服務設計中的引導工具分享，針對discover&define階段， 如何利用工具和ORID技巧引導團隊，從一個事件或問題開始，發現真正的問題核心和挑戰。 部分資料來源：ICA Taiwan.

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服務設計攻法
無招勝有招

2. S.D facilitator workshop @ NTHU

3. “If I can walk into a transaction with you, and
my goal is not to just make myself better off
but to make you better off as well, we’re
going to end up with a much better outcome.
You’ll want to do business with me again —
and that’s really, really important.”
Heidi Roizen
So, what is service

4. Give customer what they want or need
and feel happy with.
Then, earn money and sustainable
relationship.
So service design methodology will leading
us to a sweet fruit.
Why Service Design is important？

5. Service Design Process
Design Thinking (IDEO)
U theory
(Dr. C. Otto Scharmer)
Double Diamond
(Design Council)

6. Double Diamond
Define DeliverDiscover DevelopIssue
Question or
Challenge
Solution
Orientation
& Incubation Illumination
& Validation
Ideation Prototype
& Testing

7. 服務設計+引導工具
Service Design Tool+

8. APPRECIATIVE INQUIRY
Seeking the root cause of success
(not the root cause of failure)
肯 定 式 探 詢Discover Define Develop Deliver
1 Purpose
2 Principle
3 Assumption
What you seek is what you find
Where you are going is where you end up
If you look for problems, you find more problems
If you look for successes, you find more successes
If you have faith in your dreams you can achieve miracles

9. APPRECIATIVE INQUIRY
Discover Define Develop Deliver
Interview Question
Hint：Try to be
positive ! Example of library :
• What’s the service/facility you use most frequently ?
• What’s the service/facility you like most ？
• Tell about the most satisfaction experience ?
• If you were granted 3 wishes to create the greatest
library, what would they be？
Start from easy
Try to ask deeper
Or last experience
LISTENER: Try to be
non-judgmental, look for
excitement and inquire
into it further.

10. Interview debrief
Discover Define Develop Deliver
Share interview outcome
• When you think over the interview what is the
most interesting thing that you learned?
• What positive ideas or images of the library did you
hear as being most important to the person you
interviewed? Where did they get excited? When did you
get excited?
• Draw a picture, what was the interview about?
(individual)
Reflective
Interpretive
Decisional

11. ORID
Read + Review, anything new from others.
What jumps out of you? What excited you？
What is this telling us about our topic？
Is this information change out topic？
How would we write this up in a sentence.
• The problem we are trying to solve is…
• The opportunity is…
• The key area of exploration for a breakthrough in
_____ might be.
焦 點 討 論 法Discover Define Develop Deliver
emotion/sense

12. ORID
焦 點 討 論 法Discover Define Develop Deliver

13. Persona
• Try to figure out who are
the target customers.
• Describe “who” looks like.
Discover Define Develop Deliver
人 物 誌
Name
Location
Experience
Technical
comfort
Job
Interest
Motivation
Age

14. Stakeholder Map
• Write down each stakeholders on
post-it.
• Link the relationship between
stakeholders.
• Briefly describe value exchange
or need of the relationship lines.
Core
Direct
Indirect
利 益 關 係 人 地 圖Discover Define Develop Deliver

15. Filter Awareness
What we look, think, ask …
Usually with those filters.
Discover Define Develop Deliver
Image Values
Relief Assumption
Try to aware what kind of filters
do we have .
• Listening for ?
• Affecting my approach to
exercise ?
• Affecting approach to topic ?
• Affecting my role ?

16. 5 years later
• At first - draw individually
• Share what you draw.
• Get more close from future
dream to problem through
ORID.(see next slide)
Image 5 years later
when “topic” is successful
in place.
What is it looks like?
what do you see, taste, hear ?
Discover Define Develop Deliver

17. 5years later + ORID
Discover Define Develop Deliver
When achieve the vision
• What kind of services are served
• What kind of service make you
feel useful/interesting/friendly
• Which services satisfy user’s need
• Use one sentence to tell user our
service “value”

18. Challenge Statement
• What is the key issue you are addressing and why is it
important？
• Who is it a problem for？
• What social or culture factors shape this problem？
• What evidence do you have that it is worth the
investment？
• How would you reframe this problem？
Discover Define Develop Deliver

19. Final define problem
Discover Define Develop Deliver
How might we provide______________ ,
_________________________.
Because for he/her,_______________.
Persona
Problem/Challenge
Value/Insight

20. Thank you