20151226 service design tools for development

2015.12.26

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

Towards Service Analysis

Introduction to Service Design Tools for Development

Product Service System Design Studio 2015-2016 | Tongji UniversityIntroduction to Service Design Tools for Development | 2015.12.26

Tools ofDevelopment

1.1 Big Question1.2 Offering Map1.3 Idea Cards1.4 Storyboard pt II1.5 Stakeholders Map1.6 System Map1.7 Service Blueprint

Tools ofVisualization

2.1 Service Poster2.2 Service Mock-up2.3 Service Video

Contents


Tools of Development

1.1 Big Question1.2 Offering Map1.3 Idea Cards1.4 Storyboard pt II1.5 Stakeholders Map1.6 System Map1.7 Service Blueprint


After spotting the pain points from your customer journey analysis and users interviews, you should start seeing some opportunity of improvement and multiple ways of approaching your design intervention.But before you start with the ideation phase...

Big Design Question1.1


...you should ask yourself what do you want to improve and what contribution can your design thinking give to cover the problems you have spotted. All of this can be summarised in one big question which will guide the scope of your project and keep you on track with your goals. Generate multiple questions and define your focus.

Big Design Question1.1


WhatThe aim of an offering map is to describe in a synthetic way what the service offers to its users. This offer comes diractly from the opportunity raised from the interviews and pain poits analysis and open opportunities over the service design or improvements.

Offering Map1.2


WhereThe offering map is generally used after the user interviews and journey analysis, in the generating phase of the concept. It should make the designer visualize some seminal concept ideas, what the new service should offer to its users in order to improve the experience and cover the pain points of the current jounrey.

Offering Map1.2


HowThere is not a standard format for this tool: the offering could be described by words or could be illustrated by images, but most frequently it is visualized through a graph. This instrument could support the elaboration of the service idea as well the development of some specific solutions, it could be a tool for the implementation of the concept but also for the communication of the service to the final user. In each one of these situations, the offering map will assume different configurations and languages with reference to the specific aims and receivers involved.

Offering Map1.2


WhatIdea cards is a simple tool or format to visualise initial ideas as a sketch or an image. These ideas can represent completely new service solutions, improvements in the interactions or in individual touch-points. They can suggest the appearance and functioning of the proposal and add simple notes to better understand the nature of the problem and of the solutions.

Idea Cards1.3


WhereIdea cards can be used both when analysing customer journeys in an existing service, when sketching improvements to existing encounters or when proposing entirely new ones.

Idea Cards1.3


HowOne ideation session can generate several sketches, following an extensive critique of an existing service which can be mapped out on the wall into a representation of the customer or stakeholder journey (see the customer journey map tool). These sketches can then be used in meetings with clients or users to discuss and brainstorm on feasibility and desirability of the proposals or to generate new ones.

Idea Cards1.3


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.

Storyboard pt. II1.4


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.



HowKey points of a good storyboard are: the proper organisation of the sequence of frames for the comprehension of the narrative; the presence of an adequate amount of details in the images according to the purpose of the design phase; the accuracy of the elements that influence the user experience. A storyboard can be made by drawings, pictures, images and photo compositions or 3D graphics whose sequence can be organised in different forms of visual strips.



WhatThe stakeholders map is a graph representing the system of actors with their mutual relations. It provides a systemic view of the service and of its context.

Stakeholders Map1.5


WhereIt can be used in the developing phase to define the human resources required by a service. These resources involve direct users, secondary users, affected users and even those stakeholders supporting the system on a management, business and marketing level. All actors should be considered in order to define the roles and tasks of each participant.

Stakeholders Map1.5


HowThe graph is built through the observation of the service from a specific point of view that becomes the centre of the whole representation; for example if the selected subject is the user, the graph will show all the actors starting from their relations with him.

Stakeholders Map1.5


WhatThe system map is a visual tool used to design and represent the working model of a service system. It represents the different stakeholders involved in the production, delivery and use of a productservice system as well as the flows of material, information and money linking the different partners.

System Map1.6


WhereThe system map helps to understand the composition and organisation of a service system, visualising the main interactions and flows among key partner organisations and final users. It is therefore a useful tool for the initial stages of a service design process as it helps in evaluating the feasibility of a service idea and at the same time it supports various stakeholders to understand the implications of a service delivery partnership.

System Map


HowThe system map represents the service from the point of view of the providers. It represents the different stakeholders and the exchanges among them. A frame is used to depict the boundaries of the core service delivery partnership in the map, while other suppliers are drawn in a smaller size outside the frame to symbolise their secondary role in the system. Only the main exchanges of material goods, information and money need to be service delivery partnership in the map, while other suppliers are drawn in a visualised at this stage. Short texts can be used to explain the different flows.

System Map1.6


WhatThe blueprint is a holistic representation of a service used to help manage the complexity of a service system. It maps a service starting from the users perspective to then add the actions and processes the organisation need to perform in order to support it, together with service evidences and eventual failure points.

Service Blueprint1.7


WhereThe blueprint can be used both to analyse an existing service and to design a new one. It helps designers to evaluate the processes, actions, tools and resources that are needed to implement service ideas and offerings as well as to understand their mutual dependence.



HowThe blueprint can be used to design the overall service performance or single encounters and processes. Once chosen the time focus of the blueprint is built first,visualising or mapping the visible actions of users and service staff as divided by the so-called line of interaction; then visualising the related, but invisible (to the user) actions and processes conducted backstage by service employees divided by the so-called line of visibility. Any action or processes not conducted in parallel to the users actions are mapped as support processes.



Tools of Visualization

2.1 Service Poster2.2 Service Mock-up2.3 Service Video


WhatA service poster is a representation of the service offer in one main visual image. It should be appealing to the users and should summarize in one image and a few words the aim, perception and purpose of the service, like a visual advertising.

Service Poster2.1


WhereIt can be used either in a visual concept stage, linked to moodboards and sketches, but it can also be used, once refined, in the latest stage of development to support the service communication.

Service Poster2.1


HowAs an advertising, it should be deliverend in the form of one visual, in the preferred format, according the chosen communication channels. It usually contains one image (photos, graphics or a combination of the two) and a few words in the form of a slogan, that summarise the offer and appeal to the future users.

Service Poster2.1


WhatMock ups are a visualization tool that help defining the image and the interaction with the touchpoints of the service. This tool crosses multiple design expertise related to the nature of the service, tools and touchpoints.

Service Mock-up2.2


WhereIt can be used in the developing phase to start visualizing the service and defining how it should be percevied by its users. This tool can also imply some features of a branding process, including the definition of the service name, logo and corporate image.

Service Mock-up2.2


HowThe mock up is the first step to the service image design and can represent both digital and non-digital touckpoints. It defines the face of the service when it reaches its users, therefore it should refelect the aim and personality of it as well as the desired interaction.

Service Mock-up2.2


WhatService video is a visual technique to communicate the the service, made up by using a video camera as a pencil to draft interaction processes. It can be used to advertise the service and convince its potential users of its value. It should contain its main features and characteristics, as well as the problems that led to the idea. It usually displays: service area, initial problems, solution, service image, illustration of the customer journey and a comparison to the initial stage to show improvements and achievements.

Service Video2.3


WhereIt is used in the last part of the development phase to describe the service to its users, stakoholder and customers. It should summarise all its features and be visually appealing.

Service Video2.3


HowIt can be realized thtough motion graphics, videos or a combination of the two. The chosen technique should represent the service and the perception that users should have of it. Think of it as an advertising, it should be short, effective and comprehensive.

Service Video2.3


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Contacts

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


What is your Big Question

and which are the

opportunities?

Todays Excercise

BackgroundYou have analysed the customer journey of an existing service and you have observed its users struggling in some steps because of the service usability or simply because of a lack of motivation in their tasks. These are all pain points and represent your first step to ideation.

Task List your insights (painpoints, problem, users feedbacks, thoughts) and put them

on the map to define which are the critical ones. Organize your insights by personas along axis. Organize the critical insight by themes and define different design problems. Chose your most critcal one and justify your choice. Generate multiple design question, your What ifs to solve your critical problem Present your process and we will select togheter one of your questions to guide

your design focus for the next 2 weeks

Format and PresentationPresent your problem areas and your questions using an A1 board.

20151226 service design tools for development

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