SDOA – Service Design and Organizational Activation. Enhanced lecture course Gatech 2012, Industrial Design. This presentation is part of the "breadth" part of the lecture series - designed to give service design students an understanding of business-relevant tools and concepts.

1. informed
Good design is a series of good and
decisions. Making the right decisions can
sometimes be overwhelming and
daunting, especially under the time and personality constraints of
a multi-stakeholder project. Decision making
tools are consistently emerging from the business and the design communities.

2. 1. Decisions, Decisions

8. Conditional decision making

9. Is it raining?
NO
YES
Leave house
Is it heavy rain?
YES
NO
Grab light coat & Grab umbrella &
leave house leave house

10. Navigating the Chaos

15. Text
http://www.census.gov/cgi-bin/briefroom/BriefRm

17. Historic responsibility

18. 2. Approaches

19. • Problem Identification
• Context - Time
• Context – Meaning
• Analysis
Critical • Connections & Relationships
Thinking • Hypothesis
• Verification
• .... (conceptual framework)
• Summarize

20. Rational • Decisions in complex
situations
Decision • Removal from the situation
• Quantitative Decision
Making Making

21. 3. Dimensions of Decision Making

22. • Shared risk
Risk • Ownership of decision
Management • Projection into the future

23. Decision • Adverse of the new
and • Embracing the new
Innovation

24. knowledge
The latest-and-greatest
The ponderer
short-lived The questioner
The analytical
uncertain
The outsourcer
The excited The indecisive
certain
The balanced
lasting
The intuitive
feeling

25. 4. Some Tools

26. • Projection into the future
• What if
• Word Clouds

27. Empathy
Focus on Creativity
Managing Complexity Interface of disciplines Vizualization
Rationality
Prototypes
Fuzzy Frontend
Defendability Clarity
Communicating "Some" process Doing
Planning
Planability
"Some" level of predictability
Strategy
Design Success Desireability
Risk Management Semantics
Viability
Outside In A joint language
Discourse
Understanding of processes Feasibility
Up In the Air Design Thinking The Good
The Bad Fad?
100 Manifestos "Self"-Innovation
Economic (Profit) The Ugly "Cheating": Service Design vs Service
Development
Seeking Meaning
The Triple Bottom Line
Ecologic (Planet)
Players Bruce Nussbaum
Social (People)
James Woudhuysen
Tim Brown
Richard Buchanan
Nathan Shedroff
Fads & Trends General observation: gets absorbed into design
philosphy

28. Service • Prioritization
• Qualitative & Quantitative
XRAY • Heuristics and Empirical

29. Service XRAY
Touchpoint First Conversation
Previous
Next
Description
Strengths & -1 Lack of consistency
Impact Score
0 Amazing people
-2 What are we talking about here?
-3
Weaknesses & +2 test
Impact Score
Service 2
Opportunities &
Impact Score
+2 test
Low Res
High Res
XRAY 2
Threats &
Impact Score
-2 terrible
-2
-1 Touchpoint Impact Score
Impact Score: if we respond to this condition,
change is very likely (+2), likely (+1), not likely (-1),
very not likely (-2) to happen.

30. Explorations

31. • Paper or plastic?
• Correlate to intervention,
Pro/Con system, systems of systems,
global