Every service as a catwalk

Founder of commonground partner of Impact Hub Sicily based in Siracusa, Italy

Vincenzo Di Maria @vdmdesign

commongroundpeople.com

commonground is where design meets positive social change

commongroundpeople.com

SOCIAL!INNOVATION

SERVICE !DESIGN

commonground is where design meets positive social change

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mpania.it

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commonground projects

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Central Saint Martins London

Founder of Snook, Glasgow Project director @mypolice Blogger @redjotter

Lauren Currie @redjotter

@redjotter

SNOOKTM

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86PROJECTS

10SOCIAL CARE AND HEALTH

5PRIVATE SECTOR

14UNIVERSITIES

12CHARITIES

3GOVERNMENTS

4CULTURAL

ORGANISATIONS

5LOCAL

AUTHORITIES

"It was exciting to hear a different approach to problem solving and service design. Whilst Snook are radical in it 's concepts, it is exactly what we need to embed in our

culture to see dhs move forward in a different and innovative way.”

- DEPARTMENT FOR HUMAN SERVICES, AUSTRALIAN GOVERNMENT

SERVICE DESIGNCO-CREATIONPROTOTYPINGDIGITAL INNOVATIONCUSTOMER EXPERIENCE DESIGN

Featured in:

TEAM OF TEN DESIGNERS AND STRATEGIC THINKERS

SNOOKLABDIGITAL INNOVATION

Award winners:

FELLOWSHIPYOUNG SCOT AWARD FOR ENTERPRISEWINNER OF DESIGN COUNCIL WORKING WELL CHALLENGEWINNER OF MOZILLA OPEN BADGE COMPETITION

WHAT WE’VE BUILT IN THE LAB

TheYou should have asked us ages ago.

SNOOKCUSTOMER EXPERIENCE

AND SERVICE DESIGN

SNOOKLABSNOOKLAB

DIGITAL INNOVATION

EMBEDSNOOKCREATING A CULTURE

OF INNOVATION

wearesnook.com

Tell us your name Where you come from What is your background

We want to know about you

How many languages? Business or Fashion soul? What are your top skills?

Talent mapping warm up

Using a fashion metaphor to introduce service components and design thinking principles

Why every Service is a Catwalk?

Social pressure / pain Ethical & sustainable fashion Haute couture

The Values of Fashion Industry

Every Service as a Catwalk is a performance, it takes time and resources to produce it

Services are performative acts

Services as Catwalks are made of a sequence of actions following a scripted narrative

Sequence of correlated actions

Users experience only part of a service, the rest of the operations remain invisible

Frontstage and Backstage

Services as catwalks are made by people and always put people at the centre of the scene

People always at the centre

Service users are demanding as catwalk audiences and they all want a tailor-made outfit

Different needs / expectations

Services need to adapt in a responsive way to users as the clothes we wear

One model many sizes / colours

Design with vs Design for Engaging service users in the phases of creation and testing

Co-Design better services

Staging or role-play intangible service situations is as useful as rehearsing a catwalk

Can we prototype experiences?

Service failure means bad user experience and can compromise brand reputation

Service fail affects users

Blueprinting for manufacturing

Designing models and defining technical details of a service allow replication and scalability

Service providers need operational tools and technical language to implement services

Jargon or technical language?

The modern shopper is very informed about industry trends and good market deals

Clients are just one click away

Perceived value in services, as in fashion, can fluctuate according to users/clients

How do we price value?

Deep dive into Service Design process, tools and methods. Developing a creative mindset

Service Design Thinking Principles

What is design for you? Why does it matter? How do you do design?

Defining Design

Design is…creative + empathic + strategic

problem solving process

Although design processes are in reality nonlinear, it is possible to articulate an outline structure. It is important to understand that this structure is iterative in its approach. !FROM THE BOOK: This is Service Design Thinking

Design Thinking

#SDS2011

DISCOVER DEFINE DEVELOP DELIVER

The Double Diamond as described by the Design Council

Principle

Process

Many people think that having all the tools to design a service is all you need

Having the tools is not enough

To repair a car or to design an innovative and efficient service you need experience

Mastering your creative mindset

Glossary

Tool: something used in the performance of an operation; an instrument.!!Method: is a way of doing or approaching something, especially in a systematic replicable way.!!Methodology: is a system or collection of methods used in a particular area of study.!!Process: is a series of actions or steps taken in order to achieve desired outcomes.!!Mindset: a mental attitude or disposition that predetermines a person's responses to and interpretations of situations.

Service and Experience economy is rapidly taking over product mass consumption

Why services matter?

Agriculture!1%

Industry!22%

Services!77%EU economy !

breakdown

We usually do not pay attention to the services we use, but it is a problem when they fail

Service fail can ruin your day

All the tangible interactions we experience as part of a service are called touchpoints

What are service touchpoints?

Services are made by many touchpoints and are delivered through different channels

Multi-channel experiences

Do it Yourself Post & Go service from Royal Mail UK. Would you use it?

Self Service / coproduction

Good services generate a clear competitive advantage in many modern businesses

Services add value to business

Every £100 a business spends on design increases turnover by £225.

Provided by

Designing Demand:Make design deliverlasting success foryour business



Every £100 a business spends on design increases turnover by £225.

Provided by

Designing Demand:Make design deliverlasting success foryour business



It is estimated that for every £1 spent through the Public Service by Design programme, £26 has been saved.

Public Services by Design Transforming services through expert mentoring

www.designcouncil.org.uk/publicsector

20% reduction weight/material make it stronger new look for new collection

Redesign the Chair experience

20% budget cuts 15% patients increase Improve service quality

Redesign the Hospital experience

A Service Design approach can be used in different ways and in different sectors

Design for Services

Service Design Case studies


AND SERVICE DESIGN


AND SERVICE DESIGN

TOTALcraigroyston

THE LABSNOOKLAB

DIGITAL INNOVATION

police ( my )

+

TheYou should have asked us ages ago.

THE LABSNOOKLAB

DIGITAL INNOVATION

STIRLING MAKES

EMBED DESIGNCREATING A CULTURE

OF INNOVATION

THE LABSNOOKLAB

DIGITAL INNOVATION


AND SERVICE DESIGN

TOTALcraigroyston

Exploring trends that suggest the need for new services in Fashion Industry

Fashion Industry Trends gallery

ACCESSORIES THAT READ AND RECORD THOUGHTS OF THE PUBLIC

ANTI DRONE CLOTHING HIDES THE WEARER FROM HEAT DEDECTION TECHNOLOGIES

SOLAR PANEL DRESS CAN CHARGE YOUR SMART PHONE

JACKET TO HELP YOU PREPARE FOR THE END OF THE WORLD

CLOTHES THAT PURIFY THE AIR WE BREATHE !

E-COUTURE

BIO-COUTURE

PATAGONIA, EBAY AND YOU

VIRTUAL FITTING ROOMS

SWAP PARTIES

Good to talk & share ideas 5 tables 1 topic leader 10 minutes x 5 rounds

World Cafe discussion

WHAT DOES SERVICE DESIGN HAVE IN COMMON WITH THE FASHION INDUSTRY?

DESIGN A JOB DESCRIPTION FOR SOMEONE WHO IS RESPONSIBLE FOR DESIGNING SERVICES IN THE FASHION INDUSTRY

WHAT CHANGES COULD OCCUR IF THE FASHION INDUSTRY EMBRACED SERVICE DESIGN?

WHAT WILL FASHION SERVICE EXPERIENCES FEEL LIKE IN 2O34?

HOW CAN THE PROCESS OF SERVICE DESIGN CONTRIBUTE TO A MORE SUSTAINABLE FASHION INDUSTRY?

Every service as a catwalk

Design

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