What is Service Design?
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Transcript of What is Service Design?
© FJORD 2013 Confidential Page 3
“Design is on the cusp of a massive change as people slowly become more attuned to its potential for positive change” Alice Raswthorn, Design Week
© FJORD 2013 Confidential Page 4
“It’s not about making a fancy lamp, but finding new ways to connect with people’s lives’.” Stephen Burks, Design Week
© FJORD 2013 Confidential Page 6
IMPROVING HOW HUMANS ENGAGE WITH THE WORLD
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential Page 7
Technology is Society[problem that Three bill fixed]Services are run by technology, it surround us, we “dance to invisible algorithms” every day
Humans are the constructs of that society
+ why the deal with Accenture is good? – theyrun half the worlds infrastructure
We do service design + UI design
© FJORD 2013 Confidential Page 11
UNDERSTANDING INDIVIDUALS’ COMPLEXITIES,
IRRATIONALITIES & CARES
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential Page 13
canvases[Business model canvas] – great for getting fairly detailed from a business perspective[Trends canvas from trendwatching] – great for understanding the market and it’s evolution[Lean canvas] – great for seedcamps and hackathonsOur Service Design canvas – great for designing service propsotions
© FJORD 2013 Confidential Page 18
CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential Page 19
“Re-imagination of nearly everything powered by New Devices + Connectivity + UI + Beauty”Mary Meeker of KPCB
© FJORD 2013 Confidential Page 22
Getting emotional[Emotion of Money – what it means to what people care about]
Emotional drivers are the hardest to discover, but the most valuable
© FJORD 2013 Confidential Page 23
[HAPPY, HUMAN, SOULFUL FOOD]
Moving food from the functional to the emotional (Jamie Oliver)
© FJORD 2013 Confidential Page 26
CONNECTING THE EMOTIONAL TO THE MATERIAL
THAT’S GOOD SERVICE DESIGN
© FJORD 2013 Confidential Page 35
1. IMPROVING HOW HUMANS ENGAGE WITH THE WORLD
2. UNDERSTANDING COMPLEXITIES, IRRATIONALITIES & CARES
3. CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS
4. CONNECTING THE EMOTIONAL TO THE MATERIAL
5. LOVING THE PROBLEM & OWNING THE DESIGN
YOU KNOW YOU ARE PRACTICING SERVICE DESIGN IF YOU ARE