User Studio's presentation at the Global Service Design Network Conference in San Francisco, October 20th, 2011 Summary : Working for organisations that have no prior experience using design-led approaches to develop their services can present a challenge for service design practitioners. Of the four steps commonly used in a service design approach — discovery, ideation, prototyping, implementation — the first two, discovery and ideation, are often abstract for the client organisation until initial results emerge. Using the example of Service Lab, a design framework created by USER STUDIO for local governments, this talk, based on an article written for Touchpoint’s second issue in 2011, aims to explain how creating a sector-specific framework can acclimate client organisations that are unfamiliar with user-centered innovation methods.

1. IT’S ALL ABOUT
REASSURING !
SDN Conference San Francisco - October 2011
User Studio - 2011

2. USER STUDIO is France’s pioneer
innovation by service design agency.
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3. User Studio - 2011

4. Clients
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5. USER STUDIO designs new services
by adopting the end-user’s point
of view
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6. Today’s question...
How can we introduce client
organisations to user-centered
innovation methods ?
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7. Our hypothesis...
Creating a sector-specific framework
(roadmap + tools) may be an efficient
means to acclimate client organisations
that do not traditionnaly employ
user-centered innovation methods.
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8. Back in 2009…
Experimental context
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9. Back in 2009…
Experimental context High schools in
the Champagne-
Ardenne region
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10. Ethnographic research
Living with high
school students for
several days...
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11. Co-creation workshops
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14. 1
2
3

18. Designers are comfortable with…
Flexible non-linear processes { necessary for a creative process
Exploration and ambiguity
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19. Organisations like…
Structured processes { that minimise risk
Predictable outcomes
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20. Service design approach : 4 common steps
1 DISCOVERY 2 IDEATION 3 PROTOTYPING 4 IMPLEMENTATION
Ethnographic Co-creation
research workshops
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21. Service design approach : 4 common steps
1 DISCOVERY 2 IDEATION 3 PROTOTYPING 4 IMPLEMENTATION
Ethnographic Co-creation
research workshops
{ ABSTRACT !
for client
organisations
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22. Service design approach : 4 common steps
1 DISCOVERY 2 IDEATION 3 PROTOTYPING 4 IMPLEMENTATION
REASSURE
the client
Ethnographic Co-creation organisations
research workshops
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26. Ethnographic research tools
Identifiying the user’s needs
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30. Co-creation tools
Generating ideas
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40. TOOLS

46. Places where Service Lab
was deployed
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47. Two design consulting models
> Traditional > Service design
service design jobs frameworks
100% custom-made
roadmaps & tools ≠ standardised
building blocks that
can be adapted
User Studio - 2011

48. Two design consulting models
> Traditional > Service design
service design jobs frameworks
100% custom-made
roadmaps & tools ≠ standardised
building blocks that
can be adapted
“Haute-couture” “Pret-à-porter”
User Studio - 2011

49. Two design consulting models
> Traditional > Service design
service design jobs frameworks
100% custom-made
roadmaps & tools ≠ standardised
building blocks that
can be adapted
User Studio - 2011

50. Benefits
Minimises risks for both parties
Client organisation Design agency
> helps acclimate to > reassures client
user-centered innovation organisations straight
methods from the start
> smaller investment > Initial investment but
can be replicated
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51. Designing a framework
Framework : pre-developed “roadmap +
tools” adapted to the specific needs of client
organisations in a same sector
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52. Designing a framework
1. Identifying recurring themes or problems common to
organisations in the same sector offers a business opportunity to
develop a service design framework that may be used on
different projects
User Studio - 2011

53. Designing a framework
1. Identifying recurring themes or problems common to
organisations in the same sector offers a business opportunity to
develop a service design framework that may be used on
different projects
2. Adapting the framework to the client organisation’s own langage
increases the client’s receptiveness
User Studio - 2011

54. Designing a framework
1. Identifying recurring themes or problems common to
organisations in the same sector offers a business opportunity to
develop a service design framework that may be used on
different projects
2. Adapting the framework to the client organisation’s own langage
increases the client’s receptiveness
3. Remember to practise what you preach : apply design principles
to your own methods and tools so the product is both desirable
and accessible to the client organisation
User Studio - 2011

55. For more information...
Article in Touchpoint 3#2
Title : Creating a Framework for Organisations New to Service Design
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56. Contact :
THANKS ! Matthew Marino
marino@userstudio.fr
www.userstudio.fr @matthew_marino
@UserStudio
User Studio - 2011