Risto Sarvas opened up the Service Design Breakfast talks with a talk on why Service Design is needed.
You can find the rest of the talks on https://www.facebook.com/ServiceDesignBreakfast
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
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