Visual Thinking for Service DesignCanUX, Ottawa - 11 November 2016 Boon Yew Chew, SapientNitro @boonych

Today's agendaWhy and What

Applying VT to SD

Visual thinking basics

Workshop Activity

Inspiration for this workshop

Service Design involves orchestrating activities,

often complex and multi-layered,

to deliver services in a specific way.

Service user

Frontstage service

employee

Touchpoints (People, Place, Props, Partners,

Processes)

FRONTSTAGE BACKSTAGE

Backstage service

employee

Partner service

employees

see "Service Design 101", Ruiz & Ross - Interactions Magazine (July 2014)

INTERACTION

Speakers

INTERACTION

Cameras

INTERACTION

Lights

INTERACTION

AdvertisementDisplay

INTERACTION

Locks

INTERACTIONINTERACTION

Check-inDevice

INTERACTION

USER

Wearable

Joker Card

INTERACTION

Drone

INTERACTION

Screen / Display

INTERACTION

Urban Furniture

INTERACTION

Payment Device

ENABLER

Ligth Sensor

ENABLER

Motion Sensor

ENABLER

Vibration Sensor

ENABLER

Infrared Sensor

ENABLER

Beacon

ENABLER

Smart Beacon

ENABLER

Wi-Fi Network

ENABLER

Sound Sensor

ENABLER

TemperatureSensor

ENABLER

HumiditySensor

ENABLER

Weight Sensor

KgJoker Card

METHODOLOGY

FEASIBILITY

DESIGN SCOPE

FRAMING

IDEATION

USER INSIGHTS

SERVICE CONCEPT

PRO

TOTY

PE &

TES

T

PERS

ONAS

TEST PREPARATION

TEST & EVALUATION

BLUEPRINT

ROADM

AP

USERS’ JOURNEYS

(SERIOUS PLAY) SCENARIO

IDEA

SEL

ECTI

ON -

COCD

BOX

LOTU

S BL

OSS

OM

INTERVIEW: ACTORS MAP

PERSONA DIMENSIONS

PERSONA

DESIGN CHALLENGE

DESIGN REQ

UIREMENTS

INTERVIEW:

USER EXPERIENCE

RESE

ARCH

QUE

STIO

NS

CO

NTE

XT &

OBJ

ECTI

VE

7

134

Harvard Business ReviewJanuary-February 1984

Exhibit I

StarKlardexecution time

2 minutes

Totalacceptableexecution time

5 minutes

Blueprint for a comer shoeshine

Brushshoes

Faciiitating services

and products

Une ofvialblllty Not seen

by customerbut necessary

toperfonnance

Selectand purchase

supplies

There are several reasons for the lack of

analytical service systems designs. Services are

unusual in that they have impact, but no form. Like

light, they can't he physically stored or possessed and

their consumption is often simultaneous with their

production.People confuse services with products

and with good manners. But a service is not a physical

object and cannot he possessed. When we buy the use

of a hotel room, we take nothing away with us hut the

experience of the night's stay When we fly, we are

transported by an airplane hut we don't own it.

Although a consultant's product may appear as a

bound report, what the consumer bought was mental

capahility and knowledge, not paper and ink. A service

is not a servant; it need not be rendered by a person.

Even when people are the chosen means of execution,

they are only part of the process.

Outstanding service companies instill

in their managers a fanatical attachment to the origi-

nal service idea. Believing that this product of genius is

the only thing they have going for them, they try to

maintain it with considerable precision. They bring in

methods engineers to quantify and make existing com-

ponents more efficient. They codify the process in vol-

umes of policies and procedures. While the outline of a

great service concept may he reflected in these tools,

the procedures are only fragmented views of a more

comprehensive, largely undocumented phenomenon.

Good and lasting service management requires much

more. Better service design provides the key to market

success, and more important, to growth.

The operations side of service manage-

ment often uses work flow design and control methods

such as time-motion engineering, PERT/GANTT

charting, and quality-control methods derived from

the work of W. Edwards Deming. These procedures pro-

vide managers with a way to visualize a process and to

define and manipulate it at arm's length. What they

miss is the consumer's relationship to, and interaction

with, services. They make no provision for people-

rendered services that require judgment and a less

mechanical approach. They don't account for the ser-

vice's products that must be managed simultaneously

with the process. And they don't allow for special prob-

lems of market position, advertising, pricing, or

distribution.We can build on the strength of these

operational systems, however, to come up with a more

comprehensive and workable framework for address-

ing most issues of service development. We can devise

a blueprint for service design that is nonsubjective and

quantifiable, one which will allow developers to work

out details ahead of time. Such a blueprint gives man-

agers a context within which to deal with the manage-

ment and control of the process.

Punchy label

image attribution url goes here

So what's visual thinking? it is the activity of making

sense of things using visuals

Punchy label

image attribution url goes herehttps://www.flickr.com/photos/eekim/13920189148

Imagining (mind)

Seeing (eye)

Drawing (hand)

Experiences in Visual Thinking

(Robert H. McKim)

Three kinds of visual imagery

Listen

Observe

Imagine

Improvise

Synthesise

5 Visual thinking habits

Listen

Observe

Imagine

Improvise

Synthesise

5 Visual thinking habits

1. Developing empathy 2. Visual sensemaking 3. Illustrating complexity 4. Visualising experience

Why visual thinking for Service design?

User-centred

Co-creative

Sequencing

Evidencing

Holistic

Applying visual thinking to Service design through SD’'s 5 principles*

*This is Service Design Thinking - Stickdom & Schneider, 2014

User-centredServices should be experienced

through the customer's eyes

Co-creativeAll stakeholders should be included

in the service design process

Service conceptual model

PHYSICAL PRODUCTS

PRINT & MEDIA

MOBILE & APPS

ONLINE & INTERNET BANKING

PHONE CALL

BRANCH OR OTHER LOCATION

Re-AssessSet up UseAwareness Research Show me howCompare

Li Europan lingues es membres del sam familie.

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor

Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam

Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis

Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit

Neque porro quisquam est, qui dolorem ipsum quia

Idea

IdeaIdea

Idea

Idea

Idea

Idea

Idea

IdeaIdea Idea

Idea

Idea

Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi

The service conceptual model describes how related ideas map across various channels and stages. It also describes at a high level how customers flow between these ideas, indicating key transition points where customers progress from one activity to another.

Stages within the customer lifecycle

Ideas from the ideation phase

Connectors for related ideas

Customer flows or transitions

Self-directed vs. social interactions

Channels

Idea

Idea

Sed consequat, leo eget bibendum sodales, augue velit cursus nunc,

Idea

Idea

Idea

Idea

Idea

Idea

Idea IdeaIdea

Li lingues differe solmen in li grammatica, li pronunciation e li plu commun vocabules

Slider People like me

Idea

Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna.

Donec vitae sapien ut libero venenatis faucibus

Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu

Idea

Idea

Idea

Idea

Idea

Idea

Idea

Idea

IdeaIdea

Idea

Idea

IdeaIdea

Ma quande lingues coalesce, li grammatica del resultant lingue es

Europan lingues es membres del sam familie. Lor separat existentie

Idea

Idea

Idea

Idea

Idea

Idea

Li lingues differe solmen in li

grammatica, li pronunciation e

On refusa continuar payar custosi traductores. At solmen va esser

IdeaIdea

Idea

Idea

Por scientie, musica, sport etc, litot Europa usa li

sam vocabular

Idea

Idea

Idea

Idea

Idea

Idea

Idea

Idea

Idea

Idea

Idea

It va esser tam simplic quam Occidental in fact, it va esser Occidental

IdeaIdea

Idea

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Idea

Idea

Idea

Idea

Idea

Nullam quis ante. Etiam sit amet orci eget eros faucibus

Idea

SequencingThe service should be visualised as a

sequence of interrelated actions

EvidencingIntangible services should be visualised

in terms of physical artefacts

HolisticThe entire environment of a service

should be considered

1. Text is visual 2. Use a visual alphabet 3. Connectors & organisers 4. Use visual frameworks

Visual thinking building blocks

1.Text is visualupper & lower case

size and weight

shapes and styles

point line arc angle spiral loop (open)

circle leaf triangle rectangle house cloud (closed)

Dave Gray’s glyphs to build a visual vocabulary

http://www.davegrayinfo.com

2. Use a visual alphabet

Examples: Drawing objects

foundation shape

essential features

functional details

clarifying details

contextual details

Example: Drawing people

Legs and arms are slightly longer than body

The head is more than half the size of the body

Body Legs Arms &

hands

Head &

neck

Eyes &

nose

Example: Drawing faces

Experiment with eyebrows and mouths to get different facial expressions

With the head as a circle, use the pointed part of the nose to signal direction

Arrows Frames

>>>

---

3. Connectors & organisers

Dividers

IconsBullets

4. Use visual frameworks GOOGLE:

"visual frameworks”,

"graphic orgranisers”"

and "system models"

linear vertical radial

path modular random

http://www.flickr.com/photos/rohdesign/3674525434/

linear

vertical

radial

http://www.flickr.com/photos/murdocke/7171414085/

path

http://www.flickr.com/photos/micheleidesmith/7098533733/

modular

http://www.flickr.com/photos/pedestriantype/6755973299/

random

http://www.flickr.com/photos/turnislefthome/6870010788/

Let's take a break for 15 minutes

Part 2: Workshop Activity

The 8-minute drawing challenge

WARM-UP DRAWING EXERCISE

1. UNDERSTAND Understand the brief and target

audience

2. EXPLORE Explore the problem

space using rich pictures

3. IDEATE Develop service

ideas with touchpoint sketches

+ +

Communicate your proposition with a service poster4. SYNTHESIZE

Service design brief“”"art for all"

A neighbourhood art museum focusing on local culture and history wants to better serve families with small children while keeping it enjoyable to other visitors. Your job is to design a service that addresses young family needs while fostering a sense of community.

1. UNDERSTAND

Challenges

Characters Components

Characteristics

The 4 Cs(service users, frontstage &

backstage employees, partners...)(touchpoints, systems, places,

processes...)

(social, emotional, technical, organisational, environmental...)

(context, scenario, environment, situation...)

BONUS: visualise each item

with a drawing

assumptions made evident in your sketch?

how sketches help you think about the service problem?

sketching ‘the 'invisible' - context, feelings, concepts

Sketching objects: think about…

Exploring problems using Rich Pictures

2. EXPLORE

For thinking through complex

problems

Comes from Soft Systems

Methodology (P. Checkland)

No rules for how you create rich

pictures

Rich pictures

https://en.wikipedia.org/wiki/Rich_picture

- people - arrows (influence) - thought bubbles - question marks (assumptions) - bounding areas - swords (conflict) - labels, lots of labels...

Common in Rich Pictures

https://www.flickr.com/photos/johannakoll/6798095786

what problems are worth solving?

how are your characters involved?

how do the relevant parts work together?

what’s the big picture idea?

Use rich pictures to figure out…

Let's take a break for 15 minutes

Sketching touchpoints to develop service ideas

3. IDEATE

Rapidly evaluate multiple service

ideas

Use the service blueprint to

consider which areas to tackle

Exercise: Sketching touchpoints

For thinking through complex

problems

Comes from Soft Systems

Methodology (P. Checkland)

No rules for how you create rich

pictures

Rich pictures

Service blueprint

Awareness &

Consideration

Planning &

Provisioning

Travel &

Arrival

Orientation &

Seeking

Supplementary

paths & Activities

Resolution &

Departure

Post event

Touchpoints

Service users

Line of interaction

Front stage

Line of visibility

Backstage &

Partners

Visual Thinking for Service Design — Workshop Handouts

boon.chew@gmail.com @boonych

Service blueprint

Awareness &

Consideration

Planning &

Provisioning

Travel &

Arrival

Orientation &

Seeking

Supplementary

paths & Activities

Resolution &

Departure

Post event

Touchpoints

Service users

Line of interaction

Front stage

Line of visibility

Backstage &

Partners

Visual Thinking for Service Design — Workshop Handouts

boon.chew@gmail.com @boonych

think like a copywriter & sketch like a prototyper

what details reveal what you want to validate?

what clues do you give about the object and context?

what is 'just enough' detail’ in your sketches?

what is common vs. what might need 'explaining'?

Sketching touchpoints…

4. SYNTHESIZE

Create a service poster visualising your service

proposition

Punchy label

image attribution url goes here

bring to life the various parts of the service

show how the characters and elements inter-relate

highlight problem areas you think are worth tackling

Use your poster to…

Closing and Discussion

Resources

Fineliner or fine-tip pen

Shading marker

Chisel tip marker

Other common tools:

Ballpoint pen, Highlighter, Sharpie,

Whiteboard marker

Basic tools

Ultra-fine point sharpie, Muji gel ink 0.38 or 0.5

Edding 33

Tombow ABT

Muji gel ink 0.5

Tombow ABT brush pen

Edding 33 chisel tip

Books

https://medium.com/@boonych/books-on-visual-thinking-599ed7d3b4ec

Thank You

e: boon.chew@gmail.com

t: @boonych