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!

https://blogs.ed.ac.uk/website-communications/reflections-on-service-design-and-sharing-knowledge-across-silos-user-focused-lunchtime-meetup-write-up/

Transcript

1. Duncan Stephen Reflections on studying with the Service Design Academy User Experience Manager (acting) ed.ac.uk/is/ux
3. Professional Development Award in Service Design
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…
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
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 programme?
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
38. Draw it Name it Describe it
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
55. User research
56. Speaking to real people about the future of housing
58. Co-design
59. Helping Dundee & Angus College foster collaboration between Horticulture, Professional Cookery and other departments
61. Field trip
62. We went to the Keiller Centre for Dundee Design Week
66. Reflections on the course
67. Bootcamps are intensive
68. Reassuring to realise we’ve been doing this sort of thing already
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 projects
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 Director
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