Service Design Network Conference 2010 in Berlin: Summary of the workshop: Using Social Nodes to Design Services. October 14th 2010. Eleanor Davies

1. USING SOCIAL NODES TO DESIGN SERVICES
ELEANOR DAVIES
SERVICE DESIGN NETWORK CONFERENCE
BERLIN > OCTOBER 2010

2. > THE GIST
> QU: FROM 2 PERSPECTIVES...
> FROM A to B...
> TENDING TOWARDS LONELY...
> SURVIVING SOCIAL NODES...
> ANS: CONNECTING THE DOTS...

3. > QUESTION

4. > A Question inspired from two perspectives:
> PERSPECTIVE 1
academia: Royal College of Art
teaching: SEED
(social environmental entrepreneurship design)
Location: London, UK
goal:
design business models which deliver social
and/or environmental value, as well
as financial
insight:
student work repeatedly delivers solutions which
elevate the role of local community!

5. > A Question inspired from two perspectives:
> PERSPECTIVE 2
industry: frog design
design research: emerging markets
case study - contextual research
Location: India
goal:
research the potential for communication
new product service systems
insight:
language, culture and economy mean users are
comfortable creating mash-up solutions which
rely on a strong local figure!

6. > QUESTION
> Can we design more social product service systems,
through identifying & connecting existing communities
and/or local figures?
6

7. > A to B

8. > SERVICE PUT SIMPLY
> THE HOW? & WHY? BEHIND THE WHAT?
?
A B

9. > A to B
> Going to the source B
B
B
B
B A B
B
B
B B

10. A to B: Water

11. A to B: Energy

12. A to B: Messages

13. A to B: You & Your Stu

14. > A to B
> Creating an infrastructure of Service Nodes
Service Nodes > N
N A N
N

15. > A to B
> Creating an infrastructure to bring the source closer
B
B
B
B
N B
B B B
B
B N A N B
B
B B B
B
B
N
B
B B

16. Infrastructure: Water

17. Service Node: Water

18. Infrastructure: Energy

19. Service Node: Energy

20. Infrastructure: Messages

21. Service Node: Messages

22. Infrastructure: You & Your Stu

23. Service Node: You & Your Stu

24. > A to B
> Distribution direct from the source
B B B
B
B
B B B
B
B A B
B
B B B
B
B
B
B B

25. Direct: Water

26. Direct: Energy

27. Direct: Messages

28. Direct: You & Your Stu

29. > Tending to Lonely
commodity? Service infrastructures centralise around
‘nodes’.

30. Food
From This

31. Food
To This

32. Food
To This

33. Books
From This

34. Books
To This

35. Books
To This

36. Music
From This

37. Music
To This

38. Music
To This

39. Closed/Isolation
We’re getting this

40. Open/Community
When we want this
40

41. And we do want this!

42. And we do want this!

43. > Surviving Social Nodes
commodity? Service infrastructures centralise around
‘nodes’.

44. INTRO + GOALS > INCREASING CUSTOMER LOYALTY
Eg.Barbers

46. Screen Share:)

47. Screen Share:)

48. Eg.Youth Centre

51. Screen Share:)

52. Screen Share:)

53. > Connecting the Dots
1. Add more Social Nodes to the Berlin Map:
Existing hubs in our communities where people come
together to share space/time/information/services.
2. Create Service Ideas:
Considering use and context, suggest services that may
benefit from tapping into, or connecting these hubs.
commodity? Service infrastructures centralise around
‘nodes’.

54. > Food
54

55. > Clothing

56. > Health

57. > Education

58. “Exercise and have a health
check at the park”
“Learn to repair your clothes
at the launderette”
“You learn while your kids are
at the University’s play centre”
“Your groceries delivered to
the kindergarten”

59. “Its exciting to start thinking about the
integrating social nodes into service design.”
“What’s the next step?”