Service Design Tools Presentation cordula

1. Service design tools
Communication methods supporting the design process
Cordula Friedlander, MDES Service Design Innovation, London College of Communication

2. Context
Primary/secondary
Research
Participant Observation
Ethnographic Research
Mapping
Co-designing
Prototyping
Business Context &
Model
Service Design Methodology
image: Dr. Alison Prendiville

3. Defining the
problem
The design process –
double diamond

4. Understanding the user
Discover

5. Interviews
Participant
Observation /
Shadowing
Photo
Ethnographic
study
Discovery methods
Design Ethnography
Originally from ethnographic research - an
anthropological approach to understanding people
based on their own world experiences.
Discover

6. Understanding place - mapping
Discover

7. Design tools and
probes
Diaries
Games /
story boards
Empathy tools
Discover
Tool sharing site: www.servicedesigntools.org

8. Interviewing with
engaging activities
Preparing
paper
activities can
make the
interview
more relaxed,
engaging and
interactive
Discover

9. 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 photos
Discover

10. Co-discovery activities
Design games
Design games
involve participants
at various stages of
the design process
• revealing insights
• creating concepts
Discover

11. 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

12. ‘Ice breaker’
Robot Otto: how can I help you?
Discover

13. 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

14. 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

15. 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

16. 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

17. 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

18. Prototyping
• Transferring knowledge into
making and prototyping
design solutions.
• Understanding how it will
impact and improve on a
persons daily practices.
Develop

19. Prototyping for testing and iteration
Develop

20. Storyboarding the service journey
Develop

21. Touch point Deliverables
• Prototypes: Physical touchpoint
• Prototypes: Digital touchpoints
• Service journey storyboard
• Service blueprint
Deliver

22. 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