studies 305: serving the unserved
DESCRIPTION
A case study of Australia Post, Victoria Police and Indigenous Australia through ethnography and Service Design.TRANSCRIPT
DESIGN STUDIES:305 SERVING THE UNSERVED
Co-created by: 20 collaboratorsDesigned by: Tahlia Lefebvre
Edited by: Soumitri Varadarajan
DESIGN STUDIES305 SERVING THE UNSERVED
Co-created by: 20 collaboratorsDesigned by: Tahlia Lefebvre
Edited by: Soumitri Varadarajan
Published in 2011 by
Soumitri Varadarajanhttp://soumitri.com
You are free:to share – to copy, distribute and transmit this workto remix – to adapt the workUnder the following conditions:attribution – You must attribute the work in the manner specified by the editor of this work (but not in any way that suggests that they endorse you or your use of the work).
Acknowledgements 1Introduction 2Victoria Police 5Australia Post 35Aboriginal Australia 67Appendix 97 Course Handout 99 Sample Test Questions 101 Tools list 102 More on Service Design 103 Service Design Consultancies 103
contents
From left to right: Jinali, Clara, Clare, Ryan, Swathi, Derek, Han, Ashley, Iuu, Tony, Emma, Dat, TJ, Laura, Shi-yi, Radek, Tommy, Sean, Jeany
service design group
I acknowledge with gratitude and affection the efforts of the 19 people who spent 4 months with me, exploring a territory of design and thinking that they were not all that familiar with. 2011 was a momentous year, as is every year, with one difference for us. Our exploration of social engagement in a porous classroom saw the outside leaked into the tutorials in interesting ways.
We wore white shirts when the rebels in LibyaWere linked to Bernard LeviWe danced and gyrated to Norman KamaruChaiya, ChaiyaWe had a quiz where we saw a pictureOf Shah Rukh KhanThe bollywood star famous in IndonesiaMalaysia and this part of the worldkuch, kuch hota hai
We answered the questionWhy is this so?By looking at the 7th century kingdomof SriVijaya alongside the world today
you said ...the links you shared with us were hilariousby the way... bess price was movingand rocked my boat!
You know how there’s always that idea that university will open your mindand make you see the world differently, light your fiery passion for change???well i don’t think this course would have done that for me
had i not been doing your studies class...i fell into it completely by accident... and i’m so glad i did
The group leaders Emma, Swati, Han, Radek, TJ did a wonderful job keeping a conversation going. In this way you all allowed service design to enter into your thinking, and rest there. Over twelve weeks it may have grown roots, keep feeding it. As a group of 19 students you allowed yourselves to trust the tutor, the process and permit the possibility that you may need to rewire yourself enter your mind.
We have to thank the authors of the book ‘This is Service Design think-ing’, and Henry Reynolds, who made it easy for us to enter into the two worlds of service design and of the history of aboriginal people of Australia.
A special thanks to TJ for pulling together the publication, the design of layouts and putting in that little extra to bring it all together.
Soumitri VaradarajanIndustrial Design Program
RMIT UniversityMelbourne, Australia
acknowledgements
1
I have been teaching service design since the mid 1990s. I was at that time focussing upon design for sustainability, when the era of eco-re-design of products was to give way to a paradigm of de-materialization. In those early days the examples of container take back, photocopier leasing, and carpet replacement were the heroes forging a new frontier. The focus of design practice that worked towards such outcomes was referred to be upon product service systems. In the acronym infested waters of sustainability discourse we fondly referred to this as PSS. The thesis of PSS was that products, some of them at least, needed to be designed as a part of a larger ecosystem, which for us sustainability wallahs was the planets ecosystem - earth itself. Nicola Morelli has written about PSS, and there are still downloadable PDFs of UNEPs (United Nations Environment Program) document heralding a brave new world. A world less intensely populated by products.
It’s a decade since the UNEP document now. PSS is a bit subdued, a bit less strident. Products have been assigned a new role to play. A role they always played but not in such an obvious way. In this new role products do not stand alone, but are mediators of a service. Design speaks of and is interested in the ‘experience’ such mediations generate. Niels Peter Flint was prescient, his studio from the late 1990s was called the Experience Design Lab. In time design saw itself as the visualizer of experiences. Which led to a brief period when a new specialization of ‘design for experience’ was being talked about.
That was a brief spring. Lurking in the shadows was a more fitting term - service design.
In Paris at the UNEP meeting in 2000 I myself was peering into the future. This I was doing in a decidedly Indian fashion where I was exercising the right to hold two opinions simultaneously. I the case of services I was pushing for PSS to be viewed first historically, in what was to become for quite some years teaching design in India, the Wallahs Project.
wal·lah (wä-lə): a person who is associated with a particular work or who performs a specific duty or service —usually used in combination <the book wallah was an itinerant peddler — George Orwell>
The Wallahs project was an attempt to document different kinds of traditional services, and then to extract a common framework. The wallah is a service manifested as a person, an itinerant one at that. The interface is a face-to-face encounter. Instead of jabbing buttons you get down to a bit of gossip about your neighbours. The utopian proposition of the wallahs project was that; some extinct wallahs could be resuscitated, some could be professionalized, and new wallahs (social entrepreneurs) visualized.
Miraculously in 1998 I became a wallah myself, a garbage wallah. I had taught a course where the collective vision was of a zero waste world or a world without landfills and incinerators. Challenged to prove the concept I plunged into a project that saw me collect and process 2 tonnes of waste a day.
introductionSoumitri Varadarajan
2
I became a service provider, and in time the project became two commercial service design ventures which still operate in New Delhi. The motivation in the project was to clean up the world or to reduce waste. In time, so went the utopian vision, we would do with less. We would realize a de-materialized version of the world we live in. But that was not to be! The internet exploded and whole new species of services conjoined with material products arrived on the planet. As I discovered during my field work: the iPhone ( a product-service combo) in a remote place without reception is just an iPod (product).
Today in Australia we negotiate our existence on this planet by touching and doing touchy things with services. Without services we would be thrown back to the dark ages or some pot apocalyptic world populated, as in The Book of Eli by people wearing brown clothes.
Today the field of design is saturated with services, which demand to be designed and redesigned constantly! Though it is possible to set up a practice that ignores services, the field of design no longer has such neat categories. Products and services have become interchangeable. Design thinking in turn shows a vigorous and voracious appetite for contemporary terminologies and methods, seldom distinguishing between material (ceramic, leather), and product (furniture, jewellery) classifications of the past. Materials are intelligent so they can hold services, products are super functional in the way Aimee Mollins is a super hero, and can dream of flying with her hi-tech legs, and more our needs will be satisfied by services.
The task this year was to build capacity in service design thinking, in 20 students in 12 weeks. I had recently come upon the book - ‘this is service design thinking’. I was keen to use the book as a manual – to explore services such as the police, the posts and an agency serving Aboriginal people. Then to sensitize the minds towards empathetic and socially engaged thinking I would use Reynolds’ book “Why weren’t we told”, to read about Aboriginal Australia.
This book is a folio of the work that was done, on three projects: Victoria Police, Aboriginal Australia and Australia Post. The goal was to use the method, and peer into what may have been or what could be – a changed service. This books serves to document field work, study and activities performed by the students.
introductionSoumitri Varadarajan
3
VICTORIA POLICE:IMMERSION
cultural probescontextual interviewsstakeholder mapping
customer journey mapa day in the life
customer lifecycle map
6 | immersion
According to interviews, Asian peo-ple feel quite safe in Victoria and
are happy with the service.Generally the Asian minority steer
clear of the Victorian police, afraid that any contact will result in de-
portation.
Interviewed Indian people living in Australia generally believe that the
Victorian police force is an effective and approachable service.
Interviews also indicate that Indian people have little to no contact with
the police.
“The police have an aura that appeals to fear.” “Yeah, they tend
to be biased”.Lack of knowledge about
communication with the senior entities to request a “change [of]
ways” makes the averae blue collar worker believe that the police need
to improve their communication.
Perception of the Victorian Police Force “is that they are corrupt and
do not have sufficient processes in place to deal with the corruption.”Thinks that the Victoria Police are effective “on the surface […], but
as with icebergs, you can only see 10%.”
Skateboarders in Victoria feel that they are fined often. However they still “respect the police as long as
the police respect them.”They think the police are doing a
good job and have an approachable attitude.
Laws viewed as ‘unfair’ evoke negative feelings toward police. An
understanding that they are just do-ing their job.
“Even though I am a homeless guy, when I have problems, the police
always help me.”
it has been found that Victorian po-lice officers evoke fear in students.
Students also believe that there is a violent trend evident in the
Victorian police force.
Asian Minority
Skateboarder Minority
Indian Minority
Homeless Minority
Student Minority
Blue Collar Worker
Ex-Police Officer/Government Worker
contextual interviewsEach member of the group interviewed a number of people particular to a minority or a group that would reveal particular aspects of the police force. The interviews occurred in places where the interviewee felt comfortable to express their thoughts freely.
Setiap anggota dari kelompok harus mewawancarai beberapa orang dari minoritas atau kelompok tertentu, untuk mengetahui aspek tertentu dari Polisi. Wawancara di lakukan di tempat dimana orang yang di wawancarai merasa nyaman untuk mengekspresikan per-asaan mereka.
police stakeholders
Po icel
$
MEDIAState Government
Community
immersion | 7
Mapping out the service in a group, we looked at the largest stakeholders in the Victoria Police Service.Pemetaan dalam kelompok, kita melihat orang-orang yg berkaitan dengan servis Polisi Victoria
Illegal immigrantsSchools
Immigrants
City inhabitants
Homeless
Criminals
Victims
Political parties
Prime Minister Australian Civil Service
The law
Federal Budget
Tax
Residents’ Investment
Students
Tommy Warsono, TJ Lefebvre
Based on a particularly involved customer experience, and on a general feel for the service process, we mapped a customer
journey through Victoria Police’s service.
Melalui pengalaman dari pengguna tertentu yang terlibat dan perasaan umum untuk proses servis tersebut, kita memetakan
perjalan pengguna dari servis Polisi Victoria.
customer journey map
Laura Drew
18th April 2010- Incident occurs- Direct physical contact with police officers- Taken to police station- Taken to hospital by police officers
5th January 2011- Contacted by phone- Sergeant ‘M’ informs charges are being laid against ‘D’
8th January 2011- Meets with Sergeant ‘M’ in person- Receives court summons
20th January 2011- Receives letter from Sergeant ‘M’; requests brief of evidence- ‘D’ receives legal aid- Suggested letters of apology to help D’s case
2nd February 2011- ‘D’ writes apology letters to police involved- ‘D’ gives to charity- Told this will improve chances of lesser charges
5th February 2011- ‘D’ gets own lawyer- Police offer a diversion to ‘D’
10th February 2011- ‘D’ goes to court- Diversion is refused- ‘D’ faces higher charges
6th April 2011- ‘D’ has been offered another diversion- Court appearance
Police Interaction Dates:
18th April
2010
5th January
2011
8th January
201120th Ja
nuary 2011
2nd Febuary
20115th Fe
buary 2011
10th Fe
buary 2011
6th April 2011
Emot
ion
Gaug
e
-
Neutral
Police Interaction
+
8 | immersion
a day in the life: police officer
We canvassed the streets and police stations to derive an
average ‘day in the life’ of an officer in the Victorian police
force.
Melalui perjalanan pengguna yg berkaitan dan pemasukan
untuk proses servis tersebut, kita memetakan
perjalanan pengguna tersebut dengan servis Polisi Victoria.
immersion | 9
For most police officers - their job is their life.Work differs greatly from day to day in the Victorian police force. An officer could be in reception one day and the next, patrolling our streets. Some shifts are split and an officer works in two departments over the course of the day. Most shifts are rostered fortnightly during which the officers get four days off.
A typical reception shift would include:
Answering phone calls
Assisting anyone who comes to the counter
Following up leads from the current day and from previous shifts
A typical ‘Van’ shift would include:
Patrolling the streets in designated vehicles
Observing traffic
Partaking in ‘proactive policing’; driving around ‘suspect’ suburbs and houses, making their presence known
A typical ‘Beat’ shift would include:
Patrolling the streets by foot
Observing the public
Making their presence known in ‘problem’ areas
Emma Gerard, Group
customer lifecycle mapWe asked participants how they felt about Victoria Police over their
lifetime. This is an average of the 40+ responses we had.
Kita bertanya kepada peserta, bagaimana perasaan mereka terhadap Polisi Victoria. Rata-rata respon yg kita miliki adalah 40+
0
1
2
3
4
5
6
7
8
9
10
5 10 15 20 25 30 35 40 45 50
Emotional response toward Victoria Police over time
Happ
iness/Sa
tisfaction
Age
10 | immersion
TJ Lefebvre, Group
immersion | 11
Cultural Probes are packages distributed to research participants to gather information. The probes are given to the participants for a prolonged period during which they engage with the material given. Cultural Probes allow researchers to gain the most intimate insights without even being present.
The questions and activities in the Victoria Police research cultural probe included:• Draw or describe the products that make you feel the safest.• A police officer is looking at you, what is your first response?• Respond to the given scenario using the emotion/colour gauge provided.• Make a list of safety words• Make a sentence with some of the words provided.• Draw or describe where you feel the safest
cultural probe
The results gained from this cultural probe revealed that all participants had similar reactions. This is a good reflection on how most people feel in relation to the police force and general feelings of safety.
• All participants listed their home as the place they feel the safest.• All participants said they would question themselves on what they had
done wrong if a police officer looks at them.• Nearly all participants felt they would react with a feeling of anxiousness
to a scenario involving police.• The sentences constructed reveal both negative and positive feelings
towards police situation.
Emma Gerard, Laura Drew
police shadowingthe five whys
expectation mappersonas
idea generation
VICTORIA POLICE:EXPLORATION
Shadowing is a service design tool that allows you to gauge the real day-to-day
functions of a service through observation.
Our group spent a week documenting the Victoria Police force
and the behaviours associated with the practice.
Shadowing atau pengamatan adalah alat servis desain yang membuat anda
melihat kejadian nyata sehari-hari dari suatu servis melalui observasi.
Kelompok kita menghabiskan waktu seminggu untuk mendokumentasikan
Polisi Victoria dan kelakuan mereka dengan cara kerja mereka.
A young man is standing still on the road while the police officers walk past him.
“What is it that makes peo-ple scared of police officers?”
police shadowing
exploration | 13
The use of vehicles to establish a police presence in the absence of actual police officers.
The crates by the door and the empty pamphlet holders make you feel uncomfortable and unfulfilled, like your problem won’t be fixed.
The public is curious and scared when the police are around.
The police let off a strong, tense atmosphere. People are happy to stare but when noticed, become stressed and walk off, afraid of the possibility of being on the ‘wrong side’ of Victoria Police.
Tommy Warsono, Group
the five whysWhy is communication is such a big problem in the Victoria Police?Because the sharing information is not encourage by law.
Why is the sharing information not encouraged by law?Because Victoria Police may believe that the public will misuse the information.
Why do Victoria Police believe the public will misuse the information?Because Victoria Police believe that the public do not understand the system.
Why do Victoria Police believe that the public do not understand the system? Because the policies are not actively explained, nor easily accessible.
Why aren’t the policies actively explained or easily accessible?Because Victoria Police are afraid of creating a transparent system as accurate representation my not serve their purpose.
Why do the public perceive the Victoria Police negatively?Because of Victoria Police’s attitude and the way they conduct themselves in public.
Why is their attitude and the way they conduct themselves in public negative?To assert power, to intimidate, and cause fear.
Why do they want to assert power, intimidate and cause people to fear them?Because Victoria Police believe that is the best way to maintain control.
Why do they think it is the best way to maintain control?Because our society and governing body have not advanced from the ancient practice of maintaining order through aggressive dominance.
Designed to ascertain the root of service issues, we asked ourselves
the ‘five whys’ based on our idea generation realisation of the two
identifiable core issues within Victoria Police Force: Communication and
Perception.
Dirancang untuk memastikan akar isu-isu servis, kita bertanya kepada
diri sendiri ‘five whys atau lima mengapa’ berdasarkan realisasi ide kita tentang 2 isu inti di dalam Polisi
Victoria: Komunikasi dan Persepsi
14 | exploration
expectation mapThe findings showed that people have very mixed expectations of the Victoria police service, some positive and some negative. This would depend entirely on their previous experiences with the service. After close examination it was found that there are more negative expectations of the force than positive.
Our team went out and performed ethnographic studies to find out what the general
public expect from the Victorian police service.
Kelompok kita keluar dan melakukan kegiatan etnografi untuk mengetahui apa yg orang-orang
harapkan dari servis Polisi Victoria
exploration | 15
Emma Gerard, Group
personasWe created our personas based on the contextual interviews and
other stories we had gathered. We then frequently used the personas to explore different relationships within the police force and our proposed new service.
Kami menciptakan personas atau kepribadian kami berdasarkan wawancara kontekstual dan cerita lain yang telah berkumpul. Kami kemudian se-sering mungkin menggunakan kepribadian ini untuk mengeksplorasi hubungan
yang berbeda di dalam angkatan kepolisian dan mengusulkan layanan baru kami.
Prasath 24MaleSri LankanAccountantPrasath has nothing to do with police because he doesn’t cause trouble, He respects them and little fear of the police. He thinks there may be corruption but isn’t sure.
Mary 38 and Robert 40Male & FemaleChineseCashier/ CookMary and Robert think the Victorian police service is good comparatively to China
Sam 38MaleAustralianHomeless Sam has a mixed view of the police, he avoids activities that attract at-tention and continues to beg. Police could improve by spending more time dealing with homeless people.
Vikrum 26MaleIndian Waiter/RestaurantVikrum tries to stay out of the police’s way, he holds no opinion of them emotionally and thinks that they are doing a good job when compared to the Indian police. However he does believe that more police street presence on the streets is needed
16 | exploration
Ben 28MaleAustralianBuilding SurveyorBen thinks negatively of police and thinks there needs to be more of a street presence. He also thinks the police are biased.
personas
Chris 29MaleAustralianPolice OfficerVery protective of the police and the force, Believes the police aredoing a good job, positive view, feels that the force is understaffed, feels that there should be some degree of intimidation, likes the power. His job is his life. Loves his job.
Casey 19FemaleAustralianUnemployed/StudentNegative view in a naive way of the police. Believes there needs to bemore street presence. Believes the media aren’t helping police.
Dave 28MaleAustralianUnemployed “Cops are not tops”. Ongoing contact with police, nearly all contact has been negative to the extreme. First hand experience of corruption and police brutality. Dave elieves that Federal police are more ‘clued-in’ and that regular police are barbaric.
Justine 45FemaleAustralianGovernment worker and ex-police officer.Doesn’t like the police because of first hand experience with corruption. She thinks that police model needs to change, thinks that public only sees 10% of what’s happening.
Louis 28MaleAustralianProfessional SkateboarderDoesn’t like the police because of the fines incurred while skateboarding. He respects the police because they are do-ing their job.
exploration | 17
18 | exploration
idea generation
Sifting through the myriad of sticky notes, we were able to define two major problem categories: communication and perception. We had a number of notes that were general as well.
Idea Generation atau pemutaran ide adalah alat yang terbuka yang memungkinkan peserta untuk menjawab pertanyaan efektif dan sederhana, sering kali menyoroti isu-isu penting dan jawaban.
Idea Generation is an open-ended tool that allows participants to answer a question prolifically and simply, often highlighting key issues and answers.
Giving all group participants sticky notes, we asked the question, “why are there issues, perceived or otherwise, between the police force and the public?”
VICTORIA POLICE: INTERVENTION
service safaristoryboarding
storytellingwhat if...
design scenarios
service safariA Service Safari involves people going out and exploring various services. This design tool is used to discover good and bad service experiences which can then be applied to the design of the new service.
Our group found that one of the main needs of customers was the need for personalisation and interest from staff, inviting surroundings to feel safe, convenience, easy communication, transparency and readily available assistance.
Safari memberi kesempatan untuk melihat layanan dari perspektif pelanggan. Menjelajahi layanan dengan cara ini membantu tim desain untuk memperoleh pemahaman masalah umum yang dimiliki oleh jasa serta kebutuhan pelanggan secara umum. Penemuan ini kemudian dapat oleh diterapkan untuk desain layanan baru.
20 | intervention
Service: Social MediaFacebook:- Feeling that the service is individualised- Intuitive personal touches- ‘What’s on my mind?’, feeling of validation- Easy navigation- My ‘wall’, tapping into narcissistic tendencies- Convenient and easy to stay involved with friends- All done without leaving computer
Twitter:- Applications easily accessible- Accessible statistics- Easy, brief updates, keeping me informed virtually instantly- Convenient viewing- Easily understood indicators; branded with previously established systems (@)
Service: Retail Store
- Provide a good range of products- Friendly and helpful customer service- Familiar and recognisable staff- A feeling that staff are genuinely interested- Instant and attentive service
- Service waiting area was not comfortable, no chairs provided- Understaffing issues- Ill-considered shop layout
Service: Fitness Centre
- Abrupt and confronting first appearances, for all the senses; bright lights and colours, loud music and smells- Equipment is new, shiny and clean- Energetic vibe- Plenty of staff to help with queries
- Staff are energetic, and appear fit and healthy- Staff, although seemingly friendly and helpful have an air of fake-ness- Motives of staff interaction is obviously for product sales- Feeling of being forced into exercising
Service: Government Welfare
- Building appearance is closed and uninviting- Large open space but bland and mostly empty- Feeling of the space is clinical and unfriendly- People wait in line to be served- General feeling of people is of impatience and frustration
- Understaffed- Staff look blank, uninterested and tired- Staff do not engage in friendly banter- Proceedings on computer are not visible to customers- Service is full of loop-holes and red tape- The service is confusing and not transparent to user
Service: Hospital
- Good attitude of staff to both patients, their relatives and friends- Staff are well trained with a good ability to help with inquiries- Division of the hospital to suit different purposes- Signage for navigation
- Food and drink machines/cafeterias- Providing food and other forms of care to patients- Atmosphere of newer hospitals, i.e. the cleanliness, colour scheme or general look
Service: Supermarket
- Fairly un-welcoming and discouraging entrance- Lighting bright and appealing- Sensory experiences of smells and colours giving a fresh vibe- Visually appealing and organised sections. Easily directed
- Obvious high level security presence; encouraging feelings of intimidation- Simple and organised check-out system- Disinterested and ill-informed customer service- On floor staff occasionally available to assist
Service: University Helpdesk
- Easy to access- Welcoming and easily understood layout- Adequate facilities for various needs- Technologies available for student access- Self serve kitchenette facilities- Cafeteria facility
- Facility offering opportunity for relaxation- Well organised line up system. (Could be improved by ticket system)- Customer service is fast and satisfying- Opportunity provided for remote access.- Online communication and help via e-mail.
service safari
intervention | 21
Laura Drew, Group
storyboardingUsing past experiences of both our own and others, all members of our group produced storyboards that reflected relevant situations to demonstrate the current police service.
Dengan menggunakan pengalaman masa lalu baik diri kita sendiri dan orang lain, semua anggota kelompok kami menghasilkan storyboard atau cerita bergambar yang mencerminkan situasi yang relevan untuk menunjukkan layanan polisi saat ini.
Getting off from the train station after a long tired day at school.
Walking down the escalator, a realy tired and long day
Suddenly my phone rang...
Talking to my friend while looking at other places and did not pay attention to the crossing light
Hi could you come
over here?
Did you know that after the
crossing is blinking red, you can't
walk?
I'm sorry, I'm in a
hurry for my work.
Can you give me a second chance? I didn't do it on purpose, is just I'm
running late today.
I'm sorry. It's the rule. I'm going
to need you identification.
More words here...
In the end, I was fine. They got all of my identification details. and after a week later i got a fine ticket for jaywalking for $69
22 | intervention
Tommy Warsono
storytellingWe used this tool to draw on our own experiences
with the police force and compare it to our findings. Storytelling allowed us to gather the emotions and
mechanics associated with the service.Kami menggunakan alat ini untuk menggambarkan
pengalaman kita sendiri dengan kekuatan polisi dan membandingkannya dengan penemuan kami.
Storytelling atau mendongeng memungkinkan kami untuk mengumpulkan emosi dan komponen yang
terkait dengan pelayanan.
George and TJ had been having a few beers and playing pool at our local haunt on night. After a few hours, they decided to drive home. When they rounded a corner they were signalled by police, apparently they hadn’t come to a full stop at a stop sign. George is a UK citizen and his driver’s licence was checked. George and TJ were taken to the police station, they were in the back of the police car. TJ sat in the waiting room for hours asking about her friend, dozing, then asking… with no response or information given. Eventually, around 3 AM, TJ was told that she shouldn’t wait as her friend might be a while. She left with no knowledge as to what was happening.
A few days later, George calls TJ and tells her that he’s in a place called Villawood, She had never heard of it and later discovers that it is a detention centre. The police completely ignored her queries and didn’t even tell her that she would never see her friend again, let alone say goodbye. She has distrusted the police ever since.
Last year, my family friend’s jewellery store was robbed by two mid-size males in hooded sweaters. It happened as I left the store, the two thieves came in with pistols and forced John onto the floor with his hands on his head, while his wife Nyline was ordered to empty the cash register and open the cabinets containing the gold jewellery. She finishes putting just over $5000 worth of gold and money into their bag and is sent to the lie down with John.
John’s friend Adrian is walking by and sees what’s happening, he has trained with the army and is able to disarm the thieves when they threaten him. John takes the gun and points it at the assailants, but they run out of the store. John finds out that their gun is fake.
The police come to investigate, take some notes from the victims and the witness and start to ‘powder’ their shop for fingerprints. The police also investigate other surveillance cameras around the store and the train station. They find that the two criminals were also involved in a robbery in Footscray.
Two months later, the police find the criminals and they are sent to court. John and Nyline are summoned to court and receive compensation for the damage of the store and the two criminals are sentenced to three years in prison. John and Nyline are very proud of the how helpful the police force were.
intervention | 23
what if... ...the police force was privatised and not limited to one company?Laws would be stipulated by the Government.Stations would have specialised sections as they do today and wages would vary between companies and positions. Ranking systems would become less important as the different law-enforcing companies would vary. The general public would pay a fee for basic services and additional fees would be implemented for specialised services.
...the police force dissolved?If there is no police body to enforce governmental rules, there is potentially no incentive to live by these rules, so we have our own freedom of what we want to do, but the downside is that if there is no police it’s similar to a lack of civilization. This drastic measure might inadvertently bring about a Utopian society in a society’s willingness to work for the common good. Or it may not.
...Victoria Police was conscripted?If there was a compulsory serving of the state through Victoria Police, the understaffed issue of Victoria Police would be circumvented. Also, by everyone serving in the force, there would be an almost equal number of women to men, which would potentially lower the machismo that the force tends to exude. Not only would the female to male ratio improve, but the perception of Victoria Police would improve as well, no longer would the service be viewed as ‘us against them’, but as a service that everyone participates in, for the people. As the issue of understaffing is resolved, so too do many of the communication issues that result from a lack of time. Because the majority of the public participates in this service, they are not only accountable to their peers to do their job well, but they gain a clearer understanding of the law. This would result in the police with less of a vantage of abusing their power, as the public know what is acceptable and unacceptable.
... the police force was only operated by women?Or at least everyone who worked in the force had to have the same oestrogenic levels as a woman?Intimidation is a large component in the police force. It has been found that people find male police officers more intimidating and aggressive then female officers. So what if we took that away? There are a lot of different benefits for the male gender having the same oestrogenic levels as a woman. Oestrogen can promote wound healing, increase sodium and water retention, stimulate metabolism and help control mood swings and endorphin levels. These factors will greatly improve health, resilience and positivity in male police officers assisting in making them less aggressive.
Adopting extreme points of view, we worked as a
group and individually to provide some scenarios
that would drastically alter the Victoria Police
force.
Mengadopsi poin ekstrim sudut pandang, kami
bekerja sebagai kelompok dan individu
untuk menyediakan beberapa skenario yang
secara drastis akan mengubah Kepolisian
Victoria. Ini adalah beberapa dari mereka.
24 | intervention
Using our storytelling tool, we inserted our personas into these different
situations, to attempt to identify issues.
Menggunakan alat bercerita kami, kami memasukkan personas atau kepribadian
kita kedalam situasi yang berbeda, untuk mencoba mengidentifikasi isu-isu.
Vikrum 26Occupation: Restaurant Vikrum is at the races and is caught drinking without ID. The undercover cop approaches him and is quite condescending in his use of language and posture. The police officer stands over the sit-ting Vikrum while he writes him a ticket. Asking him questions like “how do you plan on paying this fine?"
Vikrum usually doesn’t have a problem with the Victorian police but in the instance feels like he has been treated with disrespect based on his race.
Justine 45Occupation: Government worker and ex-police officerFirst hand experience with corruption, believes the public only sees 10% of what happens within the police force.
George and Justine are friends who were playing pool at a local, friendly pub. They decide to drive home. It’s 1am and there’s no one to be seen, George slowly rolls through a stop sign and sud-denly a police car appears. George is a UK citizen and his driver’s licence is checked, both friends are taken to the police station. Justine doesn’t see George again, and is waiting in the police sta-tion. She consistently asks the police officer what’s going on and he doesn’t tell her anything. She suspects that he is corrupt as her previous experience in the police force would indicate to her, and is worried for George. The police officer lies to her about not knowing anything and tells her to leave the station without any information. The police officers don’t give George any chances or any help, they beat him and send him to a detention centre, they are biased and power hungry. Jus-tine learns after a few days that he is in a detention centre with no rights and that he will not see her again. This experience only reinforces her negative view of the police.
design scenarios
intervention | 25
VICTORIA POLICE:DEMONSTRATION
business model canvasdesktop walkthrough
service blueprintservice roleplayservice staging
agile developmentco-creation
VICTORIA POLICE:DEMONSTRATION
business model canvas Our team used the business model canvas to help develop the
inner workings of the service. Using headings like ‘Key Resources’, Revenue Flow’ and ‘Key Activities’ we were able
to do this efficiently and comprehensively.
Tim kami menggunakan kanvas model bisnis untuk membantu mengembangkan batin kerja layanan. Menggunakan judul seperti
‘Key Resources atau Sumber Penting’, Revenue Flow atau Arus Pendapatan’ dan’ Key Activities atau Kegiatan Penting’ kami dapat
melakukan ini secara efisien dan komprehensif.
The business model canvas is divided into nine segments, they include;Value proposition, Client relations, Client segments, Key activities, Distribution channels, Key resources, Cost structure, Partner network and Revenue flows. We have brainstormed ideas for our new service that fill in these requirements. For example:
Value proposition:An empathetic, well educated and multicultural service with complete transparency, strong communication, a positive public image and no corruption.
Client relations:The relationships established with customers will be positive, empathetic, informed and personal.
Client segments:Our service covers all minority, multicultural and majority groups of Australia’s public.
“An empathetic, well educated and multicultural service with
complete transparency, strong communication, a positive
public image and no corruption.”
Alexander Osterwalder has
created a very user friendly way
to develop the early stages of a business model.
demonstration | 27
Emma Gerard
desktop walkthrough
28 | demonstration
Ben’s been beaten onsite his building work area. He is told he needs to make a statement to police, but he feel he’s being threatened if he says anything to the police. He is forced to go to the local police station.
We troubleshoot our new service with Ben’s situation, which involves more officers, transparency and a different station floor plan. Ben arrives at the police station. There is a liaison to help him. As it’s a busy day so there are many people and he must to wait around 2 hours to see an officer. The liaison recognises Ben’s anger at having to wait and offers him a cup of tea and has a conversation with him.
Assessing that Ben’s case is serious, the liaison has the authority to take Dave to the inside office to find an available officer. Ben’s records are found on a digitised records system by an assisting officer, who takes responsibility for his case. Being able to talk in a private, unthreatening room, allows Ben to be candid, feel comfortable and happy.
We used this tool to visually represent the customer experience in the new service environ-ment. We took a persona and put it in the service representation to map the response.
Kami menggunakan alat ini secara visual mewakili pengalaman pelanggan dalamjasa lingkungan yang baru. Kami mengambil persona atau kepribadian dan meletakkannya di layanan representasi untuk memetakan respon.
Tommy Warsono
demonstration | 29
service blueprintThis blueprint outlines the processes of the newly
designed Victorian Police Service. It shows the interactions between the service, the customer and the
general public.
Blueprint atau Cetak biru ini menguraikan proses-proses rancangan baru Servis Victoria Polisi. Hal ini menunjukkan interaksi antara layanan, pelanggan dan masyarakat umum.
Police Officer
Support
Police Station
Line of Interaction
Line of Internal Interaction
Enters police station
Liaison officer
Waiting Room
Explains situation to liaison officer
Front Desk- 5 Officers on at any one time
Appointments with officers/ psychologists/ councillors/ legal aid/ liaison officers can be booked online
Waits to see designated officer
Speaks to dedicated officer
Designated officer
Liaison Room
Customer situation is assessed & is directed to their designated officer
Officers only take on 4 casesOfficers change over on front desk once 4 cases are filled
if necessary
All details of customers situation is kept on efficient internal system
Customers details and case progression is kept up to date online. Only accessible by customer and their designated officer by secure log in. Communication can continue online
Can follow progress and communicates with designated officer of case online
Designated officer deal with case from start to finish
Computer points with access to website
All officers must have interaction with customters and the public through online forum
Website dedicated to personal cases with secure login, live update of funding details, public case stories, hiring/ firing, profile of every officer and case success.
Online forum for interaction between officers and the general public
Monthly police reports presented on the news; created by the public for the public
‘Positive Outlook Campaign’ highlighting changes to the force. Public invited to open days; officers explain system to public
Actio
nsAc
tions
Plac
ePr
oces
sM
edia
Customer
Laura Drew
Dave is a 28 years old Australian man and his case with the police has been ongoing for 2 years with Sergeant M. He came to the police station frustrated and sat down in the waiting area, preparing to be dealt with in an unprofessional manner. He is obviously annoyed at having to wait in a queue.
The assigned liaison then comes over to him and asks whether he’s alright and tries to help him to wait where he is meant to. She also serves him some tea to help him calm down. After a brief discussion, the liaison ascertains that Dave’s problem is more serious than initially imagined and invites him inside the police area to search for an available officer. Sergeant S talks to Dave and after finding that a fellow police officer is the cause of Dave’s issue, takes on the responsibility for his case. Sergeant S gives Dave a username and password to access his progress reports online. This allows Dave to keep in contact with Sergeant S in his own time without having to come all the way to the police station.
Dave is satisfied with the new service and goes home, comfortable that he has a new case officer.
service role play/service staging
This tool allows service designers to find problem areas in a service design and flesh out new ones. Using our preestablished personas, we
mapped out a likely situation and used role play to see which approaches worked the best. Finding that we needed a liaison in the police station and a system that allowed customers to communicate
with the police officers handling their case in their own time.
Alat ini memungkinkan para desainer layanan untuk menemukan area masalah dalam layanan desain dan menyempurnakan yang baru. Menggunakan personas atau kepribadian yang telah dipaparkan sebelumnya, kami memetakan situasi yang memungkinkan dan
menggunakan drama untuk melihat pendekatan bekerja yang terbaik. Menemukan bahwa kami membutuhkan penghubung di kepolisian dan
sistem yang memungkinkan pelanggan untuk berkomunikasi dengan polisi yang menangani kasus mereka di waktu mereka.
30 | demonstration
agile development
demonstration | 31
Using all the service design tools available, we thoroughly explored all parts of Victoria Police’s
service and found new ways to redefine the service by keeping our approaches different. As a result,
the integrity of our project grew and manifested in an intimate knowledge of Victoria Police.
Menggunakan semua perangkat pelayanan desain yang tersedia, kami benar-benar mengeksplorasi
semua bagian pelayanan Victoria Polisi dan menemukan cara baru untuk mendefinisikan
kembali layanan dengan pendekatan kami yang berbeda. Sebagai hasilnya, integritas proyek kami tumbuh dan diwujudkan dalam pengetahuan yang
mendalam dalam Kepolisian Victoria.
Government stakeholderMight be concerned about the cost of the new service as conscription is expensive and may pose significant difficulty for current funding and budget. The government might have issues with transpar-ency as indiscretions cannot be hidden. The infrastructure change might be too time-consuming with all employees needing to learn the new rules and receive training.
Existing Police Force stakeholderThere might be a fear of lack of commitment, as serving the force would be compulsory, the existing employees might fear change and oppose it. A perceived loss of patriotism might be felt as well as a loss of respect, power and social status. There might be a feeling that the police would be less intimi-dating as a result and less effective because the police do not pose as much of a threat (as procedures are understood). Positive ramifications might include a reduced workload.
Permanent Residents stakeholderMight feel their way of life is threatened. The change might be perceived positively. New citizens would be deeply ingrained in the Australian way of life.
General Community stakeholderConscription could be poorly perceived, there might be trust issues with the police and government, and potential views of power abuse as there are no examples of this working as a system.
Homeless Community stakeholderThese stakeholders might feel lots of negativity. However, extra provision might give a new life direc-tion. Illegal Immigrant stakeholderWon’t feel comfortable with the change as there will be more police, and because of greater cultural understanding, can’t hide behind culture and therefore confusion. This means there is more chance of being discovered to be illegal, and might encourage corruption.
Legal immigrant stakeholderThe new police force might discourage people wanting coming to Australia. People coming from a background where conscription is abused and racism is prevalent would avoid settling in Australia because of bad associations.
FundingCommunity may be threatened where large amounts of money is going for a system that is not proven.
co-creationAimed at including all stakeholders in the
design process, co-creation encourages an inclusive design process.
Lacking the support of Victoria Police, our group assumed
different stakeholder perspectives and discussed how their invested party might feel
about the proposed new police service.
Kurang dukungan dari Victoria Polisi, kelompok kami diasumsikan perspektif
pemangku kepentingan yang berbeda dan mendiskusikan bagaimana partai mereka
diinvestasikan mungkin merasa tentang pelayanan polisi yang diusulkan baru.
32 | demonstration
The Victoria Police service design group learned many interesting and insightful ways of interpreting and using service design tools in their creation process. One of the most rewarding aspects of the design process was the contact that each individual
member had with the Victorian police force and the understanding that emerged from the intial confrontation. After a period of feeling uncomortable with police and stakeholder interviews, the more the group found uncovered, the more they needed to ask.
The service design tools provided a great way to put the needs of all the stakeholders with Victoria Police at the forefront.
The group found that Contextual Interviews were a fantastic way to immediately bring user needs into focus. The information was easily distilled and often brought insights that were not expected, such as a Sri Lankan distrust of local police and a preference to
settle disputes within their own community. A Day in the Life was difficult with police officers as no conversation could be recorded or ‘quoted’, however after this was established, often the police were happy to discuss daily affairs and highlight key issues within the service that couldn’t be gleaned from police shadowing. However, Shadowing allowed the group members to
view the real attitudes that the public had toward the police and consequently, identify real issues that needed to be addressed.
Some of the most challenging aspects of this service redesign were talking to deeply invested stakeholders, such as government, current higher-ranking police officers and the public who were currently dealing with the police. Often these avenues of
communication were closed to the group and this made gathering relevant information difficult. Other challenges lay in staging a potential new service, where most of our redesign was less about touch points and more about intangible structure redesigns.
However, the service design tools helped the Victoria Police service design group gain a greater understanding of the present
service and acquired even greater tools for working in a team and communicating information in an accessible way. The group managed to not only understand the Victoria Police service, but empathise with all the participants within it and design a service
radically different to one that was initially envisioned.
epilogue
33
mobile ethnographyshadowing
contextual interviewcustomer journey map
expectation map
AUSTRALIA POST:IMMERSION
36 | immersion
mobile ethnographyAfter arriving at a post office on
Elizabeth Street, we began to document all the services that the
store offered.
mailing boxes and parcel packaging covers sold in
post shop
postcards, greeting cards sold in post shop
ATM in post shop?Yes, it is.
desk and pen provided to allow customer to write
passport photograph service
mail box at the front door
WANG Yuchen
This research indicated that although a post office provides a
plethora of convenient services, a user gets lost in what a post office
really is. The post office had become responsible for such a
variety of services it can almost be defined as more than just a post
office.
随着科技的进步，人们可以通过使用移动电话来完成人类学研究。因
此所需要的设备只是一部智能手机，然后随着你的步伐去记录那些
看到、听到、体验到的服务。
shadowingShadowing is a useful tool to record first hand informa-tion. During the process of applying shadowing, we used text and pictures to document the procedure of a customer delivering a parcel.
immersion | 37
The user initially went onto the Australian Post website to find out what services they provided in relation to sending a letter. The user followed steps where they were guided to a quote relating to the requirements they needed to send the letter. The user, then placed their letter in an envelope and went to their local Post office to get the required stamps as directed from the website. Entering the Post Office, the user had difficulty navigating around shelves and other people, as it was quite busy, making the area she wanted to get to not easily accessible. She waited and moved forward to get help from the help desk, where the user found the waiting time of about 15 – 20 minutes too long and quite frustrating for such a basic need of purchasing stamps. The user then stamped their letter and placed it into the closely located post bin. Upon reflection the user was unhappy with the accessibility of the store as such a basic need was unable to be met, further highlighting the importance of such a globally used service makeaccessibility a primary focus point.
“跟踪学习”作为一个研究工具来让研究者浸入到消费者的生活当中，通过观察消费者的行为和亲身经历，进而得到一个真实且完整的观念。研究者可以通过文字记录、拍照和录影的方式来记载一系列的第一手信息以及顾客使用一个特定服务的过程。
contextual interviews
38 | immersion
A 28 year old female customer named Catherine agreed tobe interviewed. She is Japanese, works at ANZ bank and has been
living in Melbourne for years, hence is rather familiar with its efficiency and the way it works.
Catherine goes to Australia post to not just send letters but to also employ the variety of other services it has to offer. I asked her what she thought of Australia Post and if she thought anything could be
improved. She smiled and said that letters to her friend in Beijing are always delivered, as well as parcels to her cousin in
Japan. However, she usually has to wait in long queues before she is served, especially during lunch time. She finds this annoying,
because she never knows if she’ll only lose a few minutes or an hourwaiting in line. She couldn’t eat lunch while waiting in line either,
meaning more time is lost. In order to improve their service tocustomers, she suggested that the office employs more staff to serve
customers, as customers should not have to wait so long in line.
Generally the attitude of the staff at Australia post is amiable and helpful, making it pleasant to converse with them and use
Australia Post.
Catherine also mentioned that for such a huge system that deals with so many deliveries, Australia Post is very reliable. Her friends
that send letters to keep in touch with their friends and family in Japan also find Australia Post reliable.
Asking if she would continue using the Australia Post service she nodded and said yes. But wasting time in a queue was the most
unpleasant part of the system, and if she had to continue waiting in long queues she may stop employing the service as regularly
as she currently does.
This tool was conducted by going to a post office on Elizabeth street and looking for someone to interview
“实地采访”作为人类学研究的其中一个手法，研究者应该在消费者与服务产生互动的环境下进行访谈，并且要尽可能地使消费
者在一个很放松的状态下被采访，因此才能得到他们的真实感受。研究者可以通过录音、拍照、甚至录像来记录整个访谈过
程。
customer journey maps
immersion | 39
SHAO Yining
We first identified all the touch points within the Postal Service and then created a Customer Journey Map. This interaction included face-to-face contact as well as online interaction
基于消费者的亲身经历，“顾客行程图”能够找出消费者与服务产生互动的触点。这些互动可以是人与人之间面对面的接触，也可以是互联网上虚拟的互动，甚至可以是一段实际的旅程。如果消费者可以自己记录这些互动，就能从消费者特有的语言中得到很细节而真实的领悟。
40 | immersion
expectation mapWe selected two categories and used an
Expecation Map to find out what custom-ers want from Australia Post.
Through the employment of an Exectation Map, it revealed key points of intervention
in regards to Service Design. Such as replacing smaller post office with
automated machines that provide the same service. The time spent waiting in line and for a letter to be delivered also seemed like a key point of intervention.
“期望图”的制作包括调查和图表研究，来了解顾客在使用服务时的期望。“期望图”可以集中研究一个特定的服务，或者
分析一个全面的服务类目。
the five whysa day in the life
personasidea generation
AUSTRALIA POST:EXPLORATION
the five whys
42 | exploration
Why is Australia Post less prominent in society now than 30 years ago?Because the internet has lead to rapid communication with friends, family and strangers all over the world. Making it inefficient to handwrite and wait for a letter to be delivered.
Why is Australia Post still used when it is less efficient and more expensive than emails?Packages need to be sent by the post. Most utility bills are still sent by mail. Letters are also occasionally sent out.
Why are Utility Bills sent by Mail?It is difficult for someone to have to check their inbox and keep track of all the bills they receive. Electricity, gas, water, home phone, mobile phone, etc. It would be very easy to forget about this expense the moment you are made aware of it without having a physical copy sitting in front of you constantly reminding you.
Why is there no other way of sending and receiving packages?The Postal service is irreplaceable in this context. By delivering packages all over the country and world everyday they have already created a very efficient system that could not be substituted by a new one.
Why are handwritten letters still sent out?They are perceived as more personal and enjoyable to read than an email. Also not everyone has access to the internet. Such as the elderly who don’t adapt as well to new technology as younger generations, and remote communities who don’t have the infrastructure for the internet, but do have it for the postal service.
In order to define exactly what the postal service is used for, we asked questions regarding why the
postal service still exists
“五个为什么”是由五个连锁的问题而组成，并且每一个新问题都是由上一个问题的答案所引发。它
的目的在于挖掘发现最实质根本的原因。
a day in the lifeWe used this tool to explore a particular type of
customer which is business man and their typical daily activities. Also It explains how customers relate to
Australia Post, and how Australia Post serves them.
exploration | 43
A day in the life really get into a customer's service interactions, allowing a large deal of background
information pertaining to their thoughts and feelings when interacting with a touchpoint to be conveyed.
Post office courier - Start working at 8 a.m. in the morning - Check on the list and start the day - Check in with the superior and given the transportation - Sometimes have to go by public transports, sometimes you got a truck - Some couriers have their own car - Start distributing from place to place - Put the one with no host to the nearest post office and leave a note for them - Done for the day - Finish at 5 p.m. or can be early if there are no packages left for the day
Post office worker - Work starts at 8 a.m. - Get on the computer and sort out which things suppose to get out today - Check on things that just arrived and scanning the barcode to the computers. - There will be packages or mails arrive every hours - Assigning courier with packages to deliver and their destinations - Done for the day - Finish at 5 p.m.
“生活中的一天”可以收集到关于单个顾客群的研究材料，它的目的在于模拟这个顾客群特有的日常活动。为了收集数据资料，研究者可以要求参与者记录下过去一
周中特定一天的个人活动。
44 | exploration
LI Hanlin
Marry Lee needs to ask her parents to send some business textbooks written in Chinese, which are quite heavy, and she needs these books in a hurry in order to finish her assignment. Therefore, she needs a postal service, which offers urgent delivery and is not very expensive. Furthermore, she often misses her parents, friends and home-land, and the feeling even gets worse when she has lot of pressure from her study in university. As a result, the postal service provider can help her feels related with her home by offering a multicultural service.
John Wong is a businessman who runs a big international company, and he always need to send off and receive urgent documents, packages and parcels. As a businessman, he sometimes has to send these items during the weekends, as the items must be received on the coming Monday, but this is not provided by the Australia Post. Moreover, Australia Post needs to keep a good relationship with him and his company as a business partner.
personasWe created two fictional characters and
defined their main personalities, and then explored the way they would deal
with some scenarios.
“人格面貌”需要研究者创造出虚构的人物来深入了解一个特定人群的共同需求。完成“人格面貌”的方法很多，从视觉上的表现形式到很细节的趣闻和个人故事都可以完善一个“人格面貌”。
exploration | 45
LI Hanlin
idea generation
By using the SWOT analysis and a variety of other ideation
techniques we began to analyse the postal service.
This SD tool reiterated the points of intervention, where the service
is falling short and needs to be improved. As well as the areas
where it is effective and does not need any development.
“构思产生器”是用来启发小组讨论的有效工具，其中包括各种不同的手法来激发小组讨论的灵感，有的可以被用来打破僵局、活跃气氛，有的可以被用来发表
创造性意见。
stakeholder mapsservice safari
what if...culture probe
co-creationstory telling
AUSTRALIA POST:INTERVENTION
intervention | 47
LI Hanlin
stakeholder mapsWe first listed the stakeholders within the service of Australia Post, and then listing all the stakeholders outside of Australia post
Stakeholder maps is a great tool to explore all the individuals/people/businesses that participate in a system, and see the opportunities that they inherently present for service design.
In our exploration, it became clear that co-operating with other enterprises rather than competing with them, could be very valuable. And by recognising the community as a stakeholder, a plethora of service design ideas and opportunities came to us. Such as demonstrating how valuable the postal service is in the hope that this will increase participation and the employment of it. Or show-ing kids the fun in sending a handwritten letter and having a pen pal.
“参与方地图”描绘了参与到一个特定服务中的不同组群以及研究分析了他们之间的关系和各自的重要性。使用“参与方地图”的重点在于发现那些被服务提供者所忽视的参与方，让服务提供者可以重新审视他们之间的权益关系，从而完善现有的服务或者提供一些新服务。
“服务旅程”是一个为了清楚了解消费者的需求，以及他们将会遇到的问题而存在的工具。研究者为了完成这个服务设计工具，需要到现实生活中去体验很多种不同的服务。
service safarisExperience services “in the wild“ including the self-checkout machine.
48 | intervention
LI Hanlin
We went to local supermarket to experience self-checkout service that could be apply to postal service. From this investigation we found out that there are more people waiting in the line behind the self-checkout machine than those waiting to be served by the cashiers.
The process of self-checkout begins at pressing the start button, weight the item or scan the barcode, then one item is checked and put it in the bag-ging area.
Clicking the “Pay Now“ button starts the payment section, then customers can scan their member cards to get discount. Also, there are several types of payment, either using credit card or cash or coins.
intervention | 49
melbourne bike share programdirectory TV in shopping mall parking calculagraphfree experience thelatest version of wii
signs indicate what onwhich floor in shopping mall
sign indicates the wayto train station
what if...fancy we are in 2030
- What if people in 2030 won’t send any letter?
- What if Australia post has to change their postal format?
- What if Australia post doesn’t deliver the mails and packages to your house?
- What if Australia post opens for 24hours weekdays?
50 | intervention
Post office will upgrade their technology according to the latest trend so that people who don’t have the gadget will still depend to Australia Post
So instead of using paper Australia post have to use other format, such as digital screen, so instead of giving people letters, Australia post will give each house a digital screen that will receiver especially for Australia post only, so every time there’s an invoice or letter, they will convert the mail into digital mail and send to the receiver.
So this means that you, yourself have to pick up all your e-mails and packages from the post office. Post office will ring you up whenever they receive your mail so that you can come to the post office; or they will have this service, which cost you some money, and they will deliver it for you to your house.
Due to some people wanting to send their urgent packages or documents,the post office will open for 24hrs. There will be a night and day alteration shift for the worker in the office.
What if question make researchers have to think about the changes may take place.
Draw attention to how a service will adapt to these changes, and what could be better.
“假如...将会...”，这种问题形式让研究者不得不考虑到未来会发生的一些变化。进而把注意力集中在服务如何适应变化以及如何改
进服务。
intervention | 51
cultural probesCultural Probes is a way of gathering information on people’s daily activities via self-documentation. It can be very effective as there is
little external influence on the participants. After gathering a few participants I instructed them to record their experiences by either
as a diary, a series of photos or an online digitaldocumentation. Their experiences had to be anything to do with
post and interaction with a post office.
From this tool, it was found that there is very little interaction with the Australian Postal Service. Apart from receiving mail such as bills, the personal side such as gifts and handwritten letters are becoming
obsolete. People seem to go into the Post Office for formal/significant documents. This includes forms for passport and drivers license where
the form must be signed whilst a witness (employee at post office) ispresent. The younger generation predominantly communicate online as it is generally free and instant . In Addition, the environment of the Post
Office is one which has turned into a shop. There were a range of feelings on this topic from unappealing ranging to convenience.
“文化调查”通过参与者的自我记录能够收集到大量的资料信息。这个项目通常会给予参与者一段足够长的时间去得到丰富的材料，
从而激发服务设计者的灵感。
co-creationa group of customers and designers discussing service
design for Australia Post
52 | intervention
WANG Yuchen
Problem set upThe Express delivery service has security problems and a number of inconvenientsteps that need to be remedied
Problem Scenarios When you receive a parcel, you need to show your ID to the postman. If you cannot procure proof of identification then you do not receive the parcel. If you miss the parcel delivery time because you are not at home, then you need to go the post office and pick it up, where again proof of identifcation needs to be shown
Case 1: Mary Lee. She missed a delivery for a very important package from China because of Universitycommitments. She didn’t receive a message or call from the postman so naturally she is worried. After 3 days she finally gets a card telling her to pick up her package. She goes to the post office but forgets her ID, so she has to go back home and get it, then go back to the post office and wait in line all over again. This whole process was very inefficient and inconvenient, all because she missed the delivery time.
Case 2: There are many security doors in apartment blocks so if you are not home the postman cannot get to your door and leave the package. Meaning that if you are not at home, you have to wait longer before you receive your parcel
SolutionsWe need to build a secure delivery system, where a parcel can be delivered without any ID. Before we get a delivery, the post office should send a security code to our mobile. Then we can go pick up our parcel and have this code as proof of ID rather than our actual ID.
Currently we only know what day our parcel will be delivered, but if a deliveryman tells a computer the route he will be taking that day, then a calculation should be able to be made of when each parcel will be delivered. A message could then be sent out informing the customer of a more specific time when they need to be home to receive their package.
“共同创造”是一种通过集体讨论的形式来共享资讯、分析服务经历，以及共同创造新的服务。这个小组里面可以包括消费
者、设计者、员工等等。
intervention | 53
storytellinga group of customers and designer
discussion
WANG Yuchen
A Post Office Manage and what he wantsWe build a lot of post offices at every community and employ a large number of staff to manage the post shop. But there are many suburbs that dont have a large population that require these ser-vices. So we should reduce these physical stores and therefore expenses.
Post Office staff and what they wantShop located in suburb. There aren’t many people that come to our shop so we have a lot of free time. I find myself bored and feel that a self-service check machine would be a better substitute.
Customer wantsLiving in the city and a lot of the post offices are very busy, consequently I spend a lot of time wait-ing in queue. But I only came for a parcel packaging box, a quick 1minute transaction. If there were multiple self serve points managed by just one staff member then this would improve efficiency and save me time.
A Post Office ManagerThere could be several automated self serve points that provide a place for basic transactions. Such as sell envelopes, parcel packaging, stamps, etc.
Customer UsesAn automated self serve point would save me a lot of time and customers are slowly getting more used to it in supermarkets, making it easy to adapt to in the post office.
“故事陈述”作为一个研究方法，它的重点在于分享见解和新服务理念。研究者可以通
过从不同组群的不同角度来讲述同一个故事。
agile developmentbusiness model canvas
design scenariostoryboard
desktop walkthroughservice prototypes
service stagingservice blueprint
service roleplay
AUSTRALIA POST:DEMONSTRATION
demonstration | 55
WONG Iok San
agile developmentWe got together as a group and began discussing how the postal service can develop and improve as time goes on. With insights from our researchers we came up wit this map.We used this tool to fully develop the services provided by Australia Post in 2030.
“活跃发展”作为一个反复循环的方法学，让项目得到不停地成长发展，从而适应客户的需求变化。
56 | demonstration
demonstration | 57
business model canvasThis SD tool was conducted via an in depth group discussion
ZHENG Zichen
On this canvas, we plotted outnine different parts that we deemed key to the Australia Post Business Model Canvas. They were: value propoitions, channels, customer segment, customers relationship, revenue streams, key resources, key activities, key partnership and cost structure.
All the nine parts represent how a business runs, and we use this to design how Australia Post would conduct business in 2030. The key benefit of this tool is bringing clarity to an organisation's core aims whilst identifying its strengths, weakensses, and priorities.
“商业模式设计”是一个通过描述、分析以及设计来完善一个商业模式的有效工具。这块画布可分为九个部分，分别是顾客、价值观、渠道、顾客关系、收入分配、主要资源、主要活动、主要合作伙伴和花销结构。
58 | demonstration
SHAO Yining
One day, a customer goes to the Australia Post Office, a shop assistant tells him, if he spends more than 50 dollars, he could become a VIP customer, and will receive a gift card and small gift on his birth day, as well as being granted a 10 per-cent discount when shopping in the post office. If he spent more than 100 dollars, he will receive a gift card and gift more expensive than the previous level, furthermore he is valid for a 15 percent discount. This customer thinks it’s a good idea, and he fills his information in VIP Customer Table. Meanwhile, another customer hears this service, she decides to join the VIP Customer, too.
By offering this customer a new service, it could increase the volume of business. Customers will also be more prone to shop at the post office due to their discount. Furthermore, customers will be pleasantly surprised when they receive these gifts and cards, and likely to use Australia Post more often.
design scenarioWe fabricated a scenario that could plausibly occur
in 2030 based on one of our service design solutions,and began exploring how the situation would progress.
“场景设计”以一个一个假设的故事形式存在，包含足够充分的细节以及富有意义的服务提供。它可以由文字
和连环画甚至视频来表现。
demonstration | 59
SHAO Yining
storyboardThis storyboard introduces
the use of Self Checkout Machine in post shop.
The storyboard explains how a self serve checkout would operate and the key touch points. The concept
has the potential to be a real time saver for
customers, leading to greater efficiency for
Australia Post.
“连环画”由一系列的绘图或者图片组成，从而具体化连续的事件。其中包括了顾客使用服务的一个常见情况或者一个新服务原型的假想
实施。
60 | demonstration
desktop walkthroughThis Desktop Walkthrough was made of some 3-D models playing out our design solution. It assisted
in the visualisation of our design solutions
The current service experience for customers at Australia post consists of many negative facets. Such as waiting in long queues in order to be served from shop assistants. As well as parcels potentially being
delivered to the wrong address due to unclear handwriting that is not crossed out and written again.
The new VIP service reduces the price of goods and cost to use the postal service. Customers can also use the self serve checkout if their needs are basic. Reducing congestion and demand for a staff member. The post
office will also type out the address on the envelope to ensure that the mail is delivered to the correct address.
“桌面演练”是一个较小比例的3维模型来模拟服务环境。它有助于设计师惟妙惟肖的展示出新的服务，实现普遍的剧情以及有效帮助服务原型的发展。
demonstration | 61
service prototypesthe prototype of the VIP system offerned in 2030
Service prototypes are the simulation of a service, it includes the touchpoints that customers inter-
act with the servie provider.
WONG Iok San
Every customers can apply a vip card for free, when customer birthday is coming, Australia Post will send a birthday card to customer’s home. If you have applied the Level 1 vip already and spend to any Australia Post’s service $50, then you can apply to be level 2 vip customer, the great thing is you will have 10% discount every time when you use Australia Post’s service. Also, when customer’s birthday is coming, Australia Post will send a birthday gift to customer’s home. Moreover, when you already be a level 2 vip customer, and spend up to $100 in Australia Post, that you can be our level 2 vip who is the highest vip customer in Australia Post, the great thing is you will have 20% discount and we will send you a birthday gift when you r birthday is coming.
Moreover, we have a wonderful service which is we are going to concern about all country’s festival, we will follow our customer’s profit, and when the festival coming, we are going to send you a card to your home with your country’s language.
“服务原型”是模拟一种服务的体验。这个模拟可以是以不正式的角色扮演形式进行的谈话，也
可以是顾客与服务提供者互动细节的触点。
62 | demonstration
service stagingacting our VIP service
WONG Iok San
A 24 year old man - Ryan - went to AU post to send a letter to China. Ryan has a good
friend in China and they always send letters to each other to keep in touch. A staff
member named Amy has dealt with Ryan a few times in the past. She knew what Ryan
needs from the post office are. She suggested he apply for a VIP card so that he will receive a 10% discount when using the
postal service.
Coincidentally, Ryan’s birthday is coming up, so the AU post will send him a birthday card on that day. Ryan is
satisfied with this new service and becomes inclined to use Australia Post for
more needs in the future.
“服务舞台”是由“场景设计”以及“服务原型”发展而来的实际演练。
demonstration | 63
service blueprintsAfter designing our new service, we mapped it out using a Service Blueprint. We fit the aspects of our service into 4 main categories and then proceeded to place the minor facets within them
WANG Yuchen
“服务蓝图”可以将服务中的每一个独特的方面具体细节化。这通常都包括混合了服务使用者和提供者的观点。
64 | demonstration
service roleplayGetting together as a group we played out
one our design sceanarios.
Shopping on the internet. Connect with Australia Post. Discuss about personaland product detials.
Delivery arrived, and check the parcel.
Delivery successed.
ZHENG Zichen
This roleplay was a really good experience that we can get into the Australia Post, to
understand their services. Also through this tool, we believe that this is an good example shows that why does Australia
Post exist. Ultimately Service roleplay helps provide staff with the tools and
training needed to meet customers' needs effectively.
The roleplay was a great self critique technique. It assisted in our own
visualisation of our design solution and the touch points it consisted of. The roleplay also demonstrated how Australia Post is
irreplacable as a service. This was also an efficient and clear way to communicate our
ideas to other people.
“角色扮演”作为一种戏剧手法，可以包括能够帮助员工提高服务水平的相互影响
的培训。
epilogueThe service systems of the Australian Post, to be projected into a solution for the year 2030 were explored through the service design tools. The Australian Postal Service is very much about user centred systems. In its entirety, its key purpose is to provide a platform for connectivity between users. It is an enabler, of the construction and connectivity of relationship between people. Therefore, every service provided should be customer-focussed, as they are at the very root of the service. The service tools, projecting from the user at the centre point for design provided valuable insight, when used in relevant situations into the overall service, key touch points and ideas for possible design solutions.
The best applications of the service design tools were seen when used in practical and physical situations. The best way to learn is by doing, physically going out to meet the service, consulting prospective user groups, and talking to them about their opinions and reactions to a service. Our learning process, of observing and reacting most effectively by physically doing, led us to produce design scenarios where physically taking part in the postal process become an essential part and focus point for the service, with user direction and interaction focus points in final design solutions, such as our self directed checkout system.
It was important to gain the most effective use of the service design tools, by applying them to the most compatible scenarios, some tools weren’t effective when used when put in the wrong order, this is why dividing the scenarios into ‘who is it’, ‘what is it’, ‘what else is it’ and ‘what should it be’, became so important in the clarification of where each tool would be most effective. Some tools were found to be not as effective as others in observing and discovering new insight for the project, as they in this particular service explo-ration were quite similar. Examples of this are similarities between, co-creation, a day in a life and shadowing. No service design can provide a perfect solution, due to the very nature of a system such as this where the user is central, really providing means for the service, the user changes rapidly as too do their needs, as they are reflected upon social, economic and cultural trends. Due to the rap-idly changing user, no service can ever remain static, ideally a wholly user-centred service should be able to change as much as a user does, this is why the service design tools provide such a great platform to be able to revaluate changing user trends and reactions.
65
stakeholders mapsservice safari
contextual interviewsmobile ethnography
a day in the lifepersonas
ABORIGINAL AUSTRALIA:IMMERSION
68 | immersion
stakeholder mapStakeholder mapping allows one to look at all of the key players involved in a service,
assisting in deconstructing the way it works and why it works that way.
左边指出的是和澳洲土著人有直接联系的利益相关者。里面有许多不同的处理土著人公共社区的政府组织。然而我们发现一个那些注重于教澳洲土著人关于澳洲的普遍知识的部门的不足，他们丰富和美丽的文化，和他
们现在的情况正处于混乱的状态中。
Featured left are the stakeholders which relate directly to indigenous Australia. There are a
number of different government organisations that deal with the indigenous public and their communities, however, we found a lacking in
organised departments which focus on educating the general Australian public on
indigenous Australians, their rich and beautiful culture and their current and on-going
tumultuous situation.
Group, Emma Gerard
immersion | 69
To truly immerse ourselves in the indigenous Australian culture our group chose to examine aboriginal Australian law and ceremonies. We incorporated this law into our daily lives and noted the reactions from those white and migrant Australians around us.
In indigenous culture, in certain groups/clans/tribes - there are various rules and customs that they follow. These rules have been passed down through generation to generation from the dreamtime - so it is important to follow these rules, for they’re an important part of their culture, history and the future to come.
A few rules: Women and Men don’t eat together, they eat separately. Also, it was customary for the Men to hunt (meat) and for the women to gather (berries and vegetables). The Men cook the meat, while the women prepare everything else. The Indigenous have very complex laws within their society, grouping of people depended on religious structuring & physical structuring. So, simply put - people with the same beliefs, same languages and customs fall into different groups - groups where everyone has the same beliefs and the same language.
Our Experience: Incorporating these few rules and customs into our lives, gives us a whole new perspective. In Australia, multiculturalism is an important factor - so the separation of cul-tures in indigenous society even more than it already is in Australia makes us see ourselves differently, not the same as everybody else. You start to notice your colour, your background and your language more - there is that deep rooted belief that we’re all the same, but we’re truly all uniquely different. The separation of male and female in relation to eating habits was interesting - this law relates to some people today, in Australia specifically most men insist on cooking during a BBQ.
service safariA tool that helps the investigator become truly immersed in the experience
of the service. One can draw greater insight, by using this tool, into the user’s emotions and experiences.
一个帮助审查者在服务的经历中能深入思考的工具。通过这个工具，深入到使用者的情感和经历中，人们会有更好的洞察力.
Jinali Samaraweera, Group
contextual interviewUsed to gain greater understanding of a specific people, person or
interviewee. This understanding is achieved by conducting an interview in a place which is familiar to the interviewee and one that feels comfortable for all involved, allowing the responses to be more
natural and genuine.
用来活的更好的对于特别人群，个人和接受面谈人的理解。这种理解是通过引导被采访者在一个熟悉并且觉得舒服的地方接受采访，这样可以
得到更真实和自然的答复。
Our group went to the Koorie Heritage Trust Cultural Centre (Koorie Centre) to interview the overseer of their education programs. The
interview revolved around what the Koorie Centre is all about, the types of educational programs on offer and how the centre goes about
protecting aboriginal culture.
What sorts of programs are available at the Koorie Centre?
“As well as cross-cultural education, the Koorie Centre maintains partnerships with the Social Welfare Department, Sustainable Living
and banking systems such as NAB and ANZEC. We have a family history and ancestry unit, to help those to find their relations, history, ancestry
and heritage. We especially work with the ‘Stolen Generation’ and those who have been put up for adoption at birth. We help them find their
families and discover their culture. The exhibition unit runs workshops to help further develop the abilities of Aboriginal artists. They work hard
in the protection of rites of these artists, which are often robbed due to an abuse of power by the Australian government
and misrepresentation and manipulation by the media and mainstream society.”
Do you have a mission statement for the Centre?
“Yes we certainly do, to preserve, protect, and prolong indigenous art and culture.”
70 | immersion
The Koorie Centre aims to change the way people view Indigenous Australia. Over the next six months the centre will start developing a course
that helps the Aboriginal society cope with their loss of ancestry and culture and promote healthier living among the community. This course is
aimed at training people to become, and work as, Indigenous Australian ancestry researchers, connecting people with their culture, past, present
and future.
Claire Dellabosca, Sean Wong, Group, Emma Gerard
mobile ethnographyWhen researching into the heart of a community, generation or race mobile ethnography plays a large and important role. One places themself into the community, learns the culture, history and habits.
immersion | 71
Subject 1Ager: 19 years oldHours spent online: 3 per daySites visited: YouTube, Facebook, Twitter, Skype.Other: Blogs, Research, Online class
Subject 1 uses the internet primarily for social networking, research and educational purposes.
Subject 2Age: 13 years oldHours spent online: 4 per daySites visited: YouTube, Facebook, Megavideo, Online gaming sites, Wikipedia, Asks Jeeves.
Subject 2 uses the internet primar-ily for social networking, online gaming, research and educational purposes.
Subject 3Age: 9 years oldHours spent online: 0.7 per daySites visited: Eastern Regional Libraries, Premiers Reading Challenge, Online gaming sites
Subject 3 uses the internet primarily for reading and library websites, online gaming and education purposes.
In using mobile ethnography to observe the online habits of Australia’s youth we found a trend in the frequenting of social
media and gaming websites such as Facebook. This shows that the current
generation enjoys the ease of connection social media websites provide them with. 当调查到群体的核心时，一代人或种族的人种研究扮演着巨大和重要的角色。可以将他
们自己融入到那个群体中去，学习文化，历史和爱好。Group
72 | immersion
a day in the lifeA tool to help one understand more fully the lives of those under observation. It also may reveal something unique and unexpected.
生活中的一天是一个很好的工具来帮助找出对于问题感性的回应，人们通常对谈论自己和做他们常做的事感到自在，所以不管你如何记录生活中的一天，通过采访或观察，这要它能被确定为可靠地信息。它或许还能揭示一些独一无二的事和对于研究人始料未及的事。
Daily activities include high school, family time, work at the centre, homework, socialising, social networking, dancing.
Allara’s daily life doesn’t include anything you would imagine to be typically aboriginal except for perhaps her work in the Koorie centre and having a large involvement with her extended family. She does however from time to time experience racism and has had some very upsetting family issues arise recently.
Her efforts in the past to help people she knows understand more clearly her culture and aboriginal history have been ignored. Her cousins were taken forcibly from their families by child services Australia on the grounds of neglect and then quickly returned when the grounds were realised to be false. They live in constant fear that they will be taken permanently.
In her daily educational life Allara couldn’t tell us a time anything current had been taught in school, the syllabus involves only old-fashioned interpreted history. There is greater interest among students than previously, noted Allara, however more still needs to be done to generate long term empathy and interest.
Sean Wong, Group
personasBy creating these artificial
personas one can generate accurate stereotypes for
different groups of people, one can then use the personas to
‘act out’ different scenarios and experience a range of
circumstances speaking generally for the chosen group
and excluding any personal bias or judgment.
Using blogs and forums discussing Australia and
Australia’s culture, we developed three personas that we deemed
useful for our service; Aboriginal Australia.
通过创造这些人为假想的人物角色可以为不同的人群产生精确的模式化的见解，之后的研究就能使用这些人物角色来对不同的场
景做出反应并且经历一系列情况，对选中的群体说出大概，并
且排除任何个人偏见和判断。
Liam O’Donnel - 25Occupation: RMIT student - sport scienceLikes: Swimming, Rugby, clubbing, T.V, hot chicks and the occasional racist joke.
Liam has grown up around sport and would like to become a professional sportsman and eventually coach the bulldogs rugby team. He exercises every morning weather it be jogging along the boardwalk or running on a treadmill, however, he always prefers to be out side. Liam has always lived in Melbourne and has no intention to travel, even in Australia, he thinks Melbourne is heaven on earth. Liam works 4 days a week in a surf shop by the beach in St kilda and studies sport science at RMIT.
Camira - 35Occupation: BuilderLikes: Fishing, hunting, drinking, motorbikes, sunny weather and Rolf Harris.
Camira is a loyal and respectful man, he grew up in an aboriginal community in central Victoria. He works as a builder 6 days a week to provide for his fam-ily. He feels as though Australia’s public is blind and has a long way to come in understanding the land they live on and its traditional owners. Camira enjoys a game of footy in the yard on a Saturday with a few beers ad a BBQ.
Hong Soo Zhen - 22Occupation: Monash university student - medicine Likes: Reading, chess, violin, dancing and fashion.
Hong Soo Zhen is an Intellectual, analytical and observant 22 year old who wishes to become a surgeon and has moved to Australia to study and learn English. She is stubborn and finds it difficult to relate to those who don’t work hard enough to achieve their dreams. Hong Soo Zhen is obsessed with cleanliness and is struggling sharing a dorm with the untidy students at Monash. She has no emotional depth when faced with confronting situations, simply brushing them off to get on with her day. Hong Soo Zhen never gives money to beggars.
immersion | 73
Group
shadowingstorytelling
culture probecustomers lifecycle map
the 5 whys
ABORIGINAL AUSTRALIA: EXPLORATION
While at the koorie centre I noticed a man take refuge from the cold and wet in the souvenir shop. I thought this a perfect opportunity to conduct a shadowing as the man was not actively seeking a bout of aboriginal culture but in walking into the koorie centre he was faced with a vast amount of information and artefacts, his reactions showed a good average of the general white population of Australia. If shadowing a person that had deliberately entered the centre then the observations would have been biased.
The man wandered around for a short time looking uninterestedly at the items on the shelves briefly stopping and handling an item and staring at it but not actually seeing it. It became obvious quickly that the man had no interest in what was on offer in the centre. He wandered upstairs to the Gallery and rushed past each of the artworks, slowing every now and again and eventually focusing on one but not displaying any form of appreciation or genuine interest.
Upon his departure the man did not make any enquires, sign the visitors book or thank the reception. He quickly left and was on his way again.
By observing his lack of empathy for the centre I derived that his education must have been lacking any valid information on aboriginal Australians and their culture, resulting in his disinterest and detachment with the community.
Through this observation, lead us to design a system that gives information of our family background and heritage thought a website from a reliable resource.
shadowingAllows one to observe the natural behaviours of
a subject giving more depth into our perceptions which can often be clouded with prejudgment and
bias.
可以让我们发现一些，一个主题更加深入到的感知能力的自然习惯，这些感知能力常常与预判和偏见所混
淆。
exploration | 75
Dat Truong, Group
Our group used story telling to find out more about Aboriginal Australia. By documenting the stories of Aboriginal people we could learn more about their culture and the way the public
perceive them.
why is it?
Memberitahui pengalaman sendiri berband-ing denganperkhidmatan yang digunakan sebagai cerita, teknik ini tolong anggota-anggota dalam kumpulan untuk belajar lebih banyak tentang orang-orang dengan melhat melalui pandangan mereka dan belajar lebih
banyak daripada tidak diekspatasi dari awal.
storytelling
“...Going through high school was fine, some people had an apprecia-tion of my culture and some did not. I was shocked one day when I found out that some schools do not teach aboriginal history at all, how sad for those kids to never learn about the origins of their country. I love being Aboriginal and I wouldn’t change it for the world, yes some days are hard and you have to overcome things that others don’t even know exist but at the end of the day if your confident then you’ll survive. If everyone knew about my culture and my people then there would be less anger and less racism, the communities would receive the focus they deserve and the problems would start to fade away...”
“...Aboriginal education was broad in high school, it didn’t really focus on anything specific, it didn’t teach us anything about the local natives, just Aboriginals as a whole, which is impossible seeing as each tribe differed so greatly... The information must have been so generalised...I have experienced some racism in my life, it kind of goes part in parcel with being an aboriginal I guess. Its gotten heaps better over the year, it not too bad now, but things can always be improved...”
Meeting with an Aboriginal teenage girl who lives in Melbourne gave our group great insight into a current young persons opinion on the education in Australia and its emphasis, or lack there of, on indigenous studies.
The second story was taken from a 25 year old aboriginal man who grew up in Melbourne city. His opinion helped broaden our findings as he represented an older demographic.
76 | exploration
Ryan Zheng, Group
Our aim for this task was to find out how involved and aware
people are of Aboriginal culture in Australia.
Who? Week 1 (28th March - 3rd April) Week 2 (4th April - 10th April)Janaki Madeki
Thursday 12:45pm- I got a leaflet in the mail advertis-ing that one od the events of the local government’s festival would be aboriginal dance.
Thursday 2:30pm - I looked through Knox City Council “Women in Work” book-let from last year and there was one Aboriginal woman.
Sunday 3:45pm- searching for podcasts on aboriginal people on abc 774’s website.
Tejas Sharma
Monday 1:20pm- Watching “One Night the Moon” in English
Monday 8:40pm- Watching youtube clips of the songs again to analyse camera angles.
Thursday 2:30pm- Ms Lim is making us watch “One night the Moon” again :(
Saturday 5:30pm-Watched parts of the movie again to help remember quotes for essay.
Nicole Petrovic
Sunday 9:30pm- Watched the Sorry Day clip that you linked me with
Three people were selected to be subject to the probe: Janaki Madike (working in the budgeting department of the local council), Tejas Sharma ( High school student)
and Nicole Petrovic (a student studying Communication Design). For the first week, I instructed them to text me every time they encountered advertising or media con-tent of any kind containing Indigenous material. During
the second week, I instructed them to text me when they engaged themselves in Indigenous material. We
found that there was little interest in aboriginal culture among those studied.
我们对于这个任务的目标是找出人们对土著文化在澳洲的需求和认知是
多少。
cultural probe
exploration | 77
Swathi Madike, Group
customer lifecycle map
Our team used the customer life cycle map to collate the data of peoples interest
with Aboriginal Australia over time
Kumpulan kami menggunakan kitaran hidup peta untuk myusun data yang
menarik orang dengan Australia asli dari masa ke masa.
Our proposed service aims to increase the interest in the Australian public, as
demonstrated in this graph.
78 | exploration
Ashley Shao, Group
the 5 whysOur team chose to focus on the lack of awareness in Australia’s public
Why is there so little awareness of the Aboriginal culture and history?Because there’s little access to interesting aboriginal events and cultural information, such as
the Black Trak performance and the Koorie Heritage centre. The only place the brochures are available is in the Koorie Heritage centre itself.
Why is there so little access to interesting aboriginal and cultural information?Websites do exist that promote places like the Koorie centre and public events however, not
many people are aware of them, the advertising doesn’t reach the public.
Why is the poorly advertised information not reaching the public?Because the advertising isn’t strategic enough and also if people had a genuine interest they
would look harder to find the information they wanted.
Why aren’t the people genuinely interested?Because there isn’t the right type of education early in life to promote interest in this area.
Why isn’t there the right type of education early in life to promote interest in this area, and what is the right type of education?
The education system in Australia is very politically bound, all of what is taught in schools across Australia is approved by the Australian government and as a result is a highly sterilised version of
the current situation and of the history. This sterilised version doesn’t have a great deal of depth and as a result cannot stir interest in the minds of the youth. The right type of education in this
area is one that shows both sides and tells all stories, one that is easily accessible and language and interface appropriate for its users demographic. The youth of today relate easily with the
internet and computer interface, a program/website that allows students to use their capability in these areas will be one that achieves success.
This tool helps the one draw out the core reason for a problem, by starting with an issue and turning it into a question that is then answered. By replicating this process multiple times one understands more easily a number of underlying issues beneath the initial question.
Alat ini membantu pengguna menarik alasan inti masalah dengan memulakan dengan masalah dan mengubahnya menjadi sebuah pertanyaan yang dijawab. Dengan replikasi proses ini beberapa kali satu memahami satu dengan mudah sejumlah masalah mendasar di bawah soalan awal.
exploration | 79
Clara Tanone, Group, Emma Gerard
idea generationco-creation
expectation mapwhat if…
design scenarioscustomer journey map
ABORIGINAL AUSTRALIA:INTERVENTION
To intrigue customers a service must be inviting, user friendly, and appealing to all audiences and target groups through the use of appropriate language, font sise, usability, colour, interactive features and sound.
A good service is one that sends out a positive message and is educational in some way.
Customers will want to use a service if they can easily see how they will gain from it.
idea generationDuring group discussion, we plotted a mind map consisting of
services that intrigue customers. For example, setting up a date that acknowledges the existence of the indigenous history and
having a bazaar in the front of the state library.
Di saat pertemuan kelompok, kita membuat peta pikiran yg berisi dengan layanan yang menarik pelanggan. Misalkan,
membuat hari khusus yang mengakui keberadaan adat sejarah dan membuat aktivitas di depan State Library.
A tool which allows the one to freely generate ideas on a chosen topic, the ideas can be recorded in a number of ways, one must
feel comfortable enough to let the ideas flow unhindered into the space.
intervention | 81
Group
Our co-creation session was conducted within a family home of which all of the participants had a
connection with. All were second generation Indian teens growing up
in Melbourne, Australia, experiencing the education system
first hand. Given the ethnicity of the teens and the rich indigenous
culture still alive in their community our group thought it useful to ask their opinion of the importance of culture and heritage in their lives.
The discussion was started by explaining the service design project being undertaken and its aim of enriching citizens
with knowledge on Indigenous history, culture and events. The most common response was “I can’t remember any-
thing from high school history, Indigenous in particular”. The project should focus on the longevity of peoples interest an
awareness, long after a student leaves school they should be interested and still actively seeking information on Aboriginal culture. There was a clear pattern evident that they only stud-
ied Australian history for maximum of a year and within that perhaps only a few weeks were dedicated to Indigenous affairs
and culture. As a result the obvious first solution brought up was to incorporate it more into their curriculum. Others re-
sponded by saying that they felt the content they were taught was boring and too generalised. Perhaps if students had more
time on the topic, they would be able to dwell further into their culture and discover more complex and interesting knowledge on the Indigenous. The teens included in this co-creation ses-sion are all of indigenous Indian decent, I asked them if their culture is important to them. They responded with mixed re-
views but when I put to them the situation where their culture was lost they couldn’t imagine how different their lives would be, they then realised the importance of culture and the huge role it plays in their lives. A suggestion came up that students
may be more encouraged and engaged if there were to be an excursion on the topic. When asked about the Koorie Herit-
age Centre, only one person had been there and another had heard about it. Awareness of these centres is essential for en-riching the public with knowledge. An interesting proposition of going to Indigenous regions of Australia as part of a school
camp was taken well amongst those in the group.
co-creationBringing in representitives appropriate to the subject at hand effectivly allows one to hold a disscusion on topics and gain valuable first hand opinions and suggestions.
Dengan membawa represantatif yang sesuai dengan subjek di tangan sangat efektif untuk membiarkan satu orang lain untuk memegang sebuah topik diskusi dan meningkatkan nilai pendapat dan saran.
82 | intervention
Swathi Madike, Group
intervention | 83
expectation map
Ekspatasi pengunna boleh membina atau mero-sak sesuatuperkhidmatan. Dengan megguna-kan perkhidmatanpemetaan ekspatasi sebagai alat cekap documentasi ekspektasi pengunna membantu dalam permulaan tahap desain jasa.
Expectations of users can make or break a service. By using expectation mapping as a tool to efficiently document the expectations of users it can help in the initial stages of service design.
For a user to start browsing an educational website they would be likely to already be en-gaged and interested in the information at hand, alternatively they could have been directed here by a teacher at their school or a friend or relative in daily conversation. White, migrant and indig-enous Australians use educational websites and range from very young to very old. We explored all of the expectations of services through the eyes of these wide and varying groups.
Radek Rozkiewicz, Group
A great way to loosen up ones thoughts and allow radical ideas to emerge.
...All politicians were of Aboriginal decent?There would be massive emphasis on the current issues Aboriginal Australians are faced with, and a comprehensive knowledge about local law and tradition. ...Every school, primary, secondary and tertiary, taught solely in the Aboriginal language specific their geographic position?Not only would our national multi-linguistic skills amplify 10 fold but we would also have easier com-munication between Aboriginal Australians and the general Australian public.
...Business, attractions, airlines and governments were shut down,all western products were de-stroyed, all communications stopped and all amenities were disconnected and the people residing in Australia were forced to learn the ancient traditions of the local Aboriginal clans and live as they once lived?There would be greater appreciation for the land, no economies troubles, no pollution, and all would grown to have a complete understanding of the Aboriginal culture.
...Every citizen of Australia was forced to live in an aboriginal community for 2 years of their life?Our national multi-linguistic skills amplify, there would be greater appreciation for the land, all would grow to have a fair understanding of the Aboriginal culture.
...There was a hub of information, easily accessible and wildly advertised, that gave you every piece of information on aboriginal culture, heritage and tradition at your fingertips and it was introduced into all education facilities in Australia?It is widely acknowledged that a person will only truly learn something if they want to learn it. This ap-proach allows the freedom for people to learn about what interests them in Aboriginal culture.
what if...
Our group spent some time brainstorming ideas using the what if... tool, our outcomes were many and widely varying. This technique helped us really formulate a stong idea for a new service.
Cara yang sesuai untuk melonggarkan pemikiran dan membolehkan idea
radikal muncul.
84 | intervention
Group, Emma Gerard
Scenarios are created that demonstrate specific parts of the service which may need analysing. These scenarios can then be
demonstrated in a number of ways. Our group chose to use our personas in these scenarios to see how they would respond.
design scenarios
Senario yang dicipta boleh mendemonstrasi bahagian khusus dalam perkhidmatan yang mungkin perlu dianalasi. Senario-senario tersebut kemudian boleh didemonstrasi melalui beberapa cara, kumpulan kami
memelih persona kami dlama senario untuk melihat bagaimana mereka akan merespon.
Scenario
Observation
Persona - Camira Persona - Soo Zhen
Camira wishes to build a family tree of his indig-enous family. He goes to our website with a link called “Family Heritage” that should direct him to an appropriate sources and information about his genealogy. But he found that the information is lacking or just unavailable.
From the predicament of our persona we have identified that more research and work must be done in recording genealogical data and an-cestry of the indigenous people of Australia, to better help and provide information for those who are in search of their lost families or just wishing to build a comprehensive guide of their family tree.
As an RMIT international student from Singapore, Soo Zhen needs to research more on indigenous lifestyle for her university assignment. Her lecturer advised her to use our website. However, she is confronted with the problem of not having a good grasp of english and strug-gles to understand the information provided.
With this observation, we have noticed that many other races also wish to use our website besides those who are verse in english therefore it is imperative that a translation tool is provided for those who cant read english. This also helps those of indigenous background to read as well for their language will be provided in the translation tool as well.
intervention | 85
Sean Wong, Group
The customer journey map tracks a customers use of a service measuring the touch points and their emotions.
customer journey map
顾客行程图跟踪并计算顾客使用服务的测量点和他们的感情。
angry
neutral
mostlyhappy
excited
annoyed
0 30 1hr 1hr30 2hr 2hr30 3hr 3hr30 4 hr
(Time)
(Enj
oym
ent)
asked tocreate username and
pw.
discovers that a indigenousguest speakeris coming to
RMIT.
reading the latest news onthe indigenous
reading postsby the
indigenous about their past; real
life stories
racist posts/comments
on the site
commentsremoved when
he reportedthem
he started a discussion onthe site, so he
could learnmore
We created this graph to see how the customer would react to the site over a certain amount of time. It is important to record the users reactions towards the site, so that we can make changes and improvements to the site if needed. From this, we learnt that certain problems could be resolved within the site.
86 | intervention
Jinali Samaraweera, Group
desktop walkthroughstoryboards
service stagingservice blueprint
service prototypesbusiness model canvas
agile development
ABORIGINAL AUSTRALIA:DEMONSTRATION
desktop walkthroughOur group used our personas in the desktop
walkthrough to observe a user navigating the site noting the issues faced and responding to them.
我们组在桌上排演中用人格面貌来观察一位用户遇到的问题和做出回应。
Dayoorl an aboriginal walks into the Koorie Heritage Centre to learn more about his family and heritage.
The liaison then leads Dayoorl to the computer section of the Heritage Centre and shows him how he could find his heritage through using a specialised website.
Dayoorl has logged on into “oneaustralia.org” and now browsing through the language section and is been taken to the family heritage section where he found helpful ways to locate his extended family.
Dayoorl left the Koorie Heritage Centre feeling happy and satis-fied, as he now knows a reliable resource of his acknowledge-ment of existence and family tree.
88 | demonstration
Dat Truong, Group
The teacher found that her class needed to be more informed about indigenous culture.
The teacher looked on-line and found “oneaus-tralia.org”
She found the Koorie heritage centre was near by and rang them for information
She then booked a speaker to come and talk to her class through oneaustralia.org.au
The speaker came and spoke to the children
After which the class took a field trip
The class visited the Museum of Victoria
The workshop collabo-rated with oneaustralia to create a workshop for the students
The museum provided students with informa-tion books upon depar-ture.
Storyboarding was used by our group to help visualize all our current ideas in a simple
and effective way. In using this tool we noticed that our service was truly going to be effective way to improve the
education of Australia’s youth on indigenous culture.
我们组用故事板通过一个简单有效的方式来展现我们的现在的想法。 在使用这个工具的过程中我们发现我们的服务真正 有效地提高了澳大利亚的土著
文化青年的教育。
storyboard
demonstration | 89
Group
By acting out the proposed service it al-lows group members to iron out the kinks that aren’t visible on paper.We staged a primary school classroom, acting out how a teacher would excite the children and involve them in our new service
The teacher starts the class by reading a dream time story to the students.
Some of the children become excited by how different this story is to most west-ernised children’s stories
The teacher jumps on this opportunity and begins delving deeper into what ever aspect of the book the students were curious about.
With the help of our new website the teacher can easily access information to quench the thirsty minds of the stu-dents.
service staging/service roleplay
通过表演建议的服务允许组员模拟纸上不可见的。我们在小学课堂，表演老师如何激发孩子并让他们参与我们的新服务。
Using service staging helped our group to decide that some of the language issues need revising and that a feedback email ad-dress need be developed to assist those who wish to notify us of any changes they think would be helpful to the website.
The teacher sits with the students and talks about our service. She explains what we do and how we do it. Letting the class room teachers explain our service for us will be a more effective way of advertising as the teacher has a rapport with the students and is a trained communicator.
The class then looks at pamphlets and books, ordered off our site, filled with information on indigenous Australia.
Moving over to the computers, the Y generation students adapt easily to our user-friendly interface and begin completing activities straight away.
One student is having trouble understanding some of the language used in the site, the teacher assists.
90 | demonstration
Group
service blueprint
The perfect tool to demonstrate all of the important inner workings of a newly formulated service.
这个完美的工具展示了一个新制定的服务的重要内部工作。
demonstration | 91
A Yr 11 Student from Glen Waverley Secondary College is looking for an Indigenous speaker to come speak in her History class, and comes across our website.
LINE OF INTERACTION
LINE OF VISIBILITY
INTERNAL INTERACTION
USEROpens the
websiteStarts searching for Indigenous
lecturers that could comespeak at her school
Also sends an email to site,
asking for recommendationsActions
WEBSITEActions
Site gets email, puts up a notice on the site -asking if anyone was interested in speaking and
presenting at a school.
The site also sends out emails to people theyknow, who do speak at schools and such. Alsoreplies to the girls email, with emails/numbers
to contact indigenous speakers.
WEBSITE
OUTSIDE THE SITE
Actions
Process
Contacts emailed, reply to site and to the girland lets the site know that they provide suchservices, so that other users become aware
Site creates a pagewith listings of indigenous
speakers available
Jinali Samaraweera, Group
92 | demonstration
The real challenge in creating a prototype was deciding on a clear image for the service. We eventually came to the conclusion that our aim is for oneaustralia.org to be an easily accessible, user-friendly and educational website that will assist in creating an awareness in Australia’s general population of the indigenous people of Australia, their heritage, culture and history, arts, music, law and tradition. By increasing awareness we envisage that racism will decline, interest will increase and more action will be taken to preserve the culture and improve the circumstances of the indigenous living in Australia today. Taking this all into consideration we felt that a strong connection to aboriginal tradition was needed for the home page of oneaustaralia. The colours of red, black and yellow are found on the Aboriginal flag and are a source of great pride amongst the indigenous community. What better colours then to illustrate the strong pride of the Aboriginal people and the importance of their existence in the small history of colonized Australia.
By using service prototyping our group formulated a prototype of www.oneaustralia.org.au, a website for all
Australians to learn and reconnect with the land and its indigenous people. Service prototyping has been useful to
us as it has helped us to formulate a clear image for the website and for our service
service prototyping
通过使用服务原型我们组制定了以www.oneaustralia.org.au为原型，为所有澳大利亚人网站了解和再次联系土地和土著人民的网站。服务原型对我们有用，因为它为我们的网站和
服务制订了清晰的图像起到了帮助。
Radek Rozkiewicz, Group
The most effective tool to clearly outlay the strategy of bringing the service to the market. In covering topics like Key Partners and Revenue Streams one can finally start to visualise the service in its entirety. Our group produced an
extensive business model answering in great detail each of the nine subheadings. Some headings are shown here.
demonstration | 93
business model canvas
业模型是最有效的工具，明确支出了将该项服务的市场策略。我们组的提出一个由非常详细的九个小标题组成的商业模型来可以模拟包括主要合作伙伴和收
入来源的全部服务。有些标题是显示在这里。
Key Partners- The Koorie Heritage Trust- National Sorry Day Committee - In touch with australia.com - ACARA (Australian curriculum, as-sessment and reporting authority)
Key Activities- Networking- Sponsor management:Request for government funding- Content development:Collaborating with the ACARA to gain an insight into how the platform can assist with educational institutions, in particular how the content presented can mould to the syllabus
Value Proportions
Indigenous Community- A way of telling the truth, making it heard by a wide audience- Able to promote their culture- Able to advertise events on a common platform
Students- An interactive web based resource- Accessibility of information- In line with curriculum, there will be less time ‘searching around’- Entering the outback and experiencing Indigenous culture first hand
ACARA, Educational Institutions- Perhaps they will be able to broaden their curriculum with this added resource
Teachers- Able to teach with knowledge that the information required is out there- Easy to contact remote schools which wish to participate in the exchange program
Koorie Heritage Centre- Able to contact other similar organisations in other states us-ing a common platform (eg. Ease of organising national events in collaboration with other states)
Channels- Newspaper- Social Networking websites (Facebook, twitter, Flickr, youtube)- Leaflets at Key Partners such as the Koorie Heritage Centre
Key Resources- The Indigenous people we get in contact with for anecdotes- The commitment of our Key Partners, particularly ACARA’s vested interest- The ACARA’s curriculum will be es-sential to derive the content our service provides- Volunteers
Revenue StreamsAdvertising fee on the platformThe online store (or should it remain not-for-profit)A certain percentage from inviting a guest speaker to a school
Customer RelationshipsOnline Networking Methods (Facebook, Twitter, Youtube)
Swathi Madike, Group
agile developmentIn using the many tools of service design our group delved
into the inner workings of Aboriginal Australia and came out the other end with an innovative redesign of its current
Australian education syllabus.
94 | demonstration
我们组使用了很多服务设计工具来研究澳洲原住民的内部运作，并提出重新设计目前的澳大利亚教育的教学大纲。
Group
epilogueAboriginal Australia is a culture, a people, a community and a race and as such; a topic which had to be investigated into with great care and empathy. In the context of service design Aboriginal Australia was interesting in that, if you set aside the tourist stops and tacky Australiana shops, there is no current service to reconstruct, because it isn’t a service it is people. Differently from the other two groups in this project, our group had to begin with the thought that we were essentially trying to reconstruct a way of thinking, we set out to regain the identity of a country with an identity crisis and make the general public aware of the truthful and confronting history of its
original inhabitants.
In order to achieve this our group utilised service design tools which helped us negotiate a difficult path through the façade of Aboriginal Australia, viewed by the public, and into its heart and soul. Initially a few hurdles had to be surpassed. We asked questions like; what exactly is our chosen issue regarding the Indigenous population of Australia and who would be the most responsive and effective target
audience to project our solution at?
To begin we immersed ourselves into the world of service design and into the culture of Aboriginal Australia by using some of the research tools, such as ‘service safari’ and ‘a day in the life’, teemed with frequent trips to places like the Koorie Heritage Centre. From there we moved into the exploration of the current situation. Tools like ‘the 5 whys’ and ‘story telling’ were great ways to delve deeper into the issues. The next stage was to take what we had found and try to decide on what needed the greatest amount of change. We unanimously came to the conclusion that education was the key, with education came awareness and with awareness hopefully would
then come greater action and empathy.
The unfortunate current situation is that uncensored information is not accessible by the public or those in educational institutions. Additionally, the material available is not focussed enough on current affairs and events relating to Australia’s Indigenous population.
Our group then went about designing a new website that would revolutionise the education system in Australia and perhaps the world. Tools like ‘idea generation’ and ‘co-creation’ are both tools commonly used in a variety of workplaces all over the globe, often branded
with a different name but still with them same effect. These two tools in particular helped with the generation of our website design.
Overall our journey has been educational and awakening. We have learnt about the many uses for service design tools and their importance in our world, our capacity to work as a team has grown and at the same time we have individually grown more aware of Australia’s complicated past and present. In looking to the future we can see service design expanding and having a much needed
presence in everyday life.
Swathi Madike, Emma Gerard 95
appendix
97
305
Serving the Unserved Teaching students Service Design – with a focus upon capacity building in community
orientated design practice. Industrial Design Studies, 12 Credits, February 2011
Tutor: Soumitri Varadarajan ([email protected]) Contact Hours | Duration: 3 hours per week | 12 weeks. [39 hours contact]
Non-Contact | Self Directed Hours: 6 hours per week | 12 weeks [78 hours expected] Location: 88.6.13/13 A & B,
Day | Time: Monday Mornings | 9-12
In 2010 I spent a lot of time tramping about in remote villages of Assam. My Australian SIM would not work and I came to a realization - An iphone without a network connection is an ipod!
Now isn’t that amazing? That’s where you realize that services are important. Umm … maybe a bit more than that. Maybe services are the lifeblood of contemporary human society as we know it!
lifeblood [ˈlaɪfˌblʌd]
n
1. (Life Sciences & Allied Applications / Biology) the blood, considered as vital to sustain life
2. the essential or animating force
So - I would like to focus your mind upon the fact that service is a powerful new force sweeping through the profession of design. And as Joe Heapy of Engine Service Design UK puts it: “Service is the activity of helping someone achieve something. The term Service Design describes the application of designer-ly thinking – and a new hybrid design practice – to business, social and environmental issues. What do service designers design? The systems and services that people use everyday and that organisations provide to create wealth or valuable outcomes for individuals and communities.”
There are some who say that our obsession with products is wrong (Clive Hamilton)2. But what are they saying about designers who design products? Because a lot of that is very passionate I leave it for you to find out. But you may like to look up the UNEP text on Product Service System – which urges designers to move forward from designing products, to designing product service combinations, and onwards to dematerialization or a world without products.
This tutorial is about service design. But with a twist – for my practice of service design is a political one. I am ideologically orientated towards those that have not. And when we speak of services – we speak of those that ‘have not’ decent services. Ergo - Serving the Unserved.
But what is 305?
99
Key Learning objectives
The course has a specific area, Service Design, and a particular way, Reading texts, Performing Service Design-Process activities, to go about the semester.
Content
Understanding Service Design
Methods Readings, Ethnography and Making Books
Online Resources There are two Library Subject Guides associated with this tutorial: Service Design and Design and the Indigenous. Both guides can be found at the link URL: http://rmit.libguides.com/Industrial-Design
Activities There are three things you will do in this course:
1. Service Design: We will be reading the book “This is Service Design Thinking” by Marc and Jakob. The book will inform you about service design practice.
2. Aboriginal Australia: We will be reading the book “Why weren’t we told?” By Henry Reynolds. The readings of the book inform our understanding of aboriginal Australia and aboriginal Australians. You will add to your understanding by exploring Indigenous Designers and their work or Indigenous Artists and their work. You will also be required to think about the Indigenous in the context of Service Design.
3. The Reader: All the work done in this course by the students – will be collected into one single volume, which I have called the Reader.
Deliverables You will have:
1. Weekly tasks (homework) to do, arising out of activities in the classes.
2. Participation in the Group Project to deliver the Reader at the end of the semester.
Evaluation You will “self evaluate” based upon a rubric to be discussed in class.
Readings You are required to buy the following books for this course: “This is Service Design Thinking” by Marc and Jakob. You can get this book from here - http://thisisservicedesignthinking.com/ & “Why weren’t we told?” by Henry Reynolds. This book has been ordered for you. You can buy this from the RMIT Bookshop.
100
Design Thinking Situations30 minutes, you have to answer the following questions.
Question 621:“In presenting the 2011-2012 state budget Tuesday afternoon, Treasurer Kim Wells said the myki project, along with failed initiatives HealthSMART and the Regional Rail Link, contributed to $2 billion in cost over-runs from the state government. The smart card system itself faced a three-year delay in introduction to the state’s public transport system and is expected to have cost $1.4 billion alone.” You have been asked by your boss at the service design company, 2D KLIM, to prepare a sales pitch in three days to present to the Myki company KAMCO. The pitch has to show how your firm can help Myki get better customer satisfaction. What SD tools will you use for your project? Explain in 300 words.
Question 207: “HALF the number of people in custody in Victoria have a mental illness, a study has found. And of the 600 detainees in the survey, one in six was being treated for a mental illness at the time they were detained.” The Government has retained the service design company you work for, “Can Do La”, to come up with an improved public service focused upon the mentally ill. Can Do La has proposed two ways of doing the project – one involves interviewing stakeholders, and the other involves doing the project is secret. Explain both the ways Can do La has proposed to do the project.
Question 203: Chrysanthemum, is a town north of Melbourne. At least eight people died in the recent bushfire in the small mountain town, which lost an estimated 80 per cent of its houses. The Victorian government has set up a service design project to help bushfire victims to rebuild their lives. At the start of the project you travelled to Chrysanthemum with your team mates and conducted a co-creation activity with the local community. Why did you do this before using any of the other tools of service design thinking? (300 Words)
Question 256: Edo is an affluent bayside suburb in the south east of Melbourne, with million dollar homes. It is a favourite suburb for investment by Asian people. Because of its popularity overseas in Asia, local schools in Edo have a large number of international students doing VCE. For some time now, local students have been complaining that they are feeling neglected. So the school has decided to make a multimillion dollar investment in sporting facilities. But they are stuck – how do they develop the correct sporting facility for their curious mix of students? 1. What 3 tools will you use to solve the problem?2. Explain why (300)
Question 200: Gaga Black (GB) is an Airline investing in racially mixed Indonesia. They want to wipe out Garuda by offering a much better customer experience, with really cool touch points. You, Norman Kamaru, have been given the job of preparing a pitch, for GB by the service design company you work for, Srivijaya Entreprises. What three tools will you first select to think about your pitch?
Question 305: Carpedium is a big banking firm. They have a bullying problem, and some women have complained of sexism at the workplace. You have been called in to look at the problem?1. What 3 tools can you use to understand the problem?2. Explain why (300 words)
Question 605:Ni Hao is a service design company set up by former students and professors of Tongji and Fudan University. It’s a monday morning and Qin Han has to develop a project for Southern China Airlines. She has to work out a design process, to show to the client, and to work out the cost of the project. What service design tools should she use? Explain.
101
tools we used from ‘This is Service Design Thinking’StakeholderMapsServiceSafariShadowingCustomerJourneyMapsContextualInterviewsCulturalProbesEthnographyA day in the lifeExpectationMapsPersonasIdeaGenerationDesignScenariosStoryboardsDesktopWalkthroughServicePrototypesServiceStagingAgileDevelopmentCoCreationStorytellingServiceBluprintsCustomerLifeCycleMapsBusinessModelCanvas
tools list at ‘Service Design Tools’http://www.servicedesigntools.org/ACTORS MAPAFFINITY DIAGRAMBLUEPRINTCHARACTER PROFILECOGNITIVE WALKTHROUGHCONSTRUCTIVE INTERACTIONCONTEXT PANORAMACUSTOMER JOURNEY MAPDESIGN GAMESEVIDENCINGEXPERIENCE PROTOTYPEGROUP SKETCHINGHEURISTIC EVALUATIONINFORMANCEINTERACTION TABLEISSUE CARDSLEGO SERIOUS PLAYMIND MAPMOCK UPMOODBOARD
MOTIVATION MATRIXOFFERING MAPPERSONASPOSTERROLE PLAYINGROLE SCRIPTROUGH PROTOTYPINGSERVICE IMAGESERVICE PROTOTYPESERVICE SPECIFICATIONSTORYBOARDSTORYTELLINGSYSTEM MAPTASK ANALYSIS GRIDTEMPLATETOMORROW HEADLINESTOUCHPOINTS MATRIXUSABILITY TESTINGUSE CASESWIZARD OF OZ
service design tools
102
To know more about Service Design you can start with information available on the internet:
1. Wikipedia: http://en.wikipedia.org/wiki/Service_design2. Service Design Network: http://www.service-design-network.org/3. Service Design Glossary (live | work): http://www.servicedesign.org/4. Service Design Tools: http://www.servicedesigntools.org/5. Howard Design Blog: http://www.howardesign.com/exp/service/6.Design for Service: http://designforservice.wordpress.com/7.Service Design Network Melbourne: http://www.servicedesign.net.au/8.Lauren Currie: http://redjotter.wordpress.com/2. Kate Andrews: http://kateandrews.wordpress.com/3.Faint Voice: http://campaignprojects.wordpress.com/
Engine, UKThink Public, UKSidekick Studios, UKProspect, UKSnook, UKRadarstation, UKPlot, UKDesignThinkers, NL31Volts, NLWork Play Experience, DETransformator, SEProto Partners, AUContinuum, USPeer Insight, USFrontier, USTurnstone, USIDEO, US
more on service design service design consultancies
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Soumitri starts life in India in the same year as Barack Obama, George Clooney and Eddie Murphy who don’t start life in India. Also unlike them he was a good Indian so he went to Engineering School. He emerges five years later, after ten semesters of maths and mechanical engineering, clear that he wants to be something else. Some years later he is an Industrial Designer. He wants to teach and write too so for the next five years he runs a design consultancy (with Whirlpool, Hero and Intron as some of his clients), a metal furniture making company, teaches students and writes for magazines in India and abroad. He then goes off to Japan and works at Hitachi for a bit * nihon was subarashi desu ne! Which cures him of the desire to make more consumer products for moneyed people, he is again clear he wants to do something else. Back in India he quits his firm, does freelance work and teaches. Sometime later he runs a recycling project and changes 2 tonnes of waste a day into money, which gets him this award and a voice at UNEP. Along the way he does a PhD, which argues that design has lost its mind, and soon after moves to Australia. These days he teaches service design and tells his students to be idealistic, take risks and do something for the forgotten * in a faint voice.