This document discusses tools and methods for communicating service design plans and solutions. It outlines several visualization tools that can be used at different stages of a service design process, including moodboards, posters, storyboards, and system maps. These tools aim to strategically represent and visualize a service solution in order to help different partners communicate and develop the solution together. The document also emphasizes the importance of communication for engaging diverse stakeholders and users, and notes that field research is a key first step to enable informed design decisions by organizing relevant insights and data from users.

1. communication design
highlights
(useful for our services)

2. 1. Visualization tools
for design plan
how to communicate
our service design.

3. 1. Visualization tools
for design plan
why to communicate
our service design.
there are no disciplinary distinction
when we talk about design capabilities

4. 1. Visualization tools
for design plan
why to communicate
our service design.
there are no disciplinary distinction
when we talk about design capabilities
visualizing

5. (visualizing)

6. (visualizing)
see
understanding the context
show
visualizing the information
foresee
making critical predictions

7. capabilities

8. 1. the role of technology

9. 2. tools-based discipline

10. How to communicate
our service design.
the tools.
the use of specific service design tools
(the so called Design Plan)
will guide the participant to better focalize the topic of the
work and the content of their design decisions.

11. How to communicate
our service design.
the tools.
The Design Plan aims to help different partners
in communicating and developing a solution together.
It strategically works as a series of formats
to represent and visualize,
at different stages of development,
a solution involving
actors in a complex interaction process.

12. The tools.
milestone steps for service visualization
* title
* target and context (+ moodboard)
* solution description (+ poster)
* qualities of the experience (+ story board)
* actors, role of the user, aim of the service (+ description)
* solution’s elements and technologies (+ service schema)
* service model: organizational structure (+ system map)
* actors’ motivations (+ stakeholders’ motivations matrix)
the synthesis of the service made with proper tools

13. moodboard storyboard
to provide a creative and suggestive visual description Show the quality of experience.
of the overall mood of the service. why and how the solution produces a good experience
a mosaic of pictures, describing the solution for the user?
by depicting the atmosphere, the interaction, which are the main evidences of the solution?
the environment, and the specific “taste” of it. shows the solution performance along an horizontal
Pictures have to describe the places, the persons and time line. is a translation of an event, which takes place
the artefacts of the solution. in space and time, into a sequence of static images and
explanatory captions
you need to catch
the observer’s attention at first glance. why the service works?
poster stakeholder motivation matrix
is a catchy image that depicts a story in a concise and why are these actors involved in the solution?
emotive way, it uses the evocative capacity of the visual which is their interest?
and the descriptive capacity of the text to sketch the the stakeholders motivation matrix shows the solution
topic and atmosphere of a story. from the point of view of the
it is a promise of what the service stakeholder’s interest in taking part
has to offer in the partnership
and is also the promotional image it shows a check-list of motivations, benefits and
it integrates the visual with the written message, in or- contributions from each stakeholder’s point of view,
der to prefigures the characteristics of the service. between individual partners and over the whole
Composed by image + title + claim partnership.

14. System organizational map
the system organisation map shows the solution
from the point of view of the
organisation of the partnership
The map identifies:
the system boundaries;
the primary and secondary stakeholders;
the main physical, informational and financial
flows;
the core performance of the solution;
the secondary functionalities of the solution.

15. 2. Communication for complexity
we design for many audience.
(stakeholders)
communication
engagement
participation

17. lianping project
+ tuolaji

18. 3. Communication for/with the users
micro decision making (citizens).
(users)
communication
engagement
participation

19. micro decision making

20. Our ethnographic experience

21. Our ethnographic experience

22. Our ethnographic experience
field research. now that we have the data, what we should do with it?
within the context of inquiry
organize it!
What is field research? That means:
Why we have to do it? explain it in understandable way
What we are looking for? in order to
make it useful for the next step:
desk research + planning design initiative.
Visual & Verbal
Videotaping use only the relevant data + consistent structure
Photography
Passive observation + tips
Participant observation Plan the questions in advance
Interviews with the participants Negotiation is always important
(individual or group) Respect (privacy, rules, different sensibilities)
Catch the environment (video/photo) Ask questions, don’t imply answers
Ask true/relevant questions
actions
Pay close attention to the given answers
Verbal interviews (handwritten or taped)
Filter and choose relevant data
Stories collected from participants
Be able to re-tell the story using the gathered data
Surveys and questionnaires
Verbal description of environment if visual
is not available field research the first step in the design process:
(intangibles, immaterials, virtual..) enables you to take design decisions.

23. Our ethnographic experience
communication with people is related
to trustworship

24. Our ethnographic experience
mr. mei laoshi
mr. guan
mr. shen
mr. laojia
mr. chen
mr. 什么什么

25. mr. mei laoshi
mr. guan
mr. shen
mr. laojia
mr. chen
mr. 什么什么

26. 谢谢!
franz.