201207 service design re-designs the public service_yoon

Service Design,Re-designs the Public ServiceKorea Institute of Design Promotion

Yoon Seong-Won / [email protected]

Service Design,Re-designs the Public ServiceKorea Institute of Design Promotion

Yoon Seong-Won / [email protected]

Recently,Design has got a new role.

Recently,Design has got a new role.

Design makes good citizens by changing the thoughts or behaviors.

Design makes good citizens by changing the thoughts or behaviors.

Reducing energy use through Service Design

Case Study of developing energy bills by using service design methodology

Reducing energy use through Service Design2011. 1~3. As a result of the pilot project, more than 10% of energy utilization was reduced compared to the year before.

• 600 apartments of Bangbedong, Samsung Raemian Bangbe ArtHill were set target.

• Ministry of Knowledge Economy is considering the nationwide spread of the newlydesigned energy bill.

2011. 1~3. As a result of the pilot project, more than 10% of energy utilization was reduced compared to the year before.

• 600 apartments of Bangbedong, Samsung Raemian Bangbe ArtHill were set target.

• Ministry of Knowledge Economy is considering the nationwide spread of the newlydesigned energy bill.

The color indicates whether you overused or underused.

Comparison (electric energy)

Comparison (thermal energy)

* Selected as Finalist of IDEA (one of the world’s three leading design awards), 2011

* Awarded by 2011 Best Practice Competition for Advanced Administrative System, the Prime Minister Awards

* If applied nationwide and 5% of energy use is reduced, 290million dollar budget (930million ringgit ) can be saved.

Comparison of the (total energy use)

Most British people keep the rules.

Vehicles running on bus lanes were caught by

installing surveillance camera at the rear of the bus.

20,000 road surveillance cameras were installed.

Vehicles running on bus lanes were caught by

installing surveillance camera at the rear of the bus.

20,000 road surveillance cameras were installed.

By placing the traffic light on the side of the stop line, the driver's

compliance behavior was ensured in order to see the traffic light.

Image source: Daum, Road view, Jongno

There’s no problem looking at the traffic light even if the car passed the stop line.

‘Design influences the behavior of people.’

The new role of Design

‘Design influences the behavior of people.’

The emergence of the terms, ‘design thinking’, ‘social innovation’ or ‘

service design’ consistently means that the designers are away from

simply playing a role in determining the form of a product, and are now

directly influencing the behavior of customers

‘The Design Comedy: In Defence of Irony’

core77 2010.6.3. Tim Parsons

The emergence of the terms, ‘design thinking’, ‘social innovation’ or ‘

service design’ consistently means that the designers are away from

simply playing a role in determining the form of a product, and are now

directly influencing the behavior of customers

‘The Design Comedy: In Defence of Irony’

core77 2010.6.3. Tim Parsons

Demand of the design market is

changing.


changing.


changing.

http://www.facebook.com/groups/DesignSeoul/The change in Seoul’s public policyWhat can design do for Seoul?

- A taxi waiting to be designed.- What can design do for the library?

- What can design do for Seoul, the city of cyclers? - What can design do to reduce one more nuclear power plant?

- A taxi waiting to be designed.- What can design do for the library?

- What can design do for Seoul, the city of cyclers? - What can design do to reduce one more nuclear power plant?

Demands appeared in the private / public sector such as construction, finance, healthcare, tourism and

communications etc.

- Private : KookminBank, Hana Bank, IBK, Samsung Life Insurance, KT, SKT, Kimberly-Clark, Samsung Medical

Center, haatz, Woong Jin Coway and other organizations have started service design projects.

- Public : The Government, Seoul, Gyeonggi-do, the Korea Highway Corporation and other organizations have

started service design projects.

* Government, local governments, public institutions, etc are preparing service design projects in order to solve

social problems.

Existing design teams, marketing, public relations, UI/UX, merchandising, customer care teams are now

changing into service design teams.

- Private : Samsung Electronics (established a service design team), Samsung Life Insurance, Hana Bank

(recruited UX professionals)

- Public : Seoul Design Foundation (established 3 new , service design related teams)

Current changes of demand in Korea’s design market.


communications etc.






social problems.







communications etc.






social problems.






It’s because the economic structure and consumers are

changing.


changing.


changing.

Service Industry is leading the world industry.

- The world is changing rapidly into service industry-oriented structure (The more the country is developed,

the more it shows high proportion of service industry)

* Service industry rates 69.2% of the average OECD‘s GDP (2007) and 82% of the U.S. GDP(2006)

- The service market in Korea is also expanding due to the service economization and manufacturing

enterprises are rapidly progressing into service-oriented companies.

The share of domestic GDP in service industry was 58.2% in 2010.

The percentage change of manufacturing industry and service industry in the U.S. economy.

- The world is changing rapidly into service industry-oriented structure (The more the country is developed,

the more it shows high proportion of service industry)

* Service industry rates 69.2% of the average OECD‘s GDP (2007) and 82% of the U.S. GDP(2006)

- The service market in Korea is also expanding due to the service economization and manufacturing

enterprises are rapidly progressing into service-oriented companies.

1. It’s because service companies are increasing.

1990

- 7 service companies among the top 100

companies.

2011

- 58 service companies among the top

100 companies.

* Fortune(In terms of revenue)

2. Manufacturing enterprises moves intoservice-oriented companies.

IBM: Disposed PC division, purchased consulting division.

GE : Re-structured the business portfolio to service centric.

Financial, healthcare, NBC universal

SONY : Service sales rate 28%(2008) game, film, financial

Apple : Established a product(iPod, iPhone) • service(iTunes) integrated ecosystem

Vinci : Airport, roads, parking space operation services which corresponds to

14% revenue, accounted 58% of the business profits.

IBM: Disposed PC division, purchased consulting division.

GE : Re-structured the business portfolio to service centric.

Financial, healthcare, NBC universal

SONY : Service sales rate 28%(2008) game, film, financial

Apple : Established a product(iPod, iPhone) • service(iTunes) integrated ecosystem

Vinci : Airport, roads, parking space operation services which corresponds to

14% revenue, accounted 58% of the business profits.

Manufacturing enterprises moves into service-oriented companies

Product Product + Service

Are we fully understanding our customers?

Source : Closing the delivery gap, 2005, Bain & Company, Inc.

Consumption behaviors that are impossible to interpret in

terms of traditional economic, are emerging. Therefore new

ways to understand the consumer behaviors, such as

behavioral economics, psychology, design research,

cognitive science etc are required.

As society advances, Levels of consumer needs are changing.

higher-order needs

Consumption behaviors that are impossible to interpret in

terms of traditional economic, are emerging. Therefore new

ways to understand the consumer behaviors, such as

behavioral economics, psychology, design research,

cognitive science etc are required.

Self-Actualization Needs

Esteem Needs

Social wants

Safety needs

Physiological needs

* Maslow’s hierarchy of needs

understandable steps in terms of

traditional economics

lower-order needs

Self-Actualization Needs

Esteem Needs

Social wants

Safety needs

Physiological needs

Service Science

Service Engineering

Service Management

Service Marketing

Service Design

…

What are the disciplines for Service R&D ?

Service Science

Service Engineering

Service Management

Service Marketing

Service Design

…

Service Science

Service Engineering

Service Management

Service Marketing

Service Design

…

Provider

New Methodology

The new market of Design

Existing Methodology

Traditional market demand

traditional design enterprise

New Methodology

Experience design

Service design

Manufacturing industry-

service design enterprise

Public sector, service industry

Traditional design enterprise

public, service industry-service design enterprise

Existing Methodology

Consumerexisting market demand new market demand

Service industry,public sector

Manufacturing industry

Traditional design methods New design methods

Traditional design methods and New design methods

Experts, geniuses, artists

Since Bauhaus

Studio

Touchpoint

Visualization, creativity, wit

Who

When

Where

What

Various stakeholders

Since year 2000

Field

Integrated ecosystem

Visualization, observation, participation, cooperation

Experts, geniuses, artists

Since Bauhaus

Studio

Touchpoint

Visualization, creativity, wit

Who

When

Where

What

Various stakeholders

Since year 2000

Field

Integrated ecosystem

Visualization, observation, participation, cooperation

Supplier sales growth Improvement of customer experience value

How

Why

1. Service industry is leading the world economy.

2. The value of service cannot be recognized unless it is experienced.

1. Service industry is leading the world economy.

2. The value of service cannot be recognized unless it is experienced.

In this background‘Experience design’, ‘Service design’ is

becoming the world’s issue.

In this background‘Experience design’, ‘Service design’ is

becoming the world’s issue.

Then what is

Service Design?

Then what is

Service Design?

Then what is

Service Design?

Keep the Change.

What is service design?Case of service design.

Automatically transfers the change to account

-> Creation of new market

The best idea was selected from various ideas.

Immediately applicable result was deducted.

A new savings deposit service of Bank of America (BOA) developed by IDEO. .Service development example which shows the features of service design

Automatically transfers the change to account

-> Creation of new market

The best idea was selected from various ideas.

Immediately applicable result was deducted.

[innovative results]

Attracted 2.5 million customers in less than one

year(2005),

totally lured 12 million new customers,

Gained 99% customer retention rate

Selected as 'Best service which gave socioeconomic

impact' 2006, Business Week.

Image source : http://reflectionsintheword.files.wordpress.com/2010/02/coin-tower.jpg

[innovative results]

Attracted 2.5 million customers in less than one

year(2005),

totally lured 12 million new customers,

Gained 99% customer retention rate

Selected as 'Best service which gave socioeconomic

impact' 2006, Business Week.

“What we need is the ‘washing’ not the machine.”

Image Source : http://www.schmoozemag.com/wp-content/uploads/2008/10/laundry-basket-web.jpg

Trends of Service Design

Trends of Service Design

Organized by Korea Hospital

Association ,2011

International Healthcare Congress,

November, 2011

Topic- ‘Innovate Hospitals

through new designs’

More than 2000 people attended.

Shared healthcare service design

applications etc

Organized by Korea Hospital

Association ,2011

International Healthcare Congress,

November, 2011

Topic- ‘Innovate Hospitals

through new designs’

More than 2000 people attended.

Shared healthcare service design

applications etc

Established Korea Service Design Council. 2011.11

www.servicedesign.or.kr

Design influences people’s thoughts and

behaviors.


behaviors.


behaviors.

What advantages can we take from design

to solve public problems?





How and what can we do?


If we refer to the existing research and online surveys etc…

What should we do?

public sectors, yearning for design driven innovation.

‘environment design’,12.7 %

‘public administration service’ 5.9%,

‘services for seniors/elderly’ 5.4%,

‘education environment’ 4.9%

public sectors, yearning for design driven innovation.

‘environment design’,12.7 %

‘public administration service’ 5.9%,

‘services for seniors/elderly’ 5.4%,

‘education environment’ 4.9%

www.servicedesign.or.kr��|��COPYRIGHT�2012�ALL�RIGHTS�RESERVED�BY�SERVICE�DESIGN�COUNCIL

In-depth research for the study of design strategies 2020, Korea Institute of Design Promotion, 2011Research target : 205 design-related service personnel

Valuation basis selected by pilot project execution targets Derive priority issues for pilot project challenges through establishment of valuation basis for public service innovation challenges

Valuation basis description

Object Relevance ,timelinessRelevance of policy measure, sectors with possibilities of

becoming social issues

What should we do?

Object Relevance ,timelinessRelevance of policy measure, sectors with possibilities of

becoming social issues

Practice Ease of practice

Sectors which are mainly organized by the Ministry of

KnowledgeㆍEconomy in terms of decision-making and

practice. Sectors with less stakeholders

Economical

effect

Possibility to expand demand Sectors with possibility to expand existing market.

Possibility to create demand

market

Currently the market has not been formed, but the field has

great potential for the spread

Effect

Economical

effect

Possibility to create demand

market

Currently the market has not been formed, but the field has

great potential for the spread

Reduction of social costs Sectors with possibility to reduce social costs

Non-

economical

effect

Improving public awarenessSectors which cause short-term improvements in high

awareness

Improving design awarenessThe effect of raising self-esteem and social responsibility of

design. KIDP, 2010

Subject Classification

Designs that protect lives - Reduction of medical malpractice (target- large general hospitals)- Improving healthcare services (local public health center etc)- Personalized healthcare services

Subject of research (example)

* source: Preparation material of publicservice design challenge proposal.Yoon Seong-Won(2010)What should we do?

- Reduction of medical malpractice (target- large general hospitals)- Improving healthcare services (local public health center etc)- Personalized healthcare services

Designs that create happy students - Improvement of education environment- Teaching methodologies- Designs that increase educational effects

Designs that create safe neighborhood

- Environmental guidelines for crime prevention- Designs that increase the effectiveness of police crackdown

Designs that create wonderful later years

- Service design for preparing aging- Take advantage of retired professionals- Service design for elderly healthcare

- Service design for preparing aging- Take advantage of retired professionals- Service design for elderly healthcare

Designs that create disability-free society

- Universal design- Designs for improved accessibility- Designs to reduce cultural discrimination of persons with disabilities

Designs that create law-abiding citizens

-Improved utilization through improvement of publictransportation service

- Improve environmental facilities such as bus stops- Improve downtown parking problems

subject classification

Designs that make the best administration services

- Design of civil affairs administration form- Design of administration process- Policy design which takes advantage of the Citizen’s Alliance

Designs that lead politically developed country

- Ballot papers, election environment- Service design for political communities

Subject of research (example)

What should we do?

Designs that lead politically developed country

- Ballot papers, election environment- Service design for political communities

Designs that make sustainable future

- Eco-design- Energy reducing residential environment- Energy reducing industrial environment- Energy reducing public environment(Government, local government offices)

- Environment-friendly transportation design- Waste utilizing design- Climate change response design

- Eco-design- Energy reducing residential environment- Energy reducing industrial environment- Energy reducing public environment(Government, local government offices)

- Environment-friendly transportation design- Waste utilizing design- Climate change response design

Designs for the next generations cultural environment

- Realistic media design- New technology applied culture contents design- Designs to promote entertainment and leisure activities- Designs to help social adaptation of multicultural families

Common challenges - Service design roadmap- Design research methodology- Tool kit, guideline, manual- Building success- Development of applicable service design role models

Case of design policies according to the level of consumer needs

Feels respected Talent donation program

Cases of design policies and programs

Hierarchy of experience value

What should we do?

자기실현욕구

자기존중욕구

사회적 욕구

안전의 욕구

생리적 욕구

Higher-order needs

(Psychological/Emotional value)

Feels respected Talent donation program

Aesthetic and emotional satisfaction

Collaboration of art-brand-design

Satisfaction of social interaction

Design of shared space and community

Fun Application of Game theory, Fun design

Healthiness New York Active Design Guideline

자기실현욕구

자기존중욕구

사회적 욕구

안전의 욕구

생리적 욕구

Lower-order needs

(Physical value)

Healthiness New York Active Design Guideline

Usability, Handiness Universal Design, Inclusive Design

safetyCPTED(Crime Prevention Through Environment Design)

KIDP, 2010

TargetExisting

design

methods

Service

design

classification Applied target(example)

Envision the future -Development of new future strategies,

-Proposing direction of R&D, Proposing commercialization strategies

O

O

O

O

Service Design Applications (Examples)

Methodology

-Development of new future strategies,

-Proposing direction of R&D, Proposing commercialization strategies

O

O

O

O

Communication -Information design, all kinds of forms

-Package design

-Advertising design

O

O

O

O

O

O

Product -Equipment, furniture O O

Environment -Environment design

-Indoor / outdoor architectural design

-Circulation design

O

O

O

O

O

O

-Environment design

-Indoor / outdoor architectural design

-Circulation design

O

O

O

O

O

O

System -Service delivery system, use of IT, systematization

-Manufacture-service system, management system

-

-

O

O

Process Business process design

Organizational management process design

-

-

O

O

Service Innovation of existing services

Development of new services

-

-

O

OKIDP, 2010



design DIVE, an activity for base expansion of service design

A method to understand the whole and arrange the customer use of service by time

From the Research Report on [Providing comfortable health care services to elderly in general

hospitals]

A method to visualize services– Storyboard

-From Research Report on [ Service design, helping seniors watch sports in year 2020]

In summary,

Change of economic structure

Economization of Service

Change of human needs Understanding of consumer needs

Service DesignChange of the design industry

Beyond aesthetics and functionality, the role of

design to change thoughts and behaviors by

identifying potential needs of customers and

suggesting solutions are being emphasized.

Service Design should be noted in order to

innovate manufacturing/service industry.

And also study and apply Service Design.















Service Design is a question of what to change,

not how to design.


not how to design.


not how to design.

[email protected]

www.usableweb.co.kr

Korea Institute of Design Promotion / Yoon Seong-Won

[email protected]

www.usableweb.co.kr

Korea Institute of Design Promotion / Yoon Seong-Won