What

design service

Why How

What is Design? Service

DESIGN

1) Producing stuffs by understanding the relationships between form and function, aesthetics and usefulness

DESIGN

2) Problem-solving plus form-giving and usability

DESIGN

3) Thinking and process Looking at the world and respond, make things visible, and prototype

DESIGN

4) Creating solutions starting from users

SERVICE DESIGN

1. Design 'in a broader social context’ than mere product creation

SERVICE DESIGN

2. Nebulous, intangible

SERVICE DESIGN

3. Collaboration …Systematic

SERVICE DESIGN

Thedesignofintangibleexperiencesthatreachpeoplethroughmanydifferenttouchpoints,andthathappenover:me.

‐Live|Work

Anyac:vityorbenefitthatonepartycangivetoanother,thatisessen:allyintangibleanddoesnotresultintheownershipofanything.Itsproduc:onmayormaynotbe:edtoaphysical

product‐<Whatisservicedesign?>byBillHollins

Design Areas

‐<Designingforinterac:on>byDanSaffer

Userexperiencedesign

Industrialdesign

Interac:ondesign

Informa:onArchitecture

Communica:onDesign

UserInterfaceEngineering

HumanFactors

UsabilityEngineering

Human‐ComputerInterac:on

Service design Productdesign Experiencedesign

(Tradi:onal)designIndustriallymanufacturedandconsumedseparatelyObjectOwn

Userpar:cipa:nginproduc:onprocessObjec:veUseIntangibleCollabora:onSocial

TangibleAuthorshipIndividual(social)

IntangibleCollabora:onIndividual(social)

Why Design? Service

Service design approach

1)User‐centricTofindwaystore‐engagepeopleintheservicestheyuseandmakethempar:cipatetoserviceproduc:on.

2)NetworkTocreatenetworksthatenableservicesei.Socialnetworks,technologicalsystems

3)SustainabilityTobeeconomically,sociallyandenvironmentallysustainable

What are The Goals of

Good Service Design? Aproposalof13tac:csfromIainBordin

1) Temporalities •  Thecitythatneversleeps.

•  "...capitalismandthemoderncityhaveincreasinglymarshaledusintovariousformsofschedule,appointemnts,mee:ngslots,diaries,calendardates,andwindowsofopportunty...yetother:mesarealsopossible‐:mesofthebodyandnature,:mesofmoments,circularity,indeterminatelengthandmovement.”

2) Performance •  "Thegoodlifeofthecityshouldincorporateallmannerofspaceswherepeople

cangyrate,glide,androtate,mime,perform,anddeclaim,climb,descend,andtraverse,andactoutopinions

3) Media •  "...poten:almee:ngplaces,whereglances,touches,smiles,words,gossip,

observa:onsandopinionsallhavethepossibilityofbeingtransferred"

4) Remembering •  "...atesta‐menttothestruggles,

remarkablespirit,andlas:ngachievementsofeverydayurbanci:zens."

5) Quietude •  "[Quietaspectsofthecity]thatdonotseektoproclaimtheirpresenceswithan

immediateandunaviodabledeclama:on.Comparedtothearchitectureofshou:ng,theseother,morere:ringdesignsarelikeasides,off‐stagewhispers..."

6) Uncertainty and Risk •  "Weneedacitywhichwedonotknow,whichwenotunderstand,whichwehavenot

yetencountered,whichissimultaneouslystrange,familiar,andunknowntous."

7) Provisional Identities •  "...peopleareconstantlybeingreconstructedandreimaginedinci:estoday,

andthisisthewaythatci:esmustthenbedesign‐notforpredictable,monolithicsectorsofthepopula:on...butforvariousdifferentandcompe:ngtastes,opinions,andoutlooks."

8) Fluidity •  "Althoughundoubtedlynecessarytodemarcateourprivatehomesandplacesof

work...boundariesdonotalwayshavetobefrontalandbrutalintheirexpression,notalwayschallengingandconfronta:onaltothosewhonego:atethem."

9) Interventions •  "...weneedthesecurityofhospitals,homes,andschools,offices,factories,and

airports.Andatother:mesweneeddifferentkindsofarchitecture,thosewhichappropriateratherthandominate,andthosewhichinterveneanda`achratherthanimposeandreplace."

10) Play •  "[Play]tellsusthataggressioninci:esislatentandnotalwaysdetrimental,that

beingridiculousisokay,thatallofusareinsomewaychildrenatheart...”•  IsthistoorelegatedtobarsinNYC?

11) Active Health •  "...tooobenhealthyac:vityissolelyconfinedtotheself‐consciousgymor

regimentedsportsfield.Ac:vehealthmeansbeingenerge:cinallpartsofourlives..."

12) Active Thinking •  "...aplacewhereweareaskedaboutpoli:cs,ethics,andmorality,aboutthe

environment,nature,andclimate,aboutfriend,familiesanddesires..."

13) Emotions •  “Withoutafullrangeofemo:ons‐thatis,withoutafullrangeofthemeaningsand

possibili:esofhowitfeelstobehumanweareasyetunfulfilled,andthegoodlifeisyettobeachieved.”

Questions for Discussion

•  Isthisaservice?•  Whereistheboundarydrawnbetweenobjectandobjec:ve?

•  Whattac:csdoesitseemtoemploy?

•  Doestheemploymentofcertaintac:cscomeatthecostofothers?

How to design A service

Service design process

1)ServiceecologyTomapouttheactors,rela:onships,andvalues!–sustainability

2)TouchpointsTomakeupthetotalexperiencebymanagingalltouchpointsmul:dimensionalaswellasconsistent

3)ServiceenvyTocreateexpressiveandcommunica:vevalues

4)EvidencingTomakeearlyqualita:vejudgmentsabouttheimplica:onsofadesign

5)ExperienceprototypingTogetanin:mateandsubjectideabeforehand

6)ServiceexperiencemodelTosetupaproposalforthenewservicedesignfortheevalua:onandfurtherdevelopment

7)Serviceblueprin:ngToprovidedetailsaboutfromthenewservice’simplementa:ontomaintenance