If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
2. Who am I?
Dhyana (Dee) Scarano
• Service & UX designer, Futurice
• B. Computer Science
• 5 yrs in software service design
• Service Jam Berlin, GovJam,
Sustainability Jam
• Cocoaheads Berlin
• @dhyanascarano
3. We create digital services
that people love.
• Founded in 2000
• 250+ employees from 19 countries
• 8th year in a row profitable growth
• YOY growth 30%
4. LSC is a multi-disciplinary way of working that
maximizes the probability of creating
successful digital services
Lean
Service
Creation
5. SERVICE VISION SPRINT
TEAM:
Business / Technology
Design / End-Users
BUSINESS
IDEA
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH
6. SERVICE VISION SPRINT
TEAM:
Business / Technology
Design / End-Users
BUSINESS
IDEA
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH
Tonight’s focus
7. Agenda
1. Why do we make things?
2. What is service design really?
3. How do you actually do it?
4. So let’s do some service design!
5. How can I apply this in my work?
9. Why do we make things?
• It’s fun!
• To help people
• I have some urge to create!
• There are so many annoying things I can make better
1. Why do we make things?
10. Why do we make things?
… to solve problems!
1. Why do we make things?
11. So how do we solve a
problem well?
• Thinking about the people who have the problem
• Asking the people who have the problem
• Observing the people who have the problem
• Trying different ideas
• Testing our theories with real situations
• Not being afraid to be wrong!
1. Why do we make things?
20. How do you do Service Design?
Problem Solution
diverge converge diverge converge
Brainstorm Research Synthesise Prototype Test/
validate
Refine
3. How do you actually do service design?
25. What does this actually do to
help product development ?
• Makes sure we actually start working on the right stuff
• Helps us understand the value to real people
• Validates our assumptions early (or challenges them)
• Gives us proof to convince investors
• Defines the most important features to prioritize
3. How do you actually do service design?
27. Problem Solution
diverge converge diverge converge
So let’s do some service design
Brainstorm Research Synthesise Prototype Test/
validate
Refine
4. Let’s do some service design
28. So let’s do some service design
• Refine/pivot• Design
challenge
• Killer
questions
• Interview in
pairs
• Download
• Clustering
• Personas
• Point of View
• Ideation &
voting
• Build to think!
• drawing,
cutting,
building,
destroying...
• Feedback
• User testing
• Lean canvas
Brainstorm Research Synthesise Prototype Test/
validate
Refine
• Standard
brainstorming
• Divide &
conquer
• Ideation &
voting
• Yes, And
4. Let’s do some service design
29. So let’s do some service design
• Refine/pivot• Design
challenge
• Killer
questions
• Interview in
pairs
• Download
• Clustering
• Personas
• Point of View
• Ideation &
voting
• Build to think!
• drawing,
cutting,
building,
destroying...
• Feedback
• User testing
• Lean canvas
Brainstorm Research Synthesise Prototype Test/
validate
Refine
• Standard
brainstorming
• Divide &
conquer
• Ideation &
voting
• Yes, And
4. Let’s do some service design
30. Divide and conquer
(brainstorming)
Idea Idea Idea Idea
+
IdeaIdea
Repeat until
you have 2
ideas at the
table.
...and then
as a team
choose 1!
4. Let’s do some service design
(30 secs
each)
31. Design challenge (2 mins)
Redesign the ..(concrete need)..
experience for ..(user)..
in a world where
..(assumed constraints)..
4. Let’s do some service design
32. Example (2 mins)
Redesign the car service
experience for busy professionals
in a world where
there’s not enough time
4. Let’s do some service design
33. Write 3 interview questions (2 mins)
Use open questions
how, why, when, where, who, what
You’re trying to get them to tell a story
It’s about gaining empathy
4. Let’s do some service design
34. Interview in pairs (2 mins)
then
swap
Look for emotions, stories, examples
Quality instead of quantity
80% listening, 20% talking
Dig for nuggets
It’s about gaining empathy
4. Let’s do some service design
35. What were the things that stuck out?
What seemed to have the most meaning?
What did people keep repeating?
(2 mins)Key insights
(Downloading)
4. Let’s do some service design
36. What we did
Brainstorm
Problem Solution
diverge converge diverge converge
Research Synthesise Prototype Test/
validate
Refine
37. Problem Solution
diverge converge diverge converge
Brainstorm Research Synthesise Prototype Test/
validate
Refine
What we would do next…
…if we had time
40. xc
Divide and conquer
(brainstorming)
• Workshops with clients
• Feedback with users
• Making decisions in a group Communication
Power of groups Fast
Co-creation
44. • Gorilla research
• User behaviour research
• Client sessions Creative dialog FastEngagement
xc
Pair interviewing
45. Dhyana (Dee) Scarano
@dhyanascarano
Futurice GmbH
futurice.com
Service Jam Berlin, GovJam, Sustainability Jam
www.jamberlin.org
Cocoaheads Berlin
cocoaheads-berlin.org
Thank you :)