The Service Design Breakfast was also a course at the Aalto University. Students needed to complete a diary of the lecture series to complete the course. Eva Rio (student at the Aalto Service Design and Engineering Master's program) did a fabulous diary and allowed us to share it with all of you.
From Expertise to Experimentation - Future Developing Services with PeopleReima Rönnholm
My presentation from Sinco2012 service design conference. About why no service concept survives its first contact with people, and why we need a totally new culture of developing human intensive services.
Designing a Cultural Phenomenon into a Digital/Physical Journey - Futurice - ...Service Design Breakfast
#Snapshot is an interactive photography exhibition in which we applied service design methods to build a personal journey for the visitors. The work is a collaboration between Futurice, The Finnish Museum of Photography, Tampere University and Aalto University. The story of how we designed the exhibition will be presented inside the exhibition itself, at The Finnish Museum of Photography, Kaapelitehdas. Presenters: Anna-Kaisa Rastenberger from the museum and Risto Sarvas from Futurice.
Professori Paul Lillrank, Aalto Yliopisto:
Kehitysmaissa on paljon tarpeita, niukasti resursseja ja vähän saavutettuja etuja. Innovaatioita syntyy, kun vähällä pitää pärjätä ja riittävän hyvä on parempi kuin ei mitään. Teknologian siirto muuttuu teknologian kierroksi.
Improving quality of care at time of birth: The Better Outcomes in Labour Difficulty (BOLD) Project
The BOLD project is the first project under WHO to address maternal mortality and morbidity in underserved regions through a service design approach. M4ID is designing a set of solutions to improve the demand and provision of quality of care at the time of birth using community and facility based research and co-design with women and healthcare staff in Uganda and Nigeria. These solutions aim to redefine labour monitoring, empower midwives in their roles and save lives of mothers and babies in underserved regions. Presenter: Melanie Wendland
Muotoilusta todellisuuteen – Kuinka uusi toimintamalli saadaan toteutettua ja...Service Design Breakfast
Anssi Mikola, Co-Founder, Megaklinikka käy läpi miten Megaklinikkaa suunniteltaessa päästiin aloittamaan puhtaalta pöydältä. Tämä mahdollisti vallitsevien toimintatapojen kyseenalaistamisen ja uusien toimintamallien luomisen. Nyt haasteena on saada malli siirtymään perinteisellä tavalla toimiviin organisaatioihin.
Service Development Manager Juha Vasko from Finavia and Kirsikka Vaajakallio and Jukka Wäänänen from Diagonal present Travellab.
Travellab is model for rapid prototyping and idea ranking created for Finavia to improve the transfer experience at Helsinki Airport. The case is an unique example on how service design methods and design-thinking can be, in a relatively short period of time, implemented into the service development of Finavia.
Now into its ninth year, Fjord’s annual Trends Report 2016 has arrived and, once again, we unveil what we believe to be the most significant technology and business developments emerging and describe how they will transform our world in the coming 12 months.
Our Trends Report is the result of months of research, discussions and debate, pooling the collective experience at Fjord and Accenture Interactive and distilled into ten core ideas.
We believe 2016 will be another defining year for digital and will bring even more transformation, disruption and delight to organizations and their audiences. In the report you can expect to discover more about big data etiquette, the rise of employee experience (EX) design, disappearing apps, the true power of wearables and nearables and much more.
Check out the full Fjord Trends Report 2016 below, visit trends.fjordnet.com, and follow the conversation at #FjordTrends.
Enjoy!
See more at www.trends.fjordnet.com
Finnish design-driven software company Reaktor participates in the Service Design Achievement of the Year 2015 competition with their project to redesign the Finnair in-flight entertainment service.
From Expertise to Experimentation - Future Developing Services with PeopleReima Rönnholm
My presentation from Sinco2012 service design conference. About why no service concept survives its first contact with people, and why we need a totally new culture of developing human intensive services.
Designing a Cultural Phenomenon into a Digital/Physical Journey - Futurice - ...Service Design Breakfast
#Snapshot is an interactive photography exhibition in which we applied service design methods to build a personal journey for the visitors. The work is a collaboration between Futurice, The Finnish Museum of Photography, Tampere University and Aalto University. The story of how we designed the exhibition will be presented inside the exhibition itself, at The Finnish Museum of Photography, Kaapelitehdas. Presenters: Anna-Kaisa Rastenberger from the museum and Risto Sarvas from Futurice.
Professori Paul Lillrank, Aalto Yliopisto:
Kehitysmaissa on paljon tarpeita, niukasti resursseja ja vähän saavutettuja etuja. Innovaatioita syntyy, kun vähällä pitää pärjätä ja riittävän hyvä on parempi kuin ei mitään. Teknologian siirto muuttuu teknologian kierroksi.
Improving quality of care at time of birth: The Better Outcomes in Labour Difficulty (BOLD) Project
The BOLD project is the first project under WHO to address maternal mortality and morbidity in underserved regions through a service design approach. M4ID is designing a set of solutions to improve the demand and provision of quality of care at the time of birth using community and facility based research and co-design with women and healthcare staff in Uganda and Nigeria. These solutions aim to redefine labour monitoring, empower midwives in their roles and save lives of mothers and babies in underserved regions. Presenter: Melanie Wendland
Muotoilusta todellisuuteen – Kuinka uusi toimintamalli saadaan toteutettua ja...Service Design Breakfast
Anssi Mikola, Co-Founder, Megaklinikka käy läpi miten Megaklinikkaa suunniteltaessa päästiin aloittamaan puhtaalta pöydältä. Tämä mahdollisti vallitsevien toimintatapojen kyseenalaistamisen ja uusien toimintamallien luomisen. Nyt haasteena on saada malli siirtymään perinteisellä tavalla toimiviin organisaatioihin.
Service Development Manager Juha Vasko from Finavia and Kirsikka Vaajakallio and Jukka Wäänänen from Diagonal present Travellab.
Travellab is model for rapid prototyping and idea ranking created for Finavia to improve the transfer experience at Helsinki Airport. The case is an unique example on how service design methods and design-thinking can be, in a relatively short period of time, implemented into the service development of Finavia.
Now into its ninth year, Fjord’s annual Trends Report 2016 has arrived and, once again, we unveil what we believe to be the most significant technology and business developments emerging and describe how they will transform our world in the coming 12 months.
Our Trends Report is the result of months of research, discussions and debate, pooling the collective experience at Fjord and Accenture Interactive and distilled into ten core ideas.
We believe 2016 will be another defining year for digital and will bring even more transformation, disruption and delight to organizations and their audiences. In the report you can expect to discover more about big data etiquette, the rise of employee experience (EX) design, disappearing apps, the true power of wearables and nearables and much more.
Check out the full Fjord Trends Report 2016 below, visit trends.fjordnet.com, and follow the conversation at #FjordTrends.
Enjoy!
See more at www.trends.fjordnet.com
Finnish design-driven software company Reaktor participates in the Service Design Achievement of the Year 2015 competition with their project to redesign the Finnair in-flight entertainment service.
Healthcare environments are often designed with the needs of the working staff in mind. The experience of patients is often left as an afterthought and not fully integrated in the design process. When asked to design a spatial concept for a chain of laboratories, Diagonal chose to combine service design methods with interior architecture and to place the experience of their customers and staff at the center stage. The result presents a refreshing take on healthcare without diminishing the trust in the expertise of the staff.
Service design has been proven to work both in hands-on development projects and as a tool for strategy creation. We will discuss how a co-created customer experience strategy supports and facilitates internal change. Also, the presentation gives insights into the disappearing boundaries between brand, communication and service.
UserIntelligence - Ding dong! - Live UX design in YLE Eurovision ambianceService Design Breakfast
A great way to boost service design is to start with passion and live experiences. User Intelligence prototyped and tested YLE’s new event page during the Eurovision 2013 buzz. Our interactive prototype was connected to live content at the height of the competition and evaluated by the Eurovision enthusiasts. This setting provided remarkable insights for the new service concept.
It's easy to match lean development, build-measure-learn and service design on the buzzword level. To really make them work together is hard. We are glad to share what we have learned. The slides by Karri-Pekka Laakso / Reaktor for Service Design Breakfast Wed 16.10.2013.
Palmu - Service design in a highly complex public organization - case Univers...Service Design Breakfast
The Palmu entry for the Service Design Achievement of the Year in Finland 2013 award.
Over 700 employees, 130 different operating systems and programs, 27 Departments, 11 Faculties, 10 different units in Central Administration who are all producing services for over 4 500 researchers, who are trying to orientate in the very complex "jungle" of services. And one mission: "Could you please help us organize our services in customer centric way?". This is the story of how to be simple.
Service design breakfast - Customer experience management on Demand, BIG Desi...Service Design Breakfast
Petteri Hiisilä from Nokia Siemens Networks and Teemu Äijälä from Fjord discuss how the two companies jointly created a software-as-a-service solution to help telecom operators measure, visualize and manage the user experience of mobile network customers.
Fjord used a design-by-prototyping approach to facilitate design thinking with the product owners, while NSN UX Lead introduced and spread a goal-directed design process inside the organization.
Service design breakfast - Service design for focused user groups - case Levi...Service Design Breakfast
Mikko Saarinen, General Secretary of Audi FIS Ski World Cup Levi and Aura Palmgren and Tuukka Murto from HiQ discuss how the Levi World Cup (slalom) event experience was expanded with a mobile application and how it strengthened the event's brand image. What were the design challenges in meeting business and user needs?
Anton Schubert from 358 and Santtu Hulkkonen (Executive Director of Cleantech Finland) will be talking about Cleantech Finland's mission to connect Finnish cleantech expertise with global demand and at the same time revolutionise the way they work through a global and innovative digital service called "Solved"
Service Design Breakfast - Catalyzing the birth of ICT-based growth ecosystem...Service Design Breakfast
Tuula Antola (Espoo) and Olli-Pekka Mutanen (Aalto) discuss the steps needed to take the high growth ICT ecosystem in the capital region further and how the city of Espoo sees the role of such an ecosystem.
Service Design Breakfast - Catalyzing the birth of ICT-based growth ecosystem...Service Design Breakfast
Tuula Antola (Espoo) and Olli-Pekka Mutanen (Aalto) discuss the stesp needed to take the high growth ICT ecosystem in the capital region further and how the city of Espoo sees the role of such an ecosystem.
Note: Elina's presentation starts at about 17:40 in the video.
Elina Pohja from the Laurea Polytechnique University talked about her experience in the 2011 service jam and how the service concept developed by her team in 2011 had actually been turned into a real service.
Maiju Nöyränen is a service designer at the service design agency Palmu in Finland. Maiju gave the keynote presentation at the Helsinki Service Jam,2013 talking about what it is to be a service designer and what a service designer does.
Service Design Breakfast - How to fail in service design - Reima Rönnholm, PalmuService Design Breakfast
In Reima's experience, designing services is critically dependent on testing out the design ideas with real customers. Even the best of ideas of ten fail when exposed to customers. The single most critical outcome of the experimentation is the understanding of what is the real problem that needs to be solved. Once the real problem has been identified, the solution often becomes straightforward.
Service Design Breakfast: There is no such thing as service design - Anton Sc...Service Design Breakfast
Anton's presentation focuses on the problems of creating a consistent service experience across a customer journey when companies operate in deep silos and contract different companies to implement pieces of the customer journey not well aligned with the other pieces. The role of the designer then becomes one of breaking up the silos and setting up a dialogue between the customer and the company.
Service Design Breakfast - Work begins after the launch - Janne Toivola, Futu...Service Design Breakfast
The presentation demonstrates how to derive a service design from clear business goals, then onto measurable KPIs for the service,
then putting the analytics in place to verify the success of the service
against the measurements and finally analyzing the measurement results to identify how to improve the service.
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
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Healthcare environments are often designed with the needs of the working staff in mind. The experience of patients is often left as an afterthought and not fully integrated in the design process. When asked to design a spatial concept for a chain of laboratories, Diagonal chose to combine service design methods with interior architecture and to place the experience of their customers and staff at the center stage. The result presents a refreshing take on healthcare without diminishing the trust in the expertise of the staff.
Service design has been proven to work both in hands-on development projects and as a tool for strategy creation. We will discuss how a co-created customer experience strategy supports and facilitates internal change. Also, the presentation gives insights into the disappearing boundaries between brand, communication and service.
UserIntelligence - Ding dong! - Live UX design in YLE Eurovision ambianceService Design Breakfast
A great way to boost service design is to start with passion and live experiences. User Intelligence prototyped and tested YLE’s new event page during the Eurovision 2013 buzz. Our interactive prototype was connected to live content at the height of the competition and evaluated by the Eurovision enthusiasts. This setting provided remarkable insights for the new service concept.
It's easy to match lean development, build-measure-learn and service design on the buzzword level. To really make them work together is hard. We are glad to share what we have learned. The slides by Karri-Pekka Laakso / Reaktor for Service Design Breakfast Wed 16.10.2013.
Palmu - Service design in a highly complex public organization - case Univers...Service Design Breakfast
The Palmu entry for the Service Design Achievement of the Year in Finland 2013 award.
Over 700 employees, 130 different operating systems and programs, 27 Departments, 11 Faculties, 10 different units in Central Administration who are all producing services for over 4 500 researchers, who are trying to orientate in the very complex "jungle" of services. And one mission: "Could you please help us organize our services in customer centric way?". This is the story of how to be simple.
Service design breakfast - Customer experience management on Demand, BIG Desi...Service Design Breakfast
Petteri Hiisilä from Nokia Siemens Networks and Teemu Äijälä from Fjord discuss how the two companies jointly created a software-as-a-service solution to help telecom operators measure, visualize and manage the user experience of mobile network customers.
Fjord used a design-by-prototyping approach to facilitate design thinking with the product owners, while NSN UX Lead introduced and spread a goal-directed design process inside the organization.
Service design breakfast - Service design for focused user groups - case Levi...Service Design Breakfast
Mikko Saarinen, General Secretary of Audi FIS Ski World Cup Levi and Aura Palmgren and Tuukka Murto from HiQ discuss how the Levi World Cup (slalom) event experience was expanded with a mobile application and how it strengthened the event's brand image. What were the design challenges in meeting business and user needs?
Anton Schubert from 358 and Santtu Hulkkonen (Executive Director of Cleantech Finland) will be talking about Cleantech Finland's mission to connect Finnish cleantech expertise with global demand and at the same time revolutionise the way they work through a global and innovative digital service called "Solved"
Service Design Breakfast - Catalyzing the birth of ICT-based growth ecosystem...Service Design Breakfast
Tuula Antola (Espoo) and Olli-Pekka Mutanen (Aalto) discuss the steps needed to take the high growth ICT ecosystem in the capital region further and how the city of Espoo sees the role of such an ecosystem.
Service Design Breakfast - Catalyzing the birth of ICT-based growth ecosystem...Service Design Breakfast
Tuula Antola (Espoo) and Olli-Pekka Mutanen (Aalto) discuss the stesp needed to take the high growth ICT ecosystem in the capital region further and how the city of Espoo sees the role of such an ecosystem.
Note: Elina's presentation starts at about 17:40 in the video.
Elina Pohja from the Laurea Polytechnique University talked about her experience in the 2011 service jam and how the service concept developed by her team in 2011 had actually been turned into a real service.
Maiju Nöyränen is a service designer at the service design agency Palmu in Finland. Maiju gave the keynote presentation at the Helsinki Service Jam,2013 talking about what it is to be a service designer and what a service designer does.
Service Design Breakfast - How to fail in service design - Reima Rönnholm, PalmuService Design Breakfast
In Reima's experience, designing services is critically dependent on testing out the design ideas with real customers. Even the best of ideas of ten fail when exposed to customers. The single most critical outcome of the experimentation is the understanding of what is the real problem that needs to be solved. Once the real problem has been identified, the solution often becomes straightforward.
Service Design Breakfast: There is no such thing as service design - Anton Sc...Service Design Breakfast
Anton's presentation focuses on the problems of creating a consistent service experience across a customer journey when companies operate in deep silos and contract different companies to implement pieces of the customer journey not well aligned with the other pieces. The role of the designer then becomes one of breaking up the silos and setting up a dialogue between the customer and the company.
Service Design Breakfast - Work begins after the launch - Janne Toivola, Futu...Service Design Breakfast
The presentation demonstrates how to derive a service design from clear business goals, then onto measurable KPIs for the service,
then putting the analytics in place to verify the success of the service
against the measurements and finally analyzing the measurement results to identify how to improve the service.
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
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
https://www.safalta.com/online-digital-marketing/advance-digital-marketing-training-in-noidaTop Digital Marketing Institute in Noida: Boost Your Career Fast
[3:29 am, 30/05/2024] +91 83818 43552: Safalta Digital Marketing Institute in Noida also provides advanced classes for individuals seeking to develop their expertise and skills in this field. These classes, led by industry experts with vast experience, focus on specific aspects of digital marketing such as advanced SEO strategies, sophisticated content creation techniques, and data-driven analytics.
PDF SubmissionDigital Marketing Institute in Noida
Service Design Breakfast Fall 2012 summary by Eva Rio
1. Eva Rio - 279462
DIARY Pictures from slides and
SDBreakfast Facebook page
SERVICE DESIGN BREAKFAST 2012
SERVICE DESIGN THE DIARY TABLE OF CONTENTS
BREAKFAST
The Service Design This diary is a summary SD: why should I care? - 2
Breakfast is a series of the seven service The spirit of SD - 3
of open talks by design talks that took No guesswork needed - 4
place in Design Factory Work begins after the
leading service design
launch - 5
experts hosted by and Startup Sauna during
There is no such a thing as
Startup Sauna and the the fall quarter.
service design - 6
Aalto University. Service acceptance boosted
by e-learning - 7
How to fail in SD - 8
[1]
2. Risto Sarvas (Futurice / Aalto University)
SERVICE DESIGN
WHY SHOULD I CARE?
19.09.2012 - #SDBREAKFAST 1
In the first Service Design Breakfast, Risto Sarvas from Futurice and Aalto University gave three main reasons
for the need of service design and explained the challenges in designing for the whole society
There are many factors shaping the end result of a physical or digital artifact (e.g. corporate culture, advances in
technology...), but design should also take into account the social context. The societal aspect (not as understood
by Facebook, but as in a sense of community) is becoming and more relevant and influencing the outcome of the
design. Time and place dimensions must also be considered in the design and construction phase of a service.
The world has changed incredibly during the last decades. This has led to the industry to rethink how products and
services should be designed. There are three main reasons that make service design a needed science:
1) Software is easier and cheaper to change. Particularly, developer tools and languages have advanced to a
great extent. Thus, engineers and designers need to spend less time worrying about technology, and can focus
on other areas like user behavior, marketing, communication, logistics, etc. We are moving from waterfall to
agile /lean software design.
2) Services are physical. Designing the UI is not enough anymore because people do not only interact with the
screen and other factors must be taken into account (walking, talking to others...)
3) A service has multiple channels. For instance, the same newspaper can be access by the same user through
many different devices (e.g printed, mobile, tablet, laptop...). For an optimal experience, all the data must be
integrated seamlessly across the multiple channels. New ways of accessing the web (cars, fridges...) emerge
every day.
In 2000, service design was about engineering usability, not only technology. In 2010, the scope changed to build
engaging and long lasting relationships between companies and customers. Now, the future is all about changing
society through design.
[2]
3. Mikko-Pekka Hanski (Idean)
THE SPIRIT OF
SERVICE DESIGN
3.10.2012 - #SDBREAKFAST 2
The second Service Design Breakfast taught us how the feelings and emotions of service designers affect the
final outcome of their designs
Service designers create experiences. This experiences create memories and emotions in people, so they come
back to the service. To make the experiences complete, designers must take decisions, and for that they need to
FEEL something.
There are some process flows and ways of working in service design that are becoming standardized (e.g.
needfinding, service touchpoints...). It is in these processes where designers make decisions, and the way they feel
in that moment will affect their final outcome. The most common feelings though a service design process are:
1) First crush: designers fall in love with the project
2) Excitement: designers fantasize with early stage visualizations and what the final solution might look like
3) Frustration: in many occasions designers are not satisfied because they cannot find a perfect solution
4) Magic moment: suddenly the designer understands and sees the whole picture, knows what the service is
about and how it should like.
5) Boredom: designers have to do mundane tasks after all the exciting phases have been done
6) Relief/remorse: after the project is finished, some designers feel relieved (they can jump into new projects) or
remorse (“could I have done better?”)
Service designers are aware of these feelings and they should cope with them to be successful in their projects. For
that, Mikko-Pekka gave several tips: respect yourself (take as much time as needed for the design and do not try to
finish it in a rush), maintain the blood sugar level (eat well), re-define the project plan (create your own project plan,
aside of the company one), and reflect after the project is done (go back and learn from the project and the
processes).
[3]
4. Karri-Pekka Laakso (Reaktor)
NO GUESSWORK
NEEDED
17.10.2012 - #SDBREAKFAST 3
In the third Service Design Breakfast, Karri-Pekka Laakso from Reaktor explained how concept design, user
interface design, graphic design and implementation must work together to create successful services
According to Karri-Pekka, designers should not be UI design answers
considered as gods who can make miracles with their touch. - what do users need?
They like getting things done everyday, so they should be - how to support this need?
considered as craftsmen that work with tangible things. In the - how should the service work?
same way that Newton’s method works, designers must look in order to solve it.
all the time for better approximations to the optimal design,
Graphic design gives the look and feel of the service,
to ensure that tomorrow’s design will be better than today’s
answering
one.
- how does it look like?
In the web, people buy and use things that are easy to - how does it feel?
understand. In order to succeed with service design projects, and beatifying and making it appealing so users want to buy
designers should follow a bottom-up approach, as opposed and use it.
to top-down. Building from a bottom-up perspective means In the implementation stage, the engine of the service (the
starting from the reality, that is, understanding how users will code) that makes it work is built.
use the service and what their needs are. To tackle this
To create successful services involves going where things
challenge, concept design, user interface design, graphic
happen and where the users are in order to understand and
design and implementation must work together:
build from the bottom, because some services are really
Concept design answers the following questions
complex and it is challenging to design and construct simple
- where does it hurt if you do not have this service?
and valuable solutions.
- where is the money?
- for whom is it designed?
in order to identify the problem. On the other hand,
[4]
5. Janne Toivola (Futurice)
WORK BEGINS AFTER
THE LAUNCH
31.10.2012 - #SDBREAKFAST 4
The 4th Service Design Breakfast taught us what happens after the service is launched: how to align service
design and business goals, how to measure Key Performance Indicators for the service and analytics for
verifying its success and further improvement
Service designers put a lot of effort in the design and implementation phase, but few care about what happens after.
Design should be done as analytically as possible. Very often, there is no way to know if a design will work or not,
that is why analytics are needed. Although some analytics can already be build into the product, the service should
be tested after it is launched in order to get data for analysis. In order to create a service, business model, user
needs, features + content, UI+ visual design, and marketing are needed:
Understanding the goals that the designer is trying to accomplish with the product is one of the most relevant
points from a business perspective. Goals should be doable, understandable, measurable and beneficial, otherwise
there will be nothing to compare and contrast results.
Knowing the user needs allows designers to adequate the content and the delivery channel that suits and
supports them. User interface and visual design should guide and help the users in their tasks.
From a marketing point of view, the service should reach the people (though the right channel), engage and
activate them (offering value for the user so that he/she will come back), and finally nurture them in the post-service
experience (make them recommend the service to their friends).
Validation should be done in all the previous areas. In the business model, making comparison and searching for
trends are one of the most effective ways to know if goals have been met. Measuring and validating results
concerning user needs consist in answering a simple question: did we reach the users that we intended to reach?
For validating the content and features of the service it is necessary to study how people used the service. The
effectiveness of UI and visual design can be measured by knowing if people were actually able to use the service
from the beginning to the end. For the marketing side of the service, a metric that can be used is to discover where
the users came from and compare that to the channels we used for reaching them.
[5]
6. Anton Schubert (358)
THERE IS NO SUCH A
THING AS SERVICE DESIGN
14.11.2012 - #SDBREAKFAST 5
In the 5th Service Design Breakfast, Anton Schubert explained how the role of service designer is critical to
help companies deliver a a consistent user experience accross the service customer journey
Organizations isolate themselves into silos. They have different departments (engineering, marketing, finance...) that
do not interact nor communicate among them. This is one of the reasons that prevent companies from
understanding their customers. Designers (service designers, interaction designers, graphic designers,
communication designers...) can fill this gap and enable dialogue between companies and their users. The mission
of a designer is to help people and companies like each other.
The customer journey is a tool that helps designers understand the users. It has 6 stages:
- Awareness: how did I hear about the service/product?
- Engagement: what makes it great? what value does it have for me?
- Purchase: why did I buy/acquire it?
- Use: what makes my user experience satisfactory?
- Use more: why would I still like to use it 2 years later?
- Advocate: why do I tell the product/service is great to my friends?
Companies should join together all the elements of the customer journey and experience to make it work. But
companies work in silos, and with different consultants and agencies, so it is impossible to deliver a consistent
message and experience to the customer. Designers should be T-shaped people, with a deep core skill and a broad
understanding of other fields, including service design. They should develop an empathy for other disciplines by
working with them on the wider customer journey in order to deliver consistent experiences and make customers fall
in love with companies.
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7. Jouni Tuominiemi (HiQ)
SERVICE ACCEPTANCE
BOOSTED BY E-LEARNING
18.11.2012 - #SDBREAKFAST 6
In the 6th Service Design Breakfast we discussed about the integration of service design and e-learning and
the acceptance of new services by users and companies.
New technologies have enabled new ways for self-study and the there are many existing tools that can be used for
learning (videos, social media, websites...), but the truth is that learning itself happens in the person’s mind. Self-
study material with predefined patterns of study used to be the preferred way of learning new things for individual
learners, but nowadays, people can chat and discuss with each other, making the learning experience more social.
Learning Management Systems (LMS) can be used by companies and individuals to keep track of their progress.
LMS are used to record course enrollments, provide a learning path according to the skills and needs of the learners,
and also for later evaluation. With LMS, people and companies can track how fast and well one has learned a certain
topic.
Users like to develop themselves and learn new topics that interest them. But they do not want to learn how to use
the service that will help them learn new things. If a user needs help in using the e-learning service, then the service
has failed. Interactive study material is of great help, but it should not replace the service design. People go through
different emotional phases once a service is launched. Usually users are first shocked and then confused. In
unsuccessful services, users will experience anger and depression right after denial, but in successful services they
will pass through a short phase mild disappointment and then they will face integration and enhanced performance.
One proposed solution for building successful e-learning services is to launch the interactive study material early
enough before the service launch and involve people in the early stages of the design, in order to make the first
shock moderate and disappointment milder. People should also be motivated not only to start, but also to complete
the course. Localization, gaming, competitions, diplomas, learning itself and so on are some of the potential
incentives that can be used to motivate individual and companies in e-learning and service adoption.
[7]
8. Reima Rönnholm (Palmu Inc)
HOW TO FAIL IN
SERVICE DESIGN
12.12.2012 - #SDBREAKFAST 7
In the latest Service Design Breakfast, Reima Rönnholm dove into the importance of testing the design with
real customers and learning and understanding the real problem that needs to be solved.
Failing is inevitable, but how to do it right and learn from it? Service design is a complex science, the basic
challenge is to design better experiences for customers, which is not always easy. To ease the process, service
designers must understand users’ behavior and the context of use. Customers are always part of the service, in fact,
services do not exist without customers. Making the intangible concrete, visual and physically available, testing with
customers, and involving them in the design help designers find the problem.
Money and effort should not be spend in designing the wrong service and solving the wrong problem. Spending time
in analyzing and identifying the problem is worthy: the solution will become straightforward because it is already
embedded in the problem. In order to discover the right problem, it is necessary to make mistakes and learn by
doing. To succeed and identify the problem to be addressed, designers must starting from the “why”, that is,
understanding users’ needs and goals and how our services can help them achieve those goals. Trying is the first
step to failure, but also the first step towards learning. Avoiding killing ideas too fast might lead to unexpected
findings. In many occasions, organizations are not able to do radical innovations, because they are already experts
and have too much knowledge. Here, generalists are ahead of specialists. Designs do not need to be complete, and
co-design is the only kind of design there should be in service design. Metrics are needed to measure what are the
reasons why services do/do not work and to understand what effects what and how, but also to measure if your
service is making a change.
Make change happen is one of the most challenging parts of service design. Designers like getting things done, but
it is difficult to get companies to adapt. Service designers enable behavior change and create tools that support that
change. Facing failure is hard, but designers must be open to learn from mistakes and find the solutions hidden in
failure.
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