keeping connected - design methods for developing services (archive)
DESCRIPTION
Service Design Methods, Design Council UK.TRANSCRIPT
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business challenge
An introduction to service design and a selection of service design tools
Design methods for developing services
www.keepingconnected.co.uk
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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 youre 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 youre 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.
Whetheritsforanewservice,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.Designersmakethingsvisualandtangibletheydrawpictures,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.
Aservicehappensovertimeandismadeupoftouchpointsthepeople,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
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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.TheDesignCouncilhasdevelopedtheDoubleDiamondmodeltoillustratethis.
Dividedintofourdistinctphases:Discover,Define,DevelopandDeliver,itmapshowthedesignprocesspassesfrompointswherethinkingandpossibilitiesareasbroadaspossibletosituationswheretheyaredeliberatelynarroweddownandfocusedondistinctobjectives.
Tools and methods
OutlinedinthissectionaredesigntoolsandmethodsyoumightfindhelpfultouseaspartoftheKeepingConnectedBusinessChallenge.Itisnotadefinitivelist,butisincludedtohelpfamiliarisecollaboratorswithdesignwaysofworking.
Thesemethodsarenotrigidprotocolstobefollowedunthinkingly,butframeworksthatcanandshouldbeadaptedtothetaskathand.Someofthetoolsworkbestatbigpicturethinkingwhileotherfocusonspecificprojectdetails.Balancingandlinkingthetwoisimportanttodevelopthebestoutcome.
Mosttoolsandmethodscanbeadaptedbyalteringthelevelofdetail,sketchingquicklyordevelopingin-depth,dependingontheoutcomesneededortimeandresourcesavailable.
Design methods for developing services
Keeping Connected Business Challenge
The double diamond design process Tools and methodsAbout this document
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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
Design methods for developing services
Keeping Connected Business Challenge
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.
IntheDevelopphaseworkingiterativelyandtestingwithusersthroughouttheprocesshelpsensureamorerobustserviceandfocusestheteamsefforts.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
Design methods for developing services
Keeping Connected Business Challenge
The double diamond design process Tools and methodsAbout this document
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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
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Aims
Identifythekeyelementsofaservice
Understandthelinksbetweenallthedifferentelementsovertime
Identifyproblemareasinaserviceorareaswherenewthingscanbeadded
Createempathywithdifferenttypesofusers.
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Tools and methods
User Journey Mapping
What is it?
AUserJourneyMapisavisualrepresentationofausersjourneythroughaservice,showingallthedifferentinteractionstheyhave.Thisallowsustoseewhatpartsoftheserviceworkfortheuser(magicmoments)andwhatpartsmightneedimproving(painpoints).AUserJourneyMaptakestheuserspointofviewandexplainstheiractualexperienceoftheservice.
How can I do this myself?
UserJourneyMappingdrawsontheoutputsofdesignresearchmethodssuchasobservationorservicesafaris.Thesegroundthejourneymapinrealuserexperiencesratherthananabstractnotionofhowtheserviceworks.Mapausersprogressthroughtheservice,beginningwithwhentheyfirstbecomeawareoftheservicethroughtowhentheyleave.Indoingthisthedifferentactivitiesoftheuserjourneyaredefined,withrelatedtasksgroupedtogetherinkeystages,suchassign-uporpayment.
Identifytheindividualtouchpointswitheachstagethepeople,information,productsandspacesencounteredareidentified.Linksorgapsbetweentouchpointswillrevealthemselvesasthemapisdeveloped.
Togetaholisticviewofausersexperienceitcanbeusefultoworkincross-functionalteams.Someservicesmighthavedifferenttypesofusers,withdifferentexperiences,andrequiremultiplejourneys.
What are the outputs?
AUserJourneyMapisavisualmapordiagram,identifyingthekeystages,touchpointsandothercomponentsthatmakeupausersserviceexperience.
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
BobSeesadvertfornewphoneonTVisinterestedbythehighqualitycamera.
BobOnhislunchbreakwalksintoWalk&Talkmobilephonestore.Isgreetedbyashopassistantwhoanswersallhisquestions.
BobHavingseenthephonehewantedinstore,hegoesonlinetogetabetterdeal.Findsthewebsitehardtonavigate.
BobAfterayearhereceivesanewphoneinthepostaspartofhiscontract.Findsitveryeasytoswitchhiscontactsovertonewphone.
HelenSeesanadvertwhilstpassingashopwindowandlikesthesoundofthepayasyougodeal.
HelenPhonesthemobilephonecompanyandordersthephoneshesaw.Spendsanhourwaitinginaqueue.
HelenReceiveshernewphoneinthepost2dayslater.Hastotakeahalfdayoffworktomakesureshedoesntmissthedelivery.
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
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Aims
Gatherinformationaboutrealuserneeds
Getunderstandingandempathyaboutotherpeoplesexperiences
Getasenseofauserslifeoveralongerperiodoftime.
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Tools and methods
User Diary
What is it?
UserDiariesareamethodforgatheringin-depthqualitativeinformationfromusersbygivingthemawayofrecordingawayfromresearchers.Itallowspeopletotellabouttheirownlivesintheirowntime,andexplainwhattheydooveranumberofdaysorweeks.UserDiariescanberealisedinmanydifferentformatsbutusuallyconsistofsomepersonalbackgroundinformationandadiarystyleformatforcapturinginformationovertime.
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
ADiarysectionforuserstocompleteoveraperiodoftimejustlikeadiary.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
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Aims
Gatherinformationaboutaserviceintherealworld
Identifywhatmakesforagoodserviceexperienceacrossmanydifferentservicetypes.
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Tools and methods
Service Safari
What is it?
AServiceSafariisaresearchmethodforunderstandingservices.Researchersgoonlocationandexperienceaservicefirsthandtofindoutwhatserviceexperiencesarelike.
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
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Aims
Gatherinformationaboutrealuserneeds
Getunderstandingandempathyaboutotherpeoplesexperiences
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.
Gettingimmersedinapersonslifehelpsidentifythebarriersandopportunitiestheyencounter,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
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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
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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
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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
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Aims
Designandproblemsolvethecompleteserviceexperience
Provideguidancewhenidentifyingareastoprototype
Communicatetheservicetothepeopledeliveringit,aswellastousersduringtesting.
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Tools and methods
Service Blueprint
What is it?
AServiceBlueprintisadetailedvisualrepresentationofthetotalserviceovertime-showingtheusersjourney,allthedifferenttouchpointsandchannels,aswellasthebehindthescenespartsofaservicethatmakeitwork.
AServiceBlueprinthelpseveryoneinvolvedindeliveringtheserviceunderstandtheirroleandensuretheuserhasacoherentexperience.
How can I do this myself?
AServiceBlueprintpullsconceptsandtouchpointsindevelopmenttogetherintoaunifiedstructureandprovidesaholisticviewoftheallserviceelements.AServiceBlueprintoftenlookssimilartoaUserJourneyMap(seepage12).Thedifferenceisthatitmapsthefutureservice,nottheexisting.
Initiallymapausersprogressthroughdifferentservicestages,rangingfromawareness,touse,throughtoleavingtheservice.Indoingthisidentifytouchpointencountered.Thesetouchpointseachcanbesegmentedintodifferentchannelssuchasface-to-faceorweb.
Thecustomerorientedelementsofaserviceareknownasthefrontstage.Identifyandmaptouchpointsandprocessesthatneedtohappenbehindthescenesforthefrontstageparttowork.Thesemightincludebackofficestaff,logisticssystems,orITinfrastructure.Thisisknownasthebackstagepartoftheservice.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
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Aims
Designandtestspecifictouchpointsorinteractions
Findoutwhetherpartsoftheservicemeetusersneedsandhowtheycanbeimproved
Communicatethebenefitsandexperiencestheservicewilldelivertostakeholders,includingdecision-makers,frontlinestaff,partnersandusers
Gatherfeedbackfrompotentialusers.
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Tools and methods
Experience Prototyping
What is it?
ExperiencePrototypingisawayoftestingnewserviceideasordesignsforspecifictouchpoints.
ExperiencePrototypesareaboutcommunicatingwhattheexperiencewillbelikeandallowthedesignteamtotestandrefinetheirsolutionswithpotentialusers.Theyalsohelpbuildbuy-infrompartnersandotherstakeholders.
Makingprototypesearly,ugly&oftenisimportantinthedesignprocess.ExperiencePrototypesdontneedtoberefinedortakealongtimetomake,itismoreimportanttocreatesomethingquickly,testit,andtheniteratethedesign.Theycanvaryfrompapersketches,toaphysicalmodel,toafullyactedoutservice.
How can I do this myself?
ExperiencePrototypingisusedtotestideasandgatherfeedbackonpotentialdesignsolutions.
TherearelotsofdifferentmethodsforExperiencePrototypingsomesuchasbodystormingandroleplayemphasiseactingoutaserviceexperience.Othersfocusoncreatingmock-upsofproductsorenvironments.Generally,mostExperiencePrototypescombinephysicalmock-upsandsomeelementsofrole-playtorecreatetheserviceexperience.
Thisrecreationmightbeactedout,ordocumentedthroughphotographyorvideo.Thestyleandlevelofdetailcanvaryfromveryroughtorealisticarcheologyofthefuture.
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
Findoutwhetherpartsoftheservicemeetusersneedsandhowtheycanbeimproved
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?
IntheDeliverphasetheBusinessModelCanvasprovidesanimportantreferenceforimplementationhelpingtranslateserviceconceptsintobusinessprocesses.Itcanalsobeusedatdifferentpointsinthedesignprocess;intheDiscoverphasetoexplorecurrentofferings,orintheDevelopphasetotestviabilityofnewbusinessmodelsindevelopment.Thecanvasisusuallyfilledinasacollaborativeexerciseduringaworkshop,documentingthevariousaspectsofabusinessthroughninebuildingblocks.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.TheycanalsobeusedasinspirationintheDiscoverphaseofprojectscreatingimaginedfuturestoinspireandinformdecision-making.IntheDevelopphasetheyareusedtocommunicatetopartnersandtestusecasesinawidercontext.
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
-
Aims
Designandtestspecifictouchpointsorinteractions
Findoutwhetherpartsoftheservicemeetusersneedsandhowtheycanbeimproved
Communicatethebenefitsandexperiencestheservicewilldelivertostakeholders,includingdecision-makers,frontlinestaff,partnersandusers
Gatherfeedbackfrompotentialusers.
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Find out more about the challenge
Visitwww.keepingconnected.co.ukforallchallengedocuments,information,discussionsandnews.
Thefollowingdocumentsprovideinformationaboutthechallenge:
Callforentriesthekeydocument,informationabouteverythingyouneedtoknowaboutenteringtheKeepingConnectedBusinessChallenge
FoodforthoughtSomematerialtoprovoke,inspireandstimulatethinkingaboutkeepingconnected
HowwegotherefindoutabouthowwegothereandourKeepingConnectedschoolsproject
Designmethodsfordevelopingservicesanintroductiontoservicedesignandaselectionofservicedesigntools
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.
TheTechnologyStrategyBoardistheUKsnationalinnovationagency.Itsgoalistoaccelerateeconomicgrowthbystimulatingandsupportingbusiness-ledinnovation.
www.innovateuk.org
TheDesignCouncilisaregisteredcharitywhoseroleistoplacegooddesignattheheartofsocialandeconomicrenewal.Weprovideevidenceanddemonstratehowdesigncanhelpbuildastrongereconomyandimproveeverydaylifethroughpracticalprojectswithindustry,publicservicesandeducation.www.designcouncil.org.uk
Design methods for developing services
Keeping Connected Business Challenge