Design-Driven Service Innovation: Introducing Techniques for Changing the Meaning of a Service - Takeyama, Tsukui, Yamaguchi, Matsuo
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Design-Driven Service Innovation: Introducing Techniques for Changing the Meaning of a Service - Takeyama, Tsukui, Yamaguchi, Matsuo
- 1. Design-Driven Service Innovation introducing techniques to change the meaning of a service Masanao Takeyama, Kahoru Tsukui, Keio University Hiroshi Yamaguchi, Kanako Matsuo Dai Nippon Printing Co, Ltd.
- 2. 1. User-Centered 2. Co-Creative 3. Sequencing 4. Evidencing 5. Holistic • Contextual user research • Co-design workshops • Participatory design methods • Transformation design approach Emphasis on user(human)-centeredness in service design SD’s FIVE PRINCIPLES Techniques to involve users:
- 3. Drastic change does not come from HCD approach (only)! (Norman & Verganti, 2011)
- 5. The Process Structure of DDI approach (2) INTERPRETING People (3) ADDRESSING (1) LISTENING Interpreter Interpreter InterpreterInterpreterInterpreter Interpreter Interpreter Knowledge on changes in the life context Interpreter Seductive Power Translation of knowledge into new product meaning Resort to the expressive power of interpreters
- 6. Limited applications of DDI to service design research Using DDI to servitize existing products (Baha et al., 2014) Comparison between DDI and Design Thinking (HCD) (Schmiedgen, 2011) Combination of DDI and HCD found in service designers’ practices (Wetter-Edman, 2011)
- 7. Barriers against the application of DDI to service design Focus on product innovation Few examples of service innovation Theoretically formulated Procedure, techniques and tools for practicing DDI are NOT provided Innovation driven by the top management and elite experts Actual DDI procedure is left for the strategy and creativity of each company Need techniques to guide and assist both designers and non- designers to practice DDI approach for service design projects
- 8. The focuses of Design-Driven Service Innovation Method (2) INTERPRETING People (3) ADDRESSING (1) LISTENING Interpreter Interpreter InterpreterInterpreterInterpreter Interpreter Interpreter Interpreter Seductive Power New Meanings and languages DDSI Promoting more people to try DDI approach for SD projects techniques
- 9. DDSI’s 3 Techniques to Facilitate Strategic Meaning Change (A) Contextual Reframing (B) Structural Interpreting (C) Contextual Blending LISTENING INTERPRETING Change context Learn from interpreters Translate knowledge Generate service meaning Study service meaning (PROCESS) DDSI TECHNIQUES (STAGE) ( )
- 10. A Virtual Project: Radical innovation of (foods) supermarket Service Innovation Project Team
- 11. A. Contextual reframing The first technique of DDSI
- 12. ? Supermarket Which context should we look at to find a new meaning for the service? A. Contextual reframing In a DDI project, the design team should first ask
- 13. Preparing meals at home Supermarket A. Contextual reframing Usually people think about home meal preparation as the life context in which a supermarket is used.
- 14. Preparing meals at home Supermarket Family Communication A. Contextual reframing How bout this one?
- 15. Preparing meals at home Supermarket Family Communication Healthy Living A. Contextual reframing Or, this one?
- 16. Supermarket Preparing meals at home Major societal changes happening recently in Japan ü More females entering into workforce. ü # of double-income households increases. ü Men have been spent much less time for housework than women have. Housework as tough burden for working couples A. Contextual reframing Need Solution! But it is more promising for an innovation project to look at an extended life context which is related to some emerging important social issues
- 17. Supermarket Preparing meals at home Major societal changes happening recently in Japan More females entering into workforce # of double-income households increases Males have been spend much less time for housework than women do Key interpreters Service Innovation Project Team Housework as tough burden for working couples A. Contextual reframing Family psychologist Ar'st couple Work/life style researcher Creator of ad agency Author of books on housework sharing Female entrepreneur
- 19. Key interpreters’ unique views B. Structural Interpreting Housework as creative project Collaboration by a couple Imagination-seeking
- 20. Key interpreters’ unique views B. Structural Interpreting Housework as burden Division of labor within a couple Housework as creative project Collaboration by a couple Imagination-seeking Efficiency-seeking Majority’s dominant view
- 21. Key interpreters’ unique views B. Structural Interpreting Housework as burden Division of labor within a couple Housework as creative project Collaboration by a couple Imagination-seeking Efficiency-seeking Majority’s dominant view What a kind of essential life theme found in this perspective change?
- 22. Key interpreters’ unique views B. Structural Interpreting Housework as burden Division of labor within a couple Housework as creative project Collaboration by a couple Imagination-seeking Efficiency-seeking Majority’s dominant view
- 23. Efficiency -seeking Imagination -seeking Housework as burden Artistic activity Dominant perception (bias) B. Structural Interpreting Trade-off
- 24. Efficiency -seeking Imagination -seeking Artistic activity Dominant perception (bias) Key interpreter’s perception B. Structural Interpreting Housework as creative project Shift! (Breaking the trade-off) Housework as burden
- 25. Key interpreters’ unique views B. Structural Interpreting Housework as burden Division of labor within a couple Housework as creative project Collaboration by a couple Imagination-seeking Efficiency-seeking Majority’s dominant view
- 26. My responsibility scope (My spouse’s freedom level) My freedom level (My spouse’s responsibility scope) Happy for me Unhappy for my spouse Unhappy for me Happy for my spouse B. Structural Interpreting
- 27. My responsibility scope (My spouse’s freedom level) My freedom level (My spouse’s responsibility scope) Collaborative housework Shift! They can switch their roles anytime and make a collaborative team formation according to their work conditions Housework as collaboration project Both spouses have wide- range housework skills B. Structural Interpreting Key interpreter’s perception
- 28. Efficiency -seeking Imagination -seeking ??? Housework as creative project B. Structural Interpreting How does a creative housework (such as home meal preparation) look like? How could it be realized? Collaborative housework Housework as collaboration project ???
- 30. Efficiency -seeking Imagination -seeking ??? C. Contextual blending Let us find any reference activity which naturally breaks the essential dilemma we are looking at !
- 31. Efficiency -seeking Imagination -seeking Design project C. Contextual blending Design project Design project is a good candidate as a typical activity to break the dilemma btw imagination and efficiency
- 32. Meal preparation as a housework activity Plan Shop Cook Set Design project Discover Define Develop Deliver C. Contextual blending
- 33. Meal preparation as a housework activity Plan Shop Cook Set Design project Discover Define Develop Deliver C. Contextual blending
- 34. Plan Shop Cook Set Design project Discover Define Develop Deliver C. Contextual blending Discover Define Develop Deliver left foodstuff Health condition dinner theme menu recipe ingredients cooking arrangement Meal Preparation as a Design Project Meal preparation as a housework activity
- 35. C. Contextual blending Discover Define Develop Deliver left foodstuff Health condition dinner theme menu recipe ingredients cooking arrangement Meal Preparation as a Design Project (A New Context for Supermarket) What is the meaning of a supermarket in this context?
- 36. C. Contextual blending Discover Define Develop Deliver left foodstuff Health condition dinner theme menu recipe ingredients cooking arrangement IDEATE NEW MEANING Supermarket staff as a dining co-designer Supermarket as a co-design lab.
- 38. Quick pick-up for ordered foodstuff and precooked meals Chefs at the supermarket can precook dinner meals based on the ideas generated at DD Lab. In-store precook order C. Contextual blending A conceptual future supermarket store A supermarket store as a studio to precook home dinner
- 40. Home meal preparation Housework Co-design project Team sport Meal preparation as design project Supermarket as co-designer & dining design lab. Unique vision of Key interpreters C. Contextual blending Imagination & Efficiency Freedom & Responsibility Collaborative Housework project A. Contextual reframing Emerging social concerns Service meaning change B. Structural interpreting Supermarket as grocery The Structure of DDSI method
- 41. Discussions • DDSI makes DDI approach more accessible to practitioners including non- designers, promoting more challenges for drastic service innovation. Besides we can expect that • the meaning-context framework of DDSI facilitates designing the consistency among service interactions, user experience, and user’s life context in which the service is used. • DDSI also supports service branding (service perception and relationship) especially when the service and its brand communication reflects the proposed vision of a life context for which customers feel empathy.
- 42. Future research • Testing DDSI with real projects – Is it always possible to represent key interpreter’s vision by the trade-off diagram? – Is it always possible to find a nice analogical context for contextual blending? If so how could we? • Extend the method to deal with DDI’s Addressing stage by incorporating cultural prototypes of new service meaning. • Extend further to promote technology epiphany, i.e., a merge of the radical innovation of meanings with technological breakthrough (Verganti 2009).
- 44. supplements
- 45. Housework ImaginationEfficiency Design project Housework as design project Imagination Efficiency Efficiency (reference context) (target context) (blended context) C. Contextual blending
- 46. Meal preparation ImaginationEfficiency Design project Meal preparation as design project Imagination Efficiency Efficiency (reference context) (target context) (blended context) C. Contextual blending
- 47. ANTHROPOLOGIST EXPERIMENTER CROSS-POLLINATOR HURDLER COLLABORATOR DIRECTOR EXPERIENCE ARCHITECT SET DESIGNER CAREGIVER STORYTELLER 10 Faces of Innovation (Kelly, 2005) Library Studio Workshop Lab Field Kitchen Work area Mee'ng space ENVIRONMENT Discover Define Develop Deliver Market research User research Project Development Project management Final tes'ng Evalua'on & Feedback Solu'on development Prototyping itera'on PROCESS ROLES AND SKILLS Playroom C. Contextual blending Design project
- 48. Training room Locker room Cafeteria Treatment room ENVIRONMENT Planning Training Game Recovery PROCESS ROLES AND SKILLS Strategy meeting room Team sports Structural characteristics C. Contextual blending Field Napping room Athletic trainer Conditioning coach Equipment manager Analyst Nutritionist Masseur Medical trainer Mental coach Players Team sports