Service Design Tools Presentation cordula
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Transcript of Service Design Tools Presentation cordula
Service design tools
Communication methods supporting the design process
Cordula Friedlander, MDES Service Design Innovation, London College of Communication
Context
Primary/secondary Research
Participant Observation
Ethnographic Research
Mapping
Co-designing
Prototyping
Business Context & Model
Service Design Methodology
image: Dr. Alison Prendiville
Defining the problem
The design process –double diamond
Understanding the user
Discover
Interviews
ParticipantObservation /
Shadowing
PhotoEthnographic
study
Discovery methods Design Ethnography
Originally from ethnographic research - an
anthropological approach to understanding people
based on their own world experiences.
Discover
Understanding place - mapping
Discover
Design tools and probes
DiariesGames /
story boardsEmpathy tools
Discover
Tool sharing site: www.servicedesigntools.org
Interviewing with engaging activities
Preparing paper activities can make the interview more relaxed, engaging and interactive
Discover
Diaries – a cultural probe
Diaries can be customized to the project, more structure makes it easier to compare insights and collect data.Users can be encouraged to scribble, sketch and add photosDiscover
Co-discovery activities Design games
Design games involve participants at various stages of the design process
• revealing insights • creating concepts
Discover
Journey mapping
• Touchpoints are the tangible elements that make up the service experience.
• user journey mapping can highlight the barriers, the highs and lows when interacting with the touchpoints
Discover
‘Ice breaker’Robot Otto: how can I help you?
Discover
Empathy tools
Examples:Third age suit by Ford simulates age related issues with mobility, vision and hearing
Design consultancy IDEO’s video of the patients view when in hospital corridors and waiting areas
Discover
Personas
• Representatives of people using, running or commissioning the service
• generated from the insights but not identifiable
• archetypes not stereotypes.
• Personas are highly empathic and provide a connection with the people one is designing for
Define
Reframe the topic into a
series of questions
Record everything that is
known about the subject
Freely ideate new solutions
Organize current information and
new ideas
Look into the future
Brainstorming lenses
Define image: Dr. Alison Prendiville
Co-designing tools
Jake, 25
• Family issues, placed in child care
• Drug abuse for over 10 years
• Anti-social behaviour
• Arrested a few times
• Currently under substance abuse treatment
• Dropped school; some work experience as volunteer
What might make Jake happy even when times are tough?
What does he struggle with the most day-to-day?
Who are the people Jake could count on?
“I don’t feel confindent yet to face a job
interview, having to say I’m great for that
job... I know it’s not true.”
• persona work sheets presenting the reframed questions
• Idea sketch sheets• Icons to play out
scenarios• Prototyping templates
for apps, websites
Develop
Co-designing activities
• Explorative and fun• Break down barriers• Uncover experiences• Allow creative
engagement• Need to be sensitive
to the context• Require planning
and preparation
Prototyping
• Transferring knowledge into
making and prototyping
design solutions.
• Understanding how it will
impact and improve on a
persons daily practices.
Develop
Prototyping for testing and iteration
Develop
Storyboarding the service journey
Develop
Touch point Deliverables
• Prototypes: Physical touchpoint • Prototypes: Digital touchpoints• Service journey storyboard• Service blueprint
Deliver
Useful resources
• http://www.servicedesigntools.org/
• Service Design, from insight to implementation, A. Pouline, Rosenfeld Media 2013
• The Service innovation handbook, action-orientated creative thinking toolkit for service organizations, L. Kimbell, BIS Publishers 2014