Talk at Open D'Or Healthcare Innovation Hub (Rio de Janeiro, May 3rd). In the last 30 years, design has redefined itself. Departing from a brief historical perspective, this talk promoted the debate on the role of design in the management of business innovation initiatives management and the creation of new and better services.

1. SERVICE DESIGN
THINKING:
Concepts, methods, and
processes

2. 1. How industrial designers were born
2. Automobile: from product to experience
3. Service design thinking principles
4. The method
5. Final considerations

3. UX
ux
persona
journey
brainstorming
co-design
Fonte: sclance.com

4. Gutenberg Press
knowledge democratisation
Fonte: dkfindout.com/us/more-find-out/special-events/how-is-book-made

5. Fonte: es.phaidon.com
The Bible: 180 copies

6. Fonte: history.com/topics/inventions/printing-press

7. Fonte: brh.org.uk/site/articles/bold-defiance/

8. Fonte: nationaleconomicseditorial.com/2017/01/07/industrial-revolution/

9. 1839 19141853
Design and industry

10. 1. form and function
DESIGN CONCERNS

11. Ford’s “Model T”
15 million produced in 20 years
Fonte: hymanltd.com

12. Fonte: hymanltd.com

13. Fonte: hum3d.comFonte: hum3d.com

14. Fonte: hum3d.com

15. Fonte: flickr.com/photos/crackdog/6034277793/sizes/o/in/photostream/

16. You can have any color
you want, so long as
it's black.
“
Henry Ford

17. 2. value
DESIGN CONCERNS

18. Fonte: bakersfield.com

19. The Pink Cadillac
a car’s model, brand, and colour are the main
factors which influence purchase decision
Fonte: amazon.com

20. Fonte: vegaselvis.com/product/pink-cadillac-las-vegas-after-dark-tour-with-elvis-2-hour

21. Elvis Pink
GM is the first American company to promote an industrial
designer to an executive position (VP, Harley Earl)
Fonte: hemmings.com/blog/2014/02/04/pink-cadillac-from-pink-cadillac-heads-to-auction

22. ( )
Fonte: casaclaudia.abril.com.br/blog/design-de-origem/muito-alem-de-um-espremedor

23. ( )
Fonte: lista.mercadolivre.com.br/espremedor-de-laranja-de-plastico

24. 3. context
DESIGN CONCERNS

25. Fonte: car.blog.br/2012/06/o-sonho-do-automovel-acabou-em-sao.html

26. Fonte: radarnacional.com.br/economia-brasileira-perde-r-111-bi-por-ano-para-o-transito/transito-em-sao-paulo/

27. The car that doesn’t want to be a car
zero emission, shareable, connected, speed limit,
compact, and colourful
Fonte: citroen.fr

28. form, function,
value, context…
DESIGN CONCERNS

29. 4. time
DESIGN CONCERNS

30. Cradle-to-Cradle design
designed for disassembly and technological metabolism:
99% recyclable
Fonte: c2c-centre.com/product/interior-design-furniture/think®-chair-and-stool

31. Mobility as a Service (MaaS)
it is not anymore about the product,
but about the experience
Fonte: your-now.com

32. Fonte: lufthansa.com/be/en/lufthansa-express-carsharing

33. service design
thinking

34. DESIRABLE
VIABLE
FEASIBLE
Fonte: designkit.org
human
business
technology

35. USER
CENTRED
the starting point
CO-CRIATIVE
individuals have
different views and
knowledges
SEQUENTIAL
services are like
movies
EVIDENT
the intangible is
now tangible
HOLISTIC
what you see, and
what you don’t
service design | 5 principles
Fonte: thisisservicedesignthinking.com
1
2
3
4
5

36. USER-
CENTRED
THE 5 PRINCIPLES ( 1 )

37. If you could stand in someone else shoes
hear what they hear
see what they see
feel what they feel
Would you treat them differently?

38. empathy

40. DESIGN BORROWS FROM MANY DISCIPLINES
marketing
engineering
psychology
IT
anthropology

41. ethnographyethnography

42. ETHNOGRAPHIC RESEARCH
LISTEN INTERACTOBSERVE

43. Reveals concepts,
guidelines, strategies,
and scenarios
ANALYSIS
Social practices,
motivations, dreams,
concerns
CAPTURE
Involves stakeholders;
guide the process from
concept to implementation
COMMUNICATION
Patterns and
categories
ORGANISATION
ETHNOGRAPHIC RESEARCH

44. TOOL | PERSONAS
Fonte: dribbble.com/shots/3052941-UX-Persona-for-Book-App

45. STATISTICS?
Born in 1948, male, British, married, wealthy, 2 children, likes
dogs and enjoy the Alps
Fonte: This is Service Design Thinking: Basics - Tools - Cases

46. Fonte: helloteam.com/index.php/communication-collaboration
CO-CRIATIVE
THE 5 PRINCIPLES ( 2 )

47. Fonte: francoisruyer.blogspot.com/2014/06/nouveaute-puzzle-piatnik.html

48. COLLABORATION

51. Fonte: designthinking.ideo.com

52. Fonte: escolinhamariaolivia.zip.net

53. Fonte: entnewcastle.com.au/paediatric-faqs/children-playing-doctor/Fonte: escolinhamariaolivia.zip.net

54. THE 5 PRINCIPLES ( 3 )
SEQUENTIAL
Fonte: tallyfy.com/service-design-software

55. SERVICE STAGES
PRE DURING POST

56. TOOL | JOURNEY MAP
FIRST CONTACT
SCHEDULLING
CONFIRMATION
ARRIVAL AT
HOSPITAL
CHECKIN
WAIT ROOM
MEDICAL
CONSULTATION
WAY OUT
FOLLOW UP
pre during post| |
SATISFACTIONMOMENTS

57. VISUALISATION

58. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly

59. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly

60. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly

61. Fonte: service-design-network.org/case-studies/cshiza-case-study-reducing-patient-anxiety-and-uncertainty-throughout-their-care-in-a-hospital-for-the-elderly

62. EVIDENT
THE 5 PRINCIPLES ( 4 )

63. Fonte: sceno.com.br/projeto/hospital-moinhos-de-vento/

65. Touch points help make
services tangible as well as
to create an emotional
connection to the service

69. Fonte: theverge.com/2018/1/22/16920784/amazon-go-cashier-less-grocery-store-seattle-shoplifting-punishment-detection

73. HOLISTIC
THE 5 PRINCIPLES ( 5 )

74. Fonte: http://kinderpharm.com/turning-medical-scans-adventures-ge-eases-childrens-fears/

75. Intravenous sedation in infants for a
CT scan fell from 80% to 3%.
Fonte: http://kinderpharm.com/turning-medical-scans-adventures-ge-eases-childrens-fears/Fonte: archive.jsonline.com/business/by-turning-medical-scans-into-adventures-ge-eases-childrens-fears-b99647870z1-366161191.html

76. Fonte: nngroup.com
TOOL | SERVICE BLUEPRINT

77. Fonte: brightvessel.com

78. Fonte: designcouncil.org.uk/news-opinion/design-process-what-double-diamond
CRIATIVITY INNOVATION
DOUBLE DIAMOND
DESCOVERY DEVELOPDEFINE DELIVERY
BRIEF

79. ITERATION

80. Fonte: medium.com/@chow0531/co-design-and-generative-tools-9fc2f9c699ff
How is your creative process?

81. Fonte: designthinking.ideo.com

82. Fonte: designthinking.ideo.com
Design thinking is a human-centered approach
to innovation that draws from the designer’s
toolkit to integrate the needs of people, the
possibilities of technology, and the
requirements for business success.
Tim Brown, CEO IDEO
“

83. form, function, value,
context, and time
PREOCUPAÇÕES DO DESIGN

84. empathy, collaboration,
visualisation, iteration
CARACTERÍSTICAS DO DESIGN

85. design is a basic human act
design is transformation
design is project
design is process

86. Marcelo Albagli
3rd may 2019
slideshare.com/albagli
SERVICE DESIGN
THINKING:
Concepts, methods, and
processes