Reflections on studying with the Service Design Academy

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Duncan Stephen Reflections on studying with the Service Design Academy User Experience Manager (acting) ed.ac.uk/is/ux

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Professional Development Award in Service Design

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What is service design?

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“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

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In essence, service design is very similar in approach to user experience

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Over time, user experience has come to be associated with digital interfaces

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Service design puts the focus back on the holistic experience Including the organisation and how the service works

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“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/

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Core service design concepts

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What is a service? “Services are things that help people to do something.” Lou Downe

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“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

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“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Theodore Levitt

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But people don’t want a quarter- inch hole either… They want to hang a shelf... so that they have a comfortable living space

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Double diamond design process Discover Define Develop Deliver Trigger Problem definition Solution Designing the right thing Designing the thing right Divergent thinking Convergent thinking

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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

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Service Design Academy units

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Tools and methods User research Co-design Project

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Three two-day bootcamps

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Around 15 participants per bootcamp Colleagues from education, local government, NHS, independent businesses…

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Each bootcamp is centred around a live client brief in a real problem space

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Tools and methods

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Rip and mix

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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

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

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

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What if organisational communications were more like your favourite radio programme?

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Function Stakeholders Infrastructure/resources Touchpoints (physical form or components of service) Emotional characteristics

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Draw it Name it Describe and analyse it

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Draw it Name it Describe and analyse it

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Draw it Name it Describe it

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Now let’s try it

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Use the cards for inspiration

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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

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Stop.

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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

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Stop.

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Now rip and mix any of the characteristics to create a new service Be fast and intuitive

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Draw it Name it Describe it 5 minutes

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Stop.

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Any volunteers?

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Tomorrow’s news

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User research

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Speaking to real people about the future of housing

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Co-design

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Helping Dundee & Angus College foster collaboration between Horticulture, Professional Cookery and other departments

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Field trip

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We went to the Keiller Centre for Dundee Design Week

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Reflections on the course

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Bootcamps are intensive

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

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Great to take away new tools and techniques

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Space to read and think more about service design

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Co-design unit was particularly inspirational

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I’m looking forward to applying this new thinking to future projects

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Further resources

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This is Service Design Doing Marc Stickdorn Adam Lawrence Markus Hormess Jakob Schneider Book and online method library: tissd.com

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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/

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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

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Open Change Dundee-based service design agency openchange.co.uk Hazel White Mike Press Directors

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Snook Glasgow-based service design agency wearesnook.com Sarah Drummond Co-Founder and Director

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

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

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