walkthroughs as service prototypes -...
TRANSCRIPT
Walkthroughs as Service Prototypes
Aalto ARTS, 3 okt 2012
Stefan Holmlid, Linköpings universitet
Interaction design, industrial design, designmanagement, service design, informationdesign, experience design, graphic design,furniture design, destination design, productdesign, ergonomics design, innovation design,packaging design, retail design, automotivedesign, eco design, sustainable design, usercentred design, workplace design, inclusivedesign, instructional design, exhibition design,building design, interior design, brand design,architectural design, engineering design, fashiondesign, landscape design, urban design
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Try to… Sketch wristwatches
Sketch alarm functionality of alarm clocks
Sketch wake up service of a 24/7 boutique hotel
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Three perspectives on service…
The IHIP-perspective
The Product Service System perspective
The Service Dominant Logic perspective
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Three perspectives on service…
The IHIP-perspective= a product with less desirable qualities
The Product Service System perspective= an operative perspective for a supplier
The Service Dominant Logic perspective= value co-created in use by resource integrators
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Three perspectives on service…
The IHIP-perspective= a product with less desirable qualities
The Product Service System perspective= an operative perspective for a supplier
The Service Dominant Logic perspective= value co-created in use by resource integrators
… that influence what you see, what you do, and what youlearn in prototyping service
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“I think it gets harder and harder to make prototypes the more abstract the question is or the more abstract the thing you are designing is,
so making a product prototype is quite easy, or it's quite natural but when you are working with designing services or brands or experiences it gets a lot more abstract”
Service design practitioner
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“the experience is in the whole flow”
“the thing we really want to do is /./ [to] get a sense of the whole service”.
“you absolutely learn more by prototyping wholeness than just one interaction”.
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Edvardsson, B., & Olsson, J. (1996). Key Concepts for New ServicDevelopment. The Service Industries Journal , 16 (2), 140-164.
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Service Prototyping
Artefact
Use
Context
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Artefact
Use
Context
Artefact
Use
Context
Artefact
Use
Context
Artefact
Use
Context
Service
Service Prototyping
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Fidelity of service representations Service sketches
Service walkthrough Live service prototyping
A spectrum
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Crude representations
Offer little to no interactivity
Storyboards, scenarios, customer journeys, service blueprints, desktop walkthroughs...
Service Sketches
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How many of you are familiar with…
Experience prototyping?
Pluralistic walkthrough?
Customer journeys?
Service blueprints?
Bodystorming?
Role playing?
Storyboards?
Playacting?
Scenarios?
Props?
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How many of you are familiar with…
Experience prototyping?
Pluralistic walkthrough?
Customer journeys?
Service blueprints?
Bodystorming?
Role playing?
Storyboards?
Playacting?
Scenarios?
Props?
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How many of you are familiar with…
Experience prototyping?
Pluralistic walkthrough?
Customer journeys?
Service blueprints?
Bodystorming?
Role playing?
Storyboards?
Playacting?
Scenarios?
Props?
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How many of you are familiar with…
Experience prototyping?
Pluralistic walkthrough?
Customer journeys?
Service blueprints?
Bodystorming?
Role playing?
Storyboards?
Playacting?
Scenarios?
Props?
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How many of you are familiar with…
Experience prototyping?
Pluralistic walkthrough?
Customer journeys?
Service blueprints?
Bodystorming?
Role playing?
Storyboards?
Playacting?
Scenarios?
Props?
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We will start out with
Experience prototyping?
Pluralistic walkthrough?
Customer journeys?
Service blueprints?
Bodystorming?
Role playing?
Storyboards?
Playacting?
Scenarios?
Props?
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Our view of a service prototype
People
Place
Props
Enactment
Situated
Embodied
Learning vehicle
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Enactments of services using props and settings that resemble intended implementation context
Interactive
Sequences of touchpoints that influence the service experience.
Service walkthrough
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Meal planning service Representing Roles
Paper prototype
Props (mock-ups)
Locations
“Information”
Service walkthrough example
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Service walkthrough example
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Service walkthrough example
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Service walkthrough example
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Service walkthrough example
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Service walkthrough example
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Service walkthrough example
Informative
Fun
Insights about how to proceed
More tangible and substantial way of understanding the service
Revealed areas of uncertainty
Prioritisation of information (what/when)
Enactment of roles lead to better understanding of stakeholder roles and usefulness of information
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Service walkthrough
it was a whole other thing to “feel which information was prioritised” and how to deal with it
Embodied Some elements need to be felt, rather than thought about
People
Props
The whole service walked through
In the environment of the service, or a representation of the environment
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Variant: Stop motion walkthrough
Walkthrough one service ellipsis at a time
Stop and share/reflect at each stop
?
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Variant: Walkthrough in/with a real enviroment, stakeholders, or artefacts Walkthrough the service in the real environment
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Variant: Condensed time walkthrough
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Walkthrough, or not to walk through?
Desktop walkthrough?
Live prototyping? (in context med rätt stakeholders)
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Invariant
Compositional thread
Participatory
Zooming in & out
Adaptable
Learning vehicle
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Learn more!http://www.ida.liu.se/~ixs/Arvola, M., Blomkvist, J., Holmlid, S., Pezone, G. (2012). A Service Walkthrough in Astrid Lindgren's Footsteps. In Proceedings of ServDes 2012. Espoo, Finland.
Blomkvist, J. (2011). Conceptualising Prototypes in Service Design. Licentiate Thesis: Faculty of Arts and Sciences Thesis No. 101. LiU-Tryck: Linköping, Sweden.
Blomkvist, J., Holmlid, S. (2011). Existing Prototyping Perspectives: Considerations for Service Design. Nordic Design Research Conference, NorDes 2011. Helsinki, Finland.
Blomkvist, J., Holmlid, S. (2010).Service Prototyping According to Service Design Practitioners.In Proceedingsof ServDes 2010. Linköping, Sweden.
Blomkvist, J., & Holmlid, S. (2009). Exemplars in Service Design. The Nordic Conference on Service Design and Service Innovation. Oslo, Norway.
Blomkvist, J., Holmlid, S., Sandberg, F., Westerlund, B. (2012). Exploring participatory prototyping of services. Workshop at PDC 2012, Roskilde
Blomkvist, J., Holmlid, S., Segelström, F. (2011). Prototyping a Service Design Curriculum: Integrating CurrentResearch in Teaching. Touchpoint "Learning, Changing, Growing", 3(1), p. 52-55.
Blomkvist, J., Segelström, F., & Holmlid, S. (2011). Investigating Prototyping Practices of Service Designers from a Service Logic Perspective. Nordic Academy of Management conference, NFF 2011 Stockholm, Sweden.
Blomkvist, J., Aberg, J., Holmlid, S. (2012). Service Walkthrough to Support Service Development. In Proceedings of ServDes 2012. Espoo, Finland.
Holmlid, S. (2011). There?s more to services than interaction. Chapter in Meroni, A., Sangiorgi, D. (eds) Design for Services, Gower Publishing.
www.liu.se