ZOOM IN ZOOM OUT SERVICE DESIGN JAM Vincenzo Di Maria [email protected] @vdmdesign commonground @cmngrd - Roma Marzo 2013
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
ZOOM INZOOM OUT
SERVICE DESIGN JAM
Vincenzo Di Maria [email protected] @vdmdesign commonground @cmngrd - Roma Marzo 2013
LISBON | LONDON | MADRID | NUREMBERG | ROMA
SERVICE
modern economics portrait
what is a service?
product-service-system
healthcare or just hospital?
education system or just school?
service or experience?
user journey / service experience
DESIGN
River Thames
A
B
C
D
E
F
1 2 3 4 5 6 7 8 9
1 2 3 4 5 76 8 9
A
B
C
D
E
F
2 2
22
2
5
8 8 6
2
4
4
65
41
32
43
3
36 3 1
1
3
3
59 7 7Special fares apply
5
5
4
4
4
AmershamChorleywood
Mill Hill East
Rickmansworth
Perivale
KentishTown West
CamdenRoad
Dalston Kingsland
Wanstead Park
Vauxhall
Hanger Lane
Edgware
Burnt Oak
Colindale
Hendon Central
Brent Cross
Golders Green
West Silvertown
Pontoon Dock
London City Airport
Woolwich Arsenal
King George V
Hampstead
Belsize Park
Chalk Farm
Chalfont &Latimer
Chesham
New Cross Gate
Moor Park
NorthwoodNorthwoodHills
Pinner
North Harrow
Custom House for ExCeL
Prince Regent
Royal Albert
Beckton Park
Cyprus
Gallions Reach
Beckton
Watford
Croxley
Fulham Broadway
LambethNorth
HeathrowTerminal 4
Harrow-on-the-Hill
KensalRise
BethnalGreen
Westferry
SevenSisters
Blackwall
BrondesburyPark
HampsteadHeath
HarringayGreen Lanes
LeytonstoneHigh Road
LeytonMidland Road
Hackney Central
NorthwickPark
PrestonRoad
RoyalVictoria
WembleyPark
Rayners Lane
Watford High Street
RuislipGardens
South Ruislip
Greenford
Northolt
South Harrow
Sudbury Hill
Sudbury Town
Alperton
Pimlico
Park Royal
North Ealing
Acton Central
South Acton
Ealing Broadway
Watford Junction
West Ruislip
Bushey
Carpenders Park
Hatch End
North Wembley
West Brompton
Ealing Common
South Kenton
Kenton
Wembley Central
Kensal Green
Queen’s Park
Gunnersbury
Kew Gardens
Richmond
Stockwell
Bow Church
Stonebridge Park
Harlesden
Camden Town
Willesden Junction
Headstone Lane
Parsons Green
Putney Bridge
East Putney
Southfields
Wimbledon Park
Wimbledon
Island Gardens
Greenwich
Deptford Bridge
South Quay
Crossharbour
Mudchute
Heron Quays
West India Quay
Elverson Road
Oakwood
Cockfosters
Southgate
Arnos Grove
Bounds Green
Theydon Bois
Epping
Debden
Loughton
Buckhurst Hill
WalthamstowQueen’s Road
Woodgrange Park
Leytonstone
Leyton
Wood Green
Turnpike Lane
Manor House
Stanmore
Canons Park
Queensbury
Kingsbury
High Barnet
Totteridge & Whetstone
Woodside Park
West Finchley
Finchley CentralWoodford
South Woodford
Snaresbrook
Hainault
Fairlop
Barkingside
Newbury Park
East Finchley
Highgate
Archway
Devons Road
Langdon Park
All Saints
Tufnell Park
Kentish Town
Neasden
Dollis Hill
Willesden Green
South Tottenham
Swiss Cottage
ImperialWharf
Brixton
Kilburn
West Hampstead
Blackhorse Road
Acton Town
CanningTown
Finchley Road
Highbury &Islington
Canary Wharf
Stratford
StratfordInternational
FinsburyPark
Elephant & Castle
Stepney Green
Barking
East Ham
Plaistow
Upton Park
Poplar
West Ham
Upper Holloway
PuddingMill Lane
Kennington
Borough
Elm ParkDagenham
East
DagenhamHeathway
Becontree
Upney
Heathrow Terminal 5
Finchley Road& Frognal
Crouch Hill
Northfields
Boston Manor
South Ealing
Osterley
Hounslow Central
Hounslow East
Clapham North
Oval
Clapham Common
Clapham South
Balham
Tooting Bec
Tooting Broadway
Colliers Wood
South Wimbledon
Arsenal
Holloway Road
Caledonian Road
Morden
West Croydon
HounslowWest
Hatton Cross
HeathrowTerminals 1, 2, 3
ClaphamJunction
WestHarrow
Brondesbury CaledonianRoad &
Barnsbury
TottenhamHale
WalthamstowCentral
HackneyWick
Homerton
WestActon
Limehouse EastIndia
Crystal Palace
ChiswickPark
RodingValley
GrangeHill
Chigwell
Redbridge
GantsHill
Wanstead
NorthGreenwichfor The O2
Ickenham
TurnhamGreen
Uxbridge
Hillingdon Ruislip
GospelOak
Mile End
Bow Road
Bromley-by-Bow
Upminster
Upminster Bridge
Hornchurch
Norwood Junction
Sydenham
Forest Hill
Anerley
Penge West
Honor Oak Park
Brockley
Harrow &Wealdstone
Cutty Sark for Maritime Greenwich
Ruislip Manor
Eastcote
Wapping
Shadwell
New Cross
CanadaWater
Surrey Quays
Whitechapel
Lewisham
Kilburn Park
Regent’s Park
KilburnHigh Road
EdgwareRoad
SouthHampstead
GoodgeStreet
Shepherd’s BushMarket
Goldhawk Road
Hammersmith
Bayswater
Warren Street
Aldgate
Euston
Farringdon
BarbicanRussellSquare
Kensington(Olympia)
MorningtonCrescent
High StreetKensington
Old Street
St. John’s Wood
Green Park
BakerStreet
NottingHill Gate
Victoria
AldgateEast
Blackfriars
Mansion House
Cannon Street
OxfordCircus
BondStreet
TowerHill
Westminster
PiccadillyCircus
CharingCross
Holborn
Tower Gateway
Monument
Moorgate
Leicester Square
London Bridge
St. Paul’s
Hyde Park Corner
Knightsbridge
StamfordBrook
RavenscourtPark
WestKensington
NorthActon
HollandPark
Marylebone
Angel
Queensway MarbleArch
SouthKensington
Earl’sCourt
SloaneSquare
Covent Garden
LiverpoolStreet
GreatPortland
Street
Bank
EastActon
ChanceryLane
LancasterGate
Warwick AvenueMaida Vale
Fenchurch Street
Paddington
BaronsCourt
GloucesterRoad St. James’s
Park Temple
Latimer RoadLadbroke Grove
Royal Oak
Westbourne Park
Bermondsey
Rotherhithe
ShoreditchHigh Street
Dalston Junction
Haggerston
Hoxton
Wood Lane
Shepherd’sBush
WhiteCity
King’s CrossSt. Pancras
EustonSquareEdgware
Road
Southwark
Embankment
Stratford High Street
Abbey Road
Star Lane
Waterloo
TottenhamCourt Road
Canonbury
This diagram is an evolution of the original design conceived in 1931 by Harry BeckCorrect at time of going to print, August 2011
Transport for LondonMAYOR OF LONDON
Transport for London
Key to lines
Northern
Metropolitan
Victoria
District
Circle
Central
Bakerloo
DLR
London Overground
Piccadilly
Waterloo & City
Jubilee
Hammersmith & City
Check before you travelBank Waterloo & City line open 0615 until 2148 Mondays to Fridays and 0800 until 1830 Saturdays. Closed Sundays and Public Holidays--------------------------------------------------------------------------------------Blackfriars Underground station closed until late 2011--------------------------------------------------------------------------------------Camden Town From 1300 until 1730 Sundays open for interchange and exit only--------------------------------------------------------------------------------------Canary Wharf Step-free interchange between Underground, Canary Wharf DLR and Heron Quays DLR stations at street level--------------------------------------------------------------------------------------Cannon Street Open until 2100 Mondays to Fridays. Closed Saturdays and Sundays--------------------------------------------------------------------------------------Heron Quays Step-free interchange between Heron Quays and Canary Wharf Underground station at street level--------------------------------------------------------------------------------------Hounslow West Step-free access for wheelchair users only--------------------------------------------------------------------------------------Tottenham Northern line trains will not stop Court Road at Tottenham Court Road until late 2011 --------------------------------------------------------------------------------------Turnham Green Served by Piccadilly line trains early mornings and late evenings only--------------------------------------------------------------------------------------Victoria Major escalator refurbishment works until early 2012. Use nearby stations or alternative routes--------------------------------------------------------------------------------------Waterloo Waterloo & City line open 0615 until 2148 Mondays to Fridays and 0800 until 1830 Saturdays. Closed Sundays and Public Holidays--------------------------------------------------------------------------------------West India Quay Not served by DLR trains from Bank towards Lewisham before 1900 on Mondays to Fridays--------------------------------------------------------------------------------------
Tube map
design
?
problem idea solution
design process...
? ??
?
?
! !!
!
!
!
?
problem or opportunity
ideas
solutions
findings
designiterativeprocess
need
IMPLEMENTATION
#SDS2011
The Squiggle by Damien Newman, Central Inc.
understanding the creative process
design as creative & iterativeproblem solving process
#SDS2011
DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond as described by the Design Council
double diamond by design council 2005
co-design
co-design works when is effective
process - methods - tools - mindset
mastering the tools
example: using personas
if you had all the right tools...
would you be able to repair a car?
The word prototype derives from the Greek πρωτότυπον (prototypon), "primitive form",
neutral of πρωτότυπος (prototypos), "original, primitive", fromπρῶτος (protos),
"first" and τύπος (typos), "impression".
Prototype [think with your hands]
product
experience
system
business / startup
public service
DOING THE GROUNDWORKDoing upfront work to get people and ideas ready
PROTOTYPING-PHASE 2
testing the specification
you have a clear idea about the way the service
should function and feel, and are ready to test that
in the real world.
PROTOTYPING PHASE 1
to build a specification
you have ideas but are unsure how each element
or touchpoint of the service would function, need
to test, learn and refine the service
BUILD YOUR TEAM
OPPORTUNITIESIDENTIFIED
GENERATE IDEAS
PROTOTYPE PLANNING
EVALUATE SERVICE IMPACT
ITERATE AS APPROPRIATE
GET REGULAR FEEDBACK
CREATE A BUSINESS
CASE.
MEASURE THE
IMPACT
OBSERVE AND GAIN
FEEDBACK
EVALUATE THE
TESTS AND FEEDBACK
CREATE SET OF
PROTOTYPES
TEST THE PROTOTYPES WITH USERS
RUN SMALL LIVE
PROTOTYPE
CHOOSE LOCATION TO TEST
IDENTIFY TARGET USERS
MAPPEOPLE
ANDPLACES
LEARN AND
EVALUATE
PROTOTYPING THE BUSINESS MODEL
Do the models
and visuals
created
communicate my
ideas effectively?
Do you
understand how
each element of
the service will
function?
Does gathering
this information
change or affect
my original
opportunity?
Are there
changes that
can be made
and tested out
along the way?
Has your team
got the right
skills, ?
PAUSE POINT 1Proof of Concept
PAUSE POINT 2Build for wider engagement
PAUSE POINT 3Decision Making
1. user-centred (it’s all about people)
2. co-creative (design with not just for)
3. sequencing (sequence of correlated actions)
4. evidencing (physical touchpoints interaction)
5. holistic (considering the service context)
[this is service design thinking]
Principles of Service Design Thinking:
JAM
people are your best resource
MADRID
LONDON
LISBON
an international community
JAMJAM NUREMBERG
shared direction vs personal interest
JAMJAM NUREMBERG
great fun vs slippery moments
JAMJAM NUREMBERG
the world is watching you...
JAM MADRID
will you paint something memorable?
Related Documents
