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Introduction to service design
Higher Institute of Integrated Product
Development Workshop Jan 29th-Feb1st
2007 Antwerp, Belgium
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Call me Alex
Université de Montreal (CDN) Interaction Design
Institute Ivrea (IT) Blast Radius (NL) Droog
(NL) Jaiku (FI) Thinglink (FI) IndependentIP (NL)
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Looking for interaction design?
Interaction Design Institute Ivrea (2000-2006)
(Italy) RCA Design Interactions (UK) CIID
(Denmark) Carnegie Mellon University (US) IIT
Chicago (US) Umea (Sweden) University of Art and
design H(elsinki (Finland) K3 (Denmark)
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Looking for interaction design?
IDEO Cooper Smartdesign Frogdesign Web
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What is a service?
A service is the non-material equivalent of a
good. An economic activity that does not result
in ownership, and this is what differentiates it
from providing physical goods. en.wikipedia.org
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Intangible
Often a service cannot be handled, smelled or
touched in its entirety. It cannot be built or
designed in the same way as a product.
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Clients or users
A person who pays to use a service is a client
(more often a user for online services). That
relationship implies expectations of delivery.
Those expectations need to be managed.
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Experienced
It is harder to see the benefits and qualities of
a service as they need to be directly experienced
by a user. The quality of that experience varies
often.
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Involves people
Most services require the action of a person to
deliver the experience. This might not be
obvious in the case of web services though.
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Facilitates
A service is a facilitator. It allows you to do
something better than if you didnt have access
to it. It is result orientated.
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Time
Successful services build strong relationships
with their customers over time.
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Designing services
Designing the interactions between users and the
touch points (people or objects) that represent
that service. Services may be created by bringing
unrelated service entities together in order to
create new services.
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Touch points
The tangible and physical manifestations of a
service are called touch points. They are
considered as part of a service experience, not
only as individual products. Their use gives
tangibility and confidence in the service. They
allow the customer to interact with the service.
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Business model
A services success depends on its ability to
produce profit for the stakeholders. Where is the
money coming from? What can/should be
charged? Are you getting your moneys worth as a
client? How much impact will your service
have? What is the reality of the market? Whats
in it for people?
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Why design?
Post-industrial age Global warming Connected
world Web
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Post-industrial design
PSS Less is more, but is it? Obsolescence
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Global challenges
Collective conscience An inconvenient truth Davos
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Friendly technology
Ubiquitous computing. Savvyness Digital divide
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This week
Brainstorm Prototype Present