Ways of Seeing the Design Material of Service - Blomkvist, Clatworthy, Holmlid

WaysofSeeingtheDesignMaterialofService

JohanBlomkvist(Li.u/AHO)SimonClatworthy(AHO)StefanHolmlid(Li.u)

Why”material”

•  Separatedesigndisciplines?• Waysofworking?•  ImplicaIonsfortheroleofservicedesign?• DirecIonsforthediscipline?

The Materials of Service - 3 different views

1. Definitions of material - Simon

2. From prototyping/practice - Johan

3. From theory of SL - Stefan

If “Designing as reflective conversation with the materials of a design situation” (Schön 1983, p.78), what then are the materials of Service?

IHIP or Service Dominant Logic - materials for something highly immaterial?

Something has to be combined, formed, customised and produced to deliver service.

What are these materials, and can exploring them give insights of value for service design?

Why Materials?

* Schön, DA. (1983): The reflective practitioner:

The Materials of Service - 3 different views

1. Definitions of material - Simon

2. From prototyping/practice - Johan

3. From theory of SL - Stefan

What is “material”?

a) (1) the elements, constituents, or substances of which something is composed or can be made (2) matter that has qualities which give it individuality and by which it may be categorised <sticky material> <explosive materials>

b) (1) something that may be worked into a more finished form (2) something used for or made the object of study <material for the next semester> (3) a performer’s repertoire <a comedian’s material>

(Merriam webster, 2011).

When related to Service …

What are the the Elements, of which Service is composed?

Which Qualities give individuality?

What is a service designers Repertoire?

What are the Somethings that may be Worked into a more finished form?

Viewed from a design perspective

Comment Traditional view Possible additions

The elements, of which something is

composed

Multiple elementsHighly experiential

ComplexPeople

TouchpointsJourney/time

Backstage & org.It-infrastructure

TimeDrama, narrative, rolesSituation and scenes

Culture and symbology

Qualities which give

individuality

Integration of elements to provide value in use

IHIP/SDLServqual

Customer experience

Symbolic meaningCo-production

Brand-experience

A performer’s repertoire

Orchestration IntegrationCo-design

Design thinking

Org. designIt-infrastructure

Touch-points (people)

Orchestrator/enablerCo-designIntegrator

Tool-maker

Something that

may be worked into a more finished

form

ConceptProcess /prototyping

BlueprintNSD (New Service

Development)Perceived offering

From brand to interactionExperience prototype

The Materials of Service - 3 different views

1. From dictionary - Simon

2. From prototyping - Johan

3. From theory of SL - Stefan

10

RepresentaIonsofservice»Roleplay–makingenactmentsofspecifictouchpointsorservicemomentsandexploringthem,usinge.g.theatremethods.Doesnotrequirepropsmadefortheoccasion.»Customerjourneymaps–adepicIonofthecustomer’sjourneythroughaservicewithafocusontheexperience.»Blueprints–adepicIonofallcomponents,acIonsandinteracIonsinvolvedinaservicedeliveryfrombackofficeprocedurestoreceipts.»Designscenarios–adescripIonofapotenIalserviceuse,usedtoexplorecertainaspectsoftheservice.»Storyboards–similartocustomerjourneymaps,butfocusingontheinteracIonsandacIons.ThedepicIonisbuiltinthesamefashionascomicstories.»Desktopwalkthrough–usingplaydough,smallfigures,andwhateverisavailableaservicelocaIoniscreatedandexplored.»ServiceStaging–oneormorelocaIonsarebuilt,completewithpropsthatsupportimmersionintheserviceexperience.Theserviceisthenenacted.Canbedonetogetherwithexternalstakeholders.

Thingsdesigners(can)workwith

»Components»Things»LocaIons»AcIons»Procedures»InteracIons»Experiences

The Materials of Service - 3 different views

1. From dictionary - Simon

2. From prototyping - Johan

3. From theory of SL - Stefan

Phrases

Concluding

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