20151212 tools of research and analysis

2015.12.12

Product Service System Design Studio 2015-2016 | Tongji UniversityAndrea Carlon, Francesco Petronelli

Towards Service Analysis

Introduction to Service Design Tools for Researchand Analisys

Product Service System Design Studio 2015-2016 | Tongji UniversityIntroduction to Service Design Tools for Research and Analysis | 2015.12.12

Field ResearchTechniques

2.1 Shadowing2.2 User Testing2.3 Directed Story Telling2.4 User Diary

Research RepresentationTools

3.1 Customer Journey Map3.2 Emotional Mapping3.3 Design Documentaries3.4 Storyboard

Introduction

Contents

1.1 Definitions1.2 Service Design Steps


Introduction

1.1 Definitions1.2 Service Design Steps


“At the beginning, where service design discipline was born, there wasn’t any codified tool.

Everyone used to create specific models for the representation of the project time to time.

But now some tools have really become standards for the communication of the project.”

Ezio Manzini

Defintions1.1


“It is very important to distinguish among the visualization as notional techniques aimed at the representation of the idea and of the system and the visualization as the communication of the service

through its evidences and its interface.”

Elena Pacenti

Defintions1.1


“The thought that the designer could easily adapt the existing representation techniques to the new contests

is wrong. Service design requires the constitution and sedimentation of a set of tools that are really

able to support the generation of innovative solutions and their communication.”

Nicola Morelli

Defintions1.1


Analyzing Generating Developing Prototyping

Service Design Steps1.2


These tools help in collecting, recording and sharing contextual information, using different media such as videos, sound, images or text. They can be

supplied to users or used in interaction with project participants to explore their perceptions and experiences

Analyzing



These tools help in constructing a shared meaning out of collected experiences through direct or mediated conversations with project participants. They use different kinds of visualisations to suggest service ideas, aesthetics or stories

Generating



These tools provide different kinds of formats with which to elaborate and develop service ideas into more detailed and visually rich stories and systems.

They support designers to explore parts in relation to the entirety of the service while evaluating its feasibility

Developing



These tools provide modes to quickly test out new service ideas during workshops or in real settings with people. They allow people to experiment

with new service models, reducing the risk of failure and enhancing the possibility of generating more meaningful and desirable features

Prototyping



Analyzing

Generating Developing

Prototyping



Field Research Techniques

2.1 Shadowing2.2 User Testing2.3 Directed Story Telling2.4 User Diary


WhatShadowing is a structured observation of a customer’s experience of a service or product. Often by watching someone use something we learn things that they would never tell us and understand why people have problems with tasks. Shadowing can entail watching an individual over a course of time or many people doing something to find patterns.

Shadowing2.1


WhereShadowing can be used in the early stages of analysis to analyse how the users approach and use the revice and how they interact with its stakeholder and touchpoints. It is mainly used to validate the featues of an existing service, as the observed user is not aware of the analysis. From listening in to calls to following someone do a complex, expert task shadowing focuses on both the practical and the emotional.

Shadowing2.1


HowThe outcome of a shadowing usually consists in photo, video and audio material report that can be further analyzed in order to improve day-to-day experiences and gain inspiration for innovation. For this reason shadowing is usually conducted by a rocorder and note-taker.

Shadowing2.1


WhatUsability is how easily someone can use something. That ‘something’ can be a digital product or service, like a website or an online application form. It can also be a tangible thing like a book or a tool. It is about effectiveness, efficiency and satisfaction and it is affected by the kind of user, his/her goals and the context of usage.

User Testing2.2


WhereUsability testing is useful when testing an existing website or application to get an understanding of the current state and identify where to focus design improvements. The test can be supported by paper-based prototype test or click-able mock-up test to give a clearer understanding of how the product will function for the user. It can also be applied to finalised functional product test to catch last minute usability issues to refine, after deployment.

User Testing2.2


HowThe test can involve different roles, usually a facilitator to oversee and lead the test, a note-taker to record as much behaiours, quotes and actions as possible and an optional obserever. Usability tests are traditionally ‘lab-based’ which means dedicated rooms are set up for running test sessions in. Recording the session is highly recommended in order to review and analyse the outcome of the test.

User Testing2.2


2.3

WhatStories have been shared among people as a way of entertaining, teaching, and preserving culture. Drawn from the technique of narrative inquiry from anthropology directed storytelling is a method that designers use to facilitate participants in expressing and sharing the details of their service experience. The process quickly reveals consistent patterns in people’s experiences and for reinforcing or validating what the designer may already know.

Directed Story Telling


2.3

WhereDirected storytelling can be used as an exploratory tool at the early stages of a design project. It should be used as a way to inform what should be done in other research methods, such as observation, shadowing, participatory design, etc.



2.3

HowStories can be told almost anywhere. The session leader asks the storyteller to begin the story by asking the subject to recall a specific instance – ‘Tell me about the last time you had a communication at a distance’ – and encouraging the subject to use props if they are related to the experience and are at hand. As the story unfolds, the documenter writes one idea per page (ideally on PostIts). Ideas are elements of the story that seem to be important either through the emphasis that the storyteller has given or through the documenter’s own interpretation of the information given by the storyteller.



WhatThe user diary is a self-reporting tool, aiming to capture the subjective experience of people in a specific situation or in their everyday life, by using traditional diaries, notebooks and a camera. It is a design tool used to gain insight into patterns of behaviour.

User Diary2.4


WhereUser diaries help in understanding the structure and meaning people give to their behaviours, gaining intimacy and probing matters of emotions that might be overlooked in the presence of a researcher. In service design, user diaries can help understanding of areas of unmet needs that can be covered by new services, or capture the emotional impact of a service interaction on a person’s life. Hence they help to frame the areas of opportunity for innovation and feed the idea generation phase.

User Diary2.4


HowA user diary is normally obtained by supplying individuals with a diary and asking them to keep a written record of their impressions, circumstances and activities, related to the relevant aspects of their lives. A simple guide is often supplied to help the person focus on specific activities. A pre-printed notebook can facilitate the work. The period of self-observation can be a week or longer. This tool is best used in conjunction with interviews, using the photos or entries to trigger discussions about behaviours that may normally be out of your user’s awareness.

User Diary2.4


Research Representation Tools

3.1 Customer Journey Map3.2 Emotional Mapping3.3 Design Documentaries3.4 Storyboard


WhatThe customer journey map is a simplification of a blueprint and an evolution of the storyboard. It maps out the customer journey through the service, identifying the main encounters, evidences and key actions of the supplier. A strong emphasis is given to touch-points and their role in the interaction to make the process more tangible, clear and accessible. It also provides dedicated space to synthetically visualise identified issues and possible improvements to be undertaken.

Customer Journey Map3.1


WhereThe customer journey map can be used at an exploratory stage as well as later on when the detail of a new service is being specified. It can help stakeholders inside and external to organisations identify problems in an existing service and generate recommendations for making improvements.



HowHaving cross-functional teams, and end users, work together to visualise the service journey will generate a more accurate representation of when and how value is co-produced. Ethnographically inspired methods during which researchers observe or shadow stakeholders, capturing key moments with photos, for example, provide some of the data with which to populate this template. But it is through co-creation workshops when different stakeholders work together to map out the journey that valuable opportunities to improve the service emerge.



Pre-Service Service Period Post-Service




Awareness Enter Use Exit Feedbacks





Expectations Experience Satisfaction



WhatThe emotional map is a tool to map and then describe emotional touch-points as people journey through the service. It help all the subjects involved in a design process to understand the experiences of the users, their challenges and where priorities for improving the experience lie, giving everyone an opportunity to evaluate and decide on those priorities.

Emotional Map3.2


WhereEmotional maps are used in the first stages of an experience-based design process, helping to find the key points of the service experience, to define priorities by voting and to start discussing their possible improvement, redesign or rethink.

Emotional Map3.2


HowThe emotional map is built directly by each subject involved in the service with the support of the designer. Everybody is requested to map and describe the experience within the given context of the service, and/or extend the reflection beyond this, maintaining a manageable scale, to consider all environments users come in contact with during the service journey. The result is a paper map evidencing the different touch-points and the related emotions.

Emotional Map3.2


WhatThe design documentary brings the techniques and ideas documentary film-makers use to video ethnography for design. The aim of the tool is to tell stories about relevant practices and motives of people through a short film. This allows the team to identify issues and potentialities with the future users of their designs. The team can step into the shoes of the future users and think from their perspective about the services they are designing.

Design Documentaries3.3


WhereDesign documentaries are particularly useful at the very early stages of a design process when it is still necessary to create insights about the people you are designing for, and develop opportunities for service design. They are mostly used to get a good understanding of the future users before concept development starts.



HowDesign documentaries are empathic conversations between the researchers making the film and the people in the film. This can be literally a conversation, but also a constructed conversation, for instance when the film observes people and has a voice-over from the film-maker. The films are mostly used to inform and inspire design teams in conceiving workshops as well as during later stages of the design process.



WhatThe storyboard is a well-known tool used in several design fields to describe the occurrence of an action or of an interaction. Adopted and adapted from the film industry, it is a narrative technique that describes, by images and captions, the script of a service, creating a sequence of actions in an established time frame. Linking time, space, physical evidences and people interactions, it is a fundamental tool in service design, which makes the possible experience of the user emerge.

Storyboard3.4


WhereThe storyboard has been an essential tool of service design since the very early stages of concept development. It precedes the creation of the service blueprint. From simple sketches representing the basic elements of the interaction, to complex and detailed realistic visualisations, the storyboard can intervene in different stages of the design process, and help to imagine interactions, stimulate a discussion around the service, design the prototyping phase, provide the details that will enable design of the setting where the service will take place, design the style of the service interaction.

Storyboard3.4


HowDesign documentaries are empathic conversations between the researchers making the film and the people in the film. This can be literally a conversation, but also a constructed conversation, for instance when the film observes people and has a voice-over from the film-maker. The films are mostly used to inform and inspire design teams in conceiving workshops as well as during later stages of the design process.

Storyboard3.4

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Product Service System Design Studio 2015-2016 | Tongji UniversityAndrea Carlon, Francesco Petronelli

20151212 tools of research and analysis

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