1. service design
What
Why
How

2. What is ServiceDesign?

3. DESIGN
1) Producing stuffs
by understanding the relationships between form and function, aesthetics and usefulness

4. DESIGN
2) Problem-solving
plus form-giving and usability

5. DESIGN
3) Thinking and process
Looking at the world and respond, make things visible, and prototype

6. DESIGN
4) Creating solutions starting from users

7.
SERVICE DESIGN
1. Design 'in a broader social context’
than mere product creation

8.
SERVICE DESIGN
2. Nebulous, intangible

9.
SERVICE DESIGN
3. Collaboration
…Systematic

10.
SERVICE DESIGN
The design of intangible experiences that reach people through
many different touch points, and that happen over :me.
‐ Live|Work
Any ac:vity or benefit that one party can give to another, that is
essen:ally intangible and does not result in the ownership of
anything. Its produc:on may or may not be :ed to a physical
product
‐ <What is service design?> by Bill Hollins

11.
Design Areas
User experience design
Industrial
design
Informa:on
Interac:on
Architecture
design
Communica:on
Design
Human
User Interface
Factors
Engineering
Usability
Engineering
Human‐Computer
Interac:on
‐ <Designing for interac:on> by Dan Saffer

12. (Tradi:onal) design
Industrially manufactured
and consumed separately
Object
Own
Product design Experience design
Service design
User par:cipa:ng
in produc:on process
Objec:ve
Use
Tangible Intangible Intangible
Authorship Collabora:on Collabora:on
Individual (social) Social Individual (social)

13. Why ServiceDesign?

14. Service design approach
1) User‐centric
To find ways to re‐engage people in the services they use and make them par:cipate to service produc:on.
2) Network
To create networks that enable services ei. Social networks, technological systems
3) Sustainability
To be economically, socially and environmentally sustainable

15. What are
The Goals of
Good Service Design?
A proposal of 13 tac:cs from Iain Bordin

16. 1) Temporalities
The city that never sleeps.
•
quot; . . . capitalism and the modern city have increasingly marshaled us into various
•
forms of schedule, appointemnts, mee:n gslots, diaries, calendar dates, and
windows of opportunty . . .yet other :mes are also possible ‐ :mes of the body and
nature, :mes of moments, circularity, indeterminate length and movement.”

17. 2) Performance
quot;The good life of the city should incorporate all manner of spaces where people
•
can gyrate, glide, and rotate, mime, perform, and declaim, climb, descend, and
traverse, and act out opinions

18. 3) Media
quot; . . . poten:al mee:ng places, where glances, touches, smiles, words, gossip,
•
observa:ons and opinions all have the possibility of being transferredquot;

19. 4) Remembering
quot; . . . a testa‐ment to the struggles,
•
remarkable spirit, and las:ng achievements
of everyday urban ci:zens.quot;

20. 5) Quietude
quot;[Quiet aspects of the city] that do not seek to proclaim their presences with an
•
immediate and unaviodable declama:on. Compared to the architecture of
shou:ng, these other, more re:ring designs are like asides, off‐stage whispers . . .quot;

21. 6) Uncertainty and Risk
quot;We need a city which we do not know, which we not understand, which we have not
•
yet encountered, which is simultaneously strange, familiar, and unknown to us.quot;

22. 7) Provisional Identities
quot; . . . people are constantly being reconstructed and reimagined in ci:es today,
•
and this is the way that ci:es must then be design ‐ not for predictable, monolithic
sectors of the popula:on . . . but for various different and compe:ng tastes,
opinions, and outlooks.quot;

23. 8) Fluidity
quot;Although undoubtedly necessary to demarcate our private homes and places of
•
work . . . boundaries do not always have to be frontal and brutal in their
expression, not always challenging and confronta:onal to those who nego:ate
them.quot;

24. 9) Interventions
quot; . . . we need the security of hospitals, homes, and schools, offices, factories, and
•
airports. And at other :mes we need different kinds of architecture, those which
appropriate rather than dominate, and those which intervene and a`ach rather
than impose and replace.quot;

25. 10) Play
quot;[Play] tells us that aggression in ci:es is latent and not always detrimental, that
•
being ridiculous is okay, that all of us are in some way children at heart . . .”
Is this too relegated to bars in NYC?
•

26. 1 Active Health
1)
quot; . . . too oben healthy ac:vity is solely confined to the self‐conscious gym or
•
regimented sports field. Ac:ve health means being energe:c in all parts of our
lives . . .quot;

27. 12) Active Thinking
quot; . . . a place where we are asked about poli:cs, ethics, and morality, about the
•
environment, nature, and climate, about friend, families and desires . . .quot;

28. 13) Emotions
“Without a full range of emo:ons‐that is, without a full range of the meanings and
•
possibili:es of how it feels to be human we are as yet unfulfilled, and the good life
is yet to be achieved.”

29. Questions for Discussion
• Is this a service?
• Where is the boundary drawn between object
and objec:ve?
• What tac:cs does it seem to employ?
• Does the employment of certain tac:cs come
at the cost of others?

30. A service
How to design

31. Service design process
1) Service ecology
To map out the actors, rela:onships, and values! – sustainability
2) Touch points
To make up the total experience by managing all touch points mul:dimensional as well as consistent
3) Service envy
To create expressive and communica:ve values
4) Evidencing
To make early qualita:ve judgments about the implica:ons of a design
5) Experience prototyping
To get an in:mate and subject idea beforehand
6) Service experience model
To set up a proposal for the new service design for the evalua:on and further development
7) Service blueprin:ng
To provide details about from the new service’s implementa:on to maintenance