Design In Real Time by Lydia Howland – IDEO In a world of Kickstarter, pop-up shops, and startups that live in beta, how might service designers develop our own live prototypes? By taking service design out of the studio and into street, we’re discovering tools that make us both more more agile and more rigorous. Today, we’ll share some of IDEO’s lessons – about experimentation, creative confidence, and launching to learn.

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2. SERVICE DESIGN
IN REAL TIME
@Lydiahowland
Design & Portfolio Director – IDEO London
www.ideo.com
Mittwoch, 4. Dezember 2013

3. IDEO helps businesses innovate
using design thinking
From products
(the first Apple mouse)...
... to services
(Prada store in New York)...
... to experiences
(DED in Dubai).
www.ideo.com
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4. We’re 700 people in 12 locations
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5. We work across multiple industries
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6. There are 2 central tenets to IDEO’s approach to
design thinking:
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7. 1. We design with a holistic approach, always
beginning with what people want or need
We always start here...
DESIRABILITY
X
VIABILITY
... even if our
clients tend to
start here...
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FEASIBILITY
or indeed here.

8. 2. We build to think - prototyping helps us to
learn (or fail) fast in order to succeed sooner
Above: Prototyping a new security process for
the TSA in American airports.
Left: Prototyping a new Gift Aid sign-up process
in Oxfam stores.
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9. Today’s presentation - Real Time Service Design:
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10. Within the service design community,
life looks a bit like this…
Image: © Anthony Ryan
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Typical activities on a service design project

11. …but within the world of business, and especially start-ups,
life looks a bit more like this.
Image: © Department for Communities and Local Government
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Image: © Machine Project

12. So what happens when you bring these
two approaches together?
Service design research + a start-up mentality = ?
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13. Service design research + a start-up mentality =
REAL-TIME SERVICE DESIGN
“Because there’s no virtual substitute
for an actual experience”
- My dad, about 15 years ago
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14. WHAT IS REAL-TIME SERVICE DESIGN?
It’s about:
‣
Understanding actual reactions, responses and behaviors
in real-life contexts
‣
Releasing our ideas into the world in limited ways and
observing and measuring how users respond to them
‣
Pulling apart the difference between what people say,
think and feel, and what they actually do
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15. AND WHY IS IT IMPORTANT?
It matters because:
‣
When we come up with a concept for a new service,
it’s based on a lot of assumptions
‣
If we can surface these assumptions, test them in a real-world
context and design around what we learn we can reduce the
risk in the innovation process
‣
We can move away from a position of “we believe” to a
position of “we know”
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16. SO WHAT ARE THE PRINCIPLES OF
REAL-TIME DESIGN?
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17. 1
DON’T BE SCARED
TO GET STARTED
You can always fake it until you make it
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21. 2
ANSWER YOUR KEY QUESTIONS
- ONE AT A TIME
It’s the best way to ensure that the baby
isn’t thrown out with the bathwater
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25. 3
EXPAND YOUR TOOLKIT BORROW OTHER PEOPLE’S TOOLS
Piggyback on all the social platforms that are out there
to get almost instant feedback on your ideas
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27. Above: The Rushcliff Brand focussed on wall offerings
by room in the home (e.g. children’s playroom)
Right: The Thirsk brand focussed on specific
problems with walls in the home.
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29. 4
EMBRACE SERENDIPITY
Just because you didn’t set out to learn something doesn’t
mean it isn’t worth learning.
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33. SO WHAT ARE THE PRINCIPLES OF
REAL-TIME DESIGN?
1. Don’t be scared to get started
2. Answer your key questions one at a time
3. Expand your toolkit borrow other people’s tools
4. Embrace serendipity
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34. THANK YOU.
@Lydiahowland
Design & Portfolio Director – IDEO London
www.ideo.com
Mittwoch, 4. Dezember 2013