¿Puedes diseñar un servicio?

8/9/2019 ¿Puedes diseñar un servicio?

http://slidepdf.com/reader/full/puedes-disenar-un-servicio 1/88





CAN YOU

DESIGNA SERVICE?





Why service design?

international Benchmarks

case: aarhus citizen services

case: the good kindergarten

methods

approach

01 /

02 /

03 /

04 /

05 /

06 /

07

19

27

45

61

81

INDHOLD

03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61



“DENmARk S

bE AmONG tHIN tHE wORLAt USING DESIfOR DEVELOpIpRODUCtS ANSERVICES.”



ALL

bESt

NG

00 /

tHE GOVERNmENtdenmark



the service secor accouns or ore han 75%o eloyen in he wesern world, and hisgure is increasing. Our econoies are deenden

on services lie never eore.

As ciizens and consuers, we are increasinglydeanding unique and ecien services, regard-less o heher hese are rovided y he ulic

or rivae secors.

Hoever, coanies’ innovaion rocesses are sillgeared oards aerial roducs. today, innova-ion and services are o disinc areas.



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

wHY

SERVICEDESIGN?

01/



“pOtENtIALS

SERVICE SECtbE REALISED IARE AbLE tONEw AND INSERVICES tHA

USERS. SERVIwILL bECOmE

mOSt ImpORtACHIEVING tH



N tHE

R CAN ONLYCOmpANIESEVELOpOVAtIVEmOtIVAtE

E DESIGNONE Of tHE

Nt wAYS OfS.”

01 /

pOUL-ERIk pEDERSENchairman, the danish chamBer oF commerce


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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

SERVICE DESIGN CAN bE USED tODEVELOp NEw SERVICE SOLUtIONS

tHAt CREAtE ADDED VALUE fORtHE USERS AND COmpEtItIVE

ADVANtAGE fOR tHE pROVIDERS

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Why service design? 01 /



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- I N D U S t R I A L S O C I E t Y



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

pEOpLE HAVE bEEN DESIGNING SERVICESfOR SEVERAL DECADES. tHE DIffERENCE

NOw IS tHAt EXpECtAtIONS ANDDEmANDS HAVE RISEN DRAmAtICALLY

– AND CONSEQUENtLY wE AREEXpERIENCING tHAt mANY SERVICES AREEItHER OUtDAtED, pOOR OR SImpLY NON-EXIStENt. tHIS SItUAtION REQUIRES NEw

SOLUtIONS AND A NEw AppROACHt, – d -

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d e s i g n

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c o n s u m e r s m e e t

a s e r v i c e

d e s i g n

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‘ f R O N t

S t A G E ’

‘ b A C k S t A G E ’



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

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SERVICE DESIGN IS A SYStEmAtICAND CREAtIVE AppROACH tO

INNOVAtION. VALUE IS CREAtED bYtAkING INtERACtION bEtwEEN

tHE USER AND tHE SERVICEpROVIDER, AND IDENtIfICAtION Of

pRObLEmS AS A StARtING pOINtAND tRANSfORmING tHESE INtO

OppORtUNItIES AND NEw SOLUtIONS




SERVICEmØDE OpLEVELSE

& EffEkt

fORVENtNING

OpLEVEt kVALItEt


& EffEkt

fORVENtNING

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& EffEkt

fORVENtNING

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& EffEkt

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& EffEkt

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& EffEkt

fORVENtNING

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SERVICE-mEEtING

EXpERIENCE

AND EffECtEXpECtAtION

QUALItY EXpERIENCED

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x

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f b f

.



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

Up tO NOw, fEw bUSINESSES HAVEREGARDED tHE SERVICE INDUStRY AS

AN AREA Of INNOVAtION. HOwEVER, ASCOmpANIES wAkEN Up tO tHE mASSIVEpOtENtIAL It OffERS, OVER tHE COmING

YEARS DEmAND fOR SERVICE DESIGNCOmpEtENCES wILL bE HUGE

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uk usa .




In 2007, Ale changed is nae ro Ale Co-uer Inc, o Ale Inc. this as in recogniion ohe ac he coany’s develoen oenial no

longer lies in isolaed roducs, u in roduc-service syses.



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

INtER-

NAtIONALCASES

02/

keep the change, national Bank oF america

itunes store, apple inc.

cluB china, klm

greenWheels, holland

Future currents, British design council

amBient experience radiology suite / kitten scanner, philips

20

21

22

23

24

25



Service design can resul in new and in-

novaive roducs, ne usiness areas and

greaer cusoer loyaly.

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, b b

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f b .

t ff bw w b-

q f ’

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b ideo f n B f

a. t w b f

f w, w

b b

f f w

f . t q b

, b f 2007, 2.5

f ,

700,000 w .

case

kEEp tHE CHANGENAtIONAL bANk Of AmERICA2006



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

In 2007, Ale changed is nae ro A-

le Couer Inc, o Ale Inc. this as in

recogniion o he ac he coany’s devel-

oen oenial no longer lies in isolaed

roducs, u in roduc-service syses.

p a’ f

t s. W b f , a

b b

ff b w

w f w b f . o b , , ts n f m hn 80% f nln

.

case ItUNES StORE

AppLE INC.2003

international cases 02 /



F: c Fi 2006, d , klm, w , cb c, w

b f b w c b. v wb, b f, f , q

w - w w . t

bj f cb c b bw b w w w

. t, b 3,000 b klm w

cb af gf cb.

the we 2.0 henoenon as oularised

long ago. Neverheless, any coanies

sill haven‘ oen u o he oenial in

associaing social neoring services ih

heir core roducs.

case

CLUb CHINAkLm2006





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h ngy nmn n, nqnly,

co2 . t w ff -

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b.

o f f

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we are surrounded by syses and roducs

ha don’ uncion oially, u ha e

have goen used o neverheless. Service

design can be used o exaine and challenge

our aerns o ehaviour – no necessarily

o creae roducs or services, u o

creae ne ays o using he.

case fUtURE CURRENtSbRItISH DESIGN COUNCIL2006



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

a . e f

w q b f w w f . a-

f w ct b

, w

x w f ff. t b, p

k s , w w

ct ff bf . t bj

f , b ’ .

Exerience design is oen associaed wih osiive siuaions

lie culural and ouris exeriences. However, i is also aou

iniising he iac o negaive exeriences, or insance, i

e ecoe ill.

case

AmbIENt EXpERIENCERADIOLOGY SUItE/kIttEN SCANNER

pHILIpS2005

international cases 02 /



I is abou ore han sily iniizing queues andconveying he righ inoraion. modern ciizenservices are ased on he ciien’s lie siuaion

and counicae he ih he a eye level -oh online and in hysical saces.



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

caseAARHUSCItIzEN

SERVICES 03/introduction

research

analysis

developing the idea and concept

co-serving

result

29

33

35

37

39

41





03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61


INtRODUCtION

wha characerises an oial ciizen service? And ho is i creaed?Aarhus municialiy cae o 1508 ih an ineresing challenge: Design

a ne ciien service conce ha oh ees he ciiens’ deandsih regard o eace o ind and eciency and oivaes he ohel heselves via he unicialiy’s sel-service soluions.

z , w

b f w f b

b .

Cooeraion arner t j w b w d

3part, wh l n nl gn n

.

Research and analysis t j ff

b f ,

w f f ,

w f .

t ’ w -

w w f

. a , j

w d

b w f-

w .

on h b f h bvn n nly,

w vl nmb f hyl zn

– ‘’. t

f b f f .

the as t w 3part,

w w f

fw f w

a m. t b-

q f f ,mnng h hyl ly- f w zn

.

bacground c b

b z

. i , f

f . i

z b f

b , f

f f

n hng f fm hng

b, f

.

Success crieria t bj f j w

’ f b -

’ .

o f a m’ w,f , w f

customer: aarhus municipality year: 2006 case: aarhus citizen services 03/





03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61

w f w -

. tf, fw w,

f , w f w

:

1) h.

2) a – b f .

3) Q = b.

4) onn (gnfy by ng bj, n

).

5) W- (- f

w

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’ –

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f- w ).

th v v n zn whh

f : t ’Q

zn’ (l f , vng ln, b

), ‘l ’ (pc f

-v) n h ’c hnlng zn’. Wh

, w

b w

bkng f nnl. thf, w mv hby n nlly-mn n

f f b

w w

. a, f w

w w f w-

. t f f

‘-f’ w

q.

mareing t f , -

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f ,

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- w

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f-.

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c f ‘-

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f w

f- , b ’

, f

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hm/hlf nl hy fl nn ngh

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Visual ideniy v, f

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w. t bj f

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n mmng. on f h nl

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f .

B f f

w , w

-

. t w w w

f q - -

nn y lvl, whh nfml wh

b f.

Layou i f ’ , w w

b -

b f z w

f . t

f w b b w – b b

case: Århus Borgerservice 03/customer: aarhus municipality year: 2006





03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63

the rojec ea visied a nuer o ciien service cenres aroundDenar and conduced inervies and ade oservaions, all o

hich ere docuened in he or o hoos, seches, noes andvideo. boh ciiens and eloyees ariciaed.

the ojecive as o gain an insigh ino ho oher unicialiiesaciliae ineracion ih he ciien. Susequenly, eloyees andciiens in Aarhus municialiy ecae involved in he or o in-ervies and orshos ih a vie o oaining a icure o hacharacerises heir everyday siuaion and heir exeriences, needsand asiraions ih regard o roviding and receiving ciizen servicesresecively.


RESEARCH

customer: aarhus municipality year: 2006 case: aarhus citizen services 03/



”wHERE DO I GO?”

”wHAt If I NEED tO SEE AbOUt mORE tHAN ONE tHING?”

”SHOULD OtHERS bE AbLE tO fOLLOw mY pRIVAtE LIfE?”

t b w ’

s b b ff bw

t f f



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65


ANALYSIS

the hole service as aed ou aing he user as a saring oin.this aing-ou clearly illusraed a nuer o roles ha ere

secically cenred on he eeing beeen he acual ciizen serviceand he eloyees’ oring day. the various yes o ciien eregroued according o heir needs, siuaion and oivaion and ereransored ino ‘ersonas’. the roles and ersonas oined heay orard o ooruniies or iroving ciien services.

case: aarhus citizen services 03/customer: aarhus municipality year: 2006





03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67

Develoen o oh he visual design and he hysical layou asdone in close cooeraion ih ciiens and eloyees. personas,

associaion cards and role laying ere all used as a eans o de-veloing he layou and service conces.


DEVELOpING tHEIDEA AND CONCEpt






03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69

the idea o ‘co-service’ is cenral o he uliae conce o ciienservices. Co-service is a hase eween service and sel-service

ha ees he ciizen’s needs or gradually eing ale o serveheselves.


CO-SERVICE

case: aarhus citizen services 03/

t f z b

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, f

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.

customer: aarhus municipality year: 2006





03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71

A survey carried ou y Einion in Aril 2007 shos ha 91% oAarhus municialiy ciiens overall are eiher saised or very sa-

ised ih heir visi o o he Ciien Services cenre – and ha heusers’ saisacion ih he service rovided y is ersonnel os95%. the gures exceeded he execaions ha ere envisagedhen he rojec as in develoen. then, one o he arges asha, ihin he rs year o oeraion, 70% o ciiens should ndhe Ciien Service cenres easy o use and eel ha hey ere o-ered a decen service.


RESULt




“USING SERVI

ENAbLES YOUEXACtLY wHYOUR CUStOmIf YOU wANtmONEY, YOUwHAt YOUR CNEED.”



E DESIGN

tO UNCOVERt NEEDSRS HAVE.O mAkEUSt pROVIDEStOmERS

03 /

pIA bECH mAtHIESENdesign manager at dsB



A ‘the Good kindergaren’ i is no jus abou loo-ing aer children and develoing heir social sills.I is also aou considering he needs o arens

ih regard o eace o ind, ersonalisaion andariciaion



03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75

casetHE GOODkINDER-

GARtEN04/introduction

research

analysis

developing the idea and concept

result

ready start smart

pulse

47

51

53

55

57

58

59





05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77


INtRODUCtIONwha aes a good indergaren? Counless rojecs have shonhe iorance o good hysical raeors, eaching racices anda healhy oring cliae in creaing a good indergaren. bu ehave vieed indergarens as a service or arens. So e did.

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b

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-f.

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-

f f ’

w f f f

. c i f i

d (cid)

. F, d e

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j.

Research t f

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f ,

d . t bj

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b . t

bqn gl w vl nmb f

b w

f b f b -

.

bacground t g k f

w j w

gn n b b bl

. t j f

f j d e-

c a

w ’ ff

d .

Success crieria th dnh en n

cnn ahy l wn nmb f

f j w fw f

case : the good kindergarten 04/customer: danish enterpriseand construction authority

year: 2006



0



07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79

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f f b

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b w w -

w f

w w

.

Lie in he unicialiy W w f

f c m’ c ya b w -

wf w b b

b -

bj. t w w f

w f c

.

Analysis: 12 robles t

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w, x

– ,

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( f ).

3. t ’ w (‘b ’).

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.

t b -

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b f

f

w bw

w ff .

th j w bm h dnh en-

c a w

j f b

. F,

w w b f -

w w f

.

case : the good kindergarten 04/year: 2006customer: danish enterpriseand construction authority



03 0



the rojec ea carried ou eld or a he Jorden Rund (Round heEarh) indergaren and ih our ailies ih children. the ocuso he as as geared oards he arens and herey he ‘ronsage’ exerience o he indergaren service. Hoever, a he saeie, i as also ioran o gain an insigh ino he ‘acsage’rocesses and he insiuions’ ersecive on eing ale o design aservice ha is relevan o all layers involved.


RESEARCH

09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 8




03 05 0

f r o n s a g e

t b ’ x f

n d v i e w s n h e c h i l d c r e p r v i d e d h e k i n d e r r e n

b f f

c h i l d c r e p h e n m e n n n d m r e s p e c i c c n d i i n s

k

.

p o i n s o c o n a c

m a p a f

a o f o a o ,

a , f a w

o f o

a

o

k w f . t

p p l i e s b h d y -

- d y c m m u n i c i n b u h e c h i l d

j f k .

b a c s a g e

t h e r e r e n u m e r

u s p r b l e m s s s c i e d w i h h e e v e r y d y

w r k i n l i f e f e

c h e r s .

g e n e r l l y ,

h e y s p e n d l

f i m e

, f , k

w

f

,

b f

w

.

tHE CHILD’S DAY IS ‘INVISIbLE’tO tHE pARENtS

OVERLOAD At twO CENtRALpOINtS Of CONtACt: DROp-OffAND COLLECtION

DIffERENt ‘CULtURES’ (pAR-ENtS, kINDERGARtEN, tEm-pORARY StAff, OtHER StAff)CREAtE CONfLICtS

pARENtS DO NOt HAVE A CLEARpICtURE Of tHE SERVICE tHEYARE bUYING

tHE kINDERGARtEN IS NOtGEARED tO bEING A SERVICE

fOR pARENtS

LACk Of A DYNAmIC CHANNELOf COmmUNICAtION bEtwEENtHE pARENtS AND tHE kINDER-GARtEN

StAff (AND pARENtS) EXpERI-

ENCE CHRONIC StAff SHORt-AGES ON tHE GROUNDS OfSICkNESS

tEACHERS mUSt COmpLY wItH

A mULtItUDE Of EXtERNALDEmANDS AND pOLICIES

pRACtICAL wORk AND AD HOCpLANNING ACHIEVES tAkES UpA LOt Of tImE

It’S UNCLEAR wHO IS mAkINGtHE DECISIONS fOR tHE kIN-

DERGARtEN – tHE pARENtS ORtHE mANAGEmENt?

mANAGEmENt COmmUNICAtEIN A CLOSED wAY



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ANALYSISAnalysis o he daa gahered consised o a aing-ou o heservice rocess and idenicaion o ‘gas’ beeen execaions andexeriences o he service and idenicaion o he various layers’needs and oivaions. finally, he analysis resuled in idenicaiono 12 ey roble areas. Each roble area highlighed oenials andooruniies or rehining and iroving he service exerience.




03 05 07 0



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the rojec ea ocused on develoing ne suleenary serviceeleens ha were no resource-inensive u on he oher handwere easy o ileen. taing he roles wih he greaesoenial or realisaion as a saring oin, a nuer o ideas and,susequenly, o conces ere develoed in close dialogue iharens and oher arners involved in he rojec.


DEVELOpING tHEIDEA AND CONCEpt




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the rojec resuled in o service conces ha inroduce a nuero ne oins o conac eeen arens and he indergaren. Oneo he conces ocuses on he basic needs o he arens or olloinghe child’s exeriences during he course o he day, hile he secondis aou aing sure ne arens are adequaely reared eoreheir child sars a indergaren. the overarching ojecive o ohconces is o increase he level o qualiy o he indergaren as aelare service exerienced y he arens.


RESULt

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CONtRACt Bf , w f b . t f , fw b bf . i f w w b. t bjf b b lwh, n whh n b fl mmn wh ngff. F , f w b bf . a b f ’ f w .

pICtURE bOOk pn wh bk h ll hm b

f . t b w f f f b f w . t b

w b b b b .F, f b w b f f b .

mEmENtOS t b f ’ w, . t, f f ’ .

pERSONALISAtION t b . F , ,

b b . p b .a , w ff f f b .

when he child is enrolled, he arens receive a uli-uncionalsuicase conaining inoraion on everyday lie and rules a heindergaren. the suicase syolises he journey ha he child andhis/her arens are earing on, and is conens give he arenssoe insigh ino culural rules and codes ha ay iniially e invis-ile u could give rise o isundersanding urher don he line.

concept 1

READY StARtSmARt

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DIGItAL LOGbOOk a b b f nfmn n h y v h mbl hn h nn bf hy ll

, . t b b ,

’ ’ .

tEXt NOtIfICAtIONS a -b f f ff . t b n hmlv mnlly h hy knw n vn wh h

b , f , b ff.

SOCIAL CLOUDS d f ’

w . s c f b f bj rFid x f

. t w

w w w. p wb .

COmbI-bUILDING bLOCkS r -fb b b b . a f 20 b w b b. t w, q w b w

b w, . t fw , f

w ’ d.

concept 2

pULSE is a conce ha gives arens a coleely ne ooruniyo ollo everyday lie a he indergaren. the conce consiss oa nuer o individual counicaion ools ha each, in heir onay, inor he arens aou he social and racical aciviies haae lace a he indergaren during he course o he day.

pULSE

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Service design requires ehods oher han hoseha characerise radiional design ass. I requiresehods ha involve he users, he roviders and

oher arners. I also requires ehods or a-ing-ou oral and exerienced service rocessesand o siulae he inended service exerience.

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mEtHODS

05/

introduction

ethnographic methods

design game

service Blueprinting

service Quality model

idea development game

mapping our ideas

experience prototyping

video prototyping

63

65

67

69

71

73

75

77

79

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A service aes lace over ie and consiss o a large nuer orelaionshis beeen various layers, eleens and oins o conac.thereore, i is rs and oreos essenial o have ools or a-

ing-ou he hole service rocess. maing-ou he rocess exosesgas eeen he oral, or execed service, and he exeriencedservice and hels o ideniy oenials or he ne soluion.

You can’ acually ae a service ino your hands and eel i, lieyou can ih a roduc. thereore, i is crucial ha you have oolsor siulaing he uliae resul – naely, he execed serviceexerience. I is all aou aing he inangile service as angileas ossile. I is also ioran o use ehods syseaically o

develo and rioriise ideas and conces, since he colexiy andvolue o layers involved is yically high.

Since service design is all aou aing ha oivaes and aessense o he various co-creaors o a service as he oin o dearure,ehods, such as ehnograhic eldor and design gaes - hiche also use in oher yes o design ass – are asoluely cenralo he rocess. All ehods involve users, roessionals, cusoersand oher arners and are used in dieren hases o he design

rocess – oen ore han once.

methods

INtRODUCtION

methods 05/



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S a y i n g

e w

f - -

u r e d s h u s e r s h v e h e p p r u n i y s e h e e n d

w b j .

t w , w

o o w

k ,

a k a a b

.

D o i n g

p b f ‘ -

f f b

j ’ b

f b x .

o b f

f f b w w w w w w w

c u l l y d .

o f e n , w e

r e n c u l l y c n s c i u s f h e w

y

w - f w .

C r e a i n g

W e c n s c i u s l y p

r v k e u s e r s i n r e c i n n d c r e

i n ,

f r

x ,

,

w ,

,

b b k

. t

x ,

f

, w

h e y d r e m

b u , w h m e n s s m e h i n h e m – h i n s

w w f .





t

f , w

f b j . i

f f b w j , .

a ,

w .

03 05 07 09 1



Design gaes are a generic er or a srucured ay o organisingand involving aricians in a design develoen rocess. Designgaes can ae dieren ors – everyhing ro oard gaes o

role-laying. they can e layed a dieren oins o a design de-veloen rocess ih dieren objecives. for exale, he designgae can e used or acing ou a rojec rocess ihin a rojecea – or or qualiying and rioriising roles wih users andoher arners.

methods

DESIGN GAmE

methods 05/

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03 05 07 09 1



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Service luerining is a ehod e use o rea don he servicerocess chronologically ino sequences. parly, e a ou he oralrocess – i.e. he eleens, sequences and conac oins ha ae

u he service ro he ersecive o he rovider (‘ac sage’).And arly, e a ou he journey uon hich he user ears,as i acually unolds and is exerienced y he (‘ron sage’). theobjecive is o ideniy gas beeen he service ha is execed andhe service as i is exerienced and, hrough his, localise he greaesdeveloen oenials.

methods

SERVICEbLUEpRINtING

methods 05/



03 05 07 09 1 t k b w x

i d e n i e s h e

p s h e x i s b e w e e n h e q u l i y p

r v i d e d n d h e q u l i y e x p e r i e n c e d .

t h e

w b v z

, a .

p l l

. B

b f

q q f b f

.

c l

l b b q f .



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the service-qualiy odel is a ehod o aing-ou he gas iden-ied – he relaionshi eeen execed and exerienced service– in relaion o he various layers ho are involved in he creaion

and recei o a service. In oher ords, he odel localises he in-novaion oenials saially and can also e used o rioriise andevaluae ideas.

methods

SERVICE-QUALItY mODEL

methods 05/



03 05 07 09 1



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methods

IDEA DEVELOpmENtGAmE

methods 05/

the idea develoen gae is a ehod o generaing ideas on heasis o idenied roles. the aricians in he rojec earainsor alernaely on he asis o he various eleens such

as ords, ojecs, icures, individuals and eelings. the idea is osyseaically lin ailiar and unailiar caegories ha don’norally ‘go ogeher’. this linage encourages surrising ideas,creaive houghs and oea noions – on he asis o an inoredand insired oundaion.

by virue o he coon develoen rocess, i is ensured ha allersecives, discilines, ineress and coeences conriue ocreaion o he service ideas. this hels anchor he idea and leads o

innovaive and relevan soluions.



03 05 07 09 1



15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87

we use dieren ehods or caegorising, evaluaing and rioriisingideas in relaion o idenied roles and araeers. the ara-eers are relevance crieria such as nancial, social and environenal

resuls, he rojecs success crieria and goals, ileenabiliy, levelo innovaion ec. the ojecive is o ensure syseaic and sraegicdeveloen o an idea ha ill resul in relevan and susainaleconces.

I is roducive o carry ou evaluaions and rioriisaion severalies during he rocess – oh ih users and oher layers. thishels ensure ha he rojec develos in he righ direcion and ahe righ ace.

methods

mAppING-OUtOf IDEAS

methods 05/



03 05 07 09 1 t

f

x f

.

p

w k f f f f w

w

w b f

k .



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we use dieren ehods o siulae he inended service exeri-ence. One o he ehods is role-laying. we creae he raeoror one or ore scenarios, and ogeher ih he users e lay ou

he rocess and siuaions, ih or ihou ojecs. the role-layingcan e done a he locaion here he user ill coe ace o aceih he service or in anoher hysical 1:1 environen.

Exerience-rooying can also e carried ou via a narraive orvisualisaion, hich enales aricians o iagine, exerience andes one or ore eleens in a service. the ojecive o exerience-rooying is o exlore he qualiaive eleens ha ae u heservice exerience.

methods

EXpERIENCE-pROtOtYpING

methods 05/



03 05 07 09 1

F

, b æ f k

f ø

f

k å k .

m

f

å å ,

f ø æ k

j k b

.



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the service rocess is convered ino a scri and recorded on video.Acors and eleens in he l can e realisic and consis o realeole, surroundings and ojecs – or i can e aniaed, using dolls

or insance.

the service exerience is conveyed using his ehod as a coheren‘as-i’ exerience and is hereore exreely eecive, as a ehod odeveloing high-qualiy service exeriences, in ers o relevance ousers and as a ay o conveying he soluion o exernal and inernalaricians and arners.

methods

VIDEO-pROtOtYpING

methods 05/



1508 hels coanies creae he services o oor-ro. Services ha creae resuls on he nancial,social and environenal oo line and ensure

greaer cusoer loyaly.

03 05 07 09 1



AppROACH

06/

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Ieraive rocess th h l

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f f, ’ f -

f b.

a ’ -

w.

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b f-

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f w .

process hases i

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.

i w

ymlly, whby vy

b f b -

. u b

f f . i

b w

w f

bw b -

n. i n nw b l wh n

.

A successul service design rocess aes as is saring oin heusers’ everyday siuaion and execaions. I is ioran o designsoluions ha enrich and oivae all aries involved - hose receiv-ing he service and hose roviding i.

03 05 07 09 1

SOLUtIONtASk

1 .

R E

S E A R

C H

2 . A N

A L Y S

I S

3 .

I D E

A A N D

C O N C E p t 4 .

p R O

t O

t Y p

I N G



approach 06/

”DESIGNERS wILL HAVE tOCHANGE tHEIR AttItUDE.

tHEY NEED tO DESIGN wItH ANDNOt fOR pEOpLE.”

roBert young, proFessor, centre For design research, northumBria university

in h ln h, w vl y

f f

l ln. th gn f h y

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f f

b f

f w b

.

mulidiscilinary, holisic aroach th

b

f ff

b. tf, ,

-

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f .

Collaboraion s w

f

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– b b

h l knwlg n nvlv xnl

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b wf

b . W w

c l lb

c i f i d

(cid) f w

.

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