Service Design at the Hogeschool Rotterdam

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This is the presentation we gave for the Communication and Multimedia Design students at the Hogeschool Rotterdam.

Transcript of Service Design at the Hogeschool Rotterdam

  • 1. Service Design Hogesool Roerdam - CMD15 december 2008

2. hp://claimid.com/marcfonteijn hp:// www.linkedin.com/in/marcfonteijn hp://www.xing.com/prole/Marc_Fonteijn hp:// marcfonteijn.jaiku.com/ hp://www.ir.com/ photos/marcfonteijn/ hp://marcfonteijn.hyves.nl/hp://www.lijit.com/users/marcfonteijn/ hp:// twier.com/marcfonteijn hp://del.icio.us/ marcfonteijn hp://www.last.fm/user/marcaing/ hp://www.youtube.com/prole?user=marcfonteijnhp://digg.com/users/marcfonteijn(incomplete) 3. And since a few weeks Im also a cartoon! 4. Who knows mobile monday? 5. hp://www.ir.com/photos/momoams/3007308303/ 400 people rode hoed amsterdamnext momo is on feb 2nd! 6. 31VOLTSIm the co-founder of 31Volts, a SD studio based in Utrecht. Yes, we are a Design studio. The big difference from the design studio like you probably know is that we design intangible stuff -- eg. services I will tell you more on what we exactly do at 31Volts later on. 7. Design ThinkingDesign thinking is a process for practical, creative resolution of problems or issues that looks for an improved future result.[1] Unlike analytical thinking, design thinking is a creative process based around the quot;building upquot; of ideas. There are no judgments in design thinking. This eliminates the fear of failure and encourages maximum input and participation. Outside the box thinking is encouraged in this process since this can often lead to creative solutions. 8. SharingYou gain more by sharing -- everything -- Sharing provides feedback, new ideas, energy, empathy (people will like you)Yes, there are things you shouldnt share (like youre pinnumber) 9. SimplicityWe believe things should be as simple possible but not simpler (einstein) It is very very hard to obtain simplicity When youve achieved it ... it looks so easy and natural 10. hp://www.ir.com/photos/lwr/376714352/ At 31Volts work with people who are t-shaped or t-bone shape as you like. We believe that its not enough to be just an expert in 1 eld. Eg graphic design, computer science or ergonomics. Its also not enough to just be creative! You have to have social mindset, project management, self learning. You have to be curious. You have to be an Design Thinker! You have to believe that everything starts with people. 11. How cool!31Volts has internships Yes, well make you into a cartoon too ... and let you work on cool projects! 12. 1. why youll be ri2. what is SD (and some practical examples) 3. todays assignment This is the program for today Every part should be somewhere between 15 and 20 minutes 13. Part 1: why youll be ri 14. Part 1: why youll be ri and happy 15. Communication andMultimedia Design Is it Communication Design and Multimedia Design or Communication and Multimedia Design? 16. why design?Why should we design? Isnt it much better and easier to just do stuff? What are the specic skills that designers have?Ok, well get back to that later on 17. a short trip down memory-lane 18. hp://www.ir.com/photos/brizzlebornandbred/2046784836/ This guys had it made! He had a successful business. He knew all his clients. The clients were very satised what he offered. Good value for money and the knew what they were getting. If you needed something special the next day, this guy would wake up at 3am and make sure it was ready the next day when you stepped in! But a lot has changed. 19. weve focussed on 2ings in e last century 20. still much more to come: nano-tech, bio-tech, dna assembly 21. hp://www.ir.com/photos/eblueboy/2115715749/ pretty good a standardizing stuff improving processes getting the maximum efficiency 22. Yes, we still do need allose smart people! 23. But did we forget someing? 24. hp://www.ir.com/photos/danalogan/425912533/ there has been almost no development in how we look at peopleat least not if we compare this to the investements made in technology and management 25. why should we care? 26. We live in a world where tenology has enabled amultitude of connectionsand has accelerated e pace of ange. -- Aradhana Goel, IDEO 27. ange like ... (hmmm, wasnt is someones quote recently) 28. Shiing focus from money to currency of aention, reputation, network -- Aradhana Goel, IDEORedening economic values 29. didnt understand people ... actually didnt understand the world I wouldnt say that the nancial crisis is caused by this social shift. But its an undeniable example that our world is changing. 30. hp://www.ir.com/photos/30778530@N04/2888832311/ this is not only the case in the commercial sector its the same in the public sector: hospitals, police, (local) government 31. e core of is socialand cultural shi are people Its not about technology, eg web 2.0 or about management eg. six sigma. Its about that were moving to a new era. Weve left the industrial and information age behind us and are entering the people/human/service era. Actually I think were already are there. 32. Organizations who truly understand people willcome out on top my prediction is that companies who will master how to excel in being human will be new winners 33. So again, why am Itelling all is? Who has made the connection? Has anyone gured out why he or she will be rich? 34. Where is e money?Where is the money?! 35. YOU are (educated) designers 36. Design is not about making nice stu! 37. hp://www.ir.com/photos/a-mon/3085562427/ Design is not about being extremly creative ... 38. Design is a process to create value for people 39. This world needs new skills and you have em! listen to people, have an interest in who ey are, immerse yourself in eir world, do it because you believe its important 40. One more ing ... 41. hp://www.ir.com/photos/jonrogers/2434962574/ now usually at this moment someone raises his hand and asks: Marc youre telling us all this stuff that we have to pay more attention to people and so on but I just want cheap fuel Good point, so do I! We have to look at what the primary economic offering is: in this case its just petrol! Nothing more, nothing less. Its a basic commodity and you want them as cheap as possible. 42. hp://www.ir.com/photos/tonwesseling/2214509996/ Who doesnt know the coffee company? Its the dutch starbucks Can anyone tell me what youre buying here? Youre buying fun-time, relaxation. Youre NOT buying coffee! 43. fuel = funIts a big difference between paying for fuel or for fun! 44. Q&A 45. Part 2: what is Service Design 46. A service is made up of3 ings weve seen before 47. Service 48. Tenology 49. Service TenologyHow do we do it? 50. Business 51. ServiceBusinessTenologyShould we How do we process do it?do it? 52. People hp://www.ir.com/photos/sverreb/2722763403/ Not only the people who provide the service but also the people who use the service. 53. People What do ey want? brandproduct ServiceBusinessTenologyShould weHow do weprocess do it? do it? 54. Service + Design?So why should we design services? 55. ... its not at hard, design creates beer services ... Weve said it on one of the rst slides.You have a different primary focus when you design, people. 56. ink espressobar again Designers / you are the ones who can add value there! You wont be the ones creating the best coffee But you are the ones who understand how to look at people and design the experience that suits theyre need. And dont be fooled, it goes way beyond the color of the chairs! 57. hp://www.ir.com/photos/tpoholmes/375953694/ better experience = more economic value 58. time for a video hp://www.youtube.com/wat?v=rYKMSAEaDik 59. How does all is relate to CMD? So has this made sense? 60. Design is a process to create value for people 61. Design at e level of policy and ideologyDesign at e level of process and system Design at e level of form and detailThe design eld is growing.The design proces can be applied to more than form and detail. 62. your design skills cantake you way beyond a(computer) interfaceThink beyond web services, mashups, mobile applications, google maps, etc etcWhat would you do to change an hospital... How would you improve your local government... 63. dont forget about products focus on services Good product designers are being educated right now in India, Brazil and ChinaServices are much more embedded into an local culture. The design of services is therefore almost impossible to outsource. 64. ba to 31VoltsOk, after hearing all this you now probably wonder: what is that you guys actually do at the 31Volts studio. 65. our design proces (you should know is) Well, like I said before we design! And a lot of the things we do should be pretty familiar to you. Lets take a closer look... 66. 1. Resear We do a lot of research, insight gathering and analys. Some people do quantitive market research, some to trend analysis. We try to focus on the actual life of people. Getting to know who they are, what is important to them. We design all kinds of tools to get these insights. Especially because there is a difference between what people SAY and what people DO. So this is all about getting out on the street, doing interview, taking photos, creating personas, mapping the context, etc etc 67. user interview shadowing cultural probes creating personas contextmappingphotostudys 1. Resear We do a lot of research, insight gathering and analys. Some people do quantitive market research, some to trend analysis. We try to focus on the actual life of people. Getting to know who they are, what is important to them. We design all kinds of tools to get these insights. Especially because there is a difference between what people SAY and what people DO. So this is all about getting out on the street, doing interview, taking photos, creating personas, mapping the context, etc etc 68. 2. Concept Development We do a lot of concept development. 69. sketingstoryboardsscenariosmoodboardsbrainwriting2. Concept Development We do a lot of concept development. 70. 3. Prototypi