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Introduction to Service Design. Frameworks, Basics, Processes & Frontiers


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1st Master Class in Service Design for a group of local start-ups in Kyiv, with the aim of spreading service design knowledge in Ukraine.

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Introduction to Service Design. Frameworks, Basics, Processes & Frontiers

  1. 1. INTRODUCTION TO SERVICE DESIGN francesco mazzarella, PhD researcher master class in service design, kyiv, 03/11/15 frameworks, basics, processes & frontiers
  2. 2. INDEX ice-breaking exercise introduction what is service design? what do service designers do? who to design for? where is service design going? conclusions take-away exercise want to know more?
  4. 4. 15 minutes ICE BREAKING: SELF-MINDMAP yourself skills business expectations experience
  6. 6. growing social & economic role of service sector policies for sustainability, innovation, competitiveness global/local services (focused on community’s needs) employees & customers as sources of innovation digital technology shaping complex systems NEWS FROM THE 90S
  7. 7. NEW DRIVERS FOR DESIGN old/new problems in new contexts “how” and also “what” problem solving, finding, framing ways and tools for interacting from tangible to intangible
  8. 8. businesses DESIGN public bodies facilitator researcher co-creator entrepreneur strategist communicator yee et al., 2008 DESIGNER’S ROLES
  9. 9. THE “O-SHAPED” DESIGNER broad skill set specialisation circular & systemicm indset facilitator of a participatory design process, evisioning future scenarios for sustainability and social innovation brass, 2014
  10. 10. economics policy humanities public services circular economy policy making
  12. 12.
  13. 13. SERVICE DESIGN the systemic and human-centred process of “prosuming” services which are based on intangible and tangible interactions (meroni & sangiorgi 2011)
  14. 14. SERVICE DESIGN CHARACTERISTICS human intensity tacit knowledge partial unpredictability heterogeneous nature systemic relationships
  15. 15. DESIGN FOR SERVICES creating the right conditions for certain forms of interactions and relationships to happen (meroni & sangiorgi 2011)
  16. 16. A NEW PARADIGM sustainable PSS design how to design better customer experiences and interactions? How to substitute the manufacturing-driven model of consumption? SERVICE DESIGN interaction & experience design HOW? WHAT?
  17. 17. the study of service systems, aiming to create a basis for systematic service innovation (maglio & spohrer 2008) service design marketing social sciences interaction design participatory design ICT management
  18. 18. hard soft technologies resources places experiences interactions networks product PSSD
  19. 19. product PSSD SERVICE MARKETING FRAMEWORK intangibility heterogeneity inseparability perishability I H I P
  20. 20. DESIGN & INTANGIBILITY services cannot be sensed in the same manner in which goods can be seen, felt, tasted, touched making services more tangible by evidencing service offering & service experience design for dematerialisation
  21. 21. DESIGN & HETEROGENEITY the quality of performances varies from time to time, depending on the situation and service participants understanding the conditions that influence the quality of service interactions design for customisation
  22. 22. DESIGN & INSEPARABILITY most services cannot exist without their users conceiving users as source of insights & co-producers design for collaborative services
  23. 23. DESIGN & PERISHABILITY most services cannot be stored, but depend on the ability to balance & synchronise demand with supply connecting initiatives via networks & platforms design for systems
  24. 24. NEW FRAMEWORKS? I I H P blurred distinction products/services, supplier/user service dominant logic: services as paradigm for innovation exponential increase in interactivity and co-production
  25. 25. FUNCTIONAL THINKING creating offerings that provide consumers with the same level of performance as traditional ones, but using less stuff (dematerialisation), thus having a lower environmental impact solution-oriented approach thinking by functions thinking by products cars mobility
  26. 26. THE SERVICE REVOLUTION sufficiency reduced use of resources design for repair, reuse, recycle technical & organisational optimisation sale of services instead of products optimisation of logistics & distribution dematerialisation of consumption satisfaction in obtaining results sharing & usership instead of ownership wellbeing based on convenience in life REVOLUTIONefficiency ecodesign slow
  28. 28. interaction of user & provider through multiple touchpoints, seen or unseen by customers. design is aimed at making services more desirable, usable, efficient and effective (moritz 2005) DESIGN OF SERVICES desirable usableefficient & effective
  29. 29. (stickdorn & schneider 2011) user-centred SERVICES CHARACTERISTICS
  30. 30. (stickdorn & schneider 2011) co-created
  31. 31. (stickdorn & schneider 2011) sequencing
  32. 32. (stickdorn & schneider 2011) evidencing
  33. 33. (stickdorn & schneider 2011) holistic
  34. 34. SERVICE DESIGN PROCESS (design council 2013) discover define develop deliver identify problem/need define solution space gather user knowledge analyse data synthesize findings define brief develop service detail service elements user tests launch service ensure user feedback share insights
  35. 35. SERVICE DESIGN TOOLS user diaries 1 user journey mapping 2 user shadowing 3 service safari 4 5 user personas 6 brainstorming 7 design brief experience prototyping 8 service blueprint 9 business model canvas 10 11 scenarios (design council 2013)
  36. 36. WHO TO DESIGN FOR?
  37. 37. people as part of the problem to be satisfied people as part of the solution to be empowered DESIGN FOR SOCIAL INNOVATION (manzini 2007) DESIGN FOR SOCIAL INNOVATION
  38. 38. community empowering EVENTS resulting from people’s active collaboration (manzini 2007) to expand people’s capabilities to satisfy their needs, based on their personal & network resources, moved by usefulness, meaning, sociability
  39. 39. co-designing collaborative services SERVICES co-designed & co-produced by communities (manzini 2007) to build collaboration and trust, enabling people to express opinions, give and collect information, act on the world, and do it together
  40. 40. scaling enabling ecosystem PSS enabling people to meet specific needs (manzini 2007) digital platforms as enabling tools for vertical + horizontal and information + action collaboration
  42. 42. THEMATIC MAP (sangiorgi et al. 2014)
  43. 43. (sangiorgi et al. 2014)
  44. 44. SD FRONTIERS
  45. 45. INTERACTIONS RELATIONS & EXPERIENCES experience design co-creation human- centred design observation interactions relations experiences
  46. 46. SYSTEMS & ORGANISATIONS staff - organisation interactions user - service interactions service systems interactions interactions systems organisations
  47. 47. COLLABORATIVE SERVICES cababilities building new media co-creation observation probes collaborative service models
  48. 48. SCENARIOS OF SERVICE SYSTEMS design thinking enabling ecosystem storytelling community building scenarios service systems
  50. 50.
  51. 51. what should a service designer do? facilitating the delivery of services, codesigned & coexperienced with, by and among users
  52. 52. what is a well-designed service ecosystem? a system enabling multiple stakeholders with a common aim to make services desirable, usable, effective & efficient for the company & the user what should a service designer do? facilitating the delivery of services, codesigned & coexperienced with, by and among users
  53. 53. why is this interesting for sustainability? services can change habits, create new networks, dematerialize people's lifestyles what is a well-designed service ecosystem? a system enabling multiple stakeholders with a common aim to make services desirable, usable, effective & efficient for the company & the user what should a service designer do? facilitating the delivery of services, codesigned & coexperienced with, by and among users
  55. 55. 15 minutes yourself
  56. 56. WANT TO KNOW MORE?
  57. 57. SERVICE DESIGN COMMUNITY experientia, fijord, frog, snook, engine, thinkpublic
  58. 58. Brass, C. (2014). The Emergence of O-shaped Designers. Burns, C., et al. (2006) RED Paper 02: Transformation Design. Cipolla, C. & Manzini, E. (2009). Relational Services. Design Council (2013). Introducing Design Methods. Jégou, F. & Manzini, E. (2008). Collaborative services. Social innovation and design for sustainability. Maglio, P. P., & Spohrer, J. (2008) Fundamentals of Service Science. Manzini, E. (2007) Design, Social Innovation and Sustainable Ways of Living. Manzini, E. & Staszowski, E. (2013). Public and Collaborative. Meroni, A. (2007). Creative Communities: People Inventing Sustainable Ways of Living. Meroni , A., & Sangiorgi, D. (2011) Design for Services. Miettinen, S. & Anu, V. (2012) Service Design with Theory. Discussions on Change, Value and Methods. Mont, O. (2000). Product-Service Systems. Morelli, N. (2002). Designing Product/Service Systems. A methodological exploration. Moritz, S. (2005) Service Design. Practical Access to an Evolving Field. Polaine, A., et al. (2013) Service Design: From Insight to Implementation. Sangiorgi, D., et al. (2014) Mapping and Developing Service Design Research in the UK. Stickdorn, M. & Schneider, J. (2011) This is Service Design Thinking: Basics - Tools - Cases. Vargo, S. L. & Lusch, R. F. (2004) Evolving to a new dominant logic for marketing. Journal of Marketing. Vezzoli, C., et al. (2014) Product-Service System Design for Sustainability. Yee, J.S.R., et al. (2009). The emergent roles of a designer in the development of an e-learning service. REFERENCES
  59. 59. QUESTIONS ? francesco mazzarella