Creating possibilities for service design innovation Frederick van Amstel http://fredvanamstel.com Architecture and Design School Digital Design PUCPR
Creating possibilities for service design innovation
Frederick van Amstel http://fredvanamstel.com
Architecture and Design SchoolDigital Design
PUCPR
What is service design?
•The practice of designing networks of people, places and technologies
• Not every aspect of a service can be designed since it relies a lot on people
• Service design includes people who use and deliver the service in the design (co-design)
• Create new possibilities for other activites
Value co-creation at the boundaries of an organization(Amstel, 2015)
Producer
Exchanging valueCocreator
Client
Co-creating value
Creating value
Implementing such ideas is difficult: people don’t want to change while technology is not available.
Creating new possibilities
• Identify what is considered to be possible and impossible
• Search for new possibilities outside the space of possibilities (beyond what is already considered)
• Confront the impossible with the possible
• Help people realize it is possible by themselves
“Thinking inside the box” inquiry: asking everyone about what they considered to be possible and impossible to change in an activity
The possible
The impossible
Simulations, scenarios and dramas to explore possibilities:Theater of the Oppressed for design thinking
Amstel, Frederick M.C. van and Garde, Julia. Games to explore the possibilities of space and the space of possibilities in service design. Simulation & Gaming, 47 (5),
2016, p. 628-650.
Seeing an object as it is. (certainty, righteously, closed)
XSeeing an object as it could be.(uncertainty, ambiguity, open)
Sketching is one the best ways to see objects as they could be. It is very different from observational drawing.
Object expansion changes everything in an activity, yet it faces resistance from the old object which coexists with the new
people
instruments
community
rules division of labor
new objectx
old objectresult
Shared objects co-created by different activities are temporary, but may lead to a new activity.
people
instruments
community
rules division of labor
instruments
community
rules division of labor
peopleshared object
Service design innovation
•Services are activities, not technologies
• Service innovation means the whole activity changes (object expansion)
• Service innovation is triggered by co-creation at the boundaries (shared objects)
• Service innovation spread through other services (network reconfiguration)
Exercise•Visualize the entire activity of a new service
•Map the relationship to other activities
people
instruments
community
rules division of labor
object result
Thank you!
Frederick van Amstel http://fredvanamstel.com
Architecture and Design SchoolDigital Design
PUCPR