Post on 12-Jan-2016
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Service Design 101
Global Service Jam 2015Los Angeles
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Dima Todorova-LilavoisInteraction Design Lead @ Fjord
Proud Service Design Jammer, 2013
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We are hiring in the LA Studio! Junior Interaction Designers
Let’s get started …
What are services?
Services are intangible economic goods — they lead to outcomes as opposed to physical things customers own.
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What are services?
www.timothybird.co.uk
Outcome
Intangible
What are services?
Services are intangible economic goods — they lead to outcomes as opposed to physical things customers own.
Outcomes are generated by value exchanges
that occur through mediums called touchpoints.
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What are services?
www.timothybird.co.uk
Value exchange
Interactions/touchpoints
Services are always co-created.
Service Employee
Service User
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Backstage
Frontstage
Credit: Noun project, Flaticon
In a service, exchanges occur through mediums called touchpoints which take place over time.
Pre-service Service Post Service
1 2 3 4 5
The blurry line — service or product?
http://www.fastcodesign.com/1670034/great-brands-are-about-fusing-product-and-service-how-do-you-do-it
What is service design?
1. the activity of planning and organizing
people, infrastructure, communication and
material components of a service in order
to improve its quality and the interaction
between service provider and customers.
— Service Design Network
2. a method for designing experiences that
reach people through many different
touchpoints and that happen overtime.
From http://liveworkstudio.com
3. When you have two coffee shops right
next to each other, and each sells the exact
same coffee at the exact same price,
service design is what makes you walk into
one and not the other.
31 VOLTS SERVICE DESIGN, 2008Stickdorn, Mark (2012-12-20). This is Service Design Thinking: Basics-Tools-Cases
Service Design Principles
1/ user centered
Establish a common language!
Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases
2/ co-creative
Everyone can be creative!
Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases
3/ sequencing
Imagine service as a movie!
Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases
4/ evidencing
Make the intangible tangible!
Stickdorn, Mark. This is Service Design Thinking: Basics-Tools-Cases
5/ holistic.
Keep the big picture!
The double diamond process model
http://www.thecreativeindustries.co.uk/uk-creative-overview/news-and-views/view-what-is-design-and-why-it-matters
But, in reality it is more like this …
http://v2.centralstory.com/about/squiggle/
The Tools
• Discovery
• Define
• Design
http://www.servicedesigntools.org/repository
Where can I learn more?VideosWhat is service design? https://www.youtube.com/watch?v=it_bBXonabAService Design in Emergency Waiting Room https://www.youtube.com/watch?v=3e2urSZUorcFun Theory https://www.youtube.com/watch?v=qOuJNXjhcU8Design Thinking https://www.youtube.com/watch?v=a7sEoEvT8l8Design Thinking https://www.youtube.com/watch?v=3sOeSkTUTA0
Websiteshttp://www.service-design-network.org/http://www.servicedesigntools.org/repositoryhttp://liveworkstudio.com/themes/service-design/https://www.fjordnet.com/conversations/fjord-launches-annual-trends-report-2015/
BooksThis is Service Design Thinking: Basics-Tools-Casesby Mark Stickdorn
Service Design: From Insight to Implementationby Andy Polaine and Lavrans Løvlie
The Service Innovation Handbook: Action-oriented Creative Thinking Toolkit for Service OrganizationsBy Lucy Kimbell
Twitter#servicedesign
Less talking, more doing.
Let’s Jam!