The service sector currently contributes most to Germany’s Gross Domestic Product. Yet, while the German public cares a lot about being the world’s largest exporter of the year, the phrase “service wasteland Germany” unfortunately remains a frequently used one. No wonder product design is a well-established discipline, whereas the term service design is even unclear to many designers themselves.
This lecture gave an introduction to service design and discussed how service economies both change design and business. The co-founders of ‘Service Design Berlin’ talk about the refined role of the designer and how s/he not only adds value to a business, but is in charge of shaping it. The talk outlines the altered design process that is based on iterative, user-centred and collaborative components.
18. Change
SOCIETY BUSINESS DESIGN
Service Design as a consequence of social, cultural
and economic change
19. Who are we to tell you about this?
Manuel Katrin Martin Olga
Designer, Research User Experience, Business &
Fjord Associate, Nokia Media Studies,
WZB MA
22. Evolution of Business from 20th to 21th c.
FROM TO
Push / selling solutions Pull / discovering and
solving problems
Closed innovation Open innovation with constant
customer interaction
Clear customer Value, meaning & lifestyle
segments orientation
Long development Iterative development cycles
with high risks with low market entry costs
23. Evolution of Design from 20th to 21th c.
FROM TO
A noun A verb
Artefact Process
About aesthetics About aesthetics, interaction,
functionality, usability, con-
struction and meaning
An individual’s A collective effort to solve
expression problems
A luxury addition Essential to the value
to things of things
From: Erik Roscam Abbing: “Brand-Driven Innovation”
24. GRAPHIC
DESIGN Aa 2D
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
25. GRAPHIC
DESIGN Aa 2D
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
26. GRAPHIC
DESIGN Aa 2D
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
INTERACTION
4D
Contact
DESIGN
+T-axis
(temporal dimension)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
27. GRAPHIC
DESIGN Aa 2D
PRODUCT
DESIGN 3D
+Z-axis
(spatial depth)
INTERACTION
4D
Contact
DESIGN
+T-axis
(temporal dimension)
Snap
SERVICE
DESIGN 5D
+ W-axis
(multi-local simultaneity)
Model: Benjamin N.N. Schulz; Icons: Dima Yagnyuk, Daphne Espinosa, George Agpoon / The Noun Project
28. Multi-disciplinary process w/ Design Thinking
Business
Design
Project
Management
Process
User Engineering
Research
Concept
Design
29. Tools & deliverables
There is not the one service design process,
yet a wide range of tools and methods.
Use whatever fits the challenge, task or question.
Overview of tools on www.servicedesigntools.org
34. Tools & deliverables: Business Model Canvas
Business Model Canvas: Alexander Osterwalder & Yves Pigneur
35. Definition
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
36. ATTRIBUTES
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icon: Ugur Akdemir / The Noun Project
37. useful*
* as IKEA’s Småland: you shop, while your kids play
Image: Inter IKEA Systems B.V.
42. PROCESS
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
Icon: Linda Kantchev
46. GOALS
“Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”
49. “Service Design is a practice to create useful,
usable, desirable, effective and distinctive
services. These are developed through an iterative,
user-centred and collaborative design process,
focusing on the end user experience and taking
multiple tangible and intangible touchpoints in
consideration. Service Design aims to create value
for both the business as well as the customer.”