HELLO
Jul 17, 2015
HELLO
SERVICE DESIGN: TACTICS & PITFALLS
BACKGROUND
DESIGN RESEARCH
DESIGN PRACTICE
SUSTAINABLE PRODUCTS
CO-DESIGN, SOCIAL
INNOVATION
SOCIAL INNOVATION
POLICY, PUBLIC SERVICE
INNOVATION
ARE YOU BEING SERVED?
UNCONSCIOUSLY DESIGNED
MARKET LED 80S - 00S
MARKETING / BRAND DRIVEN
TECHNOLOGY LED: 50S - 70S MANUFACTURING
DRIVEN
PRODUCTS HARDWARE
EMOTIONS AESTHETICS
EXPERIENCES RELATIONAL
SOCIALLY LED 2009+
PEOPLE / NETWORK DRIVEN
adapted from: Andrea Siodmok
PUBLICS DEMOGRAPHIES
SHIFTING IDENTITIES CITIZEN EXPECTATIONS
TECHNOLOGY
COMMODITIES GOODS SERVICES EXPERIENCES
“VISUALIZE, FORMULATE AND CHOREOGRAPH SOLUTIONS”
BUSINESS IMPACT
CUSTOMER EXPERIENCE
CAPABILITIES
GOVERNMENT IS CRUCIAL PLAYER IN PEOPLE'S LIVES AND YET WE DESIGN ANGRY BIRDS WITH MORE CARE THAN SOCIAL SERVICES
- JESS MCMULLIN
CO-PRODUCE CO-DESIGN
SERVICES WITH
SERVICE REDESIGN
SERVICES FOR
PASSIVE-RECEPTIVE RECEPTIVE-ACTIVECO-CREATIVE PEER TO PEER
SOCIABLE SERVICES SERVICES BY
adapted from: Andrea Siodmok
METHODS
ETHNOGRAPHIC AND PARTICIPATORY RESEARCH PERSONAS AND EXPERIENCE DIAGRAMMING BACK-CASTING AND HORIZON SCANNING STAKEHOLDER AND SYSTEM MAPPING SERVICE SAFARIS, CULTURAL PROBES USER JOURNEY MAPPING SERVICE BLUEPRINTING EVALUATIVE RESEARCH PROTOTYPING
Scoping workshops: develop an understanding of the context for design using domain experts
Primary research: develops and understanding of the context for design
image source: designing dublin
Documentary and secondary research: develops and understanding of the context for design
Design ethnography: conducting research from where people are living, working and interacting
Design ethnography: field research through participant observation, contextual interviews
User journey mapping sets out the service / intervention delivery from user perspective - map pain points
image source: madebymany.com
System mapping of “touchpoints” - the points and moments of interaction with the provider
Personas represent different users - they act as heuristics for design and differ from segmentation
image source: greatfridays.com
Personas represent different users - they act as heuristics for design and differ from segmentation
Prototypes help visualise possible interventions, test assumptions, create shared language
image source: stby.eu
Prototypes help visualise possible interventions, test assumptions, create shared language
Storyboards help to build a narrative behind the service concept. It can help surface assumptions
User testing of prototypes in appropriate real world contexts can help iteration
image source: Philip Matthews
Service blueprints reveal the intended intervention delivery across different channels
image source: ciid.dk
Business / intervention model design: using visual tools to design an overview of the intervention model
TACTICS
CO-DESIGN OF POLICY INTERVENTIONS THAT SUPPORT SUSTAINABLE BEHAVIOUR AND PRACTICES IN IRELAND
METHODS
ETHNOGRAPHIC AND PARTICIPATORY RESEARCH USER JOURNEY MAPPING STAKEHOLDER AND SYSTEM MAPPING PERSONAS AND EXPERIENCE DIAGRAMMING SERVICE SAFARIS, CULTURAL PROBES SERVICE/INTERVENTION PROTOTYPING DATA VISUALISATION
WHY DESIGN?
DIFFERENT WAYS OF KNOWING QUALITATIVE VERSUS RATIONAL MAKING INTANGIBLE CONCRETE
ITERATIVE / HEURISTICS AMBIGUITY
PITFALLS
RIGOUR VERSUS RELEVANCE POLITICS POWER STRUCTURES
ECONOMICS AND FINANCE DOMAIN EXPERTISE
TIME