The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s largest exporter of the year, the phrase “service wasteland Germany” unfortunately remains a frequently used one. No wonder product design is a well-established discipline, whereas the term service design is even unclear to many designers themselves. This lecture gave an introduction to service design and discussed how service economies both change design and business. The co-founders of ‘Service Design Berlin’ talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk outlines the altered design process that is based on iterative, user-centred and collaborative components.

1. 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

2. Is this designed
to the final extent?
(it won design awards)
Image: Daimler AG

3. Well …
(it depends)
Icons: Simon Child / The Noun Project

4. PRODUCT
Well …
(it depends)
single purchase
(€ 12,000)
Icons: Simon Child / The Noun Project

5. PRODUCT SERVICE
Well …
(it depends)
single purchase multiple rents
(€ 12,000) (€ 0,29 / min)
Icons: Simon Child / The Noun Project

6. “There is no service design without a product.”
— DR. SABINE JUNGINGER, 2011
@ Service Jam Berlin 2012

7. Here is
where
the
design
work
starts …
Images: Daimler AG

8. communicate
Here is
where
the
design
work
starts …
Images: Daimler AG

9. communicate
Here is
where
the
design welcome
work
starts …
Images: Daimler AG

10. communicate
Here is
where
the
design welcome
work
starts …
register
Images: Daimler AG

11. communicate
Here is
where
the
design welcome
work
starts …
register
Images: Daimler AG
locate

12. communicate
Here is
where
the
design welcome
work enter
starts …
register
Images: Daimler AG
locate

13. communicate start
Here is
where
the
design welcome
work enter
starts …
register
Images: Daimler AG
locate

14. communicate start
Here is
where
the
drive
design welcome
work enter
starts …
register
Images: Daimler AG
locate

15. communicate enjoy start
Here is
where
the
drive
design welcome
work enter
starts …
register
Images: Daimler AG
locate

16. Change
BUSINESS

17. Change
BUSINESS DESIGN

18. Change
SOCIETY BUSINESS DESIGN
Service Design as a consequence of social, cultural
and economic change

19. Who are we to tell you about this?
Manuel Katrin Martin Olga
Designer, Research User Experience, Business &
Fjord Associate, Nokia Media Studies,
WZB MA

20. regular meet-ups
Activities
weekend jams
conference workshops

21. How design
and business
are changing …

22. 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 Value, meaning & lifestyle
segments orientation
Long development Iterative development cycles
with high risks with low market entry costs

23. Evolution of Design from 20th to 21th c.
FROM TO
A noun A verb
Artefact Process
About aesthetics About aesthetics, interaction,
functionality, usability, con-
struction and meaning
An individual’s A collective effort to solve
expression problems
A luxury addition Essential to the value
to things of things
From: Erik Roscam Abbing: “Brand-Driven Innovation”

24. GRAPHIC
DESIGN Aa 2D
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

25. GRAPHIC
DESIGN Aa 2D
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

26. GRAPHIC
DESIGN Aa 2D
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
INTERACTION
4D
Contact
DESIGN
+T-axis
(temporal dimension)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

27. GRAPHIC
DESIGN Aa 2D
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
INTERACTION
4D
Contact
DESIGN
+T-axis
(temporal dimension)
Snap
SERVICE
DESIGN 5D
+ W-axis
(multi-local simultaneity)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project

28. Multi-disciplinary process w/ Design Thinking
Business
Design
Project
Management
Process
User Engineering
Research
Concept
Design

29. 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

30. Tools & deliverables: Sketch flows

31. Tools & deliverables: Prototypes (Lo-Fi › Hi-Fi)
Image: Elias Barrasch

32. Tools & deliverables: Blueprint
Service Blueprint: Brandon Schauer / Adaptive Path

33. Tools & deliverables: Storyboard
Vivité / Thomas Manss & Company

34. Tools & deliverables: Business Model Canvas
Business Model Canvas: Alexander Osterwalder & Yves Pigneur

35. 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.”

36. 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

37. useful*
* as IKEA’s Småland: you shop, while your kids play
Image: Inter IKEA Systems B.V.

38. usable*
* as hailing a cab: just raise your hand
Image: Thomas Hawk / Flickr

39. desirable*
* as upgrading to business class: enjoy more space
Image: Maxene Huiyu / Flickr

40. effective*
* as the mail: your letter arrives the next day
Image: Deutsche Post DHL

41. distinctive*
* as car2go: the smallest car sharing offer in the city
Image: atmtx / Flickr

42. 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

43. iterative*
* with constant user & customer feedback

44. user-centred*
* with a clear understanding of who you are designing for

45. collaborative*
* with involving all important stakeholders as early as possible

46. 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.”

47. touchpoints*
* all that are necessary for a good user flow
Image: Thomas Manss & Company

48. value*
* that differentiates products against competitors and for users
Image: Nokia

49. “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.”

50. “Good design is good business.”
— THOMAS WATSON JR., 1973

51. Finding the innovation sweet spot
User
experience
Technology
Products

52. Questions
please!
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin