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USER CENTERED
   SERVICE DESIGN
“Driving service innovation through design”




                Marcel Zwiers
                @marcelzwiers
Design Thinking
‘Wicked Problems’
Creativity ~ Design
Service Design in Practice
Design Thinking
‘Wicked Problems’
Creativity ~ Design
Service Design in Practice
Design Thinking
‘Wicked Problems’
Creativity ~ Design
Service Design in Practice
‘Design is about what
 could be, not about
  what already is.’
Louis Henry Sullivan "father of skyscrapers"             Prudential Building, Buffalo, New York, 1894
(September 3, 1856 – April 14, 1924) [bron: wikipedia]



           Price of Steel at Bessemer Steel Rails from 1867 to 1895 ($/ton)
                                     1867- $166
                                     1870- $107
                                     1875- $69
                                     1880- $68
                                     1885- $29
                                     1890- $32
                                     1895- $32
21st century design?...
Design Thinking
‘Wicked Problems’
Creativity ~ Design
Service Design in Practice
kwartier
                                                                                                                                  enthousiasmeren        “wat staat mij
                                                                                                                                                          te wachten”


                                                                                                                                                                                                                               middeleeuws                de Dom
                                                                                                                                                                                museum
                                                                                                                                                                                                                                                         als baken
                                                                                                           indruk van de
                                                                                                         tentoonstellingen/
                                                                                                              musea

                                                                                                                                           website                                               schaal                                                                 studenten
                                                                                                                                           helpt bij:
                                                                                                                                                                              Utrecht

                                                                                                                                                                                                                                        Utrecht

                                                                                            gezamenlijk                                                                                                                                                                Hart van
                                                                                                                                                                                                                                                                       Nederland


                                           bekende                                                                                                                                                                                                                                                         “lekkerste koffie
                                                                                                                                                                                                                                                                                      inkomsten
                                            namen                                                                                                                                                                                                                                                           als aanleiding”

                                                                                                                                                                                              ruimtelijke
                                                                                                                                                                                                                                                  “heeft geen icoon”



                                                                                                                                                    PR                                        context                                                                                                                        draagt bij aan
                                                                                                                                                                                                                                                                                                                             state of mind
                                                                                                                                                                                                                                                                                                                           (musea beleving)
                                                                              tien collecties,
                                                                               een kwartier                                                                                                                                                                                                    koffie
 thematiekaan          bezoekcijfers
laten sluiten bij
programmering
                          delen                                                                                                                                                                                                                  add on/                                                                   verblijfsduur



                                                                                                                                                                                                                                                  extra
                geen                                                                                                                                                                                                                           faciliteiten                                 uitgebreid
                                                                                                                                                                                                                                                                                         aanbod gewenst,
            concurrentie
                                                         samenwerking
                                                                                                                                                                  Musea
                                                                                                                                                                                                                                                                                           “gecureerd”

           in het kwartier
                                                                                                                                                                                                                                                                                                            rondstruinen
                                                                                                                                                                                                                                                                                                              “shoppen”



                                                                                                                                                                                                                                                                                    shop
                      samenwerking
                         buiten de
                                                                                                                                         “de collectie is datgene                                                                                                                                      verdieping thuis
                       musea met
                                                                                                                                           waarvoor mensen
                                                                                                                                                                                                                                                                                                            (boek)
                                                                           voor
                       bijvoorbeeld                                    buitenlandse
                          festivals
                                                                                                                                                 komen”
                                                                        bezoekers,                                                                                                                                                                                                         verlengt de
 Utrecht pas/                                                        meerdere musea
                                                                                                                                                                                                                                                                                        ervaring van het
                                                                                                                                                                                                                                                                                        museum bezoek
   museum                                                            bezoeken op een
  paspartoe                                                          dagstrippenkaart
                                                                                                                                                                                                                                                   bezoeker
                            “is een
                          uitdaging”
                                                                                    symbiose locatie
                                                                                       & collectie



                                                                                                                                                                                                                    “gedeelde agenda”
                                                                                                                                                                                                                                                                                    “Wat ik zou willen, is dat wij
                                                                                                                      gebouw                                                                                                                                                        als museum, mensen een
                                                                                 context gebouw
                                                                                                                                                            collectie/                                                                         korte
                                                                                                                                                                                                                                              termijn
                                                                                                                                                                                                                                                                                    ervaring meegeven die ze
                                                                                                                                                                                                                                                                                    de rest van hun leven bijblijft.”

                                                                                                                                                         tentoonstelling
                                                                                                                                                                                                                    agenda
                                                                                                                                                                                                                                                    lange
                                                                                             kennis                                                                                                                                                termijn


                                                                taal
                                                                                                                         audiotour
                               niveaus


           leeftijd
                                                                                                                                                                                         tentoonstelling
                                                                                                                                                         vormgeving                                                            interactie                         vorm van de
                                                                                    verwachting                                                                                                                                                                 tentoonstelling
                                                                                     managen
                                                            de grote van
                                                         de tentoonstelling

                                                                                                                            info
                                         vorm                   “tijd”


                      actief

                                                                              inhoudelijk                                                                                                                                                               werkplaats/
                               passief                                                                                                                                                             nieuw en
                                                                                                                                                                                                                                                         activiteit
                                                                                                                                                                     overzichtelijk              verrasssend
                                                                                                                                                                                                                                “like knop”

                                                              voorpret
                                                                                                                                           spits meter
                                                                                 web
                                                poster
                                                                                                                context info
                                                                         tv
                                                                                                                                                                                                          oud en
                                                         recensie
                                                                                                                                                                           “mooi”                       vertrouwd

                                                                                               achtergrond
                                                                                             en geschiedenis


                                                                                                                “waarom deze
                                                                                                               tentoonstelling”


                                                                                                                                                                                                        oud maar nieuw
                                                                                                                                                                            “je thuis/
                                                                                                                                                                                                         gepresenteerd
                                                                                                                                                                           op je gemak
                                                                                                                                                                             voelen”
What does this all mean?
What are the implications?
Download
Embody creative leadership
Facing a world becoming dramatically more complex,
it is interesting that CEOs selected creativity as the
most important leadership attribute. Creative leaders
invite disruptive innovation, encourage others to drop
outdated approaches and take balanced risks. They
are open-minded and inventive in expanding their
management and communication styles, particularly
to engage with a new generation of employees,
partners and customers.
Design Thinking
‘Wicked Problems’
Creativity ~ Design
Service Design in Practice
Creativity ~ Design
Abductive Reasoning or
    What Could be.


              From: The Design of Business by Roger Martin
Deductive Reasoning

                      From: The Design of Business by Roger Martin
Deductive Reasoning                    Inductive Reasoning

                      From: The Design of Business by Roger Martin
Deductive Reasoning   Abductive Reasoning                Inductive Reasoning

                                        From: The Design of Business by Roger Martin
Orders of Design
Orders of design

Culture, Environment and Context          4th order




     Systems and services                 3rd order




   Objects
                                          1ste and 2nd order
               Communication




                                   By: Richard Buchannan
Orders of design

Culture, Environment and Context          4th order




     Systems and services                 3rd order




   Objects
                                          1ste and 2nd order
               Communication




                                   By: Richard Buchannan
Orders of design

Culture, Environment and Context          4th order




     Systems and services                 3rd order




   Objects
                                          1ste and 2nd order
               Communication




                                   By: Richard Buchannan
Orders of design

Why    Culture, Environment and Context          4th order




            Systems and services                 3rd order
How




          Objects
What                                             1ste and 2nd order
                      Communication




                                          By: Richard Buchannan
Design Thinking
‘Wicked Problems’
Creativity ~ Design
Service Design in Practice
‘Please, design us
 a new service...’
‘Please, design us
 a new service...’
Learn
(Co-) Create
Deliver
Case
Rijkswaterstaat

(*) Rijkswaterstaat is the executive arm of the Dutch Ministry of Infrastructure and
the Environment. On behalf of the Minister and State Secretary, Rijkswaterstaat is
responsible for the design, construction, management and maintenance of the main
infrastructure facilities in the Netherlands.
USER CENTERED
SERVICE DESIGN


    How to
#1 design tools to
empower people
#2 co-create
#3 prototype
#4 work visually
#5 be a ‘strategic maker’
~
Marcel Zwiers
 @marcelzwiers

   www.31v.nl
     @31Volts
  Oudegracht 8
 3511 AM Utrecht
 The Netherlands
+31 (0)30 890 3220

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31Volts on design

  • 1. USER CENTERED SERVICE DESIGN “Driving service innovation through design” Marcel Zwiers @marcelzwiers
  • 2.
  • 3.
  • 4.
  • 5. Design Thinking ‘Wicked Problems’ Creativity ~ Design Service Design in Practice
  • 6. Design Thinking ‘Wicked Problems’ Creativity ~ Design Service Design in Practice
  • 7. Design Thinking ‘Wicked Problems’ Creativity ~ Design Service Design in Practice
  • 8. ‘Design is about what could be, not about what already is.’
  • 9. Louis Henry Sullivan "father of skyscrapers" Prudential Building, Buffalo, New York, 1894 (September 3, 1856 – April 14, 1924) [bron: wikipedia] Price of Steel at Bessemer Steel Rails from 1867 to 1895 ($/ton) 1867- $166 1870- $107 1875- $69 1880- $68 1885- $29 1890- $32 1895- $32
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 19. Design Thinking ‘Wicked Problems’ Creativity ~ Design Service Design in Practice
  • 20.
  • 21.
  • 22.
  • 23.
  • 24. kwartier enthousiasmeren “wat staat mij te wachten” middeleeuws de Dom museum als baken indruk van de tentoonstellingen/ musea website schaal studenten helpt bij: Utrecht Utrecht gezamenlijk Hart van Nederland bekende “lekkerste koffie inkomsten namen als aanleiding” ruimtelijke “heeft geen icoon” PR context draagt bij aan state of mind (musea beleving) tien collecties, een kwartier koffie thematiekaan bezoekcijfers laten sluiten bij programmering delen add on/ verblijfsduur extra geen faciliteiten uitgebreid aanbod gewenst, concurrentie samenwerking Musea “gecureerd” in het kwartier rondstruinen “shoppen” shop samenwerking buiten de “de collectie is datgene verdieping thuis musea met waarvoor mensen (boek) voor bijvoorbeeld buitenlandse festivals komen” bezoekers, verlengt de Utrecht pas/ meerdere musea ervaring van het museum bezoek museum bezoeken op een paspartoe dagstrippenkaart bezoeker “is een uitdaging” symbiose locatie & collectie “gedeelde agenda” “Wat ik zou willen, is dat wij gebouw als museum, mensen een context gebouw collectie/ korte termijn ervaring meegeven die ze de rest van hun leven bijblijft.” tentoonstelling agenda lange kennis termijn taal audiotour niveaus leeftijd tentoonstelling vormgeving interactie vorm van de verwachting tentoonstelling managen de grote van de tentoonstelling info vorm “tijd” actief inhoudelijk werkplaats/ passief nieuw en activiteit overzichtelijk verrasssend “like knop” voorpret spits meter web poster context info tv oud en recensie “mooi” vertrouwd achtergrond en geschiedenis “waarom deze tentoonstelling” oud maar nieuw “je thuis/ gepresenteerd op je gemak voelen”
  • 25.
  • 26.
  • 27. What does this all mean? What are the implications?
  • 29. Embody creative leadership Facing a world becoming dramatically more complex, it is interesting that CEOs selected creativity as the most important leadership attribute. Creative leaders invite disruptive innovation, encourage others to drop outdated approaches and take balanced risks. They are open-minded and inventive in expanding their management and communication styles, particularly to engage with a new generation of employees, partners and customers.
  • 30. Design Thinking ‘Wicked Problems’ Creativity ~ Design Service Design in Practice
  • 32. Abductive Reasoning or What Could be. From: The Design of Business by Roger Martin
  • 33. Deductive Reasoning From: The Design of Business by Roger Martin
  • 34. Deductive Reasoning Inductive Reasoning From: The Design of Business by Roger Martin
  • 35. Deductive Reasoning Abductive Reasoning Inductive Reasoning From: The Design of Business by Roger Martin
  • 37. Orders of design Culture, Environment and Context 4th order Systems and services 3rd order Objects 1ste and 2nd order Communication By: Richard Buchannan
  • 38. Orders of design Culture, Environment and Context 4th order Systems and services 3rd order Objects 1ste and 2nd order Communication By: Richard Buchannan
  • 39. Orders of design Culture, Environment and Context 4th order Systems and services 3rd order Objects 1ste and 2nd order Communication By: Richard Buchannan
  • 40. Orders of design Why Culture, Environment and Context 4th order Systems and services 3rd order How Objects What 1ste and 2nd order Communication By: Richard Buchannan
  • 41. Design Thinking ‘Wicked Problems’ Creativity ~ Design Service Design in Practice
  • 42. ‘Please, design us a new service...’
  • 43. ‘Please, design us a new service...’
  • 44.
  • 45. Learn
  • 46.
  • 47.
  • 49.
  • 50.
  • 51.
  • 53.
  • 54.
  • 55.
  • 56. Case
  • 57. Rijkswaterstaat (*) Rijkswaterstaat is the executive arm of the Dutch Ministry of Infrastructure and the Environment. On behalf of the Minister and State Secretary, Rijkswaterstaat is responsible for the design, construction, management and maintenance of the main infrastructure facilities in the Netherlands.
  • 58.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 65. #1 design tools to empower people
  • 66.
  • 67.
  • 68.
  • 70.
  • 71.
  • 72.
  • 74.
  • 75.
  • 76.
  • 77.
  • 79.
  • 80.
  • 81.
  • 82. #5 be a ‘strategic maker’
  • 83.
  • 84. ~
  • 85. Marcel Zwiers @marcelzwiers www.31v.nl @31Volts Oudegracht 8 3511 AM Utrecht The Netherlands +31 (0)30 890 3220