Design methods for developing services...Tools and methods 11 Discover phase 16 Define phase 19...
Transcript of Design methods for developing services...Tools and methods 11 Discover phase 16 Define phase 19...
business challenge
An introduction to service design and a selection of service design tools
Design methods for developing services
Page 2
About thisdocument
Contents
About this document3 Aboutdesignandwhy
workwithadesigner4 Usingdesigntodevelop
greatservices
The double diamond design process6 Thedouble
diamondoverview8 Whattodoateachphase
Tools and methods11 Discoverphase16 Definephase19 Developphase22 Deliverphase
This is a brief introduction to why design methods can be useful when developing services.
If you’re new to service design: You can use it to familiarise yourself with a typical process that designers use when developing products and services.It will give you an idea of what toexpect from working with a designer.
If you’re a designer: You may be familiar with all of this already, but you may find thisdocument useful when explainingcommon service design methodsto others that are new to them.
Design methods for developing services
Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
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About design
"Designiswhatlinkscreativityandinnovation.Itshapesideastobecomepracticalandattractivepropositionsforusersorcustomers.Designmaybedescribedascreativitydeployedtoaspecificend."—TheCoxReview
Designhasmanydifferentdefinitions,butatitsheartitisabouttheprocessoftranslatingideasintoreality,makingabstractthoughtstangibleandconcrete.
Whetherit’sforanewservice,apieceofgraphicsoraninnovativeproduct,anumberofkeyattributesunderpineverydesign-ledproject.ThesefundamentalsshouldinformtheresponsestotheKeepingConnectedBusinessChallenge,ensuringdesign-ledsolutionsthatenhanceindependentlivingandqualityoflifeforolderadults.
Why work with a designer?
User understanding
Designerslooktounderstandtheneedsanddesiresofthepeoplewhowilluseaproductorservicebyspendingtimewiththem.Thisapproachensuressolutionsarebothfitforpurposeanddesirabletothepeoplewhowillusethem.Byfocusingonhumanstoriesandinsightsdesignersbuildempathyforusers,andensureideasbeingdevelopedarerelevant.
Prototyping
Designersworkiterativelytotesttheirideasandimprovethemthroughouttheentiredevelopmentprocess.Makinganideatangiblefromanearlystagethroughcheapmock-upshelpssaveresourcesandcanminimiserisk.Prototypingcanbeappliedtobothproductsandservices,andallowsrealworldfeedbackfromusersthatensurebetter,morerelevantoutcomes.Itcanbequickandcheapandallowsasolutiontobeiteratedandimprovedbeforeitisrolledout.
A tool for collaboration
TheKeepingConnectedBusinessChallengeinvolvescollaborationbetweenmultidisciplinaryteams.Designersmakethingsvisualandtangible–theydrawpictures,theymakemodels;thisallowsthecomplexorambiguoustobemadesimpleandstraightforward.Doingthisallowsideastoberapidlycommunicatedandunderstood,whichinturnfosterscollaborationbetweendesigner,partnersandusers.
Design methods for developing services
Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
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Using design to develop great services
Servicedesignisallaboutmakingtheservicesweuseusable,easyanddesirable.
Servicesareallaroundus-buses,shops,libraries,dentists,restaurantsandthepostofficehelpusgettowork,getourfood,orkeepincontactwitheachother.
Aservicehappensovertimeandismadeupoftouchpoints–thepeople,information,productsandspacesthatweencounter.Forinstanceamenu,achairorawaitressarealltouchpointsthatmakeuparestaurantservice.
Servicedesignistheprocessofcreatingthesetouchpointsanddefininghowtheyinteractwitheachotherandwiththeuser.Todesignagreatserviceitisimportanttohaveserviceusersinmind:aretheystaff,suppliersorcustomers?Usingdesigntoolsandmethodscandeliveranin-depthunderstandingofuserbehaviours,theirlikesandtheirneeds,whichcanenablenewsolutionstobedeveloped.
Servicedesigncanbeusedtore-designanexistingservicetomakeitworkbetterforusers,oritcanbeusedtocreateanentirelynewservice.
Design methods for developing services
Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Page 5
The double diamond design process
Design methods for developing services
Keeping Connected Business Challenge
The double diamond design process Tools and methodsAbout this document
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Overview of the double diamond phases
1. Discover 2. Define 3. Develop 4. Deliver
The design process
Everydesignerhasaslightlydifferentapproachanddifferentdesignspecialismsalsohavetheirownwaysofworking,buttherearesomegeneralactivitiescommontoalldesigners.TheDesignCouncilhasdevelopedthe‘DoubleDiamond’modeltoillustratethis.
Dividedintofourdistinctphases:Discover,Define,DevelopandDeliver,itmapshowthedesignprocesspassesfrompointswherethinkingandpossibilitiesareasbroadaspossibletosituationswheretheyaredeliberatelynarroweddownandfocusedondistinctobjectives.
Tools and methods
OutlinedinthissectionaredesigntoolsandmethodsyoumightfindhelpfultouseaspartoftheKeepingConnectedBusinessChallenge.Itisnotadefinitivelist,butisincludedtohelpfamiliarisecollaboratorswithdesignwaysofworking.
Thesemethodsarenotrigidprotocolstobefollowedunthinkingly,butframeworksthatcanandshouldbeadaptedtothetaskathand.Someofthetoolsworkbestat‘bigpicture’thinkingwhileotherfocusonspecificprojectdetails.Balancingandlinkingthetwoisimportanttodevelopthebestoutcome.
Mosttoolsandmethodscanbeadaptedbyalteringthelevelofdetail,sketchingquicklyordevelopingin-depth,dependingontheoutcomesneededortimeandresourcesavailable.
Design methods for developing services
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The double diamond design process Tools and methodsAbout this document
Tools and methodsAbout this document
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The double diamond in more detail
Thestartofaprojectisaperiodofdiscovery,gatheringinspirationandinsights,identifyinguserneedsanddevelopinginitialideas.
Thefirstquarterofthedoublediamondmodelcoversthestartoftheproject.Designerstrytolookattheworldinafreshway,noticingnewthingsandseekinginspiration.Theygatherinsights,developinganopinionaboutwhattheysee,decidingwhatisnewandinteresting,andwhatwillinspirenewideas.Specificmethodsinclude:marketresearch,userresearch,managingandplanninganddesignresearchgroups.
1. Discover
Thesecondquarterrepresentsthedefinitionphase,inwhichdesignerstrytomakesenseofallthepossibilitiesidentifiedintheDiscoverphase.
Whichmattersmost?Whichshouldweactonfirst?Thegoalhereistodevelopaclearcreativebriefthatframesthefundamentaldesignchallengetotheorganisation.KeymethodsduringtheDefinephaseare:projectdevelopment,projectmanagementandprojectsign-off.
2. Define
Thethirdquartermarksaperiodofdevelopmentwheresolutionsarecreated,prototyped,testedanditerated.Thisprocessoftrialanderrorhelpsdesignerstoimproveandrefinetheirideas.
KeyactivitiesandobjectivesduringtheDevelopphaseare:brainstorming,prototyping,multi-disciplinaryworking,visualmanagement,developmentmethodsandtesting.
3. Develop
ThefinalquarterofthedoublediamondmodelistheDeliverphase,wheretheresultingproductorserviceisfinalisedandlaunched.Thekeyactivitiesandobjectivesduringthisstageare:finaltesting,approvalandlaunch,targets,evaluationandfeedbackloops.
4. Deliver
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The double diamond design process
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1. The Discover phase
Objectives
•Identifytheproblem,opportunityorneedstobeaddressedthroughdesign
•Definethesolutionspace
•Buildarichknowledgeresourcewithinspirationandinsights.
Thebeginningofeverydesignprojectismarkedbyanexploratoryphasewhereinsightsandinspirationaregathered.ThisDiscoverphasecanbetriggeredinmanydifferentwayssuchassocialtrends,noveltechnology,thelaunchofacompetitorservice,orinthecaseoftheKeepingConnectedBusinessChallenge,afundingcall.
IntheDiscoverphasewebegintoidentifytheproblem,opportunityorneedtobeaddressedaswellasdefinesomeoftheboundariesofthesolutionspace.
Thisexplorationusesbothqualitativeandquantitativeresearchmethodsandcaninvolvebothdirectlyengagingwithendusersandanalysisofwidersocialandeconomictrends.Thisresearchbuildsarichbankofknowledgethatwillinformtherestofthedesignprocessandactasaguideandinspirationtothedesignteam.
2. The Define phase
Objectives
•AnalysetheoutputsoftheDiscoverphase
•Synthesisethefindingsintoareducednumberofopportunities
•Defineaclearbriefforsignoffbyallstakeholders.
TheinitialDiscoverphaseisaboutopeningoutandexploringthechallengetoidentifyproblemsandopportunities.TheDefinestagechannelsthesetowardsactionabletasks.
Themassofideasandfindingsareanalysedandstructuredintoareducedsetofproblemstatements.Thesearealignedwiththeorganisationalneedsandbusinessobjectivestoidentifywhichtotakeforward.TheDefinephaseresultsinacleardefinitionofthefundamentalchallengeorproblemtobeaddressedthroughadesign-ledproductorservice.
Tools & Methods
User Personas
Brainstorming
Design Brief
Tools & Methods
User Journey Mapping
User Diaries
Service Safari
User Shadowing
Design methods for developing services
Keeping Connected Business Challenge
The double diamond design process Tools and methodsAbout this document
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3. The Develop phase
Objectives
• Developtheinitialbriefintoaproductorserviceforimplementation
• Designservicecomponentsindetailandaspartofaholisticexperience
• Iterativelytestconceptswithendusers.
TheDevelopphasetakestheinitialdesignbriefandthroughaniterativeprocessofdevelopingandtesting,refinestheproductorserviceconceptsuntiltheyarereadyforimplementation.Usingdesignandcreativetechniques,thedesignteamandpartnersdeveloptheindividualservicecomponentsindetailandensuretheselinktogethertoformaholisticexperience.
IntheDevelopphaseworkingiterativelyandtestingwithusersthroughouttheprocesshelpsensureamorerobustserviceandfocusestheteams’efforts.Thefinalproductorservicewillincorporatethisfeedbackandbereadyforimplementation.
Tools & Methods
Service Blueprinting
Experience Prototyping
Business Model Canvas
4. The Deliver phase
Objectives
• Takingproductorservicetolaunch
• Ensurecustomerfeedbackmechanismsareinplace
• Sharelessonsfromdevelopmentprocessbackintotheorganisation.
IntheDeliverphase,theproductorserviceislaunchedandbeginstoaddresstheneedsidentifiedintheDiscoverphase.
Thefinalconceptistakenthroughfinaltesting,finalisedandsignedoff.Itisimportanttoensuresystemsareinplacetocaptureuserfeedback,especiallyforservices.TheDeliverphaseisalsothepointtofeedbacklessonsfromtheprocesstocolleaguesandpartners,sharingnewknowledge,insighttools,orwaysofworking.
Tools & Methods
Scenarios
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Tools and methods
3. Develop
Design-ledsolutionsaredeveloped,
prototyped,testedanditerated.
Thisprocessoftrialanderrorhelps
designerstoimproveandrefine
theirideas.
4. Deliver
IntheDeliverphase,theproductorserviceistakenthroughfinaltesting,finalisedandlaunched.
1. Discover
Thestartofaprojectisaperiodofdiscovery,gatheringinspirationandinsights,identifyinguserneedsanddevelopinginitialideas.
2. Define
IntheDefinephaseideasaresynthesisedandalignedwithbusinessobjectives,creatingaclearbriefthatframesthedesignchallenge.
User JourneyMapping
User Diaries
ServiceSafari
UserShadowing
Brainstorming
DesignBrief
ServiceBlueprinting
ExperiencePrototyping
Business ModelCanvas
Scenarios
UserPersonas
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Identifythekeyelementsofaservice
• Understandthelinksbetweenallthedifferentelementsovertime
• Identifyproblemareasinaserviceorareaswherenewthingscanbeadded
• Createempathywithdifferenttypesofusers.
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Tools and methods
User Journey Mapping
What is it?
AUserJourneyMapisavisualrepresentationofauser’sjourneythroughaservice,showingallthedifferentinteractionstheyhave.Thisallowsustoseewhatpartsoftheserviceworkfortheuser(magicmoments)andwhatpartsmightneedimproving(painpoints).AUserJourneyMaptakestheuser’spointofviewandexplainstheiractualexperienceoftheservice.
How can I do this myself?
UserJourneyMappingdrawsontheoutputsofdesignresearchmethodssuchasobservationorservicesafaris.Thesegroundthejourneymapinrealuserexperiencesratherthananabstractnotionofhowtheserviceworks.Mapauser’sprogressthroughtheservice,beginningwithwhentheyfirstbecomeawareoftheservicethroughtowhentheyleave.Indoingthisthedifferentactivitiesoftheuserjourneyaredefined,withrelatedtasksgroupedtogetherinkeystages,suchas‘sign-up’or‘payment’.
Identifytheindividualtouchpointswitheachstage–thepeople,information,productsandspacesencountered–areidentified.Linksorgapsbetweentouchpointswillrevealthemselvesasthemapisdeveloped.
Togetaholisticviewofauser’sexperienceitcanbeusefultoworkincross-functionalteams.Someservicesmighthavedifferenttypesofusers,withdifferentexperiences,andrequiremultiplejourneys.
What are the outputs?
AUserJourneyMapisavisualmapordiagram,identifyingthekeystages,touchpointsandothercomponentsthatmakeupauser’sserviceexperience.
Thejourneymapmightcontainphotographs,illustrationsandquotestobringittolife.Itmayalsohaveanadditionallayerofexplanationthatidentifiesproblemareasoropportunities.
Seepage12foranexampleofaUserJourneyMap.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
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Tools and methods
User Journey Mapping
Journey chart example for a mobile phone service
AwareTouchpoints Join Use Leave
BobSeesadvertfornewphoneonTV–isinterestedbythehighqualitycamera.
BobOnhislunchbreakwalksintoWalk&Talkmobilephonestore.Isgreetedbyashopassistantwhoanswersallhisquestions.
BobHavingseenthephonehewantedinstore,hegoesonlinetogetabetterdeal.Findsthewebsitehardtonavigate.
BobAfterayearhereceivesanewphoneinthepostaspartofhiscontract.Findsitveryeasytoswitchhiscontactsovertonewphone.
HelenSeesanadvertwhilstpassingashopwindowandlikesthesoundofthepayasyougodeal.
HelenPhonesthemobilephonecompanyandordersthephoneshesaw.Spendsanhourwaitinginaqueue.
HelenReceiveshernewphoneinthepost2dayslater.Hastotakeahalfdayoffworktomakesureshedoesn’tmissthedelivery.
HelenCancelshercontractonlineaftertwoyears.Findsitsurpisinglyeasytodo.
Television
Online
Shop
Phone
Post
SHOP
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Gatherinformationaboutrealuserneeds
• Getunderstandingandempathyaboutotherpeople’sexperiences
• Getasenseofauser’slifeoveralongerperiodoftime.
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Tools and methods
User Diary
What is it?
UserDiariesareamethodforgatheringin-depthqualitativeinformationfromusersbygivingthemawayofrecordingawayfromresearchers.Itallowspeopletotellabouttheirownlivesintheirowntime,andexplainwhattheydooveranumberofdaysorweeks.UserDiariescanberealisedinmanydifferentformatsbutusuallyconsistofsomepersonalbackgroundinformationanda‘diary’styleformatforcapturinginformationovertime.
Thisbasicinformationcanbesupplementedwithadditionalquestionsortasks.Sometimescamerasorotherdocumentationequipmentisprovidedtogathervisualfeedbackforresearchers.
How can I do this myself?
ThekeytogoodUserDiaries,aswithallqualitativeresearch,isidentifyingthecorrectpeopletotakepart.Ingeneral,arelativelysmallgroupissufficient;theaimistogetrichinformationandinsightstodrivethedesignprocess,ratherthanquantitativeanswers.UserDiariesarecreatedbasedonthecontextoftheprojectandneedsofthedesignteam.Thediaryperiodcanvaryfromafewhourstoanumberofmonthsandagainisdependentontheindividualproject.
IngeneralUserDiariesconsistofthreemainsections.
• Backgroundinformationthatcoversname,age,occupation,location,family,hobbies&interests,likes&dislikes.Thishelpstogivesomeunderstandingoftheperson
• ADiarysectionforuserstocompleteoveraperiodoftime–justlikeadiary.Thisshouldhaveanumberofpromptsorquestionstoprovidesomestructure.Itmightusephotographyorvideotodocument
• Additionalquestionsandtasksthatprovidestimulustouserstogainmoreinsightfromthemonparticulartopics.
What are the outputs?
CompletedUserDiariessupplyrichqualitativeinformationonasetofusersovertime.Theymightincludevideoandphotographsaswellaswrittendescriptions.
UserDiarieshelpidentifyimportantuserneedsandinsightsandprovideinspirationtodesignteams.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Gatherinformationaboutaserviceintherealworld
• Identifywhatmakesforagoodserviceexperienceacrossmanydifferentservicetypes.
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Tools and methods
Service Safari
What is it?
AServiceSafariisaresearchmethodforunderstandingservices.Researchersgo‘onlocation’andexperienceaservicefirsthandtofindoutwhatserviceexperiencesarelike.
AServiceSafarimightbefocusedonaparticularservice(likegoingtoTesco),ortypeofservices(likegoingtoasupermarket).Alternativelyitmightlookatawiderrangeofservicestogetanideaaboutwhatmakesapositiveserviceexperience(likeserviceswhereIcanbuyfood).
How can I do this myself?
ServiceSafarisareausefulexerciseatthebeginningofadesignprocess.Theyhelpeveryonegainarichunderstandingofservicesandarerelativelyeasytostructure.Thekeytoagoodservicesafariistoidentifyrelevant,engagingservicesthatrevealinsightsandprovideinspirationtothedesignteam.Eachparticipantshouldrecordtheirexperienceinwriting,orbyusingvideoandphotography.Engagingwithaservice,observingstaff,lookingatusersanddocumentingtheenvironmentandmaterials,helpsparticipantsidentifyhowservicesdelivervaluetocustomers.
AServiceSafaricanbesomewhathaphazardsoinalargegroupassigningrolesisanoption.Throughsharingtheirexperiencestheteamcanbuildacollectiveunderstandingandbegintodefinewhatmakesagreatserviceexperience.
What are the outputs?
TheoutputofaServiceSafariissomewrittenorvisualrecordoftheeventandmightincludephotographs,drawingsorvideo.
Moreimportantistheexperienceitself,ServiceSafarishelpteammemberstuneintoservicetouchpointsandexperiences,andinterrogatetheseinnewways.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Gatherinformationaboutrealuserneeds
• Getunderstandingandempathyaboutotherpeople’sexperiences
• Understandthedifferentpartsofaservicesuchasstaging,interactionsandtouchpoints
• Identifyingbarriersandopportunitiesforserviceinnovation.
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Tools and methods
User Shadowing
What is it?
Shadowingisaresearchmethodforunderstandinghowpeopleinteractwiththeworldaroundthem(includingservices).Itinvolvesobservingauserdirectlytoidentifyandunderstandtheirneeds.
Researchersfollowaparticularpersonastheygoabouttheirlivesoruseaserviceanddocumentwhathappensinanunobtrusiveway.
How can I do this myself?
Timeshouldbespentidentifyingthecorrectpeopletoshadow.Ingeneral,arelativelysmallgroupissufficientastheaimistogetrichinformationandinsightstodrivethedesignprocess.Shadowinginvolvesspendingtimewiththepersonoveranumberofhoursordaysandobservingwhattheyaredoingandwhy.Thismighttakeplaceinonesessionoroveranumberofdifferentsessions,andisdoneasunobtrusivelyaspossible.
Gettingimmersedinaperson’slifehelpsidentifythebarriersandopportunitiestheyencounter,eventhosetheuserisnotexplicitlyawareof.Itallowstheresearchertodeveloprealunderstandingofserviceinteractions,andseethedifferencesbetweenwhatpeoplesayandwhattheydo.
What are the outputs?
Theoutputisingeneralwrittendocumentationwithsupportingvisualmaterialssuchasphotographs,drawingsorvideocapturedduringtheshadowingsession.
Thesematerials,observationsandinsightsprovideinputintotheDefinephaseofthedesignprocess.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Packageuserresearchintoaneasytounderstandformat
• MaintainfocusontheneedsofusersduringtheDevelopstage
• Testandevaluateideasandserviceconceptsagainsttheseneeds.
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Tools and methods
User Personas
What is it?
AUserPersonaisacharacterthatembodiesuserresearchinaneasilyidentifiableandunderstandableform.Itbringstogetherlotsofinformationaboutsimilarpeopletocreateasinglecharacterthatrepresentsthegroup.Personasarenormallycreatedasaset,showingdifferenttypesofuserswithdifferentneeds.Userpersonascanbecommunicatedinawidevarietyofformatsbutarenormallyacombinationofimagesandtext.APersonacancoverinformationsuchasname,age,occupation,wheretheylive,family,hobbies&interests,likes&dislikes,andmostimportantlyneeds.
How can I do this myself?
Userpersonascanbecreatedwithvaryinglevelsofdetail.Quicklysketchedinaworkshoptheyprovideusefulinputintobrainstormingandideationtasks.MoredetailedPersonasarevaluableinsynthesisingandsharinglargebodiesofuserresearch,aswellastestingearlystageconcepts.WhilePersonascanbecreatedwithoutdrawingonuserresearch,theirvalueandusefulnessgreatlyincreasesifbuiltonqualitativeinformation.SegmentationofuserdatahelpsstructureresearchandindentifykeyPersonas.
Personasshouldbemadeasroundedaspossible;theyarearchetypes,notstereotypes.Theycanbefurtherenhancedthroughvisualmaterialsorsupportedwithquotes,thatreflectthequalitativeresearchandfeelauthentic.
What are the outputs?
Userpersonascanvaryintermsofoutputandfinish.Attheirmostbasictheymightconsistofasketchwithkeyuserinformation,supplementedwithphotographsorillustrations.Detailedpersonasmightbecommunicatedthroughin-depthreports,visualmaterials,diariesorthroughvideo.
PersonasareausefulguideintheDevelopphaseofthedesignprocessandhelpmaintainfocusanddelivervaluetousers.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Generatealargenumberofpotentialideas
• Identifykeyideastodevelopfurther
• Createasharedunderstandingofpotentialopportunitiesaroundatopicortheme.
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Tools and methods
Brainstorming
What is it?
Brainstormingandotherideationtechniquesareusedtogeneratealternativesolutionsandopportunitiesquickly.Theyidentifythemostinterestingorimportantideastotakeforwardaspartofthedesignprocess.
Brainstormingisparticularlyusefultobreakoutofestablishedpatternsofthinking,anddevelopnewwaysoflookingatthings.Italsohelpsovercomemanyoftheissuesthatcanmakegroupproblemsolvingadifficultorunsatisfactoryprocess.
How can I do this myself?
Therearealargenumberofbrainstormingandideationtechniquesavailable.Ingeneral,afacilitatorstructuresthegroupsessionandensuresarichdiscussion.Insuccessfulbrainstormsitisimportantnottohavetoomanypeopleorcarryontoolong(nomorethan12peopleforlongerthananhour).
Involvingarangeofdifferentpeoplewithdiverseskillsandperspectivesisimportant.Thisincreasestherichnessofideasexploredandbuildsbuy-infromteammembers.Itcanbeusefultohaveseveralsessions,lookingatdifferentsub-themesortopics,orhavemultiplegroupsworkonthesametopic.Capturingideasinavisiblewayallowseveryonetoseeprogressandensuretheconversationstaysfocused.
Whilebrainstormingandideationtechniquesarealldifferent,thesearesomegoodrulestoremember.
• Deferjudgement
• Buildontheideasofothers
• Focusonthetopic
• Oneconversationatatime
• Encouragewildideas.
What are the outputs?
Brainstormingandotherideationtechniqueswillresultinalargevolumeofideasaroundaparticulartopic.Thesearethenreduceddowntoanumberofkeyideastobedevelopedfurther.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Definetheproblemorchallengetobeaddressed
• ProvideareferencepointfordesigningintheDevelopphase
• ProvideaplanfortheDevelopphase.
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Tools and methods
Design Brief
What is it?
ADesignBriefisacleardefinitionofthefundamentalchallengeorproblemtobeaddressedthroughadesign-ledproductorservice.
Itisastructuredstatementthatoutlinesgoals,constraints,budgetsandtimelines.Itcommunicatesprojectoutcomes,identifiespotentialrisksandhighlightshowthesewillbemitigated.
How can I do this myself?
Adesignbriefisusuallydevelopedbytheprojectmanageroradesignmanagementprofessional.ItsynthesisescurrentprojectknowledgefromtheDiscoverandDefinephasesandoutlinesnextsteps.
AgoodDesignBriefshouldbewrittenineasilyunderstoodlanguage,providecleardirection,butavoidbeingoverlyrigidinspecifyingdetaileddesignwork.
ADesignBriefallowsforformalsignoffbyprojectsponsorsandsetstheboundariesoftherestoftheservicedevelopmentprocess.
What are the outputs?
ADesignBriefisusuallyaformalwrittendocument,whichmaybesupplementedbyuserresearchdataandotherbackgroundmaterials.
TheDesignBriefformsacorereferencepointforallstakeholdersintheDevelopandDeliverphasesofthedesignprocess.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Designandproblemsolvethecompleteserviceexperience
• Provideguidancewhenidentifyingareastoprototype
• Communicatetheservicetothepeopledeliveringit,aswellastousersduringtesting.
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Tools and methods
Service Blueprint
What is it?
AServiceBlueprintisadetailedvisualrepresentationofthetotalserviceovertime-showingtheuser’sjourney,allthedifferenttouchpointsandchannels,aswellasthebehindthescenespartsofaservicethatmakeitwork.
AServiceBlueprinthelpseveryoneinvolvedindeliveringtheserviceunderstandtheirroleandensuretheuserhasacoherentexperience.
How can I do this myself?
AServiceBlueprintpullsconceptsandtouchpointsindevelopmenttogetherintoaunifiedstructureandprovidesaholisticviewoftheallserviceelements.AServiceBlueprintoftenlookssimilartoaUserJourneyMap(seepage12).Thedifferenceisthatitmapsthefutureservice,nottheexisting.
Initiallymapauser’sprogressthroughdifferentservicestages,rangingfromawareness,touse,throughtoleavingtheservice.Indoingthisidentifytouchpointencountered.Thesetouchpointseachcanbesegmentedintodifferentchannelssuchasface-to-faceorweb.
Thecustomerorientedelementsofaserviceareknownasthe‘frontstage’.Identifyandmaptouchpointsandprocessesthatneedtohappenbehindthescenesforthe‘frontstage’parttowork.Thesemightincludebackofficestaff,logisticssystems,orITinfrastructure.Thisisknownasthe‘backstage’partoftheservice.AServiceBlueprintallowsyoutoseetheinteractionbetweenthefrontandbackstages,ensuringlinksanddependenciesbetweendifferentserviceelementsarecoherent.
Someservicesmighthavearangeofdifferentofferingsandrequiremultipleblueprints.IndevelopingaServiceBlueprintitcanbeusefultoworkinteams,andcarryoutaninitialpassbeforedevelopingindetail.
What are the outputs?
AServiceBlueprintisavisualmapordiagramidentifyingthekeystages,touchpointsandothercomponentsthatmakeupaservice.
Thiscombinationoftextandgraphicsmaybesupportedwithphotosorillustrations,showingparticulartouchpointsinmoredetailorofferingadditionalexplanation.Dependingoncomplexity,aserviceblueprintmaycontainakeytomakeitunderstandable.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Designandtestspecifictouchpointsorinteractions
• Findoutwhetherpartsoftheservicemeetusers’needsandhowtheycanbeimproved
• Communicatethebenefitsandexperiencestheservicewilldelivertostakeholders,includingdecision-makers,frontlinestaff,partnersandusers
• Gatherfeedbackfrompotentialusers.
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Tools and methods
Experience Prototyping
What is it?
ExperiencePrototypingisawayoftestingnewserviceideasordesignsforspecifictouchpoints.
ExperiencePrototypesareaboutcommunicatingwhattheexperiencewillbelikeandallowthedesignteamtotestandrefinetheirsolutionswithpotentialusers.Theyalsohelpbuildbuy-infrompartnersandotherstakeholders.
Makingprototypes‘early,ugly&often’isimportantinthedesignprocess.ExperiencePrototypesdon’tneedtoberefinedortakealongtimetomake,itismoreimportanttocreatesomethingquickly,testit,andtheniteratethedesign.Theycanvaryfrompapersketches,toaphysicalmodel,toafullyactedoutservice.
How can I do this myself?
ExperiencePrototypingisusedtotestideasandgatherfeedbackonpotentialdesignsolutions.
TherearelotsofdifferentmethodsforExperiencePrototyping–somesuchasbodystormingandroleplayemphasiseactingoutaserviceexperience.Othersfocusoncreatingmock-upsofproductsorenvironments.Generally,mostExperiencePrototypescombinephysicalmock-upsandsomeelementsofrole-playtorecreatetheserviceexperience.
Thisrecreationmightbeactedout,ordocumentedthroughphotographyorvideo.Thestyleandlevelofdetailcanvaryfromveryroughtorealistic‘archeologyofthefuture’.
AnimportantpartofExperiencePrototypingisgatheringfeedback.Testingshouldideallyhappenwithpotentialusersoftheserviceandmaytakeplaceoveranumberofhours,daysorweeks.Unlikeapilotthegoalistolearnquicklyanditeratearevisedsolution.
What are the outputs?
ExperiencePrototypesshouldresultinanumberofphysicalmock-upsoftouchpoints,anumberofinteractionsrecreatedinsomewayoracombinationofboth.
DocumentationofExperiencePrototypingthroughvideoorphotographyisusefulincommunicatingtheinsightslearned.Thisallowstheusertestingandfeedbacktobesharedwithinthedesignteamandwithotherstakeholders.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Designandtestspecifictouchpointsorinteractions
• Findoutwhetherpartsoftheservicemeetusers’needsandhowtheycanbeimproved
• Communicatethebenefitsandexperiencestheservicewilldelivertostakeholders,includingdecision-makers,frontlinestaff,partnersandusers
• Gatherfeedbackfrompotentialusers.
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CustomerRelationships
KeyActivities
Tools and methods
Business Model Canvas
What is it?
TheBusinessModelCanvasisavisualtoolfordescribinganddevelopingbusinessmodels.CreatedbyAlexOsterwalderandpopularisedinhisbookBusinessModelGeneration,itcanbeappliedtobothnewandexistingservices.
Key Partners
Cost Structure Revenue Streams
Key Resources
ValueProposition
Channels
CustomerSegments
Floursupplier
Deliverycompany
Localtrainingcollege
People,Ingredients,Marketing Customerpurchases,retainerwithcafes
PersonalisedInexpensivefishcakeseveryday
Cakeshop
Deliveryvan
Massmarket
Localcafeswithin20km
Flourandsugar
Recipes
Bakers
Banking
Developingnewrecipes
How can I do this myself?
IntheDeliverphasetheBusinessModelCanvasprovidesanimportantreferenceforimplementation–helpingtranslateserviceconceptsintobusinessprocesses.Itcanalsobeusedatdifferentpointsinthedesignprocess;intheDiscoverphasetoexplorecurrentofferings,orintheDevelopphasetotestviabilityofnewbusinessmodelsindevelopment.Thecanvasisusuallyfilledinasacollaborativeexerciseduringaworkshop,documentingthevariousaspectsofabusinessthroughnine‘buildingblocks’.Someofthesecomponentsmayhavealreadybeenidentifiedthroughouttheservicedesignprocess,suchascustomersegments,channelsandthevalueproposition.Otherswillneedfurtherdevelopment.Thecanvascanbeusedindifferentways,dependingonthelevelofdepthrequired.Itcanbeaquicksketchtodevelopinitialunderstandingofabusinessmodelorusedinanin-depthexercisetofinetuneparticularaspectsofaservice.
What are the outputs?
Theoutputisavisualrepresentationoftheentirebusinessmodelwithallofthekeybuildingblocksrepresented.Thecompletedcanvasprovidesahighlevelblueprintforabusiness,includingitscustomerfocused,internaloperationalandfinancialelements.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
Aims
• Createsharedunderstandingofapotentialfutureserviceorsituation
• Describingausecaseofaparticularserviceindevelopment
• Creatingafuturevisionbasedonimportantdriverstosupportdecision-making.
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Tools and methods
Design Scenarios
What is it?
Designscenariosarestoriesofafuturesituationorservice.
Bycreatingaconcretestoryaboutapotentialfuture,orsetoffutures,DesignScenarioshelpcreatesharedunderstandingandenablemeaningfuldiscussion.
WhileScenariosareusedasatoolacrossstrategyandmanagementdisciplines,withinservicedesigntheyaremostlyusedascommunicationstoolsandemphasisestorytellingandnarrative.
How can I do this myself?
DesignScenarioscanbeusedinanumberofdifferentwaysandatdifferenttimesoftheservicedesignprocess.
ScenarioscanbeusedintheDeliverphasetocommunicatepreferredoutcomestostakeholders,helpingthemunderstandandbuyintotheservicevision.TheycanalsobeusedasinspirationintheDiscoverphaseofprojects–creatingimaginedfuturestoinspireandinformdecision-making.IntheDevelopphasetheyareusedtocommunicatetopartnersandtest‘usecases’inawidercontext.
DesignScenariosarebestdevelopedbysmallteams,drawingonarangeofinputsandexpertisetomakethemasrobustaspossible.Creatingastorythroughthescenario(perhapsusingapreviouslydevelopedpersona)helpstomakeitaccessibleandengaging.
What are the outputs?
Scenariosmaytextoutputsorimageoutputs,oracombinationofboth.Theymightberealisedasacomicstriporafilm,dependingonthelevelofresourcesavailable.DesignScenariosshouldcreateacompellingstorythatcommunicatespotentialfuturesinanengagingway.
Design methods for developing services
Keeping Connected Business Challenge
Tools and methodsThe double diamond design processAbout this document
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Find out more about the challenge
Thefollowingdocumentsprovideinformationaboutthechallenge:
• Callforentries–thekeydocument,informationabouteverythingyouneedtoknowaboutenteringtheKeepingConnectedBusinessChallenge
• Foodforthought–Somematerialtoprovoke,inspireandstimulatethinkingabout‘keepingconnected’
• Howwegothere–findoutabouthowwegothereandourKeepingConnectedschoolsproject
• Designmethodsfordevelopingservices–anintroductiontoservicedesignandaselectionofservicedesigntools
For any queries please contact the Keeping Connected project team
Ursula Davies, Programme Manager, Design Council
Kelly Wilson, Assistant Programme Manager, Design Council
Find out more about the Technology Strategy Board and Design Council
TheKeepingConnectedBusinessChallengeispartoftheIndependenceMattersprogramme,ajointinitiativerunbytheTechnologyStrategyBoardandtheDesignCouncil.
TheTechnologyStrategyBoardistheUK’snationalinnovationagency.Itsgoalistoaccelerateeconomicgrowthbystimulatingandsupportingbusiness-ledinnovation.
www.innovateuk.org
TheDesignCouncilisaregisteredcharitywhoseroleistoplacegooddesignattheheartofsocialandeconomicrenewal.Weprovideevidenceanddemonstratehowdesigncanhelpbuildastrongereconomyandimproveeverydaylifethroughpracticalprojectswithindustry,publicservicesandeducation.
www.designcouncil.org.uk
Design methods for developing services
Keeping Connected Business Challenge