HELLO

SERVICE DESIGN: TACTICS & PITFALLS

BACKGROUND

DESIGN RESEARCH

DESIGN PRACTICE

SUSTAINABLE PRODUCTS

CO-DESIGN, SOCIAL

INNOVATION

SOCIAL INNOVATION

POLICY, PUBLIC SERVICE

INNOVATION

ARE YOU BEING SERVED?

UNCONSCIOUSLY DESIGNED

MARKET LED 80S - 00S

MARKETING / BRAND DRIVEN

TECHNOLOGY LED: 50S - 70S MANUFACTURING

DRIVEN

PRODUCTS HARDWARE

EMOTIONS AESTHETICS

EXPERIENCES RELATIONAL

SOCIALLY LED 2009+

PEOPLE / NETWORK DRIVEN

adapted from: Andrea Siodmok

PUBLICS DEMOGRAPHIES

SHIFTING IDENTITIES CITIZEN EXPECTATIONS

TECHNOLOGY

COMMODITIES GOODS SERVICES EXPERIENCES

“VISUALIZE, FORMULATE AND CHOREOGRAPH SOLUTIONS”

BUSINESS IMPACT

CUSTOMER EXPERIENCE

CAPABILITIES

GOVERNMENT IS CRUCIAL PLAYER IN PEOPLE'S LIVES AND YET WE DESIGN ANGRY BIRDS WITH MORE CARE THAN SOCIAL SERVICES

- JESS MCMULLIN

CO-PRODUCE CO-DESIGN

SERVICES WITH

SERVICE REDESIGN

SERVICES FOR

PASSIVE-RECEPTIVE RECEPTIVE-ACTIVECO-CREATIVE PEER TO PEER

SOCIABLE SERVICES SERVICES BY

adapted from: Andrea Siodmok

METHODS

ETHNOGRAPHIC AND PARTICIPATORY RESEARCH PERSONAS AND EXPERIENCE DIAGRAMMING BACK-CASTING AND HORIZON SCANNING STAKEHOLDER AND SYSTEM MAPPING SERVICE SAFARIS, CULTURAL PROBES USER JOURNEY MAPPING SERVICE BLUEPRINTING EVALUATIVE RESEARCH PROTOTYPING

Scoping workshops: develop an understanding of the context for design using domain experts

Primary research: develops and understanding of the context for design

image source: designing dublin

Documentary and secondary research: develops and understanding of the context for design

Design ethnography: conducting research from where people are living, working and interacting

Design ethnography: field research through participant observation, contextual interviews

User journey mapping sets out the service / intervention delivery from user perspective - map pain points

image source: madebymany.com

System mapping of “touchpoints” - the points and moments of interaction with the provider

Personas represent different users - they act as heuristics for design and differ from segmentation

image source: greatfridays.com

Personas represent different users - they act as heuristics for design and differ from segmentation

Prototypes help visualise possible interventions, test assumptions, create shared language

image source: stby.eu

Prototypes help visualise possible interventions, test assumptions, create shared language

Storyboards help to build a narrative behind the service concept. It can help surface assumptions

User testing of prototypes in appropriate real world contexts can help iteration

image source: Philip Matthews

Service blueprints reveal the intended intervention delivery across different channels

image source: ciid.dk

Business / intervention model design: using visual tools to design an overview of the intervention model

TACTICS

CO-DESIGN OF POLICY INTERVENTIONS THAT SUPPORT SUSTAINABLE BEHAVIOUR AND PRACTICES IN IRELAND

METHODS

ETHNOGRAPHIC AND PARTICIPATORY RESEARCH USER JOURNEY MAPPING STAKEHOLDER AND SYSTEM MAPPING PERSONAS AND EXPERIENCE DIAGRAMMING SERVICE SAFARIS, CULTURAL PROBES SERVICE/INTERVENTION PROTOTYPING DATA VISUALISATION

WHY DESIGN?

DIFFERENT WAYS OF KNOWING QUALITATIVE VERSUS RATIONAL MAKING INTANGIBLE CONCRETE

ITERATIVE / HEURISTICS AMBIGUITY

PITFALLS

RIGOUR VERSUS RELEVANCE POLITICS POWER STRUCTURES

ECONOMICS AND FINANCE DOMAIN EXPERTISE

TIME