Defining Service Design
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Hello again Krabbesholm Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
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Transcript of Defining Service Design
Hello again Krabbesholm
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Service Design
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Where do you find services?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Public Sector
Private Businesses
Non-Profit
Acedemia Marketing
The Organisational
structureGovern-ments
FundraisingLibrary
ProductService System Marketing
Bank Systems
Where do you find services?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Iphones, Ipod, Ipads, Itunes,...
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Transportation
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Hospitals
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
How to define Service Design?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Service Design ...is the activity of planning and organizing people, infrastructure,
communication and material components of a service in order to
improve its quality and the interaction between service provider and
customers.
Design according to the needs of customers, so the service is user-
friendly, competitive and relevant to the customers.
Focus on the behavior of the customers, their needs and motivations.
Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services
“ ”
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Some of the differences between Product Design & Service Design
Products are created and “exist” before being purchased and used.Services come to existence at the same moment they are being provided and used.
Product; A designer can prescribe the exact configuration of a product.
Service; A designer cannot in the same way prescribe the result of the interaction between customers and service providers nor prescribe the form and characteristics of any emotional value produced by the service.
Consequently, service design is an activity that suggests behavioural patterns or “scripts” to the actors interacting in the service, leaving a higher level of freedom to the customers’ behaviour.
Inspired by Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Service Design becomes a way of thinking
When designing services...
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Think of everything in stepsYou take one step at a time...
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Examples on Service Designs
Service Design
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Virtual Supermarket in a Subway Station
Service Design
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Making LIFE better in local communities
Service Design
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Student project at CIID - Family on the Wings
Service Design
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Student project at CIID - Mind Thread
Service Design Global Sustainability Jam
Service Design Global Sustainability Jam
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Three Main Factors to Consider1) Identify the actors involved in the service
(Who is involved?)
2) Consider the different service scenarios (What is happening? Is it taking place in a specific area of the location? Which steps does the user have to go through? Is it taking place in front of the end-user or “behind the scenes”? )
3) Consider the components of the service (Which physical elements are used? Which interactions?
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Service Design Tools and MethodsTogether with the most traditional methods used for product design, service design requires methods and tools to control new elements of the design process, such as the time and the interaction between actors.
Cottam, Hilary; Leadbeater, Charles (2004), Co-Creating Services
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Think of everything in steps- Customer Journey MapYou take one step at a time.
Consider who, when, where, what.
Katrine Rau Ofenstein, presentation at Krabbesholm Højskole, Nov 14 2011
Service Design Network Denmark
Web: denmark.service-design-network.orgLinkedin group: Service Design Network Denmark
