Service Design

Tools for co-creation and user-centered design

Satu Miettinen

What is service design?

”We are about to enter the age of the information economy – a post-industrial economy based no longer solely on manufacturing but more on knowledge,

service and information industries.”

”Businesses and public services alike face huge change in the

new information era. They need to shift their emphasis back – to

what people really want.”

”Service design is all about working with real people to find out what they need.”

• Service design is about developing services with design methods and business thinking.

• Service experience is designed to respond to the user needs and business goals of the service provider.

• Designing the interaction between service provider and end-user with the use of creative processes and methods.

Stanford D -school

HCDHuman Centered Design

What are the skills of a service designer ?

”The most important thing in design is empathy: the ability to understand something from the other person’s perspective.”

• Combines creative thinking and organisational skills.

• Visualizes and concretizes an abstract service process. This enables stakeholders to work and have views on the process.

• Co-ordinates different phases of a service design process.

Kunnonpaikka Rehabilitation Centre: Case children’s wellbeing Visualized service momentNiina Talaslahti

User experience

User experience is a holistic term used to describe the overall experience a user has when using a product or a system. The user experience research focuses on the

interactions between people and products/services, and the experience resulting from the interaction.

• The concept of user experience in design includes the needs, emotions and experiences of users and the products that contribute to the experience.

• User experience is shaped by the characteristics of the user (personality, skills, background, cultural values and motives) as well as those of the product (shape, texture, colour and behaviour). Physical actions and perceptual and cognitive processes (perceiving, exploring, using, remembering, comparing and understanding) will contribute to the experience. It is further influenced by the context of interaction (physical, social, economic).

Developing Viretori service for elderly:Co-creation with the usersElisa Heikkilä

”Design thinking is the ability to think of something that the world didn’t know was useful

– it makes people’s lives better in some way.”

“Design thinking” – a methodology that imbues the full spectrum of innovation activities with a human-centered design ethos. Innovation is powered by a thorough understanding, through direct observation, of what people want and need in their lives and what they like or dislike about the way particular products are made, packaged, marketed, sold, and supported.

Experience prototyping at Louhos, TahkoKatja Sorvali

• Service design is always focusing on business plan. Where is the added value and €?

Viretori service for elderly: concept design of the serviceEmmi Hakala

Benefits?

• Differentiating the service • Increacing the productivity: making internal

processes more efficient and usable• Understading the user needs• Identifying the business pontential:

understanding latent needs enables radical concepts

• Improving the customer satisfaction: increasing customer satisfaction, recommendation and loyality

• Speeds up the service design process• Visuality and concreteness enables

communication

Kunnonpaikka Rehabilitation Centre: Case children’s wellbeing Co-creation with childrenNiina Talaslahti

Goals in service design

1) Developing existing service system or different service channels (web, at the desk, through phone)

2) Developing new services3) Creating a service startegy: developing a

service system that follows the company’s vision

Iskelmäniityt: visualizing the customer journeyElina Piukkula

The process of service design

Understanding the customer phase: the aim of increasing customer understanding and raise the service development ideas: observation, user stories, context mapping, drama techniques, Design Probes, mystery shopping, taking the user's position.

• Method: Generative design research, empathic design and design ethnography

Developing Open Daycare Service at the City of KuopioVisualized customer journey (based on shadowing)Riitta Junnila-Savolainen

Developing Open Daycare Service at the City of KuopioCo-creation with the users and the staffSanna Sutinen ja Reetta Kerola

Developing Open Daycare Service at the City of KuopioCo-creation with the users and the staffSanna Sutinen ja Reetta Kerola

Cumulus hotel: Interactive lobby concept designDrama, personas, scale modelAnette Hiltunen

Käyttäjälähtöinen aulatila CumulusAnette Hiltunen

Coustomer profileReetta Kerola ja Anette Hiltunen

CONCEPT DESIGN PHASE: Ideas are worked out into service concepts and presented through storyboard, animation, concrete model. Needs of the both groups are combined in the phase to create a customization concept in a more general level.

• Method: The visualization methods, product concept design.

Hudle Oy: Kuopio channelOlli Happonen

Hudle Oy: Kuopio channelOlli Happonen

PROTOTYPING AND EVALUATION PHASE: further development using various modeling techniques: sketches, models, videos, experimental model (prototype). In this way customization service concept is developed in customer orientated way

• Method: Evaluative Research Design

Developing Viretori service for elderly:Evaluating the touchpoints with Service FellowReetta Kerola