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What is service design?

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If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.

Note: If you are an experienced service designer you may find the content fairly high level :)

Publié dans : Design

What is service design?

  1. 1. WHAT IS SERVICE DESIGN?
  2. 2. Who am I? Dhyana (Dee) Scarano • Service & UX designer, Futurice • B. Computer Science • 5 yrs in software service design • Service Jam Berlin, GovJam, Sustainability Jam • Cocoaheads Berlin • @dhyanascarano
  3. 3. We create digital services that people love. • Founded in 2000 • 250+ employees from 19 countries • 8th year in a row profitable growth • YOY growth 30%
  4. 4. LSC is a multi-disciplinary way of working that maximizes the probability of creating successful digital services Lean Service Creation
  5. 5. SERVICE VISION SPRINT TEAM: Business / Technology Design / End-Users BUSINESS IDEA Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH
  6. 6. SERVICE VISION SPRINT TEAM: Business / Technology Design / End-Users BUSINESS IDEA Improve Improve Improve LEAN SERVICE CREATION PROCESS FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT SCALING & TWEAKING Days to Weeks Weeks to Months Months to Years NEW IDEAS SERVICE VISION MVP TO LAUNCH Tonight’s focus
  7. 7. Agenda 1. Why do we make things? 2. What is service design really? 3. How do you actually do it? 4. So let’s do some service design! 5. How can I apply this in my work?
  8. 8. WHY DO WE MAKE THINGS?
  9. 9. Why do we make things? • It’s fun! • To help people • I have some urge to create! • There are so many annoying things I can make better 1. Why do we make things?
  10. 10. Why do we make things? … to solve problems! 1. Why do we make things?
  11. 11. So how do we solve a problem well? • Thinking about the people who have the problem • Asking the people who have the problem • Observing the people who have the problem • Trying different ideas • Testing our theories with real situations • Not being afraid to be wrong! 1. Why do we make things?
  12. 12. WHAT IS SERVICE DESIGN REALLY?
  13. 13. Video: https://www.youtube.com/v/BeEUemtdoJQ
  14. 14. It’s really all about creating
 value for the user 2. What is service design really?
  15. 15. It’s about finding a problem worth solving, and using processes and tools
 to discover a solution 2. What is service design really?
  16. 16. SO HOW DO YOU ACTUALLY DO SERVICE DESIGN?
  17. 17. The design process? https://usergeneratededucation.files.wordpress.com/2013/03/2013-03-09_1127.png https://dschool.stanford.edu/groups/k12/wiki/17cff/images/__thumbs__/5af04.png http://discoverdesign.org/files/images/general/design_process_0.gif http://www.emmawhiteside.com/wp-content/uploads/process2.png https:// designlabnysci.files.wor dpress.com/2013/01/ design-process- diagram-border.jpg
  18. 18. Brainstorm How do you do Service Design? Research Synthesise Prototype Test/ validate Refine 3. How do you actually do service design?
  19. 19. Researching user needs Defining the problem Ideating concepts Refining the solution How do you do Service Design? Problem Solution diverge converge diverge converge 3. How do you actually do service design?
  20. 20. How do you do Service Design? Problem Solution diverge converge diverge converge Brainstorm Research Synthesise Prototype Test/ validate Refine 3. How do you actually do service design?
  21. 21. Brainstorm
  22. 22. xc Research
  23. 23. Prototype
  24. 24. Women Techmakers xc Test
  25. 25. What does this actually do to help product development ? • Makes sure we actually start working on the right stuff • Helps us understand the value to real people • Validates our assumptions early (or challenges them) • Gives us proof to convince investors • Defines the most important features to prioritize 3. How do you actually do service design?
  26. 26. SO LET’S DO SOME SERVICE DESIGN!
  27. 27. Problem Solution diverge converge diverge converge So let’s do some service design Brainstorm Research Synthesise Prototype Test/ validate Refine 4. Let’s do some service design
  28. 28. So let’s do some service design • Refine/pivot• Design challenge • Killer questions • Interview in pairs • Download • Clustering • Personas • Point of View • Ideation & voting • Build to think! • drawing, cutting, building, destroying... • Feedback • User testing • Lean canvas Brainstorm Research Synthesise Prototype Test/ validate Refine • Standard brainstorming • Divide & conquer • Ideation & voting • Yes, And 4. Let’s do some service design
  29. 29. So let’s do some service design • Refine/pivot• Design challenge • Killer questions • Interview in pairs • Download • Clustering • Personas • Point of View • Ideation & voting • Build to think! • drawing, cutting, building, destroying... • Feedback • User testing • Lean canvas Brainstorm Research Synthesise Prototype Test/ validate Refine • Standard brainstorming • Divide & conquer • Ideation & voting • Yes, And 4. Let’s do some service design
  30. 30. Divide and conquer 
 (brainstorming) Idea Idea Idea Idea + IdeaIdea Repeat until you have 2 ideas at the table. ...and then as a team choose 1! 4. Let’s do some service design (30 secs each)
  31. 31. Design challenge (2 mins) Redesign the ..(concrete need).. experience for ..(user).. in a world where ..(assumed constraints).. 4. Let’s do some service design
  32. 32. Example (2 mins) Redesign the car service experience for busy professionals in a world where there’s not enough time 4. Let’s do some service design
  33. 33. Write 3 interview questions (2 mins) Use open questions
 how, why, when, where, who, what You’re trying to get them to tell a story It’s about gaining empathy 4. Let’s do some service design
  34. 34. Interview in pairs (2 mins) then swap Look for emotions, stories, examples Quality instead of quantity 80% listening, 20% talking Dig for nuggets It’s about gaining empathy 4. Let’s do some service design
  35. 35. What were the things that stuck out? What seemed to have the most meaning? What did people keep repeating? (2 mins)Key insights
 (Downloading) 4. Let’s do some service design
  36. 36. What we did Brainstorm Problem Solution diverge converge diverge converge Research Synthesise Prototype Test/ validate Refine
  37. 37. Problem Solution diverge converge diverge converge Brainstorm Research Synthesise Prototype Test/ validate Refine What we would do next… …if we had time
  38. 38. HOW CAN I APPLY THIS IN MY WORK?
  39. 39. xc Divide and conquer
 (brainstorming)
  40. 40. xc Divide and conquer
 (brainstorming) • Workshops with clients • Feedback with users • Making decisions in a group Communication Power of groups Fast Co-creation
  41. 41. xcDesign challenge
  42. 42. xc • Product design/improvement • Hackathons • Design learning/workshops Innovation Problem solving focus on user Design challenge
  43. 43. xc Interview in pairsxc Pair interviewing
  44. 44. • Gorilla research • User behaviour research • Client sessions Creative dialog FastEngagement xc Pair interviewing
  45. 45. Dhyana (Dee) Scarano 
 @dhyanascarano Futurice GmbH 
 futurice.com Service Jam Berlin, GovJam, Sustainability Jam
 www.jamberlin.org Cocoaheads Berlin 
 cocoaheads-berlin.org Thank you :)

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