We often talk about the future of Service Design. What will AI bring to it? How will machine learning change our practice? But often, we lack the basic understanding of our past. What’s the first service that ever existed in history? How old is really co-creation? In this fun talk, Daniele shares key stories about the history of our field. Starting with 10,000 BC up to 2019. This little journey will show how Service Design stole ideas from psychology, politics and even philosophy. Become a member! https://www.service-design-network.org Follow us on Twitter: https://twitter.com/sdnetwork Or on LinkedIn: https://www.linkedin.com/company/2933277 Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/ Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/

1. Merci*
* thanks in French or Swiss German

2. @danielec or google
“Daniele Catalanotto”

3. Be lazy: Link with the slides at the end

4. The future of Service Design

5. AI ML BS

6. I don’t even know when this thing started...

7. Let’s learn from our past

8. On this journey, I’ve seen a couple of things

9. Service Design has stolen some
great ideas from other fields

10. Service Design is the
iPhone of disciplines
Didn’t invent anything but mixed it well together

11. We can build
bridges between the past
and today

12. We can build bridges
between other disciplines
and Service Design

13. A tiny
Service Design
History

14. — Before we start —
Let me
frustrate you
now and not
later

15. I’m Daniele, only a Service Designer.
Not a historian.

16. But there wasn’t any book

17. So I Googled

18. And made a tiny book with
the 100+ moments I found

19. Lazy people, like myself, are happy

20. And some smarter people “complain”

21. Which improves the book

22. Today

23. A little preview with 10 dates

24. 6 dates to look smart

25. 4 dates to not look stupid

26. Not enough for you?
Check the tweets at #SDGC19

27. Okay, let’s start

28. — Part one —
6 dates to
look smart
during dinner
parties

29. When did we start having customers?

30. 10,000 BC
First Customer and Service
Source
https://customergauge.com/blog/a-brief-history-of-customer-success
https://en.wikipedia.org/wiki/Priest#Historical_religions

31. Agriculture and
separation of tasks

32. What might these first services
teached us?

33. Expectation
management?

34. Yeah but that’s that retail, dude!

35. Who created the first service?

36. Source
https://en.wikipedia.org/wiki/Priest#Historical_religions
“(...) according to the trifunctional hypothesis of
prehistoric Proto-Indo-European society, priests and
priestesses have existed since the earliest of times and
in the simplest societies, most likely as a result of
agricultural surplus and consequent social
stratification”.

37. With agriculture came religion

38. Religion isn’t a something you
can touch like a product

39. A service is intangible
So is religion

40. Religion and priests could be the
first service designers ever

41. Sunday service?

42. What might Service Design have
stolen from religion?

43. The importance of
storytelling?

44. Rituals?

45. 10,000 BC
First Customer and Service
Source
https://customergauge.com/blog/a-brief-history-of-customer-success
https://en.wikipedia.org/wiki/Priest#Historical_religions

46. When did we start adapt things for humans?

47. Adapt to the customer

48. 500 BC
Ergonomics
Source
https://en.m.wikipedia.org/wiki/Human_factors_and_ergonomics

49. Improve interactions between
humans and objects

50. Hippocrates
Arranged medical tools
to help surgeons

51. What might Service Design have
stolen from Hippocrates?

52. Observation?

53. User feedback?

54. 500 BC
Adapt to the customer
Source
https://en.m.wikipedia.org/wiki/Human_factors_and_ergonomics

55. When was co-creation created?

56. 380 BC
Plato
Source
https://ithinkidesign.wordpress.com/2012/06/08/a-brief-history-of-design-thinking-how-design-thinking-came-to-be/
https://en.m.wikipedia.org/wiki/Participatory_design
https://trig.com/explore/2017/4/28/what-are-the-origins-of-design-thinking

57. What if people participated in the
creation of the government?

58. Plato
First co-creator and maybe even
the first Service Designer?

59. Let’s be honest:
Ancient philosophers can be seen as the
fathers of nearly everything

60. Co creation
is a pretty old concept, but we still
forget about it 2000 years later

61. 380 BC
Co-creation
Source
https://ithinkidesign.wordpress.com/2012/06/08/a-brief-history-of-design-thinking-how-design-thinking-came-to-be/
https://en.m.wikipedia.org/wiki/Participatory_design
https://trig.com/explore/2017/4/28/what-are-the-origins-of-design-thinking

62. When did “distant” customer support start?

63. 1876
Invention of the Telephone
Source
https://en.wikipedia.org/wiki/Invention_of_the_telephone#Alexander_Graham_Bell
https://www.zendesk.com/resources/the-history-of-customer-support
https://customergauge.com/blog/a-brief-history-of-customer-success
04

64. Complain from a distance without any wait time

65. Technology helps

66. 1876
Invention of the Telephone
Source
https://en.wikipedia.org/wiki/Invention_of_the_telephone#Alexander_Graham_Bell
https://www.zendesk.com/resources/the-history-of-customer-support
https://customergauge.com/blog/a-brief-history-of-customer-success

67. When do we start to focus on experience?

68. 1913
Phenomenology
Source
https://itotd.com/articles/237/phenomenology-classic/

69. Out of my league, philosophical stuff

70. Source
https://itotd.com/articles/4506/phenomenology/
“In a nutshell, phenomenology is an attempt to study
experience itself objectively and scientifically.”
— Joe Kissel —

71. Husserl
Phenomenology
Edmund

72. Source
https://itotd.com/articles/4506/phenomenology/
“(...) he wanted to study the experience of things —
as they present themselves to the observer —
without any assumptions, predefinitions,
interpretations, or prejudice as to why or how they
exist (or even whether they ‘really’ exist at all).”
— Joe Kissel —

73. What might Service Design have
stolen from Edmund?

74. Customer experience?

75. Customer perspective?

76. 1913
Phenomenology or
the Science of Experience
Source
https://itotd.com/articles/237/phenomenology-classic/

77. When does the human-centered mindset
come into the picture?

78. 1939
Client-Centered Approach
Source
https://www.verywellmind.com/client-centered-therapy-2795999
https://en.wikipedia.org/wiki/Person-centered_therapy

79. My dad is a psychologist

80. The psychologist is not the expert

81. Rogers
Client-centered approach
in psychotherapy
Carl

82. Two principles

83. Source
https://www.verywellmind.com/client-centered-therapy-2795999
https://en.wikipedia.org/wiki/Person-centered_therapy
08
Non-directive
The therapist isn’t leading the
conversation; the client is.

84. Source
https://www.verywellmind.com/client-centered-therapy-2795999
https://en.wikipedia.org/wiki/Person-centered_therapy
08
Unconditional
positive regard
The therapist has a total acceptance of
and support for his client. And this
happens without casting judgment.

85. Sounds familar, eh?!

86. 1939
Rogerian Psychotherapy
or a Client-Centered Approach
Source
https://www.verywellmind.com/client-centered-therapy-2795999
https://en.wikipedia.org/wiki/Person-centered_therapy

87. — Part two —
4 dates to
not look stupid
while talking
to nerds

88. Answer critics and look like you know shit

89. When was Service Design created?

90. 1982
The term “Service Design” is born
Source
https://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000004799

91. Shostack
First mom and inventor
of the “Service Design” term
Lynn

92. Is this thing serious?

93. 1988
SERVQUAL, a measure of service quality
Source
https://www.visioncritical.com/blog/rise-customer-satisfaction-research
https://en.wikipedia.org/wiki/SERVQUAL
https://www.marketingstudyguide.com/servquals-22-questions/

94. Formula to shut the Excel guys up

95. SQ = P-E
SQ service quality
P individual’s perceptions of service delivery
E individual’s expectations of the delivery

96. With a 22-question questionnaire

97. Since when is it a real movement?

98. 2004
The Service Design Network is born
Source
https://en.wikipedia.org/wiki/Service_design

99. Mager
Second mom and Presidentof the
Service Design Network
Birgit

100. Is it recognized by non-nerds?

101. 2016
First Service Design Day
Source
https://www.service-design-network.org/headlines/service-design-day-2019

102. Every 1st of June

103. — Summary —
Too much info?
Remember this
one little date

104. We can build
bridges between the past
and today

105. And the longest bridge would be...

106. 10,000 BC
First Customer and Service
Source
https://customergauge.com/blog/a-brief-history-of-customer-success
https://en.wikipedia.org/wiki/Priest#Historical_religions

107. — Next step —
You can
contribute
too

108. This is just a tiny history

109. Make your own history

110. Or fix this one

111. Get the
slides, and
improve
the book
bit.ly/sdn-talk
Or get in touch
@danielec
Licence: These slides are under a “I don’t give a fuck licence” adapt everything, put your logo, have fun.