intro servicedesign-elements bymetteagger ebst 170609-c · 2009-06-19 4 [ from designing...

2009-06-19

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Service Design-Inspiration to ways of working…

Presentation made at DanishServiceDesignNetwork meeting at EBST – 17.06.09

Mette Agger Eriksen - PhD Scholar - K3 & DCDR/DKDS - Jan. 2004 – Febr. 2010

www.1508.dkwww.cph-design.dkwww.enginegroup.co.ukwww.livework.co.ukwww.ideo.comhttp://service-design-network.orghttp://designforservice.wordpress.com

Designing Interactions by Bill Moggridge (2007)Designing for Interaction by Dan Saffer (2007)Interaction Design –Foundations,Experiments by Hallnäs & Redström (2006)+ examples e.g. from teaching, DAIM, above mentioned, etc.

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[in Designing Interactions p. 420-426]

Glossary when Designing Services > by Live Work1. Service Design…design of intangible experiences..through touch-

points…over time…

2. Service Ecologies …systemic mapping of actors…and complex relationships between them…

3. Touch-points…the tangibles that make up the total experience…

4. Service envy…communicate the (brand) values of the provider(s)..so people will desire a service more than a product…

5. Evidencing…mapping assumptions…negative and aspirational futures e.g. through response on newspaper articles…”archaeology of the future”…

6. Experience Prototyping…design multiple touch-points…set the scene…time…and involve others in developing and refining services…

7. Service Experience models…and a business case…including evidencing, faking and experience modelling…for deciding…

8. Service Blueprinting…describing a service in detail to implement and maintain it. …

[ill. : www.enginegroup.co.uk]

5 fundamentals of a Service > by Engine Group

PeopleValue

Journey

System Proposition

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[ill.: 1508 Booklet]

Some of the key issues of Designing Services > by 1508

EXPECTATIONSERVICE MEETING

EXPERINCE & EFFECT

EXPERIENCED QUALITY

..to so called “Product-Service-Systems”…From Products…

Relating to different principle models of (service?) design processes…

“Waterfall”

“Phases”

“Iterative”

“Circular”

“Fuzzy front end” by Liz Sanders

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[ from Designing Interactions by Bill Moggridge/IDEO (2007) p. 730]

My recent inspiration – Realistic rather than ideal processes…

When you want to…(re-)frame your work…When you want to…understand users and use…When you want to…relate different actors/stakeholders…When you want to…gain an overview of the system…When you want to…involve stakeholders in co-design…When you want to…explore services over time…When you want to…detail various “touchpoints”…When you want to…design deliverables…(+When you want to…convince Businesses…)

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(re-)frame your work…

understand users and use…relate different actors/stakeholders…

gain an overview of the system…

involve stakeholders in co-design…

explore services over time…

detail various “touchpoints”…

design deliverables…convince businesses…


Ideal and realistic (service design) processes…


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When you want to…frame your work…

..for example writing/viewing it like a “Program”…

Lars Hallnäs & Johan Redström, view a design process as ‘interplaybetween defining and interpreting, between deciding ‘what’ it is that we design and ‘how’ we think it should be.’ … (p. 150)

Further they describe a “program” like this: ‘A design program can be seen as a description of design intension on a rather general level, where we state some position regarding our basic approach and ways of looking at the designed thing. …’ (p. 150)

…They argue that Design programs ‘provide a framework, supporting the design process both of doing and evaluating…’ (p. 152 low)

[from Interaction Design Foundations, Experiments (2006)]

When you want to…(re-)frame your work…

..consider the W…’s…

An example: ..collaboratively describe it in a few lines (+visuals)…

What

How

Who

[ill.: Interactive Institute/Sweden ]

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When you want to… (re-)frame your work…

..re-framing along the way..opposed to defining 1 brief to start with…

Concept 1 C

Framing 1…

X

C

X

X

X

X

X

X

XX

X

X

X

X

X

X

XX XX

XX

XXX=idea

X

XX

X

XX

[ill.: My PhD work + X:Lab]

X

X

X

Framing 2…Framing 3…

X = ideaConcept 2

When you want to… (re-)frame your work…When you want to…understand users and use…When you want to…relate different actors/stakeholders…When you want to…gain an overview of the system…When you want to…involve stakeholders in co-design…When you want to…explore services over time…When you want to…detail various “touchpoints”…When you want to…design deliverables…(+When you want to…convince Businesses…)

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When you want to…understand users and use…

..letting them probe their own world…

[ ill.: “Presence” project]


..doing ethnographic fieldwork/”fieldshops” in people´s everyday places…(observing, questioning, photographing, video-recording, etc)

[ill.: DAIM project][ill.: D! workshop in Citerna]

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[ill.: www.1508.dk]

..addressing and analysing both sides…

..(not “only” user-driven)…

[ill.: DAIM project]

systemusers


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When you want to…relate different actors/stakeholders…

..mapping roles and relations(here collaboratively)…

[ill.:Interaction design master students/K3]

RGRA

Public Consumers

Future Members

Interested in

Recruits

Producers

Sees

‘BluePromo’



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[ill. : www.1508.dk]

When you want to…gain an overview of the system…

environments

people

processes

objects


..illustrating complex networks (2D)…


[ill.: Live/Work >Fiat Multi+actors (in Designing Interactions p.414)]

..mapping “Service ecologies”…

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..materializing central elements on the ‘frontstage’ & ‘backstage’…




..for identifying “gaps”…

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When you want to…involve stakeholders in co-design…

..meeting them in their everyday environments…[ill.: DAIM project]

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..establishing engaging co-design possibilities

e.g. during workshops…




..letting everyone bring parts (design materials)…[ill.: DAIM project]

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’Low-level’ software

programmers

Architects+ External evaluators

..involving them in experimentation of prototypes…[ill.: PalCom project]

Software/prototype developers

Sociologists &

Anthropologists

Interaction designers

Industrial designers + Co-designing emergency staff

IT / Project managers

HCI / Design Researchers

+ Co-designing Landscape Architect

..co-designing and role-playing on the spot…



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...using the metaphor of “Customer journeys”…..but extending ‘traditional’ (interaction) design scenarios…

When you want to…explore services over time…

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[ill.: www.1508.dk]

“Service blueprints need to describe time in a service. This includes the sequence of events of a service experience, its durations and timings. A blueprint should graphically and narriatively describe this time element. …”(http://servicedesign.org/glossary/service_blueprint/)


..structuring as “Blueprints” (1)…


..structuring as “Blueprints” (2)…[ill.:Interaction design master students/K3]

[ill.: www.enginegroup.co.uk]

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..identifying different kinds in mappings…e.g. “Moving places”

e.g. “Ambassadors”

e.g. Free newspapers

e.g. Information signs

When you want to…detail various “touchpoints”…

environments

people

processes

objects

e.g. maintenance

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..exploring through miniature (Doll) role-playing…

[ill.: DAIM project][ill.: www.enginegroup.co.uk]



..exploring in full-scale role-playing…


[ill. : industrial design students/AHO in Oslo]

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..exploring through “Live” experimentation…


[ill.: IDM students/K3]


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When you want to…design deliverables…

[ill.: www.cphdesign.com]

..using various types of visuals…


..imitating different solutions…

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..making/exhibiting interventions to provoke dialogue…

[ill.: 3.sem. DKDS students]


[ill.: 3.sem. DKDS students]

[ill.: DAIM]

..packaging insights to open new processes…

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(+When you want to…convince Businesses…)

FIXTIVE EXAMPLE -- ”Business case” / incl. budget of implementation:

PSS/Service Design Pilot project - 2 mill. Dkr

Yearly costs (current practice) - X mill. Dkr.

e.g. 20 % improvement > Yearly cost reduced to: - X -20% Dkr.

Implementation costs:

-Change of info materials -200.000 Dkr.-Change of processes (additional education)* - 500.000 Dkr.-.........

.................

..working with economists in the team…!!

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(+When you want to…convince Businesses…)

..or/and again engaging different relevant representatives and decision-makers along the way, so they ‘own’ and want the solutions…!!


(re-)frame your work…

understand users and use…relate different actors/stakeholders…

gain an overview of the system…

involve stakeholders in co-design…

explore services over time…

detail various “touchpoints”…

design deliverables…convince businesses…


A reminder - realistic rather than ideal processes…?

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This presentation was made as a part of my practice-basedongoing PhD project “Material Matters in Co-designing”. It ispartly exemplified and inspired by my teaching e.g. at K3 –Malmö University, by my participation in the DSDN networkand by my participation in various participatory co-designresearch projects…

-For references, ideas and other info, please, feel free tocontact me…

Mette Agger Eriksen - PhD Scholar - K3 & DCDR/DKDS - Jan. 2004 – Febr. 2010

Mail: [email protected]: metteagger.wordpress.com

intro servicedesign-elements bymetteagger ebst 170609-c · 2009-06-19 4 [ from designing...

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