How we taught ourselves

service design

Service Design 2012 5 May 2012 Sydney, Australia Trent Mankelow Optimal Usability

2003:Usability Focus on a single screen

Focus on a single touchpoint

2003:Usability

2004:User Experience

Focus on a single screen

2008:???

Focus on a single touchpoint

2003:Usability

2004:User Experience

Focus on a single screen

Focus on all of the touchpoints that make the entire experience

This is the same stuff we are

thinking about!

But Where to start?

How do we learn?

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

Experiential Learning Theory – David A. Kolb

Kolb. D. A. and Fry, R. (1975) Toward an applied theory of experiential learning. in C. Cooper (ed.) Theories of Group Process, London: John Wiley

Step 1. Experience

Step 2. Observe and reflect

Step 3. Develop ideas

Version 1: Too much detail on one slide

Version 2: Split into two slides

Step 4. Test ideas

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

Step 5. Start over again at Step 1…

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

In April 2010 we ran a 3-month service design project on ourselves

[Screenshot of blog - http://ouservicedesign.wordp

ress.com/]

17

We used a blog to document the learnings…

…together with video diaries

The project resulted in lots of interesting artefacts…

[Screenshot of Hello book]

..and led to concrete change in the our own client experience

It even influenced how we went about our recent office refit

Step 1. Concrete experience taught us...

1. It’s crucial to keep iterations short and the scope narrow

2. We had to give ourselves license to fail

3. Don’t underestimate the need to sell internally

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

Observe

– Read

– Interview

Reflect

– Present

– Write

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There is a lot to read, but it can get a bit repetitive

[Scan of page in small black notebook from Ben Reason, notes from Peter Morville]

28

Interviewing luminaries was very interesting

[Venn diagram from small black notebook]

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If you want to learn…teach. We started with a friendly client…

[Photo of Donna presenting at a breakfast briefing]

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…Then we ran a ‘breakfast briefing’ – here’s our first in 2006

[Email invite to Wellington session, Sold out sign]

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Introduction to Service Design breakfast briefing - Feb 2010

http://www.youtube.com/watch?v=GXitPLqQDxc

We then presented to in-house teams and industry groups

[Show screen shots of blogs from

http://www.optimalusability.com/category/service-design-

2/]

35

We also blogged about service design on our website

Step 2. Observing and reflecting

taught us...

4. Comfort – we could do this!

5. It helped to have existing platforms: YouTube, Slideshare, etc

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

[Pic of Thea running her comics Knowledge Club]

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Knowledge Club (c. 2007) 2 hours every fortnight

How can we use Knowledge Clubs to learn service design?

Service Design Knowledge Clubs

1. An introductory ‘whistle stop’ tour of 3 papers

2. Service Design Circus: 22 techniques in 120 minutes

3. In-depth on 4 of the most useful techniques

• 22 service design techniques in 120 minutes

• 5Ws + H

• References

• Examples

[Round 1 voting.xlsx]

45

We voted on the most interesting / useful techniques…

[Exploding trousers from storytelling.ppt]

…And ran in-depth sessions on the 4 that were most voted for

Some of the sessions were run by guest speakers

Lucha Libre poster from http://rderudooficial.blogspot.com.au/2011/01/nueva-gran-temporada-en-la-lopez-mateos.html

Step 3. Developing ideas

taught us...

6. It was important to have a safe place to experiment

Photo of wrestling gym from http://www.pueblacapital.gob.mx/work/sites/deporte/resources/LocalContent/181/1/08_img.jpg

7. Sometimes it’s good to be “forced” to learn

Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London

8. To develop our service design muscles we had to ‘‘get in the ring”

Photo from http://www.crackajack.de/2012/02/21/colin-delfosses-congolese-wrestlers/

9. We had to develop our own “fighting style”

Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

261,700 New Zealanders had falls in their

own homes in 2010

The societal and economic cost of all falls in New Zealand is

$1,840,000,000 p.a

ACC asked us to help.

What would you do?

1. We started by designing the approach, together with ACC, for one of New Zealand’s largest ever co-design projects

2. We ran 3 forums across NZ with approx. 100 staff

SHAPE OF THE DAY

Our task: Big, bold ideas to significantly reduce impact from falls in the home

4PM

9AM

ACC executive welcome

Who is falling?

What would Apple do?

Top 5 ideas

Road to reality

Dr Lou address

Wrap up

The agenda looked like this

We provided context to get the juices flowing…

…Including info on where and how people are falling

We used a ‘What would Apple do?’ exercise to solicit ideas

IMAGE PLACEHOLDER

3. Ran 3 public forums, which included roleplaying …

…and lots of sketching

4. We also ran an ideas competition at www.ideanation.co.nz

It gave me such pride in New Zealand to hear this message. The initiative is fantastic, and if it can be a catalyst for solutions at home, and then abroad, then that's tremendous. I'm so excited to hear what comes out of Idea Nation.

Top new zealand scientist

The programme is still running, so watch this space

Step 4. Testing our ideas taught

us...

10. We don't "own" service design

11. Clients say "customer experience" not "service design"

12. We need to back ourselves

Photo from http://www.zimbio.com/pictures/jXJGlFDC4Zn/Mexican+Wrestlers+Lucha+Libre+Prepare+London

In conclusion

Photo from http://picturepedaler.blogspot.co.nz/2010/10/new-miss-lavender-blue.html

A few tips 1. Give yourself license to fail

2. Don’t underestimate the need to sell internally

3. Use existing platforms, like blogs and networking drinks, to help “observe and reflect”

4. Create a safe place to experiment, and keep iterations short and the scope narrow

5. Sometimes it’s good to be “forced” to learn. To develop your service design muscles you need to get in the ring

6. Don’t be afraid of backing yourself, and developing your own “fighting style”

7. None of us "own" service design – it’s too big for that

But if you do nothing else to learn service

design...

1. Do real projects

2. Be an active part of the community

3. Be patient

1. Experience

2. Observe and reflect

3. Develop ideas

4. Test ideas

Thanks!

Trent Mankelow Optimal Usability

trent@optimalusability.com

Photo from http://hispaniclondon.files.wordpress.com/2011/02/shiro-pose-by-siboni.jpg