Tools for Service Design Lecture
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Tools for Service Design 1 Chris Ebbert Tools for Service Design
Transcript of Tools for Service Design Lecture
Tools for Service Design
1 Chris Ebbert
Tools for Service Design
Tools for Service Design
2 Chris Ebbert
Please take notes!
Tools for Service Design
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What is Service Design?
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Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and
customers.
Tools for Service Design
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Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and
customers.
Tools for Service Design
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Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and
customers.
Tools for Service Design
7 Chris Ebbert
Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and
customers.
Tools for Service Design
8 Chris Ebbert
Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and
customers.
Tools for Service Design
9 Chris Ebbert
Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and
customers.
Tools for Service Design
10 Chris Ebbert
Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and customers.
Tools for Service Design
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Planning and organizing: • people • infrastructure • communication • material components … of a service, in order to improve:
• its quality • interaction between service provider and customers.
Tools for Service Design
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Service Design Customers
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Hospitals Schools Cultural Institutions Security Organizations Governments Clinical Services Insurance Companies Manufacturing Supermarkets Police Forces Restaurant Chains Customer Service Departments Hotel Chains Military Rescue Organizations …
“Wherever people do stuff.”
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Inland Revenue New Zealand :
dedicated Service Design & Implementation group, focusing on government, customers and transformation design.
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Characteristics of Service Design
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Service design is: • To specify and construct social practices, • Capable of capacity for action for a particular customer, • Very likely using technology.
Tools for Service Design
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Service design is: • To specify and construct social practices, • Capable of capacity for action for a particular customer, • Very likely using technology.
Tools for Service Design
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Service design is: • To specify and construct social practices, • Capable of capacity for action for a particular customer, • Very likely using technology.
Tools for Service Design
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Service design is: • To specify and construct social practices, • Capable of capacity for action for a particular customer, • Very likely using technology.
Tools for Service Design
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Service design can be:
tangible (artefacts)
and intangible (communication, environment, behaviours)
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Service design can be: tangible (artefacts) and
intangible (communication, environment, behaviours)
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Thoughts
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Eiglier 1979; Normann 2000; Morelli 2002: Products are created and “exist” before being purchased and used services come to existence when they are being provided and used. We can prescribe the exact configuration of a product We can’t prescribe what exactly will happen with a service
Tools for Service Design
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Eiglier 1979; Normann 2000; Morelli 2002: Products are created and “exist” before being purchased and used. services come to existence when they are being provided and used. We can prescribe the exact configuration of a product We can’t prescribe what exactly will happen with a service
Tools for Service Design
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Eiglier 1979; Normann 2000; Morelli 2002: Products are created and “exist” before being purchased and used Services come to existence when they are being provided and used. We can prescribe the exact configuration of a product We can’t prescribe what exactly will happen with a service
Tools for Service Design
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Eiglier 1979; Normann 2000; Morelli 2002: Products are created and “exist” before being purchased and used services come to existence when they are being provided and used. We can prescribe the exact configuration of a product. We can’t prescribe how a service will finally be configured.
Tools for Service Design
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Service Design suggests behavioural patterns or “scripts”
to the actors interacting in the service.
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Service Design suggests behavioural patterns or “scripts”
to the actors interacting in the service.
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Service Design suggests behavioural patterns or “scripts”
to the actors interacting in the service.
Everyone affected by the service (stakeholders)
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Why Service Design?
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Optimizing of services for:
User-Friendliness Competitiveness
Customer Relevance
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Optimizing of services for:
User-Friendliness Competitiveness
Customer Relevance
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Optimizing of services for:
User-Friendliness Competitiveness
Customer Relevance
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Optimizing of services for:
User-Friendliness Competitiveness
Customer Relevance
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Initiating the Service Design Process
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Understanding the customers: Behaviour Needs Motivations
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Understanding the customers: Behaviour Needs Motivations
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Understanding the customers: Behaviour Needs Motivations
Tools for Service Design
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Understanding the customers: Behaviour Needs > Inarticulate/ Old Customer/ Market Motivations
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Understanding the customers: Behaviour Needs Motivations
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How service designers gather & process information
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How service designers gather & process information
Service Design Example:
“Pet Sitting Service for Savannah Cats”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information A B
C
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“The Study of Culture” A intimate
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Sharing Topics of Public Interest” B public
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“The Study of Culture”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Conversations, eliciting relevant responses.”
“Does your Savannah Cat have a favourite chair?”
“Why do you have a Savannah Cat?”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Following a person around to understand.” Record everything they do.
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Distilling the essence of an issue within a context.”
“What is the Savannah Cat Culture?”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Sharing Topics of Public Interest”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Conversations, eliciting relevant responses.”
“What is the Savannah Cat Owner like?”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Following a person around to understand.”
www.savannahcatchat.com www.savannahcatclubgb.com
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
“Distilling the essence of an issue within a context.”
“What is the Savannah Cat Phenomenon to society?”
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches Service prototypes
How service designers gather & process information
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal
Visualizations Sketches Service prototypes
How service designers gather & process information
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations
Sketches/ Mindmaps Service prototypes
How service designers gather & process information
Tools for Service Design
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Ethnography
Interviews Shadowing
Synthesis
Journalism Interviews Shadowing Synthesis
Visual Portrayal Visualizations Sketches
Service Prototypes (Test Run/ Beta Version/ Role Play/ Video/ Storyboard)
How service designers gather & process information
Tools for Service Design
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Tools for Service Designers
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play > Six Thinking Hats (de Bono) Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards > IDEO Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Lego Design Games Role Play Group Sketching Issue Cards Rough Prototyping Post-It/ Affinity Diagrams Motivation Matrix Mind Map Storytelling Character Profiles
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix > “connect the dots, see the journey” Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing > animating tangibles – archaeology of the future Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas > realistic user archetypes Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map > “what can we offer?” Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
83 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map > more comprehensive type of “Blueprint” Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
84 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
85 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
86 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
87 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
88 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
“Aghou ba.” “Znob Whz” “….Bobhu?”
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Service Image Touchpoints Matrix Evidencing Personas Offering Map Actors Map Blueprint Poster System Map Experience Prototype Mock Up Moodboard Tomorrow Headlines Storyboard Customer Journey Map
Tools for Service Design
90 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Tools for Service Design
91 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction > “think out loud while acting” Service Prototype Wizard of Oz Experience Prototype Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
“I want free
mayonnaise with this.”
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype > “Beta Version” Wizard of Oz Experience Prototype Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz > unwitting guinea pig Experience Prototype Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
?
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz Experience Prototype > “Clinic”, actual users Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz Experience Prototype Use Cases > “use it till you find the bugs” Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz Experience Prototype Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz Experience Prototype Use Cases Mock Up Heuristic Evaluation > pre-set criteria evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz Experience Prototype Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough > “imagine you are… and using it”. Usability Testing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Constructive Interaction Service Prototype Wizard of Oz Experience Prototype Use Cases Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
100 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Task Analysis Grid Role Script Blueprint Specification Service Prototype Use Cases
Tools for Service Design
102 Chris Ebbert
Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Task Analysis Grid Role Script Blueprint Specification Service Prototype Use Cases
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Task Analysis Grid Role Script Blueprint Specification Service Prototype Use Cases
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Task Analysis Grid Role Script Blueprint Specification Service Prototype Use Cases
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Task Analysis Grid Role Script Blueprint Specification Service Prototype (Beta Version) Use Cases
Tools for Service Design
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Design Activities: Co-Designing Envisioning Testing & Prototyping Implementing
Task Analysis Grid Role Script Blueprint Specification Service Prototype Use Cases
Tools for Service Design
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Representations: Texts Graphs Narratives Games Models
Tools for Service Design
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Representations: Texts Graphs Narratives Games Models
Specifications Storytelling
Tools for Service Design
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Representations: Texts Graphs Narratives Games Models
Maps Mind Maps Diagrams
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Representations: Texts Graphs Narratives Games Models
Service Image Moodboard Tomorrow Headlines Storyboard
Tools for Service Design
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Representations: Texts Graphs Narratives Games Models
Lego Design Games Role Play Group Sketching Issue Cards
Tools for Service Design
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Representations: Texts Graphs Narratives Games Models
Constructive Interaction Rough Prototyping Service Prototyping Wizard of Oz Experience Prototype Mock Up Heuristic Evaluation Cognitive Walkthrough Usability Testing
Tools for Service Design
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Some background on Service Design
Tools for Service Design
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Shostack, 1982 “Designing of services = part of marketing/ management.” “Design products and services together.” Inventor of the “Service Blueprint”: • map sequence of events • map essential functions
Tools for Service Design
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Shostack, 1982 “Designing of services = part of marketing/ management.” “Design products and services together.” Inventor of the “Service Blueprint”: • map sequence of events • map essential functions
Tools for Service Design
116 Chris Ebbert
Shostack, 1982 “Designing of services = part of marketing/ management.” “Design products and services together.” Inventor of the “Service Blueprint”: • map sequence of events • map essential functions
Tools for Service Design
117 Chris Ebbert
Shostack, 1982 “Designing of services = part of marketing/ management.” “Design products and services together.” Inventor of the “Service Blueprint”: • map sequence of events • map essential functions
Tools for Service Design
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Shostack, 1982 “Designing of services = part of marketing/ management.” “Design products and services together.” Inventor of the “Service Blueprint”: • map sequence of events • map essential functions
Tools for Service Design
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Shostack, 1982 “Designing of services = part of marketing/ management.” “Design products and services together.” Inventor of the “Service Blueprint”: • map sequence of events • map essential functions
Tools for Service Design
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Erlhoff (Cologne International School of Design) 1991: Service Design as a design discipline 2001: Erlhoff starts Livework service design consultancy in London 2004: International Service Design Network launched by universities in Germany, Sweden, US, Italy
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Erlhoff (Cologne International School of Design)
1991: Service Design as a design discipline 2001: Erlhoff starts Livework service design consultancy in London 2004: International Service Design Network launched by universities in Germany, Sweden, US, Italy
Tools for Service Design
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Erlhoff (Cologne International School of Design) 1991: Service Design as a design discipline
2001: Erlhoff starts Livework service design consultancy in London
2004: International Service Design Network launched by universities in Germany, Sweden, US, Italy
Tools for Service Design
123 Chris Ebbert
Erlhoff (Cologne International School of Design) 1991: Service Design as a design discipline 2001: Erlhoff starts Livework service design consultancy in London
2004: International Service Design Network launched by universities in
Germany, Sweden, Italy, US
Tools for Service Design
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Thank you.
