introduction to service design. frameworks, basics, processes & frontiers
TRANSCRIPT
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INTRODUCTION TO SERVICE DESIGN
francesco mazzarella, PhD researchermaster class in service design, kyiv, 03/11/15
frameworks, basics, processes & frontiers
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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?
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ICE-BREAKINGEXERCISE
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15 minutes
ICE BREAKING: SELF-MINDMAP
yourself
skills
business
expectations
experience
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INTRODUCTION
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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
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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
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businesses DESIGN publicbodies
facilitator
researcher
co-creator
entrepreneur
strategist
communicator
yee et al., 2008
DESIGNER’S ROLES
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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
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economics policy
humanities
public services
circular economy
policy making
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WHAT IS SERVICE DESIGN?
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https://goo.gl/FfjUpi
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SERVICE DESIGN
the systemic and human-centred processof “prosuming” services which are basedon intangible and tangible interactions
(meroni & sangiorgi 2011)
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SERVICE DESIGN CHARACTERISTICS
human intensitytacit knowledgepartial unpredictabilityheterogeneous naturesystemic relationships
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DESIGN FOR SERVICES
creating the right conditions for certain formsof interactions and relationships to happen
(meroni & sangiorgi 2011)
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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?
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the study of service systems, aiming to createa basis for systematic service innovation
(maglio & spohrer 2008)
servicedesign
marketing
socialsciences
interactiondesign
participatorydesign
ICT
management
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hard soft
technologiesresources
places
experiencesinteractionsnetworks
product PSSD
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product PSSD
SERVICE MARKETING FRAMEWORK
intangibility
heterogeneity
inseparability
perishability
IHIP
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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
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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
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DESIGN & INSEPARABILITY
most services cannot exist without their users conceiving users as source of insights & co-producers design for collaborative services
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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
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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
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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
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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
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WHAT DOSERVICE DESIGNERS DO?
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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
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(stickdorn & schneider 2011)
user-centred
SERVICES CHARACTERISTICS
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(stickdorn & schneider 2011)
co-created
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(stickdorn & schneider 2011)
sequencing
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(stickdorn & schneider 2011)
evidencing
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(stickdorn & schneider 2011)
holistic
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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
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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)
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WHO TO DESIGN FOR?
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peopleas part of the
problemto be satis�ed
peopleas part of the
solutionto be empowered
DESIGN FOR SOCIAL INNOVATION
(manzini 2007)
DESIGN FORSOCIAL
INNOVATION
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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
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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
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scaling
enabling ecosystem
PSSenabling peopleto meet speci�c
needs
(manzini 2007)
digital platforms as enabling toolsfor vertical + horizontal and information + action collaboration
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WHERE IS SERVICE DESIGNGOING?
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THEMATIC MAP
(sangiorgi et al. 2014)
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(sangiorgi et al. 2014)
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SD FRONTIERS
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INTERACTIONS RELATIONS & EXPERIENCES
experiencedesign
co-creation
human-centreddesign
observationinteractions
relationsexperiences
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SYSTEMS & ORGANISATIONSstaff -
organisationinteractions
user -service
interactions
servicesystems
interactions
interactionssystems
organisations
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COLLABORATIVE SERVICES
cababilitiesbuilding
new media
co-creation observationprobes
collaborativeservicemodels
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SCENARIOS OF SERVICE SYSTEMS
designthinking
enablingecosystem
storytelling communitybuilding
scenariosservicesystems
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CONCLUSIONS
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https://goo.gl/OVEoCt
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what should a service designer do?facilitating the delivery of services, codesigned& coexperienced with, by and among users
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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
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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
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TAKE-AWAY EXERCISE
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15 minutes
yourself
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WANT TO KNOW MORE?
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SERVICE DESIGN COMMUNITYideo.com
designcouncil.org.ukdesis-network.org
servicedesignnetwork.orgglobalservicejam.org
servicedesignresearch.comservicedesignforinnovation.eu
servicedesigntools.orgserviceexperiencecamp.de
experientia, �jord, frog, snook, engine, thinkpublic
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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