walkthroughs as service prototypes -...

Walkthroughs as Service Prototypes

Aalto ARTS, 3 okt 2012

Stefan Holmlid, Linköpings universitet

stefan.holmlid@liu.se

Interaction design, industrial design, designmanagement, service design, informationdesign, experience design, graphic design,furniture design, destination design, productdesign, ergonomics design, innovation design,packaging design, retail design, automotivedesign, eco design, sustainable design, usercentred design, workplace design, inclusivedesign, instructional design, exhibition design,building design, interior design, brand design,architectural design, engineering design, fashiondesign, landscape design, urban design

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Try to… Sketch wristwatches

Sketch alarm functionality of alarm clocks

Sketch wake up service of a 24/7 boutique hotel

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Three perspectives on service…

The IHIP-perspective

The Product Service System perspective

The Service Dominant Logic perspective

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Three perspectives on service…

The IHIP-perspective= a product with less desirable qualities

The Product Service System perspective= an operative perspective for a supplier

The Service Dominant Logic perspective= value co-created in use by resource integrators

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Three perspectives on service…

The IHIP-perspective= a product with less desirable qualities

The Product Service System perspective= an operative perspective for a supplier

The Service Dominant Logic perspective= value co-created in use by resource integrators

… that influence what you see, what you do, and what youlearn in prototyping service

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“I think it gets harder and harder to make prototypes the more abstract the question is or the more abstract the thing you are designing is,

so making a product prototype is quite easy, or it's quite natural but when you are working with designing services or brands or experiences it gets a lot more abstract”

Service design practitioner

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“the experience is in the whole flow”

“the thing we really want to do is /./ [to] get a sense of the whole service”.

“you absolutely learn more by prototyping wholeness than just one interaction”.

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Edvardsson, B., & Olsson, J. (1996). Key Concepts for New ServicDevelopment. The Service Industries Journal , 16 (2), 140-164.

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Service Prototyping

Artefact

Use

Context

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Artefact

Use

Context

Artefact

Use

Context

Artefact

Use

Context

Artefact

Use

Context

Service

Service Prototyping

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Fidelity of service representations Service sketches

Service walkthrough Live service prototyping

A spectrum

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Crude representations

Offer little to no interactivity

Storyboards, scenarios, customer journeys, service blueprints, desktop walkthroughs...

Service Sketches

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How many of you are familiar with…

Experience prototyping?

Pluralistic walkthrough?

Customer journeys?

Service blueprints?

Bodystorming?

Role playing?

Storyboards?

Playacting?

Scenarios?

Props?

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How many of you are familiar with…

Experience prototyping?

Pluralistic walkthrough?

Customer journeys?

Service blueprints?

Bodystorming?

Role playing?

Storyboards?

Playacting?

Scenarios?

Props?

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How many of you are familiar with…

Experience prototyping?

Pluralistic walkthrough?

Customer journeys?

Service blueprints?

Bodystorming?

Role playing?

Storyboards?

Playacting?

Scenarios?

Props?

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How many of you are familiar with…

Experience prototyping?

Pluralistic walkthrough?

Customer journeys?

Service blueprints?

Bodystorming?

Role playing?

Storyboards?

Playacting?

Scenarios?

Props?

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How many of you are familiar with…

Experience prototyping?

Pluralistic walkthrough?

Customer journeys?

Service blueprints?

Bodystorming?

Role playing?

Storyboards?

Playacting?

Scenarios?

Props?

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We will start out with

Experience prototyping?

Pluralistic walkthrough?

Customer journeys?

Service blueprints?

Bodystorming?

Role playing?

Storyboards?

Playacting?

Scenarios?

Props?

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Our view of a service prototype

People

Place

Props

Enactment

Situated

Embodied

Learning vehicle

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Enactments of services using props and settings that resemble intended implementation context

Interactive

Sequences of touchpoints that influence the service experience.

Service walkthrough

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Meal planning service Representing Roles

Paper prototype

Props (mock-ups)

Locations

“Information”

Service walkthrough example

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Service walkthrough example

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Service walkthrough example

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Service walkthrough example

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Service walkthrough example

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Service walkthrough example

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Service walkthrough example

Informative

Fun

Insights about how to proceed

More tangible and substantial way of understanding the service

Revealed areas of uncertainty

Prioritisation of information (what/when)

Enactment of roles lead to better understanding of stakeholder roles and usefulness of information

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Service walkthrough

it was a whole other thing to “feel which information was prioritised” and how to deal with it

Embodied Some elements need to be felt, rather than thought about

People

Props

The whole service walked through

In the environment of the service, or a representation of the environment

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Variant: Stop motion walkthrough

Walkthrough one service ellipsis at a time

Stop and share/reflect at each stop

?

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Variant: Walkthrough in/with a real enviroment, stakeholders, or artefacts Walkthrough the service in the real environment

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Variant: Condensed time walkthrough

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Walkthrough, or not to walk through?

Desktop walkthrough?

Live prototyping? (in context med rätt stakeholders)

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Invariant

Compositional thread

Participatory

Zooming in & out

Adaptable

Learning vehicle

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Learn more!http://www.ida.liu.se/~ixs/Arvola, M., Blomkvist, J., Holmlid, S., Pezone, G. (2012). A Service Walkthrough in Astrid Lindgren's Footsteps. In Proceedings of ServDes 2012. Espoo, Finland.

Blomkvist, J. (2011). Conceptualising Prototypes in Service Design. Licentiate Thesis: Faculty of Arts and Sciences Thesis No. 101. LiU-Tryck: Linköping, Sweden.

Blomkvist, J., Holmlid, S. (2011). Existing Prototyping Perspectives: Considerations for Service Design. Nordic Design Research Conference, NorDes 2011. Helsinki, Finland.

Blomkvist, J., Holmlid, S. (2010).Service Prototyping According to Service Design Practitioners.In Proceedingsof ServDes 2010. Linköping, Sweden.

Blomkvist, J., & Holmlid, S. (2009). Exemplars in Service Design. The Nordic Conference on Service Design and Service Innovation. Oslo, Norway.

Blomkvist, J., Holmlid, S., Sandberg, F., Westerlund, B. (2012). Exploring participatory prototyping of services. Workshop at PDC 2012, Roskilde

Blomkvist, J., Holmlid, S., Segelström, F. (2011). Prototyping a Service Design Curriculum: Integrating CurrentResearch in Teaching. Touchpoint "Learning, Changing, Growing", 3(1), p. 52-55.

Blomkvist, J., Segelström, F., & Holmlid, S. (2011). Investigating Prototyping Practices of Service Designers from a Service Logic Perspective. Nordic Academy of Management conference, NFF 2011 Stockholm, Sweden.

Blomkvist, J., Aberg, J., Holmlid, S. (2012). Service Walkthrough to Support Service Development. In Proceedings of ServDes 2012. Espoo, Finland.

Holmlid, S. (2011). There?s more to services than interaction. Chapter in Meroni, A., Sangiorgi, D. (eds) Design for Services, Gower Publishing.

www.liu.se