I made this presentation to explain the service design process during the workshop "Design for safety food, production and distribution network" hold in Tongji Unversity (Shanghai), in collaboration with Kolding Design Skolen (Denmark)

1. DESIGN FOR SERVICES
Aalto Design Factory,
8 October 2012
Angelica Fontana
Design for Safety Food
Production And Distribution Network
WORKSHOP

2. SHANGHAI
MILAN
LONDON
Every day
we are surrounded
by services

3. levels of design
des
ign of produ
ct
map: Service Design, Practical Access to an evolving field,
Stefan Moritz, London 2005
case study: BIKEMI

4. levels of design
desig
nof client experie
nce
des
ign of produ
ct
map: Service Design, Practical Access to an evolving field,
Stefan Moritz, London 2005
case study: BIKEMI

5. levels of design
designofp
rocess and system
desig
nof client experie
nce
des
ign of produ
ct
map: Service Design, Practical Access to an evolving field,
Stefan Moritz, London 2005
case study: BIKEMI

6. levels of design
design of strategy
designofp
rocess and system
desig
nof client experie
nce
des
ign of produ
ct
map: Service Design, Practical Access to an evolving field,
Stefan Moritz, London 2005
case study: BIKEMI

7. PRODUCT SERVICE
produced performed
can be stored cannot be stored
material
characteristic
process
problems
immaterial
user not involved
(usually)
user involved
(always)
tangible intangible
consuption after
production
consuption during
production
in manifacturing in behaviour
product//service Service Design, Practical Access to an evolving field,
Stefan Moritz, London 2005

8. the product is not even more the goal but is the tool
Design is not only crafting
details of products anymore.
It is a field that designs
complex and interactive
ecperiences, processes and
systems.
product//service

9. Service design is a new holistic, multidisciplinary, integrative field.
SERVICE DESIGN
PRODUCT
FASHION
COMMUNICATION
INTERACTION
MANGMENT
DESIGN FIELDS
BUSINNESS
MARKETING
SOCIOLOGY
product service system design

10. SERVICE
DESIGNORGANIZATIONS CLIENT
staff
suppliers
market
parteners
competiton
technology
PRODUCTIVITY SATISFACTION
market
community
society
politcs
economy
trends
strategy
concept
solutions
changes
touchpoints
quality
experience
brand affinity
feedbacks
effective and efficient
u
seful,usable, desiderable
context
context and inspirations
real market need
real clientsn
eed
resources
Service Design,
Practical Access to an evolving field,
Stefan Moritz, London 2005
product service system design

11. PRODUCT
CENTRED
DESIGN
USER
CENTRED
DESIGN
USER
OBSERVATION
USER
REPRESENTED
USER
EXPERIENCED
observation
participation
role immersion
Design Council, 2005
NO-design, no matter how beautiful and ingenious
is, is any good if it does not fulfil a user need.
user centred design

12. user centred design
CO-DESIGN
DESIGN FOR E XPERIENCE
democralized innovation
provide ways for people
to engage to each other
to communicate
to be creative
to share insights
to envision their own ideas
understanding and designing for
the emotional aspects of people’s
interaction with objects, environments
and other individuals
COMMON PEOPLE
ARE EROES OF
E V E R Y D A Y L I F E

13. service design process
ANALYSING
GENERATING
Understanding
Thinking
Generating
Filtering
Explaining
Realising
DEVELOPING
PROTOTYPING

14. Analysing tools help in collecting,
recording and sharing contextual
information, using different media such as
videos, sound, images or text.
it is applied to users or used in interaction
with project participants to explore their
perceptions and experiences
My Space
Customer Journey Map
Directed Storytelling
Emotional Map
Video Blog
Film Diary
User Diary
Story Collection
Analysing
SOME TOOLS

15. social network blog
trend scoutingpersonas

16. interview story collection
brainstormingcustomer journey map

17. Generating tools help in constructing
a shared meaning out of collected
experiences through direct or mediated
conversations with project participants.
They use different kinds of visualisations
to suggest service ideas, aesthetics or
stories.
Generating
Imagining services help to conceive and built up
the structure and relationships to make up a scenario
and defining roles, values and capabilities
Scenario
SHIFT INTO
SHIFT INTO
things
materials
relations
structures
Idea Schetches
Moodboard
Glimpses scenario building
Glimpses solutions and opportunities
SOME TOOLS

18. idea sketches moodboard
scenario buildingvisual identity

19. Developing tools provide different kinds
of formats with which to elaborate and
develop service ideas into more detailed
and visually rich stories and systems.
They support designers to explore parts in
relation to the entirety of the service while
evaluating its feasibility
Developing
Micropanoramic
Storyboard
Service Blueprint
Expressive service blueprint
Visual Service scripts
Service Breakdown
System Map
Service Inreaction design guidelines
Desirability, Viability, Feasibility
SOME TOOLS

20. interaction soryboard system map
service breakdownservice blueprint

21. Prototyping
Living Labs
FASPE
(fast service prototyping and
simulation for evaluation)
Experience Prototype
SOME TOOLS
Prorotyping tools provide modes to
quickly test out new service ideas during
workshops or in real settings with people.
They allow people to experiment with new
service models, reducing the risk of failure
and enhancing the possibility of generating
more meaningful and desirable futures.

22. simulation for evaluation experience prototype
usability testingliving labs

23. REMARKS
The best tool doesn’t exist.
choose
The better tool
to comunicate your design process
and make it understandable

24. REFERENCES and tips for the research
Sustainable everyday. Scenarios of urban life.
Ezio Manzini, Francois Jegou, Ed. Ambiente, Milan 2003
Creative Communities.
Anna Meroni, Ed. Poli.design, Milano, 2007
Design for Services.
Anna Meroni, Daniela Sangiorgi, Ed.Gower, Milan 2011
Service Design, Practical access to an evolving field.
Stefan Moritz, London 2005

25. good work!
Thank you,
Angelica Fontana
angelica.fontana88@gmail.com