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Service	
  Design	
  
              Why	
  Should	
  I	
  Care?	
  
              SD	
  Breakfast,	
  19.9.2012	
  
              Risto	
  Sarvas	
  
              Futurice	
  &	
  HIIT,	
  Aalto	
  University	
  
9/19/12	
  
              	
  
›  Risto	
  Sarvas,	
  D.Sc.	
  (Tech.)	
  
›  Head	
  of	
  UX	
  &	
  Service	
  Design	
  
   at	
  Futurice	
  	
  
›  Docent	
  &	
  researcher	
  at	
  HIIT,	
  
   Aalto.	
  
Service Design Breakfast by Risto Sarvas
#1	
  sold	
  camera	
                                                                                                 Edwin	
  Land	
                  Artists 	
  tool	
  
                                                                                    Trademarks	
  
Sales	
                        Law	
  &	
  regulation	
  	
                                                                                  Public	
  image	
  
                                                                 Existing	
  patents	
         Retail	
  networks	
   Fading	
  photos	
  
                         Competition	
  Law	
  
    Artists	
                                                                                                                 Instantness	
   SX-­‐70	
  
                  Snapshooters	
                                          National	
  
                                                                                       Infrastructure	
                                                            Simple	
  
                                                                                        Logistics	
        Stores	
  
                                                                          offices	
                                                   Social	
  status	
  
   Use	
  practices	
                                                               Materials	
   Manufacturing	
  

        Film	
  +	
  battery	
                                                                                                      Socio-­‐economical	
  
Components	
                                                                                                                        factors	
   Value	
  of	
  dollar	
  
                         Sell	
  accessories	
                                                                               Purchasing	
  
  Standards	
                                           Sell	
  film	
  
                                                                                                                             power	
  
                            Business	
  model	
                                                                                                               Family	
  incomes	
  
Proprietary	
  film	
                                 Sell	
  cameras	
                                                          Playfulness	
         Simplicity	
  
                                   Instantness	
  
Affordances	
                                            Financial	
  state	
                                                                 Shape	
  
              Difficult	
  
                                                                                   Partners	
  
                                                                                                           Advertisements	
                                 Artefact	
  
              copying	
                                   Organization	
                                                Simplicity	
  
                                   Company	
                                                                                                   Colorful	
        Non-­‐
                                                          structure	
  
  Japanese	
           Fujifilm	
   strategy	
  
                                             Kodak	
  
                                                                             Polaroid	
  Inc	
  Marketing	
  
                                                                                                        Marketing	
  
                                                                                                                                                                 professional	
  
                                                                                                        channels	
                            Consumer	
  
  industry	
  
                            Competition	
                     American	
  trade	
  
                                                              interests	
                  Subcontractors	
            Instantness	
          market	
              Campaigns	
  
Design	
  is	
  socially	
  constructed	
  
 (i.e.,	
  in	
  a	
  societal	
  context).	
  
Service Design Breakfast by Risto Sarvas
Reasons	
  for	
  the	
  emergence	
  
    	
  of	
  service	
  design?	
  
Reason	
  1:	
  
Software	
  is	
  easier	
  &	
  cheaper	
  to	
  change.	
  
Non-­‐tech	
  things	
  can	
  be	
  brought	
  earlier	
  into	
  design.	
  
Old	
  software	
  design	
  
   Reqs	
  

                   Specs	
                                      Marketing	
  


                                    Code	
  
                                                                                                    Real	
  Use	
  

                                                     Test	
            Release	
  


                                                                                      Actual	
  
                                                                                     Business	
  


  Lots	
  of	
  decisions	
  made	
  before	
  release	
  
Agile/lean	
  software	
  design	
  
                        Measure	
  use	
  &	
  
                                                                            Making	
  changes	
  is	
  easier	
  &	
  cheaper.	
  
                         learn	
  from	
  it	
  
Release	
  a	
  working	
  
     version	
  




  Only	
  few	
  decisions	
  
                                                   Non-­‐tech	
  things	
  can	
  be	
  brought	
  earlier	
  into	
  design:	
  
    per	
  iteration.	
  
                                                   marketing,	
  logistics,	
  communications,	
  CRM…	
  
Service Design Breakfast by Risto Sarvas
Reason	
  2:	
  
   Services	
  are	
  physical.	
  
Designing	
  the	
  UI	
  is	
  not	
  enough.	
  
1. Push	
  the	
  button.	
  
2. Get	
  a	
  taxi’s	
  number	
  	
  
   from	
  the	
  screen.	
  
3. Wait	
  for	
  the	
  taxi.	
  
4. Get	
  into	
  the	
  taxi.	
  
5. Get	
  to	
  your	
  destination.	
  
Designing	
  the	
  UI	
  is	
  not	
  enough	
  
                          •    The	
  UI	
  is	
  in	
  a	
  physical	
  space,	
  
                               not	
  only	
  on	
  a	
  screen.	
  
                          •    There	
  is	
  physical	
  interaction	
  on	
  
                               pushing,	
  walking,	
  getting	
  into	
  
                               a	
  car,	
  driving	
  to	
  destination.	
  
                          •    It	
  is	
  a	
  combination	
  of	
  existing	
  
                               services.	
  
A	
  physical	
  taxi	
  with	
                                   Gets	
  to	
  
What	
  does	
  the	
                                                       Taxi’s	
  number.	
                                                  the	
  same	
  number.	
                                        destination.	
  
customer	
  get?	
  



                                                                                                                          Look	
  for	
  
Customer	
                                                                Knows	
  that	
  a	
          Goes	
               the	
          See	
  the	
  taxi	
                      Telll	
                         Pay	
  for	
  
action	
                      Pushes	
  the	
  button	
                      taxi	
  is	
             outside	
  to	
                         and	
  get	
                           destina                          trip	
  and	
  
                                                                                                                           correct	
  
                                                                            coming.	
                   wait.	
                               inside.	
                               tion.	
                         get	
  out.	
  
                                                                                                                            taxi.	
  




Customer	
                                                                 Show	
  taxi’s	
  
                             Screen	
  says	
  “waiting”	
  
interface	
                                                                 number.	
  
(screen)	
  


                                 Send	
  “Helsinki,	
  
Server	
                      Vattuniemenranta	
  2”	
                Receive	
  SMS.	
  	
  
(under	
  the	
  hood)	
       to	
  Taxi	
  SMS	
  service	
  




                                 Receive	
  request.	
                   Receive	
  accept.	
  
Taxi	
  SMS	
                  Contact	
  local	
  taxis	
  via	
         Send	
  SMS	
  to	
  
service	
                        dispatch	
  system.	
                     customer.	
  




                                                                                                                          Look	
               See	
  the	
  
Actual	
                            Receive	
  request	
                       Accept	
  
                                                                                                      Start	
                                 customer	
                               Drive	
  to	
  
                                                                                                                                                                                                          Tell	
  
                                                                                                                          for	
  a	
  
Taxi	
                                                                                              driving	
  to	
                                                                                       the	
  
                                       for	
  taxi.	
                          request	
                                  custo               and	
  open	
                          destination.	
  
                                                                                                    address.	
                                                                                           price.	
  
                                                                                                                          mer.	
                door.	
  
Reason	
  3:	
  
      A	
  service	
  has	
  multiple	
  channels.	
  
Designing	
  a	
  seamless	
  experience	
  across	
  channels.	
  
Example:	
  insurance	
  claim	
  journey	
  
mobile	
  


desktop	
  

phone	
  


physical	
  desk	
  

car	
  repair	
  

paper	
  mail	
  


        There	
  should	
  also	
  be	
  a	
  single	
  seamless	
  experience	
  (a	
  “cloud”	
  experience).	
  
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
Service Design Breakfast by Risto Sarvas
Why	
  should	
  you	
  care?	
  
   Changeable	
  SW	
  lets	
  you	
  take	
  more	
  things	
  into	
  
                          account.	
  
      Services	
  are	
  physical.	
  Even	
  digital	
  services.	
  
A	
  service	
  has	
  multiple	
  channels.	
  You	
  need	
  to	
  design	
  
                       a	
  seamless	
  experience.	
  
Scope	
  of	
  design	
  
                                                                 Changing	
  society	
  via	
  design,	
  
                              Society	
  
                                                                 not	
  only	
  business.	
  


                              Business	
                        Designing	
  the	
  organization,	
  	
  
                                                                not	
  only	
  a	
  service.	
  

                                                           Business	
  relationship,	
  	
  
2010…	
  
                              Service	
  
                                                           not	
  just	
  a	
  user.	
  


  2000	
  –	
  2010	
            UX	
                 It	
  is	
  an	
  experience,	
  	
  
                                                      not	
  a	
  mathematical	
  formula.	
  

      1990	
  –	
  2000	
         UI	
  	
       Engineering	
  usability,	
  
                                                 not	
  only	
  the	
  technology.	
  
                                                                                                        22	
  
Thank	
  you!	
  
              Do	
  you	
  agree?	
  
                        @rsarvas	
  
              risto.sarvas@futurice.com	
  
                www.hiit.fi/risto.sarvas/	
  



9/19/12	
                                      23	
  

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Service Design Breakfast by Risto Sarvas

  • 1. Service  Design   Why  Should  I  Care?   SD  Breakfast,  19.9.2012   Risto  Sarvas   Futurice  &  HIIT,  Aalto  University   9/19/12    
  • 2. ›  Risto  Sarvas,  D.Sc.  (Tech.)   ›  Head  of  UX  &  Service  Design   at  Futurice     ›  Docent  &  researcher  at  HIIT,   Aalto.  
  • 4. #1  sold  camera   Edwin  Land   Artists  tool   Trademarks   Sales   Law  &  regulation     Public  image   Existing  patents   Retail  networks   Fading  photos   Competition  Law   Artists   Instantness   SX-­‐70   Snapshooters   National   Infrastructure   Simple   Logistics   Stores   offices   Social  status   Use  practices   Materials   Manufacturing   Film  +  battery   Socio-­‐economical   Components   factors   Value  of  dollar   Sell  accessories   Purchasing   Standards   Sell  film   power   Business  model   Family  incomes   Proprietary  film   Sell  cameras   Playfulness   Simplicity   Instantness   Affordances   Financial  state   Shape   Difficult   Partners   Advertisements   Artefact   copying   Organization   Simplicity   Company   Colorful   Non-­‐ structure   Japanese   Fujifilm   strategy   Kodak   Polaroid  Inc  Marketing   Marketing   professional   channels   Consumer   industry   Competition   American  trade   interests   Subcontractors   Instantness   market   Campaigns  
  • 5. Design  is  socially  constructed   (i.e.,  in  a  societal  context).  
  • 7. Reasons  for  the  emergence    of  service  design?  
  • 8. Reason  1:   Software  is  easier  &  cheaper  to  change.   Non-­‐tech  things  can  be  brought  earlier  into  design.  
  • 9. Old  software  design   Reqs   Specs   Marketing   Code   Real  Use   Test   Release   Actual   Business   Lots  of  decisions  made  before  release  
  • 10. Agile/lean  software  design   Measure  use  &   Making  changes  is  easier  &  cheaper.   learn  from  it   Release  a  working   version   Only  few  decisions   Non-­‐tech  things  can  be  brought  earlier  into  design:   per  iteration.   marketing,  logistics,  communications,  CRM…  
  • 12. Reason  2:   Services  are  physical.   Designing  the  UI  is  not  enough.  
  • 13. 1. Push  the  button.   2. Get  a  taxi’s  number     from  the  screen.   3. Wait  for  the  taxi.   4. Get  into  the  taxi.   5. Get  to  your  destination.  
  • 14. Designing  the  UI  is  not  enough   •  The  UI  is  in  a  physical  space,   not  only  on  a  screen.   •  There  is  physical  interaction  on   pushing,  walking,  getting  into   a  car,  driving  to  destination.   •  It  is  a  combination  of  existing   services.  
  • 15. A  physical  taxi  with   Gets  to   What  does  the   Taxi’s  number.   the  same  number.   destination.   customer  get?   Look  for   Customer   Knows  that  a   Goes   the   See  the  taxi   Telll   Pay  for   action   Pushes  the  button   taxi  is   outside  to   and  get   destina trip  and   correct   coming.   wait.   inside.   tion.   get  out.   taxi.   Customer   Show  taxi’s   Screen  says  “waiting”   interface   number.   (screen)   Send  “Helsinki,   Server   Vattuniemenranta  2”   Receive  SMS.     (under  the  hood)   to  Taxi  SMS  service   Receive  request.   Receive  accept.   Taxi  SMS   Contact  local  taxis  via   Send  SMS  to   service   dispatch  system.   customer.   Look   See  the   Actual   Receive  request   Accept   Start   customer   Drive  to   Tell   for  a   Taxi   driving  to   the   for  taxi.   request   custo and  open   destination.   address.   price.   mer.   door.  
  • 16. Reason  3:   A  service  has  multiple  channels.   Designing  a  seamless  experience  across  channels.  
  • 17. Example:  insurance  claim  journey   mobile   desktop   phone   physical  desk   car  repair   paper  mail   There  should  also  be  a  single  seamless  experience  (a  “cloud”  experience).  
  • 21. Why  should  you  care?   Changeable  SW  lets  you  take  more  things  into   account.   Services  are  physical.  Even  digital  services.   A  service  has  multiple  channels.  You  need  to  design   a  seamless  experience.  
  • 22. Scope  of  design   Changing  society  via  design,   Society   not  only  business.   Business   Designing  the  organization,     not  only  a  service.   Business  relationship,     2010…   Service   not  just  a  user.   2000  –  2010   UX   It  is  an  experience,     not  a  mathematical  formula.   1990  –  2000   UI     Engineering  usability,   not  only  the  technology.   22  
  • 23. Thank  you!   Do  you  agree?   @rsarvas   risto.sarvas@futurice.com   www.hiit.fi/risto.sarvas/   9/19/12   23