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Reflections on studying with the Service Design Academy

08911a018fe9e8412434d165d8474187?s=47 Duncan Stephen
October 08, 2019

Reflections on studying with the Service Design Academy

I presented to the University of Edinburgh's user experience community about my experiences studying for a PDA in Service Design at the Service Design Academy in Dundee.

I also ran the rip and mix workshop exercise to get people's creative juices flowing!



Duncan Stephen

October 08, 2019


  1. Duncan Stephen Reflections on studying with the Service Design Academy

    User Experience Manager (acting) ed.ac.uk/is/ux
  2. None
  3. Professional Development Award in Service Design

  4. None
  5. What is service design?

  6. “Service design helps organisations see their services from a customer

    perspective. It is an approach to designing services that balances the needs of the customer with the needs of the business, aiming to create seamless and quality service experiences. Service design is rooted in design thinking, and brings a creative, human-centred process to service improvement and designing new services. Through collaborative methods that engage both customers and service delivery teams, service design helps organisations gain true, end-to- end understanding of their services, enabling holistic and meaningful improvements.” Megan Erin Miller, Practical Service Design https://blog.practicalservicedesign.com/how-many-service-designers-does-it-take-to-define-service-design-6f87af060ce9
  7. In essence, service design is very similar in approach to

    user experience
  8. Over time, user experience has come to be associated with

    digital interfaces
  9. Service design puts the focus back on the holistic experience

    Including the organisation and how the service works
  10. “Service design is the activity of planning and organising a

    business’s resources (people, props and processes) in order to (1) directly improve the employee’s experience, and (2) indirectly, the customer’s experience.” Sarah Gibbons, Nielsen Norman Group https://www.nngroup.com/articles/service-design-101/
  11. Core service design concepts

  12. What is a service? “Services are things that help people

    to do something.” Lou Downe
  13. “Whatever economic sector an organisation operates in, its core activity

    is service… Whether it produces screws, shampoos, cars, or chairs, its product is service.” Mauricio Manhães, This is Service Design Doing
  14. “People don’t want to buy a quarter-inch drill. They want

    a quarter-inch hole.” Theodore Levitt
  15. But people don’t want a quarter- inch hole either… They

    want to hang a shelf... so that they have a comfortable living space
  16. Double diamond design process Discover Define Develop Deliver Trigger Problem

    definition Solution Designing the right thing Designing the thing right Divergent thinking Convergent thinking
  17. Audience Front stage Backstage Behind-the- scenes Megan Erin Miller, Practical

    Service Design https://blog.practicalservicedesign.com/the-difference-between-a-journey-map-and-a-service-blueprint-31a6e24c4a6c
  18. Service Design Academy units

  19. Tools and methods User research Co-design Project

  20. Three two-day bootcamps

  21. Around 15 participants per bootcamp Colleagues from education, local government,

    NHS, independent businesses…
  22. None
  23. Each bootcamp is centred around a live client brief in

    a real problem space
  24. Tools and methods

  25. Rip and mix

  26. Characteristics from a pleasurable service are ripped and mixed with

    something that is currently causing you or your customers pain, to create ideas for new services
  27. None
  28. What if a hospital nurses’ station was like the Apple

    Store Genius Bar?
  29. What if a hospital nurses’ station was like the Apple

    Store Genius Bar?
  30. What if organisational communications were more like your favourite radio

  31. None
  32. None
  33. None
  34. Function Stakeholders Infrastructure/resources Touchpoints (physical form or components of service)

    Emotional characteristics
  35. Draw it Name it Describe and analyse it

  36. Draw it Name it Describe and analyse it

  37. None
  38. Draw it Name it Describe it

  39. None
  40. None
  41. None
  42. Now let’s try it

  43. Use the cards for inspiration

  44. Draw it Name it Describe and analyse it You don’t

    have to fill it all in. There are no right or wrong answers. 5 minutes
  45. Stop.

  46. Draw it Name it Describe and analyse it You don’t

    have to fill it all in. There are no right or wrong answers. 5 minutes
  47. Stop.

  48. Now rip and mix any of the characteristics to create

    a new service Be fast and intuitive
  49. Draw it Name it Describe it 5 minutes

  50. Stop.

  51. Any volunteers?

  52. Tomorrow’s news

  53. None
  54. None
  55. User research

  56. Speaking to real people about the future of housing

  57. None
  58. Co-design

  59. Helping Dundee & Angus College foster collaboration between Horticulture, Professional

    Cookery and other departments
  60. None
  61. Field trip

  62. We went to the Keiller Centre for Dundee Design Week

  63. None
  64. None
  65. None
  66. Reflections on the course

  67. Bootcamps are intensive

  68. Reassuring to realise we’ve been doing this sort of thing

  69. Great to take away new tools and techniques

  70. Space to read and think more about service design

  71. Co-design unit was particularly inspirational

  72. I’m looking forward to applying this new thinking to future

  73. Further resources

  74. This is Service Design Doing Marc Stickdorn Adam Lawrence Markus

    Hormess Jakob Schneider Book and online method library: tissd.com
  75. 15 principles of good service design Lou Downe Director of

    Design and Service Standards, UK Government blog.louisedowne.com/ 2018/06/14/ 15-principles-of-good-service- design/
  76. The Scottish Approach to Service Design “An attempt to create

    a shared collaborative approach to designing public services in Scotland.” Cat Macaulay Chief Design Officer, Scottish Government
  77. Open Change Dundee-based service design agency openchange.co.uk Hazel White Mike

    Press Directors
  78. Snook Glasgow-based service design agency wearesnook.com Sarah Drummond Co-Founder and

  79. Nobl Global service design consultancy nobl.io Lauren Currie Managing Director,

    London office
  80. Service Design Network Global network of service design professionals service-design-network.org

  81. Duncan Stephen Thank you ed.ac.uk/is/ux