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CODESIGNING SERVICESIntroduction to collaborative and participatory

methods in service design

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Juha KronqvistParsons The New School for Design

Service Design CourseSept 20, 2013

Introduction to Codesign | Juha Kronqvist 2

designresearch.aalto.fi/groups/encore/

atlas-research.fi

ResearcherDoctoral candidate

Introduction to Codesign | Juha Kronqvistwww.diagonal.fi

Service designer

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(approximate) STRUCTURE FOR THE DAY

4-5pm Introduction to collaborative design in services

5-5.15pm Break

5.15-6pm Playing the Service Co-design game

6.00-6.30pm Discussion

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STRUCTURE FOR THE DAY

4-5pm Introduction to collaborative design in services

5-6pm Playing the Service Co-design game

6-6.30pm Improving the game

4-5PMINTRODUCTION TO CODESIGNING SERVICES

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WHY CODESIGN SERVICES?

Introduction to Codesign | Juha Kronqvist

“Prototype early and often, making each iterative step a little more realistic. At some point you are likely to experience that wonderful “Ah ha!” feeling that comes with a creative leap, but that is only an indication that you have moved forward in the detail of the aspect of the design that you are focusing on right then. You will only know that the design is good when you have tried it out with the people who will use it and found that they are pleased, excited, motivated, and satisfied with the result.”– Tim Brown, IDEO

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3 REASONS

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1. BECAUSE SERVICES ARE CO-PRODUCED BY PEOPLE

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2. BECAUSE INNOVATIVE SERVICES REQUIRE DEEP

UNDERSTANDING OF THE CUSTOMER

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2. BECAUSE INNOVATIVE SERVICES REQUIRE DEEP

UNDERSTANDING OF THE CUSTOMER

SAYTHINK

DO USE

KNOWFEEL

DREAM

WHAT PEOPLE:

MAKE

DO

SAY

KNOWLEDGE:

EXPLICIT

OBSERVABLE

TACIT

LATENT

Interviews

Observations

Generative methods:

Probes, collages, co-design workshops, design games Sanders (1999)

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EXAMPLES OF SERVICE DESIGN METHODS

1. What people sayEliciting the surface knowledge. What people know/remember/want to tell.

2. What people doEliciting tacit knowledge. What you can observe people doing and using.

2. What people makeHow people feel and what they experience. What people do with their hands or using artistic practices.

FOCUS GROUPS INTERVIEWS QUESTIONNAIRES

OBSERVATION

PROBES DESIGN GAMES BODYSTORMING WORKSHOPS MAKE-TOOLS

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3. BECAUSE YOU SHOULD DESIGN

ALSO WITH EMPLOYEES, NOT FOR THEM

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WHAT IS CODESIGN?

Introduction to Codesign | Juha Kronqvist

The roots of codesign can be traced back to participatory design projects in 1960, when designers started to include people in the community planning processes. Later in 70s-80s computer-based tools started to emerge at workplaces. The central idea was to find ways how to include the workers in the design of their tools and utilize their expertise as fully as possible.

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Pelle Ehn

BACKGROUND

Introduction to Codesign | Juha Kronqvist 15THE CARDBOARD HOSPITAL | http://vimeo.com/juhak/cardboardhospital

CODESIGN TODAY

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CODESIGNroles

proce

ss

methods

appro

ach+

mindset

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Sanders (2008)

APPROACH AND MINDSET

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Sanders (2008)

PARTICIPANT ROLES

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Sanders (2008)

DESIGN PROCESS

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CODESIGN PREPARATION

Vaajakallio (2012)

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Sharing

Sense making

Generating Co-design events create a learning environment, in which experiences, ideas and meanings are created and shared among the participants.

Kirsikka Vaajakallio

WORKSHOP PROCESS

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CODESIGN METHODS

Introduction to Codesign | Juha Kronqvist

A few useful codesign methods1. Design probes2. Experience prototyping3. Design games

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NoteAll of these methods can be used with expert-led or participatory mindset.

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1. DESIGN PROBES

A cultural probe is an inexpensive technique used to learn more about your intended user group based on self-documentation. Focus is on getting a sense of the personal environment and views of the users.

Most typical setups involve handing some sort of diary to volunteers to log their activities and thoughts or a camera for fotographing their surroundings. It aims to support the interpretations and creativity of users and designers.

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diaries

photos triggers moodboards

sensitizers

PROBES CAN BE…

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The probes kit says a lot about you and your project. The design should be communicative, visual, motivating and appropriate for the topic and users.

PROBES KIT

Uniform: Place branding

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Do you want it to be about activating, sensitizing, interfering or remembering? Remember to make the probe easy to use and not too time consuming.

PROBES KIT

Royal College of Art:A cultural probe

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A method for understanding, exploring or communicating what it might be like to engage with a future product, space or system. Here the experience is acted out with participants and quick-and-dirty props.

The use of all senses and active participation are essential to the method. It allows for the designer to think in terms of experiences instead of just a product or service.

2. EXPERIENCE PROTOTYPING

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Here you create or evaluate ideas by simply trying them out. The idea is to make ideas visible and concrete through creating quick mock-ups of the service environments, the used products and the customer journeys.

The central idea is to engage in imaginative experiences thinking what if this service would already be available.

2. EXPERIENCE PROTOTYPING

Introduction to Codesign | Juha Kronqvist

Preparing for experience prototypingStep 1. The Customer JourneyStep 2. People: Participants, roles and goalsStep 3. Tangibles

Questions to ask when experience prototyping1. Do people understand the service – what the new service is or does?2. Do people see the value of the service in their real life?3. Do people understand how to use it?4. Which touchpoints are central to providing the service?5. Are the visual elements of the service working?6. Does the language and terminology work?7. Which ideas do the experience prototype testers have for improvement?

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Polaine, Løvlie and Reason (2013)

PREPARING EXPERIENCE PROTOTYPING

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Design games are environments in which the elements of user knowledge are restructured in new ways. The games provide a tool, mindset and structure for co-design activities. Creating a play spirit which allows for creating and testing new solutions is essential.

DESIGN GAMES

Vaajakallio (2012)

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visual reference memory aid

testing of options marks progression

GAME MATERIALS

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RULES

Introduction to Codesign | Juha Kronqvist 34Aalto University: Game Board Journey

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FOR MORE INFORMATION

Service Design: From Insight to Implementation (2013)

This is Service Design Thinking (2011)

Design Probes(2006)- online pdf

Design Games as a Tool, Mindset and Structure (2006)- online pdf