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A desi
p e r s p e c t i ve o n
s e r vi c e
Ar vi n d L o d aya
W ar e a p o o r c o u n t r y.
  e
I n a p o o r c o u n t r y, p e o p l e
c an ' t af f o r d t o OW t h i n g s
                              N
— i n s t e ad , t h e y S HARE
t h i ngs .
Th i s i s n o t o n l y
e c o n o mi c al , i t i s al s o
e c o l o g i c al an d s t r e n g t h e n s
c o mmu n i t y.
Ho p e f u l l y, as we b e c o me
r i c h e r , we wo n ' t ab an d o n
W at d o we
  h
REAL L Y n e e d t o
o wn ?
A c ar ?
A f l e e t o f c ar s ?
Ki t c h e n ?
W h i n g mac h i n e ? D r ye r ?
 as
S t e am i r o n ?
F l o u r mi l l / g r i n d e r ?
S h avi n g k i t ?
i Po d ?
Bo o k s ?
D r ai n ag e s ys t e m?
Ye l l o w p ag e s ?
Bo o k s ? Mo vi e s ?
NEED → Eq u i p me n t
+ I n f r as t r u c t u r e
+ I n p u t + L ab o u r /
S k i l l + Ti me →
S ERVI CE
S e r vi c e s mak e l i f e e as y,
c u s t o mi z ab l e & p l e as an t ,
c o s t l e s s ( “ amo r t i z e ” ) ,
c r e at e j o b s , c o n s u me
l e s s p e r c ap i t a
re s ource s
( “ d e mat e r i al i z e ” ) , an d
i n c r e as e s o c i al c ap i t al .
Eve n i f s o me o f t h e
i l l u s t r at i o n s e x ag g e r at e d
t h e p o i n t , t h e f ac t
r e mai n s t h at we d o n ' t
r e al l y n e e d t o o wn
e ve r yt h i n g t h at we d o — o r
ar e s e d u c e d t o .
I n man y c as e s , we d o n ' t
n e e d t h e p r o d u c t , wh at we
ac t u al l y wan t i s wh at t h e y
d o f or us .
An d t h i s i s wh at o r d i n ar y
W d on' t
  e
ne e d
“ Pr o d u c t s ”
wh e n we h ave
“ Pe o p l e ” .
W r t h Th i n k i n g :
  o
W at mi g h t b e t h e c r i t e r i a
  h
o r c o n d i t i o n s wh e n
Pr o d u c t s wo u l d b e
d e f i n i t e l y p r e f e r ab l e t o
Pe o p l e ?
Hi n t :
Th i s i s s o me t h i n g Mah at ma
Gan d h i wr o t e ab o u t ; r e ad
h i s “ Hi n d S war aj ” f o r
e x amp l e .
Par t i n g Th o u g h t 1 :
Th i s i s h o w t h e wo r l d ' s
l e ad i n g t h i n k e r s ,
t h e o r i s t s an d
p r o f e s s i o n al s
c o n c e p t u al i z e an d p r ac t i c e
“ S e r vi c e D e s i g n ” :
Ju s t c o mp ar e t h e s e t wo ,
an d r e f l e c t o n wh i c h o n e
i s mo r e f u l f i l l i n g ,
af f o r d ab l e an d val u ab l e t o
yo u ( as ' s e r vi c e ' ) :


                  - or-
Par t i n g Th o u g h t 2 :
S e r vi c e t r an s l at e s
i n t o man y I n d i an
l an g u ag e s as “ S EW .  A”

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Service Design: New or Ancient Field?

  • 1. A desi p e r s p e c t i ve o n s e r vi c e Ar vi n d L o d aya
  • 2. W ar e a p o o r c o u n t r y. e I n a p o o r c o u n t r y, p e o p l e c an ' t af f o r d t o OW t h i n g s N — i n s t e ad , t h e y S HARE t h i ngs . Th i s i s n o t o n l y e c o n o mi c al , i t i s al s o e c o l o g i c al an d s t r e n g t h e n s c o mmu n i t y. Ho p e f u l l y, as we b e c o me r i c h e r , we wo n ' t ab an d o n
  • 3. W at d o we h REAL L Y n e e d t o o wn ?
  • 4. A c ar ?
  • 5. A f l e e t o f c ar s ?
  • 6. Ki t c h e n ?
  • 7. W h i n g mac h i n e ? D r ye r ? as
  • 8. S t e am i r o n ?
  • 9. F l o u r mi l l / g r i n d e r ?
  • 10. S h avi n g k i t ?
  • 11. i Po d ?
  • 12. Bo o k s ?
  • 13. D r ai n ag e s ys t e m?
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Ye l l o w p ag e s ?
  • 22. Bo o k s ? Mo vi e s ?
  • 23. NEED → Eq u i p me n t + I n f r as t r u c t u r e + I n p u t + L ab o u r / S k i l l + Ti me → S ERVI CE
  • 24. S e r vi c e s mak e l i f e e as y, c u s t o mi z ab l e & p l e as an t , c o s t l e s s ( “ amo r t i z e ” ) , c r e at e j o b s , c o n s u me l e s s p e r c ap i t a re s ource s ( “ d e mat e r i al i z e ” ) , an d i n c r e as e s o c i al c ap i t al .
  • 25. Eve n i f s o me o f t h e i l l u s t r at i o n s e x ag g e r at e d t h e p o i n t , t h e f ac t r e mai n s t h at we d o n ' t r e al l y n e e d t o o wn e ve r yt h i n g t h at we d o — o r ar e s e d u c e d t o . I n man y c as e s , we d o n ' t n e e d t h e p r o d u c t , wh at we ac t u al l y wan t i s wh at t h e y d o f or us . An d t h i s i s wh at o r d i n ar y
  • 26. W d on' t e ne e d “ Pr o d u c t s ” wh e n we h ave “ Pe o p l e ” .
  • 27. W r t h Th i n k i n g : o W at mi g h t b e t h e c r i t e r i a h o r c o n d i t i o n s wh e n Pr o d u c t s wo u l d b e d e f i n i t e l y p r e f e r ab l e t o Pe o p l e ? Hi n t : Th i s i s s o me t h i n g Mah at ma Gan d h i wr o t e ab o u t ; r e ad h i s “ Hi n d S war aj ” f o r e x amp l e .
  • 28. Par t i n g Th o u g h t 1 : Th i s i s h o w t h e wo r l d ' s l e ad i n g t h i n k e r s , t h e o r i s t s an d p r o f e s s i o n al s c o n c e p t u al i z e an d p r ac t i c e “ S e r vi c e D e s i g n ” :
  • 29.
  • 30.
  • 31.
  • 32. Ju s t c o mp ar e t h e s e t wo , an d r e f l e c t o n wh i c h o n e i s mo r e f u l f i l l i n g , af f o r d ab l e an d val u ab l e t o yo u ( as ' s e r vi c e ' ) : - or-
  • 33. Par t i n g Th o u g h t 2 : S e r vi c e t r an s l at e s i n t o man y I n d i an l an g u ag e s as “ S EW . A”