D M Y S Y M P O S I U M / J U N E 7, 2 0 1 2
This is Service Design Olga Scupin & Martin Jordan, Service Design Berlin
Is this designed to the final extent? (it won design awards)
Image: Daimler AG
Well … (it depends)
Icons: Simon Child / The Noun Project
PRODUCT
Well … (it depends)
single purchase (€ 12,000)
Icons: Simon Child / The Noun Project
PRODUCT
SERVICE
single purchase (€ 12,000)
multiple rents (€ 0,29 / min)
Well … (it depends)
Icons: Simon Child / The Noun Project
“There is no service design without a product.” — DR. SABINE JUNGINGER, 2011
@ Service Jam Berlin 2012
Here is where the design work starts …
Images: Daimler AG
communicate
Here is where the design work starts …
Images: Daimler AG
communicate
Here is where the design work starts …
Images: Daimler AG
welcome
communicate
Here is where the design work starts …
welcome
register Images: Daimler AG
communicate
Here is where the design work starts …
welcome
register Images: Daimler AG
locate
communicate
Here is where the design work starts …
welcome enter
register Images: Daimler AG
locate
start
communicate
Here is where the design work starts …
welcome enter
register Images: Daimler AG
locate
start
communicate
Here is where the design work starts …
drive welcome enter
register Images: Daimler AG
locate
Here is where the design work starts …
start
enjoy
communicate
drive welcome enter
register Images: Daimler AG
locate
Change
BUSINESS
Change
BUSINESS
DESIGN
Change
SOCIETY
BUSINESS
DESIGN
Service Design as a consequence of social, cultural and economic change
Who are we to tell you about this?
Manuel Designer, Fjord
Katrin Research Associate, WZB
Martin User Experience, Nokia
Olga Business & Media Studies, MA
Activities
regular meet-ups
weekend jams
conference workshops
How design and business are changing …
Evolution of Business from 20th to 21th c. FROM
TO
Push / selling solutions
Pull / discovering and solving problems
Closed innovation
Open innovation with constant customer interaction
Clear customer segments
Value, meaning & lifestyle orientation
Long development with high risks
Iterative development cycles with low market entry costs
Evolution of Design from 20th to 21th c. FROM
TO
A noun
A verb
Artefact
Process
About aesthetics
About aesthetics, interaction, functionality, usability, construction and meaning
An individual’s expression
A collective effort to solve problems
A luxury addition to things
Essential to the value of things
From: Erik Roscam Abbing: “Brand-Driven Innovation”
GRAPHIC DESIGN
Aa
2D
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
GRAPHIC DESIGN
PRODUCT DESIGN
Aa
2D
3D
+Z-axis (spatial depth)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
GRAPHIC DESIGN
2D
Aa
3D
PRODUCT DESIGN
INTERACTION DESIGN
+Z-axis (spatial depth)
Contact
4D
+T-axis (temporal dimension)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
GRAPHIC DESIGN
2D
Aa
3D
PRODUCT DESIGN
INTERACTION DESIGN
SERVICE DESIGN
+Z-axis (spatial depth)
Contact
4D
+T-axis (temporal dimension)
Snap
5D
+ W-axis (multi-local simultaneity)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
Multi-disciplinary process w/ Design Thinking
Business Design Project Management Process Engineering
User Research Concept Design
Tools & deliverables
There is not the one service design process, yet a wide range of tools and methods. Use whatever fits the challenge, task or question. Overview of tools on www.servicedesigntools.org
Tools & deliverables: Sketch flows
Tools & deliverables: Prototypes (Lo-Fi › Hi-Fi)
Image: Elias Barrasch
Tools & deliverables: Blueprint
Service Blueprint: Brandon Schauer / Adaptive Path
Tools & deliverables: Storyboard
Vivité / Thomas Manss & Company
Tools & deliverables: Business Model Canvas
Business Model Canvas: Alexander Osterwalder & Yves Pigneur
Definition
“Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
ATTRIBUTES
“Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
Icon: Ugur Akdemir / The Noun Project
useful*
* as IKEA’s Småland: you shop, while your kids play Image: Inter IKEA Systems B.V.
usable*
* as hailing a cab: just raise your hand Image: Thomas Hawk / Flickr
desirable*
* as upgrading to business class: enjoy more space Image: Maxene Huiyu / Flickr
effective*
* as the mail: your letter arrives the next day Image: Deutsche Post DHL
distinctive*
* as car2go: the smallest car sharing offer in the city Image: atmtx / Flickr
PROCESS
“Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
Icon: Linda Kantchev
iterative*
* with constant user & customer feedback
user-centred*
* with a clear understanding of who you are designing for
collaborative*
* with involving all important stakeholders as early as possible
GOALS
“Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
touchpoints*
* all that are necessary for a good user flow Image: Thomas Manss & Company
value*
* that differentiates products against competitors and for users Image: Nokia
“Service Design is a practice to create useful, usable, desirable, effective and distinctive services. These are developed through an iterative, user-centred and collaborative design process, focusing on the end user experience and taking multiple tangible and intangible touchpoints in consideration. Service Design aims to create value for both the business as well as the customer.”
“Good design is good business.” — THOMAS WATSON JR., 1973
Finding the innovation sweet spot User experience
Technology
Products
Questions please! servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin
