An Introduction to Service Design by Lara Penin

Author:Lara Penin
Language: eng
Format: epub
Publisher: Bloomsbury
Published: 2018-03-19T16:00:00+00:00

6.7 Learning features

Key points

•Design is about having ideas by envisioning preferred futures, defining new relationships when transferring new ideas into reality, visualizing and communicating and sharing ideas, and delivering well-being to people.

•Core principles of service design:

1.Service design is people-centered.

2.Service design depends on participation and codesign.

3.Service design is communicated through service narratives.

4.Service design includes the material side of services.

5.Service design is holistic/systemic.

•Typical deliverables of service design projects can be analytical (interviews, reports); recommendations (for new strategies, processes, practices); experiential and learning outputs leading to organizational change; and new service experiences materialized through touchpoints and servicescapes, journeys, and protocols.

•The service design community is diverse, composed of practitioners, academics, researchers, and students.

Recap questions

•What are the basic definitions of design?

•What are the core principles of service design?

•Why is service design people-centered rather than user-centered?

•What kinds of projects are done by service designers through what kinds of deliverables?

•What kind of impact can be expected from service projects?

•What are areas of application in which you would like to see more service design projects and why?

Activities

Working individually or in teams, investigate the landscape of service design practice. Possible activities:

•Prepare a directory of service design firms in your city, region, or country.

•Research one particular service design firm and analyze its projects and approaches. What kinds of projects does the firm do and who are its clients? What are its approach and methods? What is its definition of service design? Who works there, and what are the skills of team members?

• Produce a service design documentary. Reach out to a service designer and interview her or him in person or by phone or Skype; videorecord if possible. Ask the service designer prompt questions about her or his definition of service design, projects and clients, processes, methods and tools, and opinion about the service design practice.

•Map out the main conversations happening using the Twitter #servicedesign. Are there any controversies? Produce a debate. Take a side.

Glossary

•User-centered design: A design approach and philosophy that emerged to ensure that the needs of final users were addressed in the design of new products and technology. Methods include ethnographic research (interviews, observation, shadowing) and generative methods (cocreation workshops and prototypes).

•Participatory design and codesign: Design approaches that recognize people as partners of a project, by involving them throughout the design process through workshops, interviews, consultations, meetings, and conversations, preferably as sustained engagements and constant dialogue.

•Holistic: In services, holistic means considering the service as a whole or as a system, composed of different integrated components. A holistic service assures that users experience the service delivery in a consistent way and that there is seamless integration of the different back-office operations.

•Service narratives: Visual narratives or stories such as journey maps that represent services over time, as experienced by users, staff, and other stakeholders.

•Material evidence: Artifacts or touchpoints that enable a certain experience in a service journey, directly or indirectly. It includes brand elements, signage, objects, but also colors and other sensorial aspects.

Recommended reading

Meroni, A., and Sangiorgi, D. (2011). Design for Services. Gower.

Stickdorn, M., and Schneider, J. (2010). This Is Service Design Thinking.

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