Tuuli Ma(elmäki Intro to service design sept

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1 Tuuli Ma(elmäki Intro to service design sept 2015

2 SERVICE = INTANGIBLE? A SERVICE IS SOMETHING WHICH CAN BE BOUGHT AND SOLD BUT WHICH YOU CANNOT DROP ON YOUR FEET.!! GUMMERSON 1987!

3 IHIP INTANGIBILITY HETEROGENEITY INSEPARABILITY PERISHABILITY (LOVELOCK & GUMMESON 2004) product vs. service h=p://stefan- moritz.com/welcome/service_design.html

4 What is service design? * Holistic approach that considers in an integrated way strategic, system, process, and touch-point design decisions * Systematic and iterative process that integrates user-oriented, team-based interdisciplinary approaches and methods in ever-learning cycles * Aims to create services that are useful, useable, desirable, efficient, and effective * A human-centered approach that focuses on customer experience and the quality of service encounter as the key value for success Birgit Mager, professor, Köln International School of Design

5 Fundamentals in service design USER-CENTRED - experienced through the eyes of the customer CO-CREATIVE - all stakeholder should be included in the service process. SEQUENCING - service should be visualized as sequences of interrelated actions EVIDENCING- intangible services should be visualized in terms of physical artifacts HOLISTIC- the entire environment of a service should be considered MARC STICKDORN principles of service design thinking. In Stickdorn, M. & Schneider J. (eds 2010) This is service design thinking basics tools cases. BIS publishers, The Netherlands. P

6 SERVICE = PROCESS services are processes consiscng of accvices or a series of accvices gröönroos 2007, 52

7 SERVICE DESIGN is Design for experiences that happen over time and across different touch- points (ServiceDesign.org).

8 TOUCH POINTS Touch- points are the points of contact between a service provider and customers. Clatworthy, S 2011, Service Innova\on Through Touch- points: Development of an Innova\on Toolkit for the First Stages of New Service Development, Interna\onal Journal of Design, vol. 5, no. 6, pp h=p://

9 h=p://

10 from: h=p://kipworks.com/upmc_holis\cbook.pdf

11 System maps h=p://

12 What to do with TOUCH POINTS WHAT IS i.e. making sense and understanding WHAT CAN BE design and innova\on TEAM BUILDING AND COLLABORATION Simon Clatworthy (2011) Service Innova\on Through Touch- points: Development of an Innova.on Toolkit for the First Stages of New Service Development.

13 SERVICE = COLLABORATIVE the customer parccipates as a co- producer in the service produccon at least to some extent. gröönroos 2007, 52

14 h(p://stefan- moritz.com/welcome/service_design.html

15 Designing for services is about relacons UNDERSTANDING THE VALUE AND THE NATURE OF RELATIONS BETWEEN PEOPLE AND OTHER PEOPLE BETWEEN PEOPLE AND THINGS BETWEEN PEOPLE AND ORGANIZATIONS BETWEEN ORGANIZATIONS OF DIFFERENT KINDS LUCY KIMBELL (2010) Marketing: connection with people, creating value. In Stickdorn, M. & Schneider J. (eds 2010) This is service design thinking basics tools cases. BIS publishers, The Netherlands. P

16 DESIGN FOR SERVICE an exploratory process that aims to create new kinds of value relacon between diverse actors within a socio- material configuracon Kimbell 2011

17 designing for services recognizes that what is being designed is not an end result but rather a platform for action with which diverse actors will engage over time. Manzini 2011 Designing for service remains always incomplete (cf Garud et al, 2008). Tuuli Ma=elmäki - Aalto University - Department of Design

18 SERVICE = ALIVE services are at least to some extent produced and consumed simultaneously gröönroos 2007, 52

19 Designing social and material, rela\onal and temporal (Kimbell 2011) 1) Designers paid great a=en\on to design of the material and digital touchpoints connected with the firm s service, people and their roles, knowledge and skills and where these service encounters took place 2) Designers understand service as both relaconal and temporal as users and stakeholders of different kinds interacted with the service firms through prac\cal engagement with ar\facts and people over \me and space. 3) Designers approach their work as an enquiry in which they and others would construct an understanding of what the service was and how they might approach design or re- design.

20 Designing social and material, rela\onal and temporal (Kimbell 2011) 4) Designers pay great a=en\on to design of the material and digital service design as a construccve process _ the designers created opportuni\es for the managers of the firms they worked with to take part in this enquiry and invested resources in crea\ng material ar\facts and situa\ons that enabled this 5) designers approached designing as an open- ended enquiry in which part of their work involved crea\ng boundary objects that served to make visible these actors within a service, as both they and the managers constructed an understanding of the service. 6) designing for service is a strategic kind of design ac\vity that operates at the level of socio- material configura\ons or systems, rather than being framed within pre- exis\ng design disciplines

+ CO-CREATION SERVICES AS MEANS FOR SOCIETAL

KIND OF PRODUCT DESIGN OPEN AND COLLABORATIVE

21 + CO-CREATION SERVICES AS MEANS FOR SOCIETAL CHANGE SOCIETY SERVICE DESIGN DESIGN FOR SERVICES SERVICES AS HUMAN- CENTRED RELATIONAL ENTITIES SERVICES AS A DIFFERENT KIND OF PRODUCT DESIGN OPEN AND COLLABORATIVE + Based on Meroni & Sangiorgi 2011 Design for Services p. 230

22 CollaboraCve services Aim at building capacities from within: See people as active participants and contributors. With potentials hidden behind the activation of people Emphasis on people as resources instead of as problems Designers task is to to make people aware and able to use their creativity Is about change, complexity and co-developing of innovative solutions. Re-engaging people in their communities and networks. New media as enabling platforms Examples People s Supermarket cooperative Feeding Milano project-> community driven design

23 ! it is impossible for a human being to experience a system - what we are really experiencing is only our personal pathway through the system! richard buchanan, keynote at mindlab seminar 2011

24 Designers task is always to make things understandable Tapani Hyvönen

25 h=p://vimeo.com/

Designing for Service as One Way of Designing Services

original article Designing for Service as One Way of Designing Services Lucy Kimbell Saïd Business School, University of Oxford, UK This paper considers different ways of approaching service design, exploring