Galaxies and Copernicus, doesn't that ring a bell.
"So with three different starting points - UX from product development, service design from service delivery, and customer experience from marketing and customer support - we've all arrived at the same place: the realization that by consciously crafting the experiences people have with those products, services, or organizations, we can help those people be more successful and find more satisfaction. Oh yeah, and it's good for business too."
Design for open systems is a major wicked problem.
"The living nature of digital services means that designers can't design a service experience. They can only design the resources for people to bring the experience to life for themselves. Designers create affordances that help people know where to start, what to do and when to do it. Services come to life through people: how they read the resources, their personal history and their context. Shelley Evenson and Tom Schneider see two trends placing new demands on designing for service. The first is what they call living services—the meteoric rise of mobile, embedded sensors and more natural interfaces. The second, just starting to appear as a broader global trend, is described in the book The Intention Economy - the shift from sellers finding buyers to buyers finding sellers. In this video, Evenson and Schneider describe how they think these trends will influence designing for living services."
(Shelley Evenson and Tom Schneider ~ Videos from the 2013 AIGA Design Conference)
Unfortunately, no design or Design mentioned whatsoever.
"Enabling great customer experiences and optimizing them across all touchpoints in a consistent and human, customer-centric way leads to marketing success. And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches."
Always thought service design and UX design were close cousins.
"We hear plenty of talk about the power of design. It is a very pragmatic discipline. Look around you, nearly everything you touch has been designed. For this particular scenario, design attempts to ask (and answer) questions such as: what should the customer experience be like? What should the employee experience be like? How does a company maintain a consistent brand essence and stay relevant to its customers? How might we take the principles of design and stretch them to examine the intangibles?"
Great collection of content when you haven't attend the event in Cardiff.
"Service Design is the application of design practice to the other 80% of the economy. It demands new skills, tools and techniques, perhaps even a rethinking of what we mean by design itself. Designing product service systems and the business models that enable them, means crossing boundaries between design disciplines, business and technology. It means changing the processes and practices not only of designers but how firms innovate and organize themselves. This isn't easy as we share different working practices and cultures, but, it's essential, for service designers, if we are to collaborate or even lead innovation. Innovative service systems can create rich and integrated customer experiences -- delivering real social and economic value, opportunities for self-expression, and bring meaning to peoples' lives, as well as to the world we share."
Principles in general and design principles in particular are great beacons.
"When people in an organisation have different interpretations of what really matters to customers, the customer experience falls apart. The difficulty is to align business units and individuals to do the right things - and do them consistently. Strong principles are a powerful way to unite teams to deliver better customer experiences."
Touchpoint as device, product or channel is not specific enough. Conversations build from stories, dialogues and interactions might be.
"The touchpoint has been around for a long while, particularly in thinking about brand marketing and service design. But as design disciplines and approaches collide - from customer experience, to service design, to experience design - and we start horse trading terms, methods, and outputs, some of these concepts are given new life. For me, the touchpoint has become a central way to view designing moments across increasingly complex journeys. Whether it's an expanding digital product ecosystem, a cross-channel retail experience, or a complex, intangible service experience."
xChannel, one of the many challenges for experience design teams.
"A seamless user experience, regardless of channel or device, is one of the 4 requirements for a usable cross-channel experience. Companies and organizations that allow users to switch channels while completing tasks have a competitive advantage."
Love the suggestion that designers should wear suites in order to make a dent in the business world.
"Ask a designer what their toughest challenge is and many will say its being asked by clients to justify a business case, or return on financial investment in design, before anything has been designed."
There is no field that's stable. High levels of dynamics require repositioning and reframing all the time.
"Designing service experiences is a multidisciplinary affair. You need people with business management, psychology, and social sciences experience alongside designers and developers of all flavors. A key skill that trained designers bring is the ability to make ideas tangible in some form, through diagrams, sketches, and prototypes. That takes the business idea out of the spreadsheet, which is a poor vehicle for understanding human experiences, and turns it into something that people can look at and interact with. Then they can make informed decisions about the concepts."
Experience happens between the channels.
"A consistent user experience, regardless of channel, is one of the 4 key elements of a usable cross-channel experience. Consistency across channels helps build trust with customers. (...) As companies and organizations design for the larger user experience, it's important to consider consistency across all channels. Consistent experiences help users build trust with the organization. Each interaction is part of the overall user experience with a company. If the user experience isn't consistent across channels, users will question the organization's credibility."
So, business wake up!
"There's a growing number of professionals who are dedicated to making great customer experiences - and today is a day to celebrate their work. Today I'd also like to celebrate the role of design in helping CX pros create those experiences. Not graphic design or interior design or industrial design - but the lesser known field of service design. You may not have heard of service design yet, but I'd argue that it's the most important design sub-specialty in the business world today."
An three-part article we wrote for the Touchpoint 5.2 issue from the Service Design Network.
Disclosure: I work at Informaat (The Netherlands) ~ "This three-part article is about a new technique in design projects for citizen-centred government services: the 'dialogue'. We will introduce dialogues to the service design community and share our lessons learned in using this technique. We also want to explore how dialogues create a shared understanding and commitment among designers and internal stakeholders."
Or how digital disrupts government as well.
"The internet is changing our world in more ways than we could ever have imagined. And as it reaches into every corner of our lives, it is transforming our relationships with one another, the jobs we do and the ways we spend our time. For the organizations living through these changes, the operating environment has changed profoundly. Around the world, industry after industry has been turned on its head by the internet and the things that digital technology makes possible. But when we look back over the last two decades, nowhere has the internet revolution been felt less than in the business of government. To its credit, the current administration has made a real effort to up the pace of reform. Much progress has already been made, spearheaded by the new Government Digital Service. The Government Digital Strategy lays out what more there is to do over the next two years. That the government goes on to achieve the goals it has set itself is tremendously important. It is also only the beginning."
Design thinking is thinking based upon empathy.
"I fundamentally believe empathy is a foundational soft skill in design practice. And in service design - with its aim to connect and orchestrate people outside, inside, and across organizations - empathy is the first skill I recommend to people to build and sharpen."
Disney knew how to design for waiting in line.
"(...) often times making a user wait is inevitable. Here are some ways to make it less painful and in the process show your customer you don't take them for granted."
(Henry Tsai ~ GigaOm)
CX design thinking to the rescue.
"(...) services aren't made on an assembly line. They are complex and difficult to get right, because your users might interact with the service across a wide array of touchpoints. You can’t predict precisely which of them each user will need, in what order she will encounter them, and who will help her along the way. The service is experienced differently by every person, because every person is different."
Edge cases are a lot of fun.
"Instead of using the default route and using bricks and mortar to solve a problem in the physical space, which is what architects are good at, this case shows that service designers offer an alternative approach. An approach that is focused on understanding the behavior of people in the space."
(Marc Fonteijn ~ 31Volts)
Visual tools empower all design fields.
"When we speak about a service or a system, an ecosystem or concept, they are a lot of times abstract things. Visualization representation is a way to make them more tangible."
(Elizabeth Wood ~ frog design mind)
CX or UX? Who cares. Users are customers for capitalists.
"The necessity of providing user satisfaction on every key touchpoint in your business is critical to your success. The issue, however, is identifying those crucial touchpoints. Customer journey maps could be an incredibly helpful solution in this area."
Go Marc, go!
"You might know that a customer journey map is a visualisation of interactions between a customer and your organisation. But what are the things that could make your next customer journey map even better?"
Service design is it, sort of.
"Increased competitive pressure, technology convergence and changing user behaviors require a new approach to future-proof businesses and organizations. Service design has a track record of being a catalyst towards customer orientation, organizational alignment and improving the total customer experience."
Explaining it to UX designers is one thing, to your mother is another.
"If you are in an agency or consultancy environment, you might categorise service design as part of user experience and/or experience strategy. If you come from a product environment, service design might vibrate more to what you consider as product management and business design. In a nutshell, service design is delivering a designed experience onto different levels of actors with a more holistic approach in mind. Let me elaborate on that."
Service design and change. Any design field is a changer.
"Framing a people-centred design challenge as a service design project, will always initially require lots of pursuasive communications. This is why my focus is now on the generative research, co-discovery and co-design fuzzy front end of the design process, where you begin by understanding the experiences of people who are the new design experts, but who are too often ignored in design process."
Service design as the vehicle for adding corporate value: E2 ('Experience Engineering').
"I believe that the strategic process of experience engineering is why it is imperative that the benefits of Service Design are communicated to and supported by people working at the highest organisational business level."
Governments is some countries are stepping up regarding design and their added value for citizens.
"Design is a key source of innovation and therefore part of the solution to the growth challenge Europe is facing. Every day we see start-up businesses inspired by design and creative thinking, and leading global enterprises using it as a means to boost business development and gain competitive advantage. Worldwide there is also an increasing focus on how design and other creative skills can contribute to a green transition. A major part of a product's environmental footprint is defined through the early design phase, so many environmental issues can be solved by focusing on reducing environmental impact early in the development process. Rapid urbanisation is another example. The rise of mega-cities with millions of inhabitants is increasing the need for design solutions both technical and social that can meet the challenge of creating sustainable urban environments on a huge scale."
Listen to the thoughts, insights and ideas on service design of this illustrious trio.
"We'll start with a brief introduction to Service Design and cover a case study from an insurance company to demonstrate its key service design ideas and methods. Gjensidige - Norway's biggest insurance company - is a large organization dealing with an abstract "product" of insurance and financial services, but with outcomes that deeply affect people at critical moments in their lives. Building on Gjensidige's strategy to be completely customer centered, we will show you how a service blueprint can bring together groups - like Marketing and IT - that are often misaligned and at times at war. We'll also show you how cross-channel experience prototyping with customers and staff made two organizations (insurance and banking) feel like one to the customer."
(Lavrans Løvlie, Andy Polaine, and Ben Reason ~ O'Reilly)
The theatre metaphor really helps our thinking on services.
"These questions continue to apply in prototyping, building and all the way to delivery of new services and on into business as usual. I've used these same questions in co-design sessions, putting them directly in the hands of participants as they work on being a part of their own products and services."
Preaching for the choire.
"This is the first of a series of posts on why digital experience planning has become a strategic priority of a growing tribe of digital leaders."
Every field is entitled to its own deliverables.
"Service blueprints contain several foundational concepts for a service designer such as, value exchanges and touchpoints. They are fundamental tools for clarifying the interactions between customers, digital touchpoints, and employees because they reveal how these are supported by 'backstage' activities (essentially, everything the customer does not see). Blueprints can be invaluable assets for interaction designers working on multichannel services and digital products especially when there is a mix of digital and human-to-human interfaces."
Getting the human dimension into the design of services.
"After decades of research on service innovation, it is still a very complicated and - sometimes - deceptive subject. Both concepts of service and innovation entails dramatic debates among academics and practitioners. Dealing with the challenge of harnessing both at the same time, be it in a research study or in a shop floor, is daunting."
Besides Estonia, these people in the UK are leading the way for sure.
"From April 2014, all new and redesigned digital services will need to be so good that people prefer to use them. (...) Remember, this site is currently a prototype. We are continuing to work on the content that is hosted here, and will add more guidance and features after the release in April 2013."
Whatever it takes: usability, user experience, customer experience, or service design.
"To be able to build sustainable businesses, they need to create real value. That's why service design is so great. Service design makes use of an analytic, methodical process, but combines this with a creative, exploring and customer focused approach. It combines left and right brain thinking. This makes sure your focus will remain on long term value creation, without neglecting short term results. And not only results for your own business, but for all stakeholders involved. And that's tough. That requires a change in culture. A culture, where the customer is really king. Where innovation is viewed as a responsibility for the entire company. Where people get the chance to try stuff out, and where they don't get hanged directly if it does not work. Where management includes creative people and functions like chief experience officer exist."
System thinking connected to design thinking. Deep thinking for government digital services.
Disclosure: I work at Informaat (The Netherlands) ~ "In this ten-minute presentation, the new digital reality and grand challenges facing government are identified, and the way in which Informaat's systematic design approach can be a solution to meet these challenges is outlined. The guiding principles of this approach are putting citizens at the center of design, applying outside-in thinking throughout, and visualizing as much as possible. By harnessing the power of personas, journeys, ecosystems, dialogues, wireframes and prototypes, government services can be delivered in the best possible manner."
Change, the mantra of the 21st century. But into what?
"(...) we are not mature enough yet as an industry to have a de facto narrative."
Taking the temperature of a new upcoming field.
"Due to the lack of clarity, definitions and nascent field as a discipline, instead of calling it service design, they recommend a focus on the role of design in service innovation and for specific sectors. More research is needed in the design in the service sector. Service design academics need opportunities to engage with larger, established businesses who would benefit from service design practices. Linking business and design schools and considering the impact agenda, as well as linking design with innovation studies and policy communities."
They should invest in design in general.
"Service is even more important than the product, because it is the experiences that are often remembered. Even more important than the customer experience is the value of the conceptual journey between brands and people, and service design is about creating delightful customer experiences, which in turn benefit businesses by enhancing brand loyalty and reducing the costs to serve."
Identify similarities and differences, the way to a better DTDT.
"Recent questions about the difference between Snook’s service design approach and the LEAN approach have inspired me to put my thoughts around this into writing. As advocates of the benefits of design thinking, methods and tools we believe that these bring an additional creative dimension to organisations seeking to innovate and co-design new services that are user-centred and user-friendly. I have put together a table outlining some of the differences I see in LEAN and Service Design Approaches below. Although the different aspects are presented in binary form, we recognize that each item is on a spectrum from the analytic and scientific to the intuitive and creative."
Missing the design part, because it all seems strategy.
"So how do you turn your product-based company into one that provides services? Here are three simple principles you can use to escape the commodity market and turn anything you do into a valuable service."
A diagram showing how customers mentally travel now. But what about the future territories.
"One of the biggest challenges facing companies when they want to become customer focused is that their own organisation is based around functional silos. This is not only noticeable to customers as they are passed from function to function looking for service, but also to companies themselves either when they look to start a customer improvement initiative, or look to implement change based around customer feedback. With organisational hierarchy based around functions the ability to make effective decisions and push through change is fundamentally opposite to how a customer wants to experience dealing with them. A customer wants to experience an organisation that provides a single seamless journey across all touchpoints from initial enquiry right through to any required post sales support. An approach to overcome these barriers is to consider the total customer journey."
More DTDT necessary for Service Design?
"In this column, I'd like to briefly recap some highlights of the conference as a foundation for sharing the service design community’s upcoming task of redefining service design."
Service design forces user experience design to sync with the new normal.
"If there is one thing that has held the test of time, it's that history is bound to repeat itself. What was once old will most certainly become new again in the cycle of time because good ideas never go out of style. Service design is a shining example of this fact. In spite of the fact that the conception of service design is nearly 30 years old, it is an idea that is more relevant than ever today."
(Mark Eberman ~ Digital Compass)
From application or site to service. Not really a giant leap.
"The emerging focus on user experience will be the key to companies' success as we move from an industrial to a service-oriented society. Service Design focuses on the methods and processes of a service from the point of view of the user. The goal is to make sure that when a client or customer interacts with the service, from branding to customer service to any point of contact, there is room to make the service more useful, efficient, and effective."
Know your materials: bits, events, and people.
"This post is a critique on service design, and especially the thinking and talking side of it. This is based on both my own experiences as someone who has been involved in quite a few service design projects during past years and how those have changed my own view, and what I have seen and heard my colleagues around the world are doing. Of course there’s as many ways to use the toolbox of service design, as there are people who practice it. However, among those who preach and practice service design there’s plenty of enthusiasm and talking, without real life experimentation and implementation of conceptual ideas and actual proof of delivered effects. And that's a thing I personally have been a little frustrated about."
To simplify the matter is great; to make it simplistic not. A PhD thesis.
"One of the fundamental questions facing the emerging discipline of service design concerns the definition of its object. In this thesis, I posit that the practice of service design, as a recent development within the tradition of industrial design, may be approached primarily as the design of interfaces between service providers and clients."
Financial services are utility services, for all people.
"(...) how service design techniques can produce unique service ideas for the rapidly evolving banking sector. We were lucky to have some fantastic attendees from various European banks and hearing their thoughts on design in their industry was really interesting. I have summarized the content of our workshop and some innovative new financial services in this post."
(Chris Brooker ~ Service Design Programme)
Just make the customer, the user or 'whatever-you-call-this-person' the Hero of the Story.
"(...) the best services are those that allow us to tell our stories. And the next challenge in design is based on the fact that more and more objects are connected. The amount of data available about all of us and our environment is growing tremendously. But what to do with this data? Our lives are not made up of data, but of choices: a thousand small choices everyday. And stories. Data becomes valuable when it is interpreted by humans. We have to make sense out of it. And we should use it to tell better stories, richer stories from which we can benefit."
Always good to have some principles to design by. In whatever domain it applies.
"James Lawther has spent the past 20 years working in factories, supermarkets and call centres. Apparently he is fascinated by operations and is always on the lookout for ways to make them work cheaper faster or better. But we are interested in him because he writes a great blog about service improvement and offered to give us some thoughts on service design, so we took him up on this and here's what he came up with."
Due to reframing of design challenges as wicked problems.
"This definition paints the picture of what it means to facilitate a session really well. As a facilitator, your job is to help a person, or a group of people, traverse a problem space. The context of the problem space could be one where you, as the designer, need to learn more about what is going on so you can properly craft an effective solution. Or it could be a situation were the participants needs to identify and solve the problem on their own, while you take that solution back and refine it further."
(Brad Ty Nunnally ~ UX Magazine)
Then, here in the middle 'something magical happens'.
"Having worked in the design field for quite some time, Pia Betton has observed fundamental changes in the design industry in the last years: a paradigm shift from corporate to social, as she puts it, and the rise of service design methods."
Getting into the essentials of service design.
"But the design in service design is what makes things better. Combining research and craftsmanship is powerful. Therefore, Lisa emphasised, passion, experimentation and creativity are the key factors in successful, innovative design processes. Her solution: put the heart back in!"
Great set of publications.
"Service design is a relatively new field of expertise: it has mostly developed over the past 20 years. The deepest roots of both design and service design are in arts, crafts, and organised planning. Later the actual concept of design and many of its sub-areas, such as architecture and jewellery as well as textile, furniture, and graphic design, started to emerge. Then service business development, service marketing, industrial design, as well as ergonomics, interaction design, usability design, and information design grew out from the thick root of design."
(Tuomo Kuosa & Leo Westerlund ~ Servicedesign.tv)
Human values are much more important than roles.
"(...) Chris hates the word 'consumer'. He doesn't want to be called a consumer, because the word carried the implications of being passive and dumb. Instead, he wants to live in a world where he feels valued and useful. And this means we are not talking about point of view anymore, but about purpose. We are talking about values on a much deeper level than marketing and communications were ever able to."
Product, service, platform, ecosystem, and experience. All the way.
"(...) Service Design is about creating meaningful experiences and meaningful interactions - for and with the customers. It's not about the products itself anymore (their features can easily be replicated) it's about differentiating products by creating new ideas and emotional interconnections."
My 10cc: "Crisis, what crisis?".
"Service design is human-centered and this has led to users actively taking part in the design process co-creating the service. This co-creation is one of the most important reasons why service design can have such a big impact on mobilization of citizens. Including the citizens in the creation or improvement of a service or process that aims at improving their everyday experiences helps, in addition to creating a better experience for them, remove users’ hesitations or inhibitions regarding adopting the service."
Substituting Information for Interaction: A Framework for Personalization in Service Encounters and Service Systems (.pdf)
Some new in-depth Glushko thinking.
"The service design literature contrasts information-intensive and experience-intensive domains and applications and makes proposals for different design methods that are most appropriate for each. This distinction seems sensible and useful when we contrast financial accounting with visits to Disneyland, but it begs some crucial design decisions for services nearer the middle of what is probably better viewed as a continuous design space. So instead of design principles or methods that assume a clear distinction, we propose to frame design decisions in ways that highlight the range of choices on the continuum between information-intensive and experience-intensive variations of a service system. We propose "substituting information for interaction" as this unifying concept in service system design. Interesting design choices arise in contexts where information accumulates through customer interactions and value can be created if the service provider can capture, analyze, and retrieve information about those interactions and the explicit or implied preferences in them. Here the degree to which the service provider can substitute information for interaction depends on the richness of the provider's customer model to predict his next interaction or information need."
Service design deliverable galore.
"The storygraph is a deliverable I made to visualize the user needs/touchpoint matrix. (...) Let's think about the customer's journey. As designers we can't have control over the path our customers walk. They can approach us from any possible touchpoint: our website, some else's website, phone, friend advice, our headquarter or any other physical location, remote help desk, social media etc. They use whatever they will to get informations or complete a task. From the customer’s point of view, they're just interacting with our brand. And they don’t care about what channel or system or device they're using. That's exactly why we have to."
A set of tools doesn't make it into a discipline.
"Is service design a field, a discipline or a practice? Probably not. It's a set of tools, a process and most importantly, it has a point of view. It's a logical, sequential process that understands the needs of both the users and the business."
Making memories is what life is all about.
"(...) how service organisations can use design thinking as a tool for imagining these experiences and giving them a desirable form."
More resolution around Services.
"To make sense of all these different voices, it would be interesting to have some sort of common language. Maybe not as complex as a "language", just a proto-taxonomy would already do a great job at organizing the service research efforts. Giving to the referred disciplines a basic set of concepts where they all could recognize and differentiate themselves would most probably foster collaboration among them. But, the problem would be to get the communities that evolve around each one of these disciplines to develop it. And then accept it. And then adopt that unique framework."
Hugh has great vision, knowledge and focus.
"(...) it is imperative that companies focus on service design to gain competitive advantage."
Think system, not discrete nodes a.k.a. site, app or shop.
"Digital service design incorporates many existing disciplines – like web design, information architecture, user experience and content strategy. It is, if you like, an organising umbrella principle, in which all these disciplines can work together to build something that meets – and surpasses – user expectation. Perhaps most fundamentally, it's about letting go of the website as the core idea of digital development, and thinking about service as something that can be delivered through any number of channels – some of them digital. Instead of fretting over your mobile strategy, you figure out how to express your service principles through a mobile device."
Example of how InfoViz finds its way into Service Design.
"As the field of service design evolves so do the tools. At Adaptive Path we often find ourselves debating the form and definition of service design artifacts."
So, don't think about designing things, but systems, as in biology.
"Understanding the soul of a product (or of an organization) requires a conversation - about what you believe in, about fundamental values, and about quality. These ideas must be argued and agreed upon. Likewise, expressing the soul of a product requires still more conversations, still more argument and agreement. At this level, design is conversation."
And do transformative services deliver the same kind of experiences?
"What kind of services will we need to offer that will create both value in a changing society and a changing business environment? And what does value mean for individuals in a service context? In the following we want to look at 'transformative services' and the potential they offer for businesses. With transformative services we mean those services that change the way individuals or groups behave in order to foster wellbeing and satisfaction of the individual or group while providing sustainable business value."
The founding article (1984) of Service Design and service blueprints.
"Faced with service problems, we tend to become somewhat paranoid. Customers are convinced that someone is treating them badly; managers think that recalcitrant individual employees are the source of the malfunction. Thinly veiled threats by customers and managers are often first attempts to remedy the problem; if they fail, confrontation may result."
(G. Lynn Shostack)
Everything you can design, you can model and depict.
"Often, Service Design approaches can ask too much of an organization too soon. The difficulty is how to implement the opportunities uncovered from customer journey mapping. We recognize that companies work in silos and don't change quickly. We've come up with ways to guide organizations through prioritized decision-making that will result in a meaningful change to the customer experience. This webinar will focus on sharing consulting experiences and thoughts on how organizations can adopt Service Design in a manner that focuses effort and drives measurable business outcomes which work within existing organizational structures."
The journey is the reward for experience designers.
"Journey models are emerging as a welcome and valuable refresh of some old and new tools in our UX arsenal. They are not just another deliverable for your checklist; they're a valuable method for digging deep into problems of long-term engagement, cultivating empathy, and establishing a problem space in which to generate and test ideas. Their output can serve as a backbone for strategic recommendations and more tactical initiatives. Form and function can vary widely depending on the project and stakeholder needs, but at their core, journey models are stories that focus on the meaningful relationships between individuals and organizations, and highlight opportunities to build a better future."
Service design, one of those fuzzy concepts with blurring borders.
"The field of service design is still young and evolving. And its interdisciplinary nature makes it difficult to define. (...) Regardless of the channel (social media, web, mobile, in-store, product experience) organizations that want to deliver great user experiences have to take time to educate their employees at all levels and at all touchpoints about what the company stands for, what it means to work there, and what kind of experiences they need to ensure for all users. Great service design means everyone involved is on board with creating the experience the audience wants. Take it from me, that can't happen without a common goal, proper communication, and lots of practice."
A kind of method acting.
"We spoke with Adam StJohn Lawrence, who describes himself as a a customer experience and service design consultant, a professional comedian and an actor. Together with service innovator Markus Hormess working under the name of Work•Play•Experience, they use unique theatrical tools to help companies turn good services into memorable service experiences."
Service design connects here to customer experience.
Presentation - "This presentation shines the light on what's missing in turning A customer experience vision into tangible business value. How do you use all that is good and useful from typical customer experience approaches? How do you add commercial rigour and the hard core analytics in a way that one competency doesn't dominate the other? What is the secret in bringing together the skills and perspectives that result in a great customer experience and an equally great commercial outcome?"
And what happens when love goes stale?
"Service design is about creating living entities that evolve and change over time. This is fundamentally different from other forms of design, which generally aim for permanency."
Innovating User Value: The Interrelations of Business Model Innovation, (Service) Design Thinking and the Production of Meaning
Always great to have academic research on meaning and services.
"(...) the discussion on strategic innovation in the business sphere is cluttered into a variety of discourses in which the latter seldomly plays a major role. Therefore service designers are all too often confronted with a very narrow understanding of designs value contributions to high-level strategy making, neither are they able to explain and relate their own work to the parallel developing discourses in the business realm. The attached thesis tries to bring together some seemingly isolated research streams and provides an overview of their topical similarities and overlaps. It connects the dots by putting its focus on "value creation" (a term that most discourses culminate in) and "design's" value contributions to strategic innovation."
Citizen experience must be the new politics.
"Start with needs; Do less; Design with data; Do the hard work to make it simple; Iterate; Then iterate again; Build for inclusion; Understand context; Build digital services, not websites; Be consistent, not uniform; Make things open: it makes things better."
Or, how to learn from the project work you've done.
Lecture by Anna Meroni ~ "In this lecture, given to design students at Malmö University, Meroni outlines the basic concepts of service design and discusses the insights she have made while working with diverse stakeholders in multiple design projects."
Content, interaction, service, design, architecture, experience, ... all elements of the UX soup.
"Content is a key element of customer experience. It may well be one-way to begin with-a white paper, a podcast, and so on-that people read or listen to. But in all its glory content should serve as a primary, integrated element of interactive experiences."
Cross-channel becomes touchpoint orchestration.
Example: Touchpoint orchestration ~ "Consumers interact with companies in many different ways. They may receive corporate information through publicity in the media, they see brand advertisements on TV or in magazines, they interact with personnel during the buying process or at the customer service desk, they unwrap packaged goods, they sample products in stores, and so on. Ideally, the different design elements that consumers experience should work together like the instruments in an orchestra to create the overall experience. Just like the instruments in the orchestra each have a different character, the design elements do not need to be similar in order to work together in creating a great and engaging experience. Touchpoint orchestration makes sure that all different elements work together and in the right order, in order to create the desired user experience."
The answer is 'yes', I guess.
"In today's business environment, if you don't make a conscious effort to design the delivery of your service it will just form itself - for better or worse."
(Mike Lorge ~ TechDay)
DTDT no. N.
"If design be seen as the integration of art and science, or applied arts, it can be broken into several distinct, but closely-integrated components. One of these is craft, and the tangibility of design - as a means of both exploring and communicating a concept."
As far as most companies are concerned, people are completely different species before and after the transaction.
"This is a big gap where businesses choose to invest in their services. They spend a lot of money to tell you how great the service is, and then, all too often, the service doesn't live up to the hype. Brands become hypocrites thanks to their own investments."
The brightness of Design as the silver bullet is increasing.
"The purpose of this design plan is to bring the design elements of the strategy together in one place and to communicate these as widely as possible across design, industry, government and education. The Design Council's aim is to provide a useful strategic framework for organisations, institutions and individual businesses with an interest in making design-led innovation happen. Design can help organisations transform their performance, from business product innovation, to the commercialisation of science and the delivery of public services. That is why design forms an integral part of the Government's plans for innovation and growth and features strongly in our Innovation and Research Strategy for Growth."
You would expect that financials are one of the usual suspects for service design.
"Though it is clear that many banking institutions around the world are experimenting with new models for delivering service and value, it is also clear that this is the tip of the iceberg. There is a notable lack of obvious investment by our larger institutions. In the face of current financial upheaval and recession I would suggest that now is a good time for banks to invest in an alternative customer-centered future. The principles and practices of service/experience design and design thinking and indeed other design thinking mash-ups such as strategy/planning design thinking, technology design thinking, organization design thinking, and you-name-it design thinking offer much to financial services in their search for innovation."
One of the many intro's on Service Design, trying to answer the question of its value for commercial purposes.
"If there is one thing that has held the test of time, it's that history is bound to repeat itself. What was once old will most certainly become new again in the cycle of time because good ideas never go out of style. Service design is a shining example of this fact. In spite of the fact that the conception of service design is nearly 30 years old, it is an idea that is more relevant than ever today. Service has become a serious topic of discussion in the design community these days and it's being recognized more and more as a key to business success in competitive markets. Good service design breeds satisfied, loyal customers. This post will walk you through the basics and how you can begin using it to your advantage to turn travelers into your very own brand ambassadors."
Doing the guerilla work on service design in the organisation.
"This isn't about throwing designers in an organisation. It is both bringing in design capacity and expertise inside the organisation and educating/building understanding and capabilities of it's potential so this design team/designers/central role can flourish. (...) It is simply not enough to deliver toolkits to organisations on how to design, we have to consider it becoming the DNA of the organisation."
(Sarah Drummond ~ Snook)
For a lot of companies, it's just annoying that they have customers.
"Service companies can't show customers a tangible product. Since services are intangible, the only way to sell them is by making a promise to perform. But most service companies fail to keep their promises, leaving customers frustrated, confused and abused. Why do so many service companies fail to keep their promises to customers?"
Services are everywhere. It's culture too, high and low.
"(...) we have created a set of practical tools to help cultural organisations use the principles and approaches of service design to improve the experiences they produce - supporting the innovation process all the way from ideation to delivery."
(Rohan Gunatillake ~ The Guardian)
Great and necessary piece of information visualization for understanding purposes.
"Experience maps have become more prominent over the past few years, largely because companies are realizing the interconnectedness of the cross-channel experience. It's becoming increasingly useful to gain insight in order to orchestrate service touchpoints over time and space."
From an unexpected angle: the arts.
"Attention to the customer experience must be paid by all departments in order to ensure delivery of top quality experiences and services because this service delivery is critical to nurturing the customer relationship, building value and ensuring sustainability."
But what if 'everything' is, then 'nothing' is.
"The emerging service economy will require business and society to do some some fundamental restructuring. The organizations that got us to this point have been hyper-optimized into super-efficient production machines, capable of pushing out an abundance of material wealth. Unfortunately, there is no way to proceed without dismantling some of that precious infrastructure. The changes are already underway."
One of the many things a camera in the iPad can do: video registration of great conference talks.
"(...) at Service Design Conference 2011 in San Francisco the closing keynote speaker Richard Buchanan was fantastic. It was interesting to hear his view that Management is a design practice and that Service Design is an emergent practice, not a novelty. He also gave the group a bit of tough love, by saying: "The role of the designer is to be the facilitator not the center", and the crowd responded with applause. This was the best speaker of the two days, hope you all enjoy."
Even fleet owners need to understand service design.
"Service design is a relatively new discipline that asks some fundamental questions: What should the customer experience be like? What should the employee experience be like? How does a company remain true to its brand, to its core business assets and stay relevant to customers? It has grown as our economies have moved from being primarily manufacturing based to service based, and as our world becomes increasingly complex, networked, and interconnected via technology. It uses design methodologies, but applies new, heuristic design tools to develop service models that delight both users and employees who deliver services. A service designer isn't just rational and analytical, but uses creative insight and inspiration to help organizations develop innovative services."
(Darren Weiss ~ The SmartVan)
One wonders why it takes so long finding valuable stuff from other fields. And btw, a customer journey depiction is not a storyboard!
"The fields of user experience and service design typically use storyboarding to sell design solutions. They do this by casting personas in stories, showing the benefits of those solutions. They often look quite polished and professional, and can be daunting to some in these fields to pick up a pencil and try it for themselves. But not only can you draw these scenario storyboards yourself to sell your solutions, you can also use them as a powerful method for devising those solutions in the first place. Storyboards are part of the intriguing world of sequential art, where images are arrayed together to visualise anything from a film to a television commercial, from a video game to a new building. They're an effective communication device, bringing a vision to life in a way that anyone can grasp and engage with, before investing in producing the real thing." ~ UPDATE: Added part 2 and part 3
Always good to have many 101's.
"Service design is a process that examines the relationship between those who use a service and the service environment. By focusing on and making improvements to the points at which users interact with other people or the environment, service design enables an organization to run smoothly, provide the best service to its users, and reduce the kind of situations that that can generate complaints."
Part of becoming a field of knowledge and practice for real: a student textbook.
"This book is likely to become the quintessential service design textbook for students, educators, and professionals alike. In this column, I'll share highlights from the book, along with some of my own interpretations, and tell you why you should add this book to your own personal collection."
Humans just have one mission in life and that's to learn. From the beginning 'til the end.
From Apple's poster for its retail employees. - "All of these experiences have made us smarter. And at the very center of all we've accomplished, all we've learned over the past 10 years, are our people. People who understand how important art is to technology. People who match, and often exceed, the excitement of our customers on days we release new products. The more than 30,000 smart, dedicated employees who work so hard to create lasting relationships with the millions who walk through our doors. Whether the task at hand is fixing computers, teaching workshops, organizing inventory, designing iconic structures, inventing proprietary technology, negotiating deals, sweating the details of signage, or doing countless other things, we've learned to hire the best in every discipline."
Service design as holism applied to man-machine studies, HCI, UI and product design for Linux pros.
"Like it or not, the vision of the interconnected future is coming, and our mundane devices and appliances are going that route as well. Making those things work well for users, while still allowing user freedom, is important, and it's something the free software community should be contemplating."
(Jake Edge ~ LWN.net)
Seems this issue has been in the works for almost two years. Therefore, it's a major achievement.
"This paper considers different ways of approaching service design, exploring what professional designers who say they design services are doing. First it reviews literature in the design and management fields, including marketing and operations. The paper proposes a framework that clarifies key tensions shaping the understanding of service design. It then presents an ethnographic study of three firms of professional service designers and details their work in three case studies. The paper reports four findings. The designers approached services as entities that are both social and material. The designers in the study saw service as relational and temporal and thought of value as created in practice. They approached designing a service through a constructivist enquiry in which they sought to understand the experiences of stakeholders and they tried to involve managers in this activity. The paper proposes describing designing for service as a particular kind of service design. Designing for service is seen as an exploratory process that aims to create new kinds of value relation between diverse actors within a socio-material configuration. This has implications for existing ways of understanding design and for research, practice and teaching."
For commercial contexts, that's true. But there is so much more...
"Internally focussed business tools, processes and systems are often thought about and designed in isolation from the design of the things customers interact with. Or to put this another way, projects that focus on improving the customer experience often don't fully consider the tools, processes and systems staff use in the delivery of the experience."
The impact of G+ is noticed on the social web and beyond.
"The tools that weave themselves deepest into the way humans communicate, do so with our help. The designer releases their invention into the world with a few bold statements, and then it's up to us to tell them what the significance of the tool is, and how best to use it. Google+ is no exception: it's a relatively compact first release of just a few core concepts. Like many, I look forward to watching millions of people build on these concepts with improvised hacks, shorthand and other homemade enhancements, to complete a product story started by what may have been just a few dozen in Mountain View. When taking a look at some of the decisions Google made, I found five ideas worth keeping in mind when designing any new service."
G+ is a great example of the importance of UX in social.
"(...) a new economic paradigm in which the act of producing and consuming are one and the same, and he believes it's upon us right now. I subscribe to this theory, and I believe its most fascinating expression takes the form of social software, in which there is no consumption unless its users produce, and there is no production unless its users consume. The secret sauce that starts this virtuous cycle is not just technology, but also user experience design."
Having an eagle eye reading through it might improve the post.
"Service Design is still a relatively new and emerging field within the design industry. Many people are unsure what exactly service design is and how it helps their business and their customers. Put simply, service design is planning, organizing and improvement of a service. Service design is not just about fixing the existing services of an organization, it is also used to provide new and innovative ways to fill unmet customers need."
(Gary Davies ~ Article Base)
"So, I changed my job title a few months ago. I dropped the 'service' bit. I'm now just Sidekick's Design Director. I'm now MASSIVELY EXCITED about a new thing - designing products. But not your old products. No, I'm excited about designing a new type of evolving, networked product that requires a multi-disciplinary team just to keep it alive, let alone make it awesome. I'm calling this the New Product. Let me explain."
(Nick Marsh a.k.a. @choosenick)
"Mention service design to your UX colleagues and you may find yourself unwittingly engaged in a game of Buzzword Bingo. Whether you call it 'service design,' 'holistic design,' 'multi-channel experience design' or 'cross-channel design,' chances are you're all talking about the same thing. And your next challenge is defining exactly what you mean when you say 'service design.' The field of service design is still young and evolving. And its interdisciplinary nature makes it difficult to define. In fact, (...) no common definition of service design exists."
"For too long usability has been the preserve of geeks – a specialism confined to websites and screens, form factors and devices. We need to realise that usability – in other words 'how easily people can use something to achieve a goal' shouldn't just be restricted to the lab and the engineer. It should be something that everyone expects to get, and everybody strives to provide. Usability should apply to all walks of life and everything that we encounter – it should be ubiquitous. It needs to be about the services we use and the spaces we inhabit."
"One designs the interface of the experience and the other the service and organization behind it..."
"The storytelling supports the exploration of the service idea. Through the use of simple workds, the teller will illustrate the solution as it is a story. This allows the communication of the idea inside a group but also the preparation of the first sketches for the storyboard. The storytelling leaves some blanks to be fill in by the suggestions of other stakeholders and users." (think + design + change)
"Here was a chance to remake a tool that plays a vital role in the lives of hundreds of thousands of people every year. But what happened that day turned out to be much more than streamlining a critical form in the home-buying process. Even much more than the redesign of a vital 'touch point' within the larger 'user experience'. What happened was that the symposium's attendees discovered just how radical a solution Design Thinking could offer; not only to the problem of a broken mortgage process, but to public policy at its highest levels." (Monica Bueno ~ Co.Design)
"I'm very excited to be kicking off my new UXmatters column, Service Design: Orchestrating Experiences in Context, with this discussion of the value of service design to UX professionals. In my column, I'll explore the concepts of service design and how to leverage its practices to optimize the user experiences our companies and clients look to us to create." (Laura Keller ~ UXmatters)
"There is a fierce debate about the relationship between service design (SD) and interaction design (IxD) here in the United States, particularly among interaction designers. The discussion often devolves into hostile crossfire between two camps: one that believes that the service design is a type of interaction design, and another that believes that the two disciplines are separate and distinct. When a teenager is a smart, compelling, interesting, independent, charismatic, hardworking, analytical, talented, humorous, knock-kneed being, a parent would rightly feel a great sense of pride. Interaction designers — and those whose careers, and sources of income are indebted to that practice — have very good reasons to hold strongly to the idea that service design is indeed a chip off the old block." (Renna Al Yassini ~ Cooper Journal)
"Service design is the natural progression from UX – taking interactions across platforms and concentrating on the invisible and tangible connections around customer or user interactions. Information architects should be at the heart of this design work and don’t be surprised to start to see IAs appear in companies that you didn’t even think of as 'digital'. (...) It is not just interface design. It is not just about making the world more usable and ethically correct. It’s all this and more. It is a force for changing business in its approach and to make it economically stable by providing for needs but also satisfying wants beyond the present day. This is the business value of UX. How you interpret the data you collect, and create something truly unique, relies on the teams skill set and experience." (James Kelway ~ user pathways) | courtesy of petermorville
"Sarah Drummond one half of Scotland based dynamic duo Snook presents a case study about the implications and challenges of using Service Design for Social Innovation in the community of Wyndford, UK." (Think Design Change)
"Taking the time and effort to look at your touchpoints not just as isolated mini-experiences, but as a collective whole, will help you shape them for a better customer experience, and perhaps even point to opportunities to invent new types of touchpoints, as Progressive did. Or, perhaps there are some touchpoints you have been overly reliant on third-parties who are not not upholding their place in the journey." (Adam Richardson ~ Harcard Business Review)
"Economists, capitalists, entrepreneurs, public servants and policy makers are on their way to recognize the new source of (economic) value, 'human experience' and the designers are delivering the tools & mindsets to create them. Great times for designers and design thinkers, great times for a new kind of multidisciplinary collaboration of formerly opposed mindsets, great new business and public service opportunities and a great moment in human development and history." (Sylvain Cottong ~ ServiceDesign.lu)
"The links between service design and theater are clear, frequently cited, and often misunderstood. We explore the practical differences between simple role play and iterative rehearsal - a powerful tool which can be used to both analyse and develop service experiences."
"It is no secret that services, even for manufacturing organizations, can be the key differentiator between competition and the primary generator of income. Customer loyalty depends on good service; not only do customers expect it, but it is part of their values. Recent economic and environmental turmoil is shifting people from passive consumers of products to active co-creators of experiences." (Adam Little ~ fastcodesign)
"There are numerous ways of being a good designer. Perhaps the common denominator for all design competences is the ability to reify and prototype. It is important to note that design competences do not constitute good business skills or strategic expertise." (Tuomo Kuosa ~ Servicedesign.tv)
"Our economy consists of both goods and services. Traditionally, design has focused on one, not the other. Laura Forlano talks to leading practitioners in this emerging field. (...) services require designers to empathize with users, to understand interactions as a series of 'touchpoints' and to develop a holistic understanding of the ways in which our relationships to services govern everyday life." (Laura Forlano ~ Urban Omnibus)
"There are a number of competing stories about service design. One is that it's a new interdiscipline, a mix of concepts, methods and tools from several different fields, brought together to address the challenges that organisations face as they try to improve and innovate in services. As an interdiscipline it is presented as a happy fusion of the best bits of management or business, design and technology, and the social sciences. In this version of service design, the incompatibilities between the values and worldviews of these different disciplines are smoothed away to produce a better user experience and increased business value." (Lucy Kimbell)
"Designers are great facilitators of conversations among people who have wildly different views about the world. That's a definition of a "wicked problem" by the way. A wicked problem is where there are essentially contested values. Not accidentally contested, not arbitrarily contested. But essentially contested, meaning that there are fundamental differences that cannot be resolved. That to resolve them would be to violate the truths that have been discovered by different people. Designers work with wicked problems. They work with them by the use of dialectic (...)" (Jeff Howard ~ Design for Service)
"The thesis provides an academic basis on the use of visualisations in service design. It is concluded that it seems like the service design community currently sees services as being not-goods, a line of thought other service disciplines have discarded the last ten years and replaced with a view of services as the basis for all transactions. The analysis highlights areas where there is a need to improve the visualisations to more accurately represent services." (Fabian Segelström)
"Interaction design encompasses human interaction with objects, people, environments and systems. It's not a widely held perspective outside of the Pittsburgh diaspora." (Jeff Howard ~ Design for Service)
"If you don't, it might sound like something that's complicated, difficult and costly to get involved in. To help you get to grips with service design, we've talked to the experts, read the academic papers and compiled a set of case studies of some well designed services. This users' guide to service design contains lots of information about how we at the Design Council are demonstrating that design can improve our public and consumer services. But it also contains great examples from design agencies, universities and businesses and public services who've used design." (Design Council)
"(...) on a theoretical level anyway, the benefits of service design over conventional 'style led design' or 'industrial design'. Perhaps such more established forms of design have a philosphy and perhaps even succeed in representing that philosophy or design intent, but what they lack is the story or narrative that will engage users with them." (Ferg's Public Engagement Blog)
"For some time now I've been collecting interesting service design visualizations. But having them stack up on my desktop just doesn’t add a lot of value. As I've noticed that this blog attracts a lot of people with an 3 year old article on service blueprints I decided that would be the best category to start with. So I've compile an overview of the service blueprints I've stumbled upon so far." (Marc Fonteijn ~ 31volt)
"(...) my opening keynote slides and the talk I wrote out which I gave at the German IA Conference in Cologne, Germany May 14, 2010. I speak about experience design, social design and service design. The theme of the conference is Service. Design. Thinking. What I actually said may have been slightly different than the text here but the intent was the same." (Erin Malone)
"In short, just step up to the plate and own the passages that make up your customer's journey. By the use of some straight-forward tools and processes (which are mostly extensions of items that should be in your user experience toolkit already), you can incorporate service design thinking and deliverables into your overall practice." (Fritillaria)
"Screenwriting is a bit of an outlier when it comes to my investigation of sketching and the performing arts. After all, a screenplay by itself isn't a performance. But it has a lot to teach us about sketching and the structural aspects of service." (Jeff Howard ~ Design for Service)
"Decades later, these concepts remain relevant, and yet we must adapt for new contexts. As Glushko and Tabas explain, today's service systems may include interrelated sub-systems (e.g., person-to-person, self-service) across multiple locations, devices, and channels; and customer satisfaction is influenced by the extent of integration and consistency across those channels." (Peter Morville ~ Semantic Studios)
"Reading with interest an unfolding flameup at Design for Service caused by Jeff Howard's post entitled UX Rockstars need not apply. The gist of the conversation is a few folk getting all hot under the collar about disciplines and domains. Especially the emerging challenges in the US by this new fangled idea of Service Design and it seems to be freaking people out. Which is a good thing in my book. The argument was instigated by sweeping statement from an interview with Jesse James Garret of Adaptive Path, that went like this (...)" (Paul Sims - Made by Many)
"Many of the most complex service systems being built and imagined today combine person-to-person encounters, technology-enhanced encounters, self-service, computational services, multi-channel, multidevice, and location-based and context-aware services. This paper examines the characteristic concerns and methods for these seven different design contexts to propose a unifying view that spans them, especially when the service-system is information-intensive. A focus on the information required to perform the service, how the responsibility to provide this information is divided between the service provider and service consumer, and the patterns that govern information exchange yields a more abstract description of service encounters and outcomes. This makes it easier to see the systematic relationships among the contexts that can be exploited as design parameters or patterns, such as the substitutability of stored or contextual information for person-to-person interactions." (Robert Glushko 2009)
"The world needs talented, passionate service designers but it can do without rock stars. Service designers are humble. They embrace participatory values, particularly the idea that we should be designing with people rather than designing for them. The practical upshot is an evolutionary divergence in approach to research, sketching, design and prototyping." (Jeff Howard)
"We are happy to announce that the British newspaper The Guardian has released a ten page supplement on Service Design today, Monday, 15th of March! In co-operation with the Service Design Network The Guardian has produced a supplement themed on Service Design and Innovation in partnership with organisations from the Service Design and Innovation markets. Included are many interesting case studies and best practices with perceivable business impact but also enjoyable and easy understandable examples. 10 Pages, 350.000 copies... great stories! " (Service Design Network) - courtesy of ronverweij
"My next bit of insight into how to sketch a service comes from the intersection of ethnography and cinema." (Design for Service)
"Interaction designers can play a key role in creating a more meaningful, sustainable, and post-consumer world. come learn about frameworks and approaches that help designers make real change for customers." (Nathan Shedroff - Interaction10 videos)
"Yogi Berra said, “You can observe a lot from watching.” Over the last several years, a unique set of students has been challenged to think about design for healthcare services. In my role as a professor at Carnegie Mellon I had the opportunity to observe their work and it offered many insights into design, design thinking, and just how big the healthcare service challenge is. In my new role in Microsoft's FUSE lab I’m looking at the future of social experience. My experience with the students and healthcare exposed the underlying notion that people participating in service—whether providers, consumers, or others that are actively involved—are actually designing as they participate in the service. If we accept the service as design lens, designers may need to see their role differently—from one of developing static objects and environments—to one of creating new methods for modeling experience, and skilling everyone to be active participants in design during the service experience." (Shelley Evenson - Interaction10 videos)
"In 1999, Pine & Gilmore presented a model for the progression of economic value in their bestseller 'the experience economy'. The model explains the generic progression of economic value that any business in our society goes through sooner or later; the shift for commodities to experiences. Prehaps the most used example is the progression from raw coffee beans to the starbucks 'experience'. The great thing about this model is that it's easy to use and applicable to almost any industry." (Marc Fonteijn - 31Volts)
"What is service design? How is it different from interaction design? As an interaction designer with service design education and experience, offer my insights into what role interaction designers have in this emerging area of design." (Jamin Hegeman)
"(...) a good model for spreading the word about service design to a lay audience. I’d prefer a bit more detail in the case studies but 31Volts has done an admirable job hitting the design highlights and staying out of the weeds." (Jeff Howard - Design for Service)
"I suppose there's nothing stopping UX designers from doing the same thing, or anyone else for that matter, but for service designers taking the holistic view is our raison d'être." (Jeff Howard - Design for Service)
"This echoes the frontstage and backstage fundamentals of service design. He interacts with everyone, frontline staff (waiters), backstage staff (chefs) and the customers, gaining opinions from all sides to build a holistic picture of the restaurant, focusing on the product, the service, the experience." (Sarah Drummond - Inside the head of a designer)
"The contributions to the definition of a disciplinary corpus for service design come from two main directions: the first focuses on real cases, developing projects that are advancing the practice of service design and making service design visible to private business and public administrations. The second area concerns the definition of a methodological framework for service design. The main concern in those studies is on the development of methodological tools for analysing, designing and representing services." (Nicola Morelli - Re-public) - courtesy of markvanderbeeken
"Alice Casey and Jo Harrington introduced a range of new tools, perspectives and ideas from their public service design projects at Involve, NESTA and Barnet Council. Joel Bailey gave us a brisk tour of service design on the front line of one of the UKs biggest websites - businesslink.gov.uk - and Karl Humphreys talked us through his two killer apps for service designing - Propositions and Prototyping through his work on the Heathrow Personal Rapid Transit programme."
"Missed a presentation? Didn’t quite catch something? Enjoyed the conference so much you just have to see it again?! Go for it! Find below downloads of the presentations and videos of our speakers (some are not available due to client confidentiality). Videos are available of the plenary session presentations only." (SDN)
"I raise what I believe are important questions for an emerging community seeking not just to survive but also grow, as it thinks about how to create new institutions and ways of validating its knowledge." (Design leads us where exactly?) - courtesy of markvanderbeeken
"Customer journey mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses to their experiences. Used well, it can reveal opportunities for improvement and innovation in that experience, acting as a strategic tool to ensure every interaction with the customer is as positive as it can be." (Cabinet Office)
"But as the world grows more complex, more interconnected, with the underlying infrastructure less and less visible, hidden inside electronic and optical mechanisms, conveyed as all-powerful yet invisible information and knowledge, design more than ever needs a body of reliable, verifiable procedures. Science is the systematic method of building a reliable, verifiable, repeatable, and generalizable body of knowledge. Science is not a body of facts: it is a process. Design is the deliberate shaping of the environment in ways that satisfy individual and societal needs. Scientific methods can inform design. Designers can create a science of design." (Donald A. Norman - IASDR09)
"Service design is a new discipline which focuses on understanding what customers want, then designing services which meet their needs. Sound familiar? Web designers have focused on user-centered design for years to create websites and applications that are user friendly. Service design is well established in Europe and North America and there's already a handful of Australian businesses offering service design. What is it? Does experience in designing for screen interaction translate to designing services too? Will service design be the next big thing?" (Service Design Hub)
"(...) the slide comes from the input package materials for the workshop CHITA08, mobile services and digital communities, that is taking place at Jiangnan University, Wuxi, China, as a research and didactic experience beetween School of Design at Jiangnan and Design Faculty at Politecnico di Milano." (Francesca Valsecchi) - courtesy of wichertvane
"As I've read more about the history of PD it seems to be focused almost exclusively on the development of digital computing systems. I suppose that shouldn’t be surprising given the time period; in some ways it seems more akin to HCI than service design. But while the techniques don't always seem to be a match for the problems service designers encounter many of the principles still seem to resonate." (Design for Service)
"The opening attracted a crowd that you would expect just by reading the description. The ratio suits vs. jeans was about 25:1. I think service designer need to be in these kind of surroundings. Like Larry said, they need to step forward to the playing-field. Being at these events also keeps you connected with the rest of the world (the non-designers). We truly need those guys who eat the business side of services for breakfast!" (31Volts)
"If we perceive any inconsistency in how a service appears, or if we perceive an inconsistency between the touchpoints of a service and the service itself, we render the service design inauthentic and we lose faith in it. This impacts on our ability as users to engage with the service and therefore impacts on the value it generates both for it’s designers and/or for the bottom line of company who provide it." (Freg's Blog)
"At this year's SDN conference, participants will experience experts in the Service Design field presenting and explaining, partly together with business partners, compelling examples of their Service Design projects in depths." (Service Design Network)
"It appears that brand builders have a powerful new process to help them build strong brand relationships. The design methodology called service design gives every indication of being a robust methodology for delivering high levels of brand value. In fact, as a method of value delivery it may be more effective than traditional brand practices based on communications and persuasion." (Brian Phipps - Brands Create Customers)
"In this paper, I will discuss several cases in order to explore how technological artifacts engage and are engaged in larger sociotechnical arrangements. I will show how they inscribe a certain relationship between users and designers and a certain level of engagement." (Cristiano Storni - Nordic Design Research Conference 2009 Engaging Artifacts)
"A product is actually a service. (...) In reality a product is all about the experience. It is about discovery, purchase, anticipation, opening the package, the very first usage. It is also about continued usage, learning, the need for assistance, updating, maintenance, supplies, and eventual renewal in the form of disposal or exchange." (Donald A. Norman - Interaction Magazine XVI.5 Sep/Oct 2009)
"(...) it's become increasingly clear that there's something missing from service design education here in the United States. Co-design is barely on the radar." (Jeff Howard)
"Presentation that I gave at the Design and Emotion 2008 conference in Hong Kong. May be hard to understand from the slides alone... I'll try to add speech when I can. Content was from my thesis paper that I wrote for my Master of Interaction Design degree at Carnegie Mellon University." (Carrie Chan)
"What is UX design, service design & design thinking? How are they related?" (Sylvain 'Sly' Cottong - IntegratedPlace)
Presentation by Hugh Dubberly - "ISO 2008 was a great success. Workshop participants joined us from all over the globe for three days of intense design activity." (People Centered Design)
"The HCI community has always been quite successful in adapting to the constantly changing technological opportunities, human needs and trends in society. By discussing our work amongst colleagues we have incrementally improved our methods and techniques, but apart from that it is important to respond adequately to changing practices and thinking in other fields. At the moment there seems to be a big opportunity and urgency for HCI experts to contribute to the development of the relatively new field of service design. We should not let that opportunity go to waste. This talk is an appeal to the pioneers in the community to get involved in this new area. A lot of the thinking and practices of HCI naturally fit in, and may even lead the way for some of the other disciplines involved." (Geke van Dijk - STBY)
"(...) a few video excerpts of Bob Cooper, founder and CEO of Frontier Service Design, from a recent panel discussion related to the origins and purpose of service design. Each video is approximately 2 minutes in length and range in topic from the high level need for service design in today's economy to specific tactics used in understanding our client’s customers." (Frontier Service Design)
"What do consumers expect when they buy a bundle of services like Internet, Telephone and TV from a converged provider? Is there a gap between their expectations and what they actually get? And what can the providers do about it?" (Harry Brignull - 90percentofeverything)
"An open collection of communication tools used in design processes that deal with complex systems. The tools are displayed according to the design activity they are used for, the kind of representation they produce, the recipients they are addressed to and the contents of the project they can convey." (About SD Tools) - courtesy of tvtongeren
"This specification defines the Service Modeling Language, Version 1.1 (SML) used to model complex services and systems, including their structure, constraints, policies, and best practices. SML uses XML Schema and Schematron. (...) The Service Modeling Language provides a rich set of constructs for creating models of complex services and systems. Depending on the application domain, these models may include information such as configuration, deployment, monitoring, policy, health, capacity planning, target operating range, service level agreements, and so on. Models provide value in several important ways." (W3C)
"Service design faces an uphill battle here in the US. There's plenty of interest on the design side but we need more voices speaking to the business side of the equation. For better or worse, Merholz is one of the few people with access to a platform for making that argument." (Jeff Howard - Design for Service)
"(...) the term 'service design' has succeeded in the UK and Europe because there have been government-sponsored public sector service design projects which have demonstrated its value." (PeterMe)
"The Lab A6 series from College of Fine Arts at Carnegie Mellon University presents a podcast on service design featuring Shelley Evenson from the School of Design and CMU alum Maggie Breslin from the Mayo Clinic. The podcast covers some familiar 'what is service design' ground but also delves into the service design course at CMU and the Advanced Medical Home project that Mayo and Continuum sponsored last year at the university." (Jeff Howard - Design for Service)
"Service design, while often talked about in academia, is getting more and more attention from design companies and service providers, as the impact of experience design has been proven to increase customer satisfaction and brand perception." (Jennifer Bove - Creativity Online)
"Service is 100% about user experience, although user experience is not 100% about service. But as UX designers, we can learn a lot from the service-management gurus of the 1980s, who (lucky for us) don't understand digital media." (Presos tagged 'UXLondon')
"From the early brainstorms we came up with idea of a system for collecting the thoughts, recommendations, pirate maps and sketches of the attendees to republish and redistribute the next day in a printed, pocketable pamphlet, which, would build up over the four days of the event to be a unique palimpsest of the place and people's interactions with it, in it." (dark)
"While far more attention is still paid to the design of products, there is an argument to be made that we’ve entered a service economy. It's not only products that are designable experiences; services are creating new challenges for designers and are increasingly demanding attention. As the line between products and services blurs (if it ever was there before), the emergence of service design has risen to demand a need for new ways of working to make for more meaningful services—whether those services are tangible, intangible, or a combination. Four designers engage in 10-minute discussions about the service sector and its different design challenges." (The UX Workshop)
"In the end, I don't think we should be surprised to see a lot of heterogeneity in service design. Heterogeneity is a strength, not a weakness - it allows service design agencies (and service designers) to constantly reframe their offer, adapt quickly to the market and tackle the most interesting, most complex challenges. Pinning all of that into a simple definition seems rather silly really." - (Choosenick)
"The pamphlet argues that service design can offer policy makers and practitioners a vision for the transformation of public services, as well as a route to get there. It outlines an agenda for action which spells out how service design approaches can be applied systemically." N.B. Working podcast link. - (Demos)
"Imagine having a friendly chat while waiting in line at the local bakery store or sitting next to someone with a too loud iPod in the public transport. In both situation your service experience is influenced even though you don’t have any direct interaction with the company providing the service. Companies and Service designers alike are missing out on a opportunity to improve the service experience while it’s unfolding right before their eyes." - (Marc Fonteijn - 31Volts)
"Principles appear at different stages of a project and can be used in a variety of different ways. Being able to develop useful principles is, in my opinion, a core skill for all service designers." - (Choosenick!)
"Whether it's healthcare, energy, tech, or even governmental, services are the way people experience, consume, and pay the output of most organizations. This diverse panel of experts will divulge the basics of new approaches to managing and improving services, plus share ideas that you can take home and make immediately applicable." - (Slideshare)
"It's very common in service design to map the touchpoints in a journey and try to optimize every single one. Designing for the perfect balance in the number of function overlapping touchpoints (FOTP) is often overlooked (or forgotten) while it holds great potential to even further improve a service experience." - (Marc Fonteijn - 31volts)
"I presented a talk at ETech today. It links the capabilities of ubiquitous computing and intersects it with service design to come up with a justification for creating subscription-based services out of (certain) everyday objects. (...) We must think of service design as going beyond functionality and beyond monolithic lock-in, but as a process of addressing specific needs." - (Mike Kuniavsky - Orange Cone)
"Okay, there it is; there is no design process!" - (David Nichols - itSM Solutions)
"In a world where products are becoming more and more alike, service is often the only differentiating factor. So don't let someone con you into thinking that you are receiving good service when the opposite is actually the case – well-intentioned or not. If we don't demand better service, we will never receive it." - (Eric Reiss - FatDUX blog)
"Finally! - We can now herald the outcome of the new Service Design Journal, Touchpoint, for March 2009. In cooperation with Continuum, we took some more time in order to make Touchpoint a really professional, entertaining and gainful magazine for all readers. The journal aims at creating a forum for discussion and debate amongst service organizations, professionals, students and educators of service design." - (Service Design Network)
"In the private sector and in the public sector there is enormous opportunity to increase the competitiveness and improve the effectiveness of services. The answer lies in Service Design and Service Thinking. (...) Our thinking is often a product of the past. This is compounded in a world where that past is all about product thinking. The future demands fresh perspectives. Service Thinking provides just that." - (Ben Reason, Chris Downs and Lavrans Lovlie - live|work) - courtesy of risd
"The design process and methods are not very difficult to learn. For those who want to learn them and for design firms that believe them, there is not much room to grow in the process arena. Sure, new methods are created all the time. But I don't think they revolutionize the process as a whole." (Jamin Hegeman)
"From the technical perspective, a service is an atomic unit of unctionality. (...) From the user experience perspective, a service is an atomic unit of activity." (Mike Kuniavsky - Orange Cone) - courtesy of markvanderbeeken
"(1) How do we change our understanding of the design process in Service Innovation?; (2) What are the designer's new roles while working with multiple stakeholders?; (3) How would design's value be recognised and accepted by other disciplines in Service Knowledge?" (Qin - Design Generalist)
"Two weeks ago I had to opportunity to give a lecture on Service Design at the Hogeschool Rotterdam. The presentation was recorded so hereby I'd like to share the footage with you." (Marc Fonteijn - 31Volts)
"Missed a presentation? Didn't quite catch something? Enjoyed the conference so much you just have to see it again? Now you can! Below you can find links to videos of our speakers plus downloads of their presentations (some are not available due to client confidentiality)." (Service Design Conference)
"Just as a stage actor and the audience co-exist in the moment to create a live theatre experience that is unique to that particular evening, so does the service provider and the customer." (Frontier Service Design)
"People are looking for ways to economize in these uncertain times. We can all see the evidence of environmental crisis brewing alongside the economic downturn, and it's easy to feel powerless in the face of such global forces. With politicians and businesses seeking avenues to a sustainable future, Cooper wondered how design might help individuals cut costs while also encouraging behavior that was environmentally responsible." (Cooper Journal of Design)
"I'm sensing that designing for services is the Next Big Thing for UI designers. (...) Service design is principally about the choreography of situated moments of customer & business activity as a structured sequence (process) across multiple physical and digital 'touchpoints' (ex: signage, logo, store rep, phone call experience, customer service, packaging, instruction manual, website, etc.) which constitute a 'service string' or 'customer journey'. The key term here is 'choreography' which implies a dramatic or theatrical quality of enactments of people over time." (Uday Gajendar - Ghost in the Pixel)
"I had several conversations about what service design is and how it might be different from other forms of design. This is a question I and others have had before. As a trained interaction designer, it was not difficult to transition to service design. In fact, there were only subtle differences that might be identified as different from interaction design. No one I talked to offered a clear definition, or a true distinction." (Jamin Hegeman)
"We need to spend less time talking to ourselves and each other. There is still too many fruitless conversations spent defining disciplines and labeling people; it doesn't matter how we define it." (Redjotter) - Sounds familiar.
"The aim of this article is to outline overall understanding of the changes taking place in the field of design. In addition, it tries to determine how service design is linked to developing tourism and the tourist industry." (Jari Koskinen - servicedesign.tv)
"Over the last two years, the ISDN series of events has formed an exciting platform to explore the emerging field of Service Design. (...) ISDN3 investigated broader issues that contemporary designers face, with special focus on how designers are addressing the complex situations that arise when designing with what John Thackara of Dott 07 calls 'real people' - as opposed to 'users' - in the design process. We invited some cutting-edge speakers to share reflections on their recent design research work, and we structured the event to maximise productive debate about the key issues arising when designing in this way." (International Service Design Conference)
Replace performance with information - "Scenography is the art of creating performance environments; it can be composed of sound, light, clothing, performance, structure and space." (Sceno:graphy)
"For international companies, the Internet is an essential but inherently complex interface. In the framework presented here, Brian Gillespie critiques a range of options related to gateways, scope, user research, uniform versus local presence, language, content development, design, site implementation, domains, and URLs. It is an enlightening overview for both executives and managers." (Brian Gillespie - DMI Review)
"Now that I've listened to the lecture a couple times I've got a better idea where Norman is going with this. He makes some good points about the importance of back stage operations but I don't agree with his assertion that operations and design are the same topic. He seems disappointed with much of the existing service design literature and treats Pine and Gilmore with mild disdain. The lecture goes on a rambling tour of theme parks, fast food, hospitals, hotels and banking, with some great anecdotes and pointers toward interesting research." (Jeff Howard - Design for Service)
"What is service design? Particularly those that is delivered through a digital interface or through a peer-to-peer network. It requires a very different approach from traditional operations management and the economics is very different. Service is becoming a key part of any customer experiences. Many still find the concept a little abstract. Little attention is paid to service innovation or seeing services as structure." (Idris Mootee - innovation playground)
"Interaction design encounters service design in business innovation, e-government, and a whole range of other settings. There is a range of service settings in which interactive artefacts are used to perform service, and a set of business innovation strategies combining process innovation and interactive technology. In the meeting between these the service perspective becomes a challenge to interaction design, and technology usage becomes a challenge to service design." (Stefan Holmlid - Nordic Design Research Conference)
"Service Design is a new holistic, multi-disciplinary, integrative field. It helps to either innovate or improve services to make them more useful, usble, desirable for clients, as well as more efficient and effective for organisations." (Stefan Moritz)