Service Design Introduction

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A brief introduction about Service Design: / service definition / service design approach / service design methodologies & tools / future challenges

Design

WHAT IS A SERVICE?
From the latin etymology "Servitium" means any
activity or performance
provided by a person for the benefit to another.
-T. Levitt, 1985 -
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE FEATURES
/ Intangibility
/ Flexibility
/ No owned by provider
/ Based on the time flow
/ Unstable demand
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

WE ARE SURROUNDED BY SERVICES
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EVERY DAY WE MAKE CHOICES
banking hospitality
security
insurance
entertainment
logistic
mobility
healthcare
retail
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE MARKET
Companies believe
to provide a good
Users satisfied
80% 28%
GDP of developed
countries is based
on services
+75%
*source:
Forrester
-The Customer Experience Index, 2012 "
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

PRODUCT VS SERVICE
Production
Product
Utilization
Production
Service
Utilization
IN SERVICES THE LINK
BETWEEN THE PRODUCTION AND
DELIVERY OR UTILIZATION
IS STRITCLY CONNECTED.
THAT MEANS MORE
INTERACTIONS TO TAKE
CARE DURING THI STAGE.
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

CONSIDER
TOUCHPOINTS
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

signboard
provider sta
window
cash desk
goods
uniform
receipt bag
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE PHASES
Get Access / Engagement / Delivery / Post Service
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

SERVICE EXPERIENCE DESIGN
marketing
interaction design
graphic design
management
sociology
Communication
SERVICE DESIGN IS AN INTERDISCIPLINARY
APPROACH THAT COMBINES DIFFERENT METHODS
AND TOOLS FROM VARIOUS DISCIPLINES
FOCUSED ON THE CREATION OF WELL THOUGHT THROUGH
EXPERIENCES, USING TANGIBLE AND INTANGIBLE MEDIUMS
IT PROVIDES BENEFITS TO THE USER EXPERIENCE
*Service Design is essential in a knowledge drive economy
-The Copenhagen Institute of Interaction Design-
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THREE LEVELS OF INVESTIGATION
Technology
Users
Context
dematerialization
mobile
real / virtual
needs / expectations
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THE SERVICE IS INTENDED AS A SERIES OF ACTIVITIES,
OR INTERACTIONS PLACED IN SERIES...
EXPLORING EACH STEP ALLOW TO HAVE A HOLISTIC PICTURE ABOUT THE WHOLE SYSTEM
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

HOLISTIC VISION
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

HOLISTIC VISION
users
FRONT STAGE
BACKSTAGE
provider
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

EMOTIONAL ASPECTS
FOR THE HUMAN BEHAVIOR IT'S EASIER TO HAVE FEELINGS
TO A PRODUCT THAT COULD BE OWNED
- D. Saer -
Service Service Product
Product
+
Experience
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

FINAL GOAL
/ PLAN
/ UNDERSTAND NEEDS
/ TURN LIMITS INTO OPPORTUNITIES
/ CHANGE THE CURRENT SITUATION WITH SOLUTIONS
=
REDUCE COMPLEXITY, IMPROVE USABILITY, PROVIDE GOOD EXPERIENCE
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

METHODOLOGIES TOOLS
VISUALIZE THE DIFFERENT STAGES OF DEVELOPMENT AND SOLUTION INVOLVING
ACTORS IN A COMPLEX INTERACTION PROCESS.
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

METHODOLOGIES TOOLS
DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
FIND LEARNING... ABOUT THE CONTEXT
BENCHMARK ACTIVITY :
/ Competitors Analysis
/ Mission And Goals
/ Market Positioning
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
MOODBOARD
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
REQUIREMENTS ANALYSIS
Cutomer Research :
/ Obeservation
/ Interview
/ Survey Online
SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
JOURNEY MAP Stekeholders Map
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
VISION AND STRATEGY
Evaluate Limits / Opportunities
/ Analyse Touchpoints
/ User Expectation - Needs
/ System logical process
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
EXPECTATION MAP PERSONAS MAP OPPORTUNITY MAP
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
DEVELOPING THE CONCEPT
Adapt new solutions considering
eects - consequences
/ Define strategies and user target
/ Create logic models - service system
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
SYSTEM MAP BLUEPRINT MAP SCENARIO
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
IMPLEMENTATION
Evaluate the process with
the sta and users.
/ Prototyping
/ Monitoring
/ Usability Test
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

DEFINE UNDERSTAND DISCOVER DESIGN DELIVER
MOCK UP SERVICE PROTOTYPE EXPERIENCE PROTOTYPE
SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

BENEFITS
USER PROVIDER
/ Usability
/ No frustrations
/ Good experience
/ Reduce risks
/ Save money
/ To be the first on the market
SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

FUTURE CHALLENGES
EVERY DAY WE SHARE DATA THAT TELL OUR STORY:
WHAT WE LIKE, WHERE, WITH WHO AND WHY...
SERVICE DESIGN GIVES A DIRECTION TO THIS CHAOS AND USES
ALL THIS DATA IN ORDER TO PROVIDE SMART SERVICES.
SAVING:
/ TIME
/ EFFORT
/ RESOURCES
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

THANK YOU...
AUTHOR: FRANCESCO SARDU DATE: 18/12/2013
@sardus_pater
https://twitter.com/sardus_pater

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Service Design Introduction

1. AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 SERVICE DESIGN INTRODUCTION

2. INDEX / Service Definition / Service Design Approach / Tools & Methodologies AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

3. WHAT IS A SERVICE? From the latin etymology "Servitium" means any activity or performance provided by a person for the benefit to another. -T. Levitt, 1985 - AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

4. SERVICE FEATURES / Intangibility / Flexibility / No owned by provider / Based on the time flow / Unstable demand AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

5. WE ARE SURROUNDED BY SERVICES AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

6. EVERY DAY WE MAKE CHOICES banking hospitality security insurance entertainment logistic mobility healthcare retail AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

7. SERVICE MARKET Companies believe to provide a good Users satisfied 80% 28% GDP of developed countries is based on services +75% *source: Forrester -The Customer Experience Index, 2012 " AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

8. PRODUCT VS SERVICE Production Product Utilization Production Service Utilization IN SERVICES THE LINK BETWEEN THE PRODUCTION AND DELIVERY OR UTILIZATION IS STRITCLY CONNECTED. THAT MEANS MORE INTERACTIONS TO TAKE CARE DURING THI STAGE. AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

9. CONSIDER TOUCHPOINTS AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

10. signboard provider sta window cash desk goods uniform receipt bag AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

11. SERVICE PHASES Get Access / Engagement / Delivery / Post Service AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

12. SERVICE EXPERIENCE DESIGN marketing interaction design graphic design management sociology Communication SERVICE DESIGN IS AN INTERDISCIPLINARY APPROACH THAT COMBINES DIFFERENT METHODS AND TOOLS FROM VARIOUS DISCIPLINES FOCUSED ON THE CREATION OF WELL THOUGHT THROUGH EXPERIENCES, USING TANGIBLE AND INTANGIBLE MEDIUMS IT PROVIDES BENEFITS TO THE USER EXPERIENCE *Service Design is essential in a knowledge drive economy -The Copenhagen Institute of Interaction Design- AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

13. THREE LEVELS OF INVESTIGATION Technology Users Context dematerialization mobile real / virtual needs / expectations AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

14. THE SERVICE IS INTENDED AS A SERIES OF ACTIVITIES, OR INTERACTIONS PLACED IN SERIES... EXPLORING EACH STEP ALLOW TO HAVE A HOLISTIC PICTURE ABOUT THE WHOLE SYSTEM AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

15. HOLISTIC VISION AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

16. HOLISTIC VISION users FRONT STAGE BACKSTAGE provider AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

17. EMOTIONAL ASPECTS FOR THE HUMAN BEHAVIOR IT'S EASIER TO HAVE FEELINGS TO A PRODUCT THAT COULD BE OWNED - D. Saer - Service Service Product Product + Experience AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

18. FINAL GOAL / PLAN / UNDERSTAND NEEDS / TURN LIMITS INTO OPPORTUNITIES / CHANGE THE CURRENT SITUATION WITH SOLUTIONS = REDUCE COMPLEXITY, IMPROVE USABILITY, PROVIDE GOOD EXPERIENCE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

19. METHODOLOGIES TOOLS VISUALIZE THE DIFFERENT STAGES OF DEVELOPMENT AND SOLUTION INVOLVING ACTORS IN A COMPLEX INTERACTION PROCESS. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

20. METHODOLOGIES TOOLS DEFINE UNDERSTAND DISCOVER DESIGN DELIVER FIND LEARNING... ABOUT THE CONTEXT BENCHMARK ACTIVITY : / Competitors Analysis / Mission And Goals / Market Positioning AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

21. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOODBOARD AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

22. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER REQUIREMENTS ANALYSIS Cutomer Research : / Obeservation / Interview / Survey Online SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

23. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER JOURNEY MAP Stekeholders Map AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

24. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER VISION AND STRATEGY Evaluate Limits / Opportunities / Analyse Touchpoints / User Expectation - Needs / System logical process AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

25. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER EXPECTATION MAP PERSONAS MAP OPPORTUNITY MAP AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

26. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER DEVELOPING THE CONCEPT Adapt new solutions considering eects - consequences / Define strategies and user target / Create logic models - service system AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

27. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER SYSTEM MAP BLUEPRINT MAP SCENARIO AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

28. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER IMPLEMENTATION Evaluate the process with the sta and users. / Prototyping / Monitoring / Usability Test AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

29. DEFINE UNDERSTAND DISCOVER DESIGN DELIVER MOCK UP SERVICE PROTOTYPE EXPERIENCE PROTOTYPE SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

30. BENEFITS USER PROVIDER / Usability / No frustrations / Good experience / Reduce risks / Save money / To be the first on the market SINNERSCHRADER RADICAL RELATIONSHIPS PROJECT: SD LECTURE AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

31. FUTURE CHALLENGES EVERY DAY WE SHARE DATA THAT TELL OUR STORY: WHAT WE LIKE, WHERE, WITH WHO AND WHY... SERVICE DESIGN GIVES A DIRECTION TO THIS CHAOS AND USES ALL THIS DATA IN ORDER TO PROVIDE SMART SERVICES. SAVING: / TIME / EFFORT / RESOURCES AUTHOR: FRANCESCO SARDU DATE: 18/12/2013

32. THANK YOU... AUTHOR: FRANCESCO SARDU DATE: 18/12/2013 @sardus_pater https://twitter.com/sardus_pater

Service Design Introduction

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