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EUROIA – BRUSSELS, SEPTEMBER 27, 2014
AGENDA, 9:00 – 13:00 
WHO IS WHO 
WHAT IS SERVICE DESIGN 
OVERVIEW TOOLKIT 
METHODOLOGY AND TOOLS 
EXERCISE 
00 CASE 
01 USER INSIGHTS 
02 PERSONA DIMENSIONS 
03 DESIGN CHALLENGE 
04 SERIOUS PLAY SCENARIOS 
05 USERS’ JOURNEYS 
EVALUATION
DIY Service Design, the toolkit (euroIA 2014, Brussels)
WHO IS WHO? 
Who is Namahn? 
Kristel Van Ael, kvae@namahn.com 
Joannes Vandermeulen, jv@namahn.com 
Koen Peters, @2pk_koen 
What would you like to learn today?
DIY Service Design, the toolkit (euroIA 2014, Brussels)
DESIGN? 
Design is the process of 
finding the most elegant 
answer to the question of 
‘how do I…?’
SERVICE? 
A service is the action 
of helping or doing work 
for someone.
SERVICE DESIGN? 
Service design is about 
finding the most elegant way 
to help someone to do 
something.
SERVICE DESIGN? 
A methodology used to develop 
a new service offering or to improve 
an existing service offering through 
design techniques.
CITY OF GEEL 
Merging the services of City and OCMW
ARHUS ROESELARE 
Library & knowledge center
TAXISTOP 
Helping to find transport to an event
BPOST SHOP & DELIVER 
The postman shops for you 
and delivers at home
ZORGBEDRIJF ANTWERP 
Reducing loneliness 
through self-organisation
DIY Service Design, the toolkit (euroIA 2014, Brussels)
PEOPLE ARE 
CENTRAL 
Service design views 
service provision from the 
point of view of people: the 
user of the service and the 
service provider. 
Qualitative 
user insights are essential
HOLISTIC APPROACH 
You look at the 
service in its 
entirety 
All touch points and 
channels. 
Through time.
CO-CREATION 
MODE 
Design thinking 
A common language between 
disciplines > fostering 
collaboration. 
Design techniques ensure 
concrete and solution-oriented 
thinking.
IDEA EXPLORATION 
FROM USER 
REQUIREMENTS 
Ideation 
Generating (lots of) ideas by 
using creativity techniques. 
Finding solutions through 
lateral thinking.
EVIDENCING 
Visual 
Visualisation and 
prototyping makes 
ideas concrete, 
understandable and 
discussable.
TESTING WITH 
REAL USERS 
Iterative 
Frequent and early 
testing is essential. 
Ideas can continuously 
improve.
DIY Service Design, the toolkit (euroIA 2014, Brussels)
WHY THIS TOOLKIT? 
An introduction to service design 
Design thinking methods to enable shared 
understanding and co-creation 
Service design is interdisciplinary 
A DIY tool for non-designers (with a little help)
THE TOOLKIT INCLUDES… 
A POSTER with an overview of the service design process; 
A MANUAL with an introduction about service design and a step-by-step plan; 
A SET OF “TECHNIQUE” CARDS that explain how to use each technique; 
A SERIES OF PORTRAITS that you can use throughout the process; 
WORKSHOP MATERIAL 
For each technique you can download workshop material from the 
website: www.servicedesigntoolkit.org
DIY Service Design, the toolkit (euroIA 2014, Brussels)
WHAT DO YOU NEED? 
Process Facilitator (neutral) 
Project leader 
Design thinking techniques 
Design capacities: translating ideas into concepts 
and visualisations 
Time (from people in your organisation) 
Support from management
DIY Service Design, the toolkit (euroIA 2014, Brussels)
METHODOLOGY 
Eight steps 
Step one to four is about 
understanding the problem and 
what you want to solve 
Step five to eight helps you find 
solutions. 
16 techniques 
Designed to be used in 
co-creation workshops.
STEP 1 : FRAMING 
The very first step in the service design process 
is to fully understand the questions: why do you 
want to design this service? Which insights are 
still missing? 
In a workshop with colleagues from all departments of your 
organisation that will be involved in the new service + 
management and external partners if already indentified.
STEP 1: FRAMING 
CONTEXT AND 
OBJECTIVES 
By scoping the project and 
strategy together, you ensure 
that all the interested parties 
have the same understanding 
and begin from the same 
starting point.
STEP 1: FRAMING 
RESEARCH 
QUESTIONS 
With this technique you identify 
who your (potential) users are 
and what you want to learn or 
verify about their needs.
ADDITIONAL TECHNIQUE 
Make a context model when 
things are not clear yet.
STEP 2 : USER INSIGHTS 
When you know where you want to go, 
it’s time to listen to the users who will use your 
service and the employees who will fulfill the 
service. 
This is a crucial step that you absolutely cannot skip. 
In the ‘field’: in the context of use or future use.
STEP 2: INSIGHTS 
EXPERIENCE 
INTERVIEW 
Gather insights from users by 
talking with them about their 
current experience of your service 
or the context of your future 
service. 
Ask about all the phases of the 
experience 
Draw the experience by means of 
a curve.
STEP 2: INSIGHTS 
ACTORS MAP 
Get a picture of all the possible 
interested parties for your service 
and the role that they play in the 
system. 
Identify possible secondary users 
and other service providers who 
could be interested in your 
service or have an influence on 
the experience of it.
PROCESSING TIP 
Bring all the experience lines together 
and look closely at the peaks and dips.
STEP 3 : PERSONAS 
In this step, you bring together the insights 
acquired in the previous phase. 
You do this by making profiles of typical users and employees of 
your future service. These are fictitious characters (or personas) 
that capture as much as possible the various needs and desires 
of the different target groups. 
Do this in a workshop together with users.
STEP 3 : PERSONAS 
PERSONA DIMENSIONS 
When thinking about the solution we 
want to meet the different needs 
and expectations of the target 
groups as closely as possible. 
To decide on a good set of 
personas, start by detailing the 
personal characteristics that 
influence your service. Think in 
extremes; you certainly want to 
include the difficult or picky user.
STEP 3 : PERSONAS 
PERSONA SHEET 
Create fictitious users of your 
service. These users have a 
name, a face, some personal 
attributes, objectives and tasks. 
Personas help you to get under 
the skin of your users and, in the 
later phases, help you to design 
the service from the perspective 
of the various users.
TIP - Use your personas throughout the 
design process to evaluate your solutions.
STEP 4 : DESIGN SCOPE 
In this step you determine what you actually 
want to design. 
User insights usually result in this being different from what you 
initially proposed. By talking with and observing users you 
discover underlying needs and desires. 
In this step you reframe the scope of the project with the same 
workshop group as in step one.
STEP 4 : DESIGN SCOPE 
DESIGN CHALLENGE 
In this exercise you reformulate 
your initial question based on all 
the insights that you have 
gathered from inside and outside 
the organisation. 
You decide wat you want to 
focus on and you formulate what 
you wish to design in a single, 
clear sentence.
STEP 4 : DESIGN SCOPE 
DESIGN 
REQUIREMENTS 
From the design challenge, 
determine what the high-level 
requirements are for the 
users. 
Use your personas in this 
exercise.
ADDITIONAL TECHNIQUE 
Make a moodboard of your challenge.
STEP 5 : IDEATION 
You now know enough to start designing. 
Before you start creating concrete solutions it’s 
important to make space for new thoughts. 
You want to find innovative solutions and those are usually not the 
ones that you already have in mind. 
Involve users in this exercise. It can also help to invite people 
from completely different domains (artists, scientists, …).
STEP 5 : IDEATION 
LOTUS BLOSSOM 
The lotus blossom is a 
creativity technique for 
reaching conclusions and 
finding ideas by means of 
fragmentation and association. 
This technique stimulates the 
participants to think laterally.
STEP 5 : IDEATION 
THE COCD-box 
You select the ideas based 
on originality and feasibility 
and you keep the ideas 
that score well on both 
criteria. 
Let the workshop 
participants vote by means 
of stickerdots.
ADDITIONAL 
TECHNIQUE 
Look at the ‘Human 
Drives’ for inspiration.
STEP 6 : SERVICE CONCEPT 
Finally, you’re ready to find solutions, as always 
from the viewpoint of the user and the employee. 
Bring in the personas and think from their perspective. 
Again, involve users in the workshop.
STEP 6 : CONCEPT 
SERIOUS PLAY 
Play the future user 
experience. 
Find ideas by playing 
scenarios from your persona’s 
standpoints. 
Create the solution while you 
play.
STEP 6 : SERVICE CONCEPT 
USER JOURNEYS 
User journeys are an overview of 
the future service from the point 
of view of all the users and 
employees. 
Combine all the scenarios. 
By combining the various 
experiences in time and through 
the touch points, you quickly see 
whether there are gaps, overlaps 
or inconsistencies.
TIP - Play on a map if your service 
involves a building or an 
environment.
STEP 7 : PROTOTYPE & TEST 
In step 7, ideas are worked out in prototypes or 
mock-ups and tested with users and service 
providers. 
This phase is a crucial part of the service design process so 
make sure not to skip this step. By testing with real users and 
employees you’ll quickly and inexpensively discover what works 
and what doesn’t.
STEP 7 : PROTOTYPE & TEST 
TEST PREPARATION 
There are three types of touch points 
in service provision: digital, physical 
and human. In this phase, you work 
out each touch point into a testable 
form. It certainly doesn’t have to be 
“finished”. 
With the template you determine 
which touch points you want to test 
and you describe, for each touch 
point, what and who you need.
STEP 7 : PROTOTYPE & TEST 
USERS TEST 
In a user test, the future 
service is tested with actual 
users using prototypes in as 
real a context as possible. 
The aim is to efficiently 
learn in practice what works 
and what doesn’t work 
before scaling up.
TIP – Make a table prototype if it’s too 
costly to prototype on real scale.
STEP 8 : FEASIBILITY 
In this last step, consider all the things that have 
to be done (and changed) behind the scenes to 
realise the service. 
Make a comparison between the existing and 
desired situation and create a roadmap. 
Involve colleagues in this exercise and optionally partners who 
know the organisational processes and workflows well.
STEP 8 : FEASIBILITY 
BLUEPRINT 
A blueprint is the summary of the 
future service in which both the 
front stage as well as the back 
stage are mapped. 
Figure out what the 
consequences are of your future 
service concept for the 
organisation: the employees, the 
organisational structure and the 
underlying processes.
STEP 8 : FEASIBILITY 
ROADMAP 
Plan the route you need to take 
in order to reach the renewed 
service concept. 
Determine what is minimally 
needed for the pilot phase and 
how you will work towards the 
complete service in the 
subsequent phases.
ADDITIONAL TECHNIQUE 
Make a business model to find out how your 
new service proposition can generate value 
for the organisation.
QUESTIONS?
DIY Service Design, the toolkit (euroIA 2014, Brussels)
CASE-BASED EXPERIENCE 
In groups 
Mix up: avoid being together with colleagues 
Presentation moments
WHO IS WHO? 
Who are you? 
Present yourself as an animal 
Explain to your group members
DIY Service Design, the toolkit (euroIA 2014, Brussels)
CASE 
HOW TO OPTIMIZE THE AIRPORT 
EXPERIENCE? 
1. Waiting moments 
2. Transfers 
3. Knowing what, when, where and how 
(Orientation & timing)
01: USER INSIGHTS 
Practice the experience 
interview 
Interview each other. 
Ask about phases and 
experiences and draw the curve. 
Go more in depth for the extreme 
moments (ask why).
01: USER INSIGHTS 
Bring it together 
What were your most interesting or 
surprising insights? 
Put them on post-its in keywords. 
Put the post-its up while explaining 
inside your group.
02: DIMENSIONS 
Practice persona 
dimensions 
What are the differences in needs 
and expectations that will 
influence your solution? 
In your group, identify and write 
on the poster. 
Then combine into 6 personas. 
Use at least each extreme once.
COFFEE BREAK
03: DESIGN CHALLENGE 
Define your design brief 
In one group. 
Who are the users you will focus 
on? 
Make a Chinese portrait of the 
future service. 
Formulate clearly: what problem 
do you want to solve? What need 
do you want to address? 
Format: how + verb + user + goal?
04: SCENARIOS 
Build & Play your solution 
Individually, note 5 to 10 solution 
ideas on post-its. 
In group, combine into scenarios. 
Test your scenario through role-play. 
Use the point of view of at 
least 2 of your persona’s. 
Improve while playing.
05: USERS’ JOURNEY 
Combine your scenario’s 
into one service concept 
In your group. 
First define the phases. 
For each persona, think what the needs 
and activities are in each phase. 
Then determine how your service fits in. 
What are the touch points? What do your 
employees do? What are the answers
DIY Service Design, the toolkit (euroIA 2014, Brussels)
THANK YOU

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DIY Service Design, the toolkit (euroIA 2014, Brussels)

  • 1. EUROIA – BRUSSELS, SEPTEMBER 27, 2014
  • 2. AGENDA, 9:00 – 13:00 WHO IS WHO WHAT IS SERVICE DESIGN OVERVIEW TOOLKIT METHODOLOGY AND TOOLS EXERCISE 00 CASE 01 USER INSIGHTS 02 PERSONA DIMENSIONS 03 DESIGN CHALLENGE 04 SERIOUS PLAY SCENARIOS 05 USERS’ JOURNEYS EVALUATION
  • 4. WHO IS WHO? Who is Namahn? Kristel Van Ael, kvae@namahn.com Joannes Vandermeulen, jv@namahn.com Koen Peters, @2pk_koen What would you like to learn today?
  • 6. DESIGN? Design is the process of finding the most elegant answer to the question of ‘how do I…?’
  • 7. SERVICE? A service is the action of helping or doing work for someone.
  • 8. SERVICE DESIGN? Service design is about finding the most elegant way to help someone to do something.
  • 9. SERVICE DESIGN? A methodology used to develop a new service offering or to improve an existing service offering through design techniques.
  • 10. CITY OF GEEL Merging the services of City and OCMW
  • 11. ARHUS ROESELARE Library & knowledge center
  • 12. TAXISTOP Helping to find transport to an event
  • 13. BPOST SHOP & DELIVER The postman shops for you and delivers at home
  • 14. ZORGBEDRIJF ANTWERP Reducing loneliness through self-organisation
  • 16. PEOPLE ARE CENTRAL Service design views service provision from the point of view of people: the user of the service and the service provider. Qualitative user insights are essential
  • 17. HOLISTIC APPROACH You look at the service in its entirety All touch points and channels. Through time.
  • 18. CO-CREATION MODE Design thinking A common language between disciplines > fostering collaboration. Design techniques ensure concrete and solution-oriented thinking.
  • 19. IDEA EXPLORATION FROM USER REQUIREMENTS Ideation Generating (lots of) ideas by using creativity techniques. Finding solutions through lateral thinking.
  • 20. EVIDENCING Visual Visualisation and prototyping makes ideas concrete, understandable and discussable.
  • 21. TESTING WITH REAL USERS Iterative Frequent and early testing is essential. Ideas can continuously improve.
  • 23. WHY THIS TOOLKIT? An introduction to service design Design thinking methods to enable shared understanding and co-creation Service design is interdisciplinary A DIY tool for non-designers (with a little help)
  • 24. THE TOOLKIT INCLUDES… A POSTER with an overview of the service design process; A MANUAL with an introduction about service design and a step-by-step plan; A SET OF “TECHNIQUE” CARDS that explain how to use each technique; A SERIES OF PORTRAITS that you can use throughout the process; WORKSHOP MATERIAL For each technique you can download workshop material from the website: www.servicedesigntoolkit.org
  • 26. WHAT DO YOU NEED? Process Facilitator (neutral) Project leader Design thinking techniques Design capacities: translating ideas into concepts and visualisations Time (from people in your organisation) Support from management
  • 28. METHODOLOGY Eight steps Step one to four is about understanding the problem and what you want to solve Step five to eight helps you find solutions. 16 techniques Designed to be used in co-creation workshops.
  • 29. STEP 1 : FRAMING The very first step in the service design process is to fully understand the questions: why do you want to design this service? Which insights are still missing? In a workshop with colleagues from all departments of your organisation that will be involved in the new service + management and external partners if already indentified.
  • 30. STEP 1: FRAMING CONTEXT AND OBJECTIVES By scoping the project and strategy together, you ensure that all the interested parties have the same understanding and begin from the same starting point.
  • 31. STEP 1: FRAMING RESEARCH QUESTIONS With this technique you identify who your (potential) users are and what you want to learn or verify about their needs.
  • 32. ADDITIONAL TECHNIQUE Make a context model when things are not clear yet.
  • 33. STEP 2 : USER INSIGHTS When you know where you want to go, it’s time to listen to the users who will use your service and the employees who will fulfill the service. This is a crucial step that you absolutely cannot skip. In the ‘field’: in the context of use or future use.
  • 34. STEP 2: INSIGHTS EXPERIENCE INTERVIEW Gather insights from users by talking with them about their current experience of your service or the context of your future service. Ask about all the phases of the experience Draw the experience by means of a curve.
  • 35. STEP 2: INSIGHTS ACTORS MAP Get a picture of all the possible interested parties for your service and the role that they play in the system. Identify possible secondary users and other service providers who could be interested in your service or have an influence on the experience of it.
  • 36. PROCESSING TIP Bring all the experience lines together and look closely at the peaks and dips.
  • 37. STEP 3 : PERSONAS In this step, you bring together the insights acquired in the previous phase. You do this by making profiles of typical users and employees of your future service. These are fictitious characters (or personas) that capture as much as possible the various needs and desires of the different target groups. Do this in a workshop together with users.
  • 38. STEP 3 : PERSONAS PERSONA DIMENSIONS When thinking about the solution we want to meet the different needs and expectations of the target groups as closely as possible. To decide on a good set of personas, start by detailing the personal characteristics that influence your service. Think in extremes; you certainly want to include the difficult or picky user.
  • 39. STEP 3 : PERSONAS PERSONA SHEET Create fictitious users of your service. These users have a name, a face, some personal attributes, objectives and tasks. Personas help you to get under the skin of your users and, in the later phases, help you to design the service from the perspective of the various users.
  • 40. TIP - Use your personas throughout the design process to evaluate your solutions.
  • 41. STEP 4 : DESIGN SCOPE In this step you determine what you actually want to design. User insights usually result in this being different from what you initially proposed. By talking with and observing users you discover underlying needs and desires. In this step you reframe the scope of the project with the same workshop group as in step one.
  • 42. STEP 4 : DESIGN SCOPE DESIGN CHALLENGE In this exercise you reformulate your initial question based on all the insights that you have gathered from inside and outside the organisation. You decide wat you want to focus on and you formulate what you wish to design in a single, clear sentence.
  • 43. STEP 4 : DESIGN SCOPE DESIGN REQUIREMENTS From the design challenge, determine what the high-level requirements are for the users. Use your personas in this exercise.
  • 44. ADDITIONAL TECHNIQUE Make a moodboard of your challenge.
  • 45. STEP 5 : IDEATION You now know enough to start designing. Before you start creating concrete solutions it’s important to make space for new thoughts. You want to find innovative solutions and those are usually not the ones that you already have in mind. Involve users in this exercise. It can also help to invite people from completely different domains (artists, scientists, …).
  • 46. STEP 5 : IDEATION LOTUS BLOSSOM The lotus blossom is a creativity technique for reaching conclusions and finding ideas by means of fragmentation and association. This technique stimulates the participants to think laterally.
  • 47. STEP 5 : IDEATION THE COCD-box You select the ideas based on originality and feasibility and you keep the ideas that score well on both criteria. Let the workshop participants vote by means of stickerdots.
  • 48. ADDITIONAL TECHNIQUE Look at the ‘Human Drives’ for inspiration.
  • 49. STEP 6 : SERVICE CONCEPT Finally, you’re ready to find solutions, as always from the viewpoint of the user and the employee. Bring in the personas and think from their perspective. Again, involve users in the workshop.
  • 50. STEP 6 : CONCEPT SERIOUS PLAY Play the future user experience. Find ideas by playing scenarios from your persona’s standpoints. Create the solution while you play.
  • 51. STEP 6 : SERVICE CONCEPT USER JOURNEYS User journeys are an overview of the future service from the point of view of all the users and employees. Combine all the scenarios. By combining the various experiences in time and through the touch points, you quickly see whether there are gaps, overlaps or inconsistencies.
  • 52. TIP - Play on a map if your service involves a building or an environment.
  • 53. STEP 7 : PROTOTYPE & TEST In step 7, ideas are worked out in prototypes or mock-ups and tested with users and service providers. This phase is a crucial part of the service design process so make sure not to skip this step. By testing with real users and employees you’ll quickly and inexpensively discover what works and what doesn’t.
  • 54. STEP 7 : PROTOTYPE & TEST TEST PREPARATION There are three types of touch points in service provision: digital, physical and human. In this phase, you work out each touch point into a testable form. It certainly doesn’t have to be “finished”. With the template you determine which touch points you want to test and you describe, for each touch point, what and who you need.
  • 55. STEP 7 : PROTOTYPE & TEST USERS TEST In a user test, the future service is tested with actual users using prototypes in as real a context as possible. The aim is to efficiently learn in practice what works and what doesn’t work before scaling up.
  • 56. TIP – Make a table prototype if it’s too costly to prototype on real scale.
  • 57. STEP 8 : FEASIBILITY In this last step, consider all the things that have to be done (and changed) behind the scenes to realise the service. Make a comparison between the existing and desired situation and create a roadmap. Involve colleagues in this exercise and optionally partners who know the organisational processes and workflows well.
  • 58. STEP 8 : FEASIBILITY BLUEPRINT A blueprint is the summary of the future service in which both the front stage as well as the back stage are mapped. Figure out what the consequences are of your future service concept for the organisation: the employees, the organisational structure and the underlying processes.
  • 59. STEP 8 : FEASIBILITY ROADMAP Plan the route you need to take in order to reach the renewed service concept. Determine what is minimally needed for the pilot phase and how you will work towards the complete service in the subsequent phases.
  • 60. ADDITIONAL TECHNIQUE Make a business model to find out how your new service proposition can generate value for the organisation.
  • 63. CASE-BASED EXPERIENCE In groups Mix up: avoid being together with colleagues Presentation moments
  • 64. WHO IS WHO? Who are you? Present yourself as an animal Explain to your group members
  • 66. CASE HOW TO OPTIMIZE THE AIRPORT EXPERIENCE? 1. Waiting moments 2. Transfers 3. Knowing what, when, where and how (Orientation & timing)
  • 67. 01: USER INSIGHTS Practice the experience interview Interview each other. Ask about phases and experiences and draw the curve. Go more in depth for the extreme moments (ask why).
  • 68. 01: USER INSIGHTS Bring it together What were your most interesting or surprising insights? Put them on post-its in keywords. Put the post-its up while explaining inside your group.
  • 69. 02: DIMENSIONS Practice persona dimensions What are the differences in needs and expectations that will influence your solution? In your group, identify and write on the poster. Then combine into 6 personas. Use at least each extreme once.
  • 71. 03: DESIGN CHALLENGE Define your design brief In one group. Who are the users you will focus on? Make a Chinese portrait of the future service. Formulate clearly: what problem do you want to solve? What need do you want to address? Format: how + verb + user + goal?
  • 72. 04: SCENARIOS Build & Play your solution Individually, note 5 to 10 solution ideas on post-its. In group, combine into scenarios. Test your scenario through role-play. Use the point of view of at least 2 of your persona’s. Improve while playing.
  • 73. 05: USERS’ JOURNEY Combine your scenario’s into one service concept In your group. First define the phases. For each persona, think what the needs and activities are in each phase. Then determine how your service fits in. What are the touch points? What do your employees do? What are the answers

Editor's Notes

  1. Service design
  2. What is Service Design?
  3. The six principles.
  4. Method and tools
  5. Case-based experience
  6. Evaluation