Service design tools

Communication methods supporting the design process

Cordula Friedlander, MDES Service Design Innovation, London College of Communication

Context

Primary/secondary Research

Participant Observation

Ethnographic Research

Mapping

Co-designing

Prototyping

Business Context & Model

Service Design Methodology

image: Dr. Alison Prendiville

Defining the problem

The design process –double diamond

Understanding the user

Discover

Interviews

ParticipantObservation /

Shadowing

PhotoEthnographic

study

Discovery methods Design Ethnography

Originally from ethnographic research - an

anthropological approach to understanding people

based on their own world experiences.

Discover

Understanding place - mapping

Discover

Design tools and probes

DiariesGames /

story boardsEmpathy tools

Discover

Tool sharing site: www.servicedesigntools.org

Interviewing with engaging activities

Preparing paper activities can make the interview more relaxed, engaging and interactive

Discover

Diaries – a cultural probe

Diaries can be customized to the project, more structure makes it easier to compare insights and collect data.Users can be encouraged to scribble, sketch and add photosDiscover

Co-discovery activities Design games

Design games involve participants at various stages of the design process

• revealing insights • creating concepts

Discover

Journey mapping

• Touchpoints are the tangible elements that make up the service experience.

• user journey mapping can highlight the barriers, the highs and lows when interacting with the touchpoints

Discover

‘Ice breaker’Robot Otto: how can I help you?

Discover

Empathy tools

Examples:Third age suit by Ford simulates age related issues with mobility, vision and hearing

Design consultancy IDEO’s video of the patients view when in hospital corridors and waiting areas

Discover

Personas

• Representatives of people using, running or commissioning the service

• generated from the insights but not identifiable

• archetypes not stereotypes.

• Personas are highly empathic and provide a connection with the people one is designing for

Define

Reframe the topic into a

series of questions

Record everything that is

known about the subject

Freely ideate new solutions

Organize current information and

new ideas

Look into the future

Brainstorming lenses

Define image: Dr. Alison Prendiville

Co-designing tools

Jake, 25

• Family issues, placed in child care

• Drug abuse for over 10 years

• Anti-social behaviour

• Arrested a few times

• Currently under substance abuse treatment

• Dropped school; some work experience as volunteer

What might make Jake happy even when times are tough?

What does he struggle with the most day-to-day?

Who are the people Jake could count on?

“I don’t feel confindent yet to face a job

interview, having to say I’m great for that

job... I know it’s not true.”

• persona work sheets presenting the reframed questions

• Idea sketch sheets• Icons to play out

scenarios• Prototyping templates

for apps, websites

Develop

Co-designing activities

• Explorative and fun• Break down barriers• Uncover experiences• Allow creative

engagement• Need to be sensitive

to the context• Require planning

and preparation

Prototyping

• Transferring knowledge into

making and prototyping

design solutions.

• Understanding how it will

impact and improve on a

persons daily practices.

Develop

Prototyping for testing and iteration

Develop

Storyboarding the service journey

Develop

Touch point Deliverables

• Prototypes: Physical touchpoint • Prototypes: Digital touchpoints• Service journey storyboard• Service blueprint

Deliver

Useful resources

• http://www.servicedesigntools.org/

• Service Design, from insight to implementation, A. Pouline, Rosenfeld Media 2013

• The Service innovation handbook, action-orientated creative thinking toolkit for service organizations, L. Kimbell, BIS Publishers 2014