conceiving users as source of insights & co-producers design for collaborative services

DESIGN & PERISHABILITY

most services cannot be stored, but depend on the ability to balance & synchronise demand with supply connecting initiatives via networks & platforms design for systems

NEW FRAMEWORKS?

I

IH

P

blurred distinction products/services, supplier/user

service dominant logic: services as paradigm for innovation

exponential increase in interactivity and co-production

FUNCTIONAL THINKING

creating offerings that provide consumers withthe same level of performance as traditionalones, but using less stuff (dematerialisation),thus having a lower environmental impact

solution-oriented approachthinking

by functionsthinking

by products

cars mobility

THE SERVICE REVOLUTION

suf�ciency

reduced use of resourcesdesign for repair, reuse, recycle

technical & organisational optimisationsale of services instead of products

optimisation of logistics & distribution

dematerialisation of consumptionsatisfaction in obtaining resultssharing & usership instead of ownershipwellbeing based on convenience in life

REVOLUTIONef�ciency

ecodesign slow

WHAT DOSERVICE DESIGNERS DO?

interaction of user & provider through multipletouchpoints, seen or unseen by customers.design is aimed at making services moredesirable, usable, ef�cient and effective

(moritz 2005)

DESIGN OF SERVICES

desirable usableef�cient & effective

(stickdorn & schneider 2011)

user-centred

SERVICES CHARACTERISTICS

(stickdorn & schneider 2011)

co-created

(stickdorn & schneider 2011)

sequencing

(stickdorn & schneider 2011)

evidencing

(stickdorn & schneider 2011)

holistic

SERVICE DESIGN PROCESS

(design council 2013)

disco

ver de�ne

deve

lopdeliver

identify problem/need de�ne solution space

gather user knowledge

analyse data synthesize �ndings de�ne brief

develop service detail service elements

user tests

launch service ensure user feedback share insights

SERVICE DESIGN TOOLS

user diaries 1user journey mapping 2

user shadowing 3service safari 4

5 user personas6 brainstorming7 design brief

experience prototyping 8service blueprint 9

business model canvas 10

11 scenarios

(design council 2013)

WHO TO DESIGN FOR?

peopleas part of the

problemto be satis�ed

peopleas part of the

solutionto be empowered

DESIGN FOR SOCIAL INNOVATION

(manzini 2007)

DESIGN FORSOCIAL

INNOVATION

community

empowering

EVENTSresulting frompeople’s activecollaboration

(manzini 2007)

to expand people’s capabilitiesto satisfy their needs,based on their personal & network resources,moved by usefulness, meaning, sociability

co-designing

collaborative services

SERVICESco-designed &

co-produced bycommunities

(manzini 2007)

to build collaboration and trust, enabling people to express opinions,

give and collect information,act on the world, and do it together

scaling

enabling ecosystem

PSSenabling peopleto meet speci�c

needs

(manzini 2007)

digital platforms as enabling toolsfor vertical + horizontal and information + action collaboration

WHERE IS SERVICE DESIGNGOING?

THEMATIC MAP

(sangiorgi et al. 2014)

(sangiorgi et al. 2014)

SD FRONTIERS

INTERACTIONS RELATIONS & EXPERIENCES

experiencedesign

co-creation

human-centreddesign

observationinteractions

relationsexperiences

SYSTEMS & ORGANISATIONSstaff -

organisationinteractions

user -service

interactions

servicesystems

interactions

interactionssystems

organisations

COLLABORATIVE SERVICES

cababilitiesbuilding

new media

co-creation observationprobes

collaborativeservicemodels

SCENARIOS OF SERVICE SYSTEMS

designthinking

enablingecosystem

storytelling communitybuilding

scenariosservicesystems

CONCLUSIONS

https://goo.gl/OVEoCt

what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users

what is a well-designed service ecosystem?a system enabling multiple stakeholders with a commonaim to make services desirable, usable, effective &ef�cient for the company & the user

what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users

why is this interesting for sustainability?services can change habits, create new networks,dematerialize people's lifestyles

what is a well-designed service ecosystem?a system enabling multiple stakeholders with a commonaim to make services desirable, usable, effective &ef�cient for the company & the user

what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users

TAKE-AWAY EXERCISE

15 minutes

yourself

WANT TO KNOW MORE?

SERVICE DESIGN COMMUNITYideo.com

designcouncil.org.ukdesis-network.org

servicedesignnetwork.orgglobalservicejam.org

servicedesignresearch.comservicedesignforinnovation.eu

servicedesigntools.orgserviceexperiencecamp.de

experientia, �jord, frog, snook, engine, thinkpublic

Brass, C. (2014). The Emergence of O-shaped Designers.Burns, C., et al. (2006) RED Paper 02: Transformation Design. Cipolla, C. & Manzini, E. (2009). Relational Services.Design Council (2013). Introducing Design Methods.Jégou, F. & Manzini, E. (2008). Collaborative services. Social innovation and design for sustainability.Maglio, P. P., & Spohrer, J. (2008) Fundamentals of Service Science.Manzini, E. (2007) Design, Social Innovation and Sustainable Ways of Living.Manzini, E. & Staszowski, E. (2013). Public and Collaborative.Meroni, A. (2007). Creative Communities: People Inventing Sustainable Ways of Living.Meroni , A., & Sangiorgi, D. (2011) Design for Services.Miettinen, S. & Anu, V. (2012) Service Design with Theory. Discussions on Change, Value and Methods.Mont, O. (2000). Product-Service Systems. Morelli, N. (2002). Designing Product/Service Systems. A methodological exploration.Moritz, S. (2005) Service Design. Practical Access to an Evolving Field.Polaine, A., et al. (2013) Service Design: From Insight to Implementation. Sangiorgi, D., et al. (2014) Mapping and Developing Service Design Research in the UK. Stickdorn, M. & Schneider, J. (2011) This is Service Design Thinking: Basics - Tools - Cases. Vargo, S. L. & Lusch, R. F. (2004) Evolving to a new dominant logic for marketing. Journal of Marketing.Vezzoli, C., et al. (2014) Product-Service System Design for Sustainability.Yee, J.S.R., et al. (2009). The emergent roles of a designer in the development of an e-learning service.

REFERENCES

QUESTIONS ?

francesco mazzarella

f.mazzarella@lboro.ac.uk