our lecturer and tutor contribution to the Global Service Jam. We participated to Shanghai and Wuxi edition (finally updated version of the old style How to visualize service design)

1. Visualization Tools
for Service Design
Serena Pollastri and Francesca Valsecchi
Wuxi and Shanghai, 25th February 2012

2. Introduction
Something about
us and what we are
doing in Shanghai

3. Service Design Toolkit
Why do we need to learn to use a specific set of
tools for service design?
picture: servicedesigntools.org

4. Service Design Toolkit
Why do we need to learn to use a specific set of
tools for service design?
Help understand what it is Need a common language to Helps visualize and commu-
important to show work with interdisciplinary nicate intangible aspects.
teams

5. Service Design Toolkit
Why do we need to learn to use a specific set of
tools for service design?
Formats to represent and visualize, at different stages of
development, a solution involving actors in a complex inter-
action process

6. we have a specific
communication brief
formats to represent
and visualize,
at different stages of
development,
a solution involving
actors in a complex
interaction process.

7. Milestone steps
for services visualization

8. Milestone steps
* title
* target and context (+ moodboard)
* solution description (+ poster)
* qualities of the experience (+ story board)
* actors, role of the user, aim of the service (+ description)
* solution’s elements and technologies (+ service schema)
* service model: organizational structure (+ system map)
* actors’ motivations (+ stakeholders’ motivations matrix)

9. Service Idea
Representative image
Initial question/moti-
vation
(how to...?)
Short description

10. How to provide a more ef- Service Idea
ficient transport system
during rush hours?
with a dynamic integrated public
mobility system!
picture: flandersdc.be

11. Moodboard
• to provide a creative and
suggestive visual description of
the overall mood
• highlighting the qualities of
environment and interaction
• a mosaic of pictures, describing
the solution by depicting the
atmosphere
• Pictures have to describe the
places, the persons and
the artefacts of the solution

12. Moodboard

13. Moodboard

14. catch
the observer’s attention
at first glance.

15. Poster
The service poster is a simulation
of a future advertising of the
service. It is useful in the design
phase to understand the most
important features that should
be communicated as well as the
communication style.

16. Poster
• is a catchy image that depicts a
story in concise and emotive way
• it uses the evocative capacity
of the visual and the descriptive
capacity of the text to sketch the
topic and atmosphere of a story
• it is a promise of what the
service has to offer and is
also the promotional image
• it integrates the visual with
the written message, in order to
prefigures the characteristics of
the service

17. topic and atmosphere
of a story
image + title + claim

18. Storyboard
The storyboard is the
representation of use cases
through a series of drawings
or pictures, put together in a
narrative sequence, in which the
action represented are equally
relevant.
The service storyboard shows
the manifestation of every
touchpoints and the relationships
between them and the user in the
creation of the experience

19. Storyboard
* shows the solution
performance along an horizontal
time line
• why and how the solution
produces a good experience
for the user?
• how is the user-interaction with
solution?
• which are the main evidences of
the solution?
• in a limited sequence of pictures
it visualises: the salient service
situations, the advantages that
result, and how it works

20. describes the quality
of service experience

21. System Map
The system map is a visual
description of the service
technical organization: the
different actors involved, their
mutual links and the flows of
materials, energy, information
and money through the system

22. System Map
secondary stakeholders
The map identifies:
the system boundaries;
the primary and secondary
upstream stakeholders;
MAIN STAKEHOLDERS downstream
the main physical, informational
and financial flows;
the core performance of the
platform solution;
boundary the secondary functionalities of
the solution.
secondary stakeholders
system
boundary

23. material flows information flows financial flows
System Map
core PSS
performance The map identifies:
the system boundaries;
the primary and secondary
alternative PSS stakeholders;
performance, the main physical, informational
implementation or and financial flows;
back office flows the core performance of the
solution;
the secondary functionalities of
the solution.

24. it is a
technical drawing
for the solution description

25. Actors Map
The Actors Map represents the
system of actors and their mutual
relations, to provide a systemic
view of the service and its context.
The map is built from a certain
point of view (for example the
user), that becomes the centre of
the system.

26. ACTORS MAP, AN EXAMPLE.

27. Motivation
Matrix
The aim of the motivation matrix
is the understanding of the
connexions between the different
actors of the system.
When creating a motivation
matrix the designer assumes the
point of view of each stakeholder
involved.

28. b
to Motivation
Matrix
brings
stakeholder stakeholder stakeholder stakeholder
1 2 3 4
stakeholder
1
* what each actor brings
* what each actor takes out
st
ak
stakeholder eh
2 ol * how ech actor contributes
de
rs * which is single actor benefits
’s
ow
n • it shows a check-list of
stakeholder in
te motivations, benefits and
3 ntio
ns contributions from each
stakeholder’s point of view,
stakeholder between individual partners and
4 over the whole
partnership.

29. clarify people roles and
interactions

30. Enabling
Solutions
The concept of enabling solution
refers to operative tools, able to
help the user focus on a result and
achieve it in a sustainable way. In
carrying out this role they must
bring a special type of intelligence
into play: an intelligence that
enables them to stimulate,
develop and regenerate the
ability and competence of those
who use it.

31. Enabling
Solutions

32. Enabling
Solutions

33. services
engine compontents

34. Service
Prototype
It is a prototype of the service
that is put in the real context
(or a similar one), and allow the
designer to test the interaction
among users and touchpoint.

35. envision the experience

36. remarks.
the best
tool doesn’t exist

37. remarks.
the best
tool doesn’t exist
choose the better

38. remarks.
the best
tool doesn’t exist
choose the better
select what to communicate

39. remarks.
the best
tool doesn’t exist
choose the better
select what to communicate
service core
structure, mechanism, impact

40. fundamental references
http://www.servicedesigntools.org
http://www.service-design-network.org/

41. by
francesca valsecchi
f.valsecchi@gmail.com
serena pollastri
seremiru@gmail.com
this work is distributed under
thanks
creativecommons licence by-nc-sa 3.0
谢谢
grazie