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Take a look at http://www.servicedesignbooks.org/browse/
Two books have recently been published on Service Design, that are well worth a read.
This is Service Design Thinking
by Marc Stickdorn and Jakob Schneider
by Erik Roscam Abbing
5 steps that can start a blueprint
Step 1: Aware
So many service providers focus on what they actually provide and miss out
how their potential customers/clients will find out about it, or leave it to the end when the service is produced (handling it in isolation or delegating it to someonelse). The first step of the blueprint addresses this by asking ‘How do you find out about this service?’
The answer to this question will vary, from service to service, but making time to consider this and knowing where your most valuable/needy customers are is key. The main point
is that with cross channel communications, info sharing is part of the main product not a side order or after thought.
Step 2: Engage
The next step explores the access points to your product. ‘How do you access the service?’ and indeed where and when? This information can open up ideas on how the service is designed, and how it connects with other products aswell as considering the platform(s) itself. How many customers start off in a conversation with a friend… or on facebook/twitter. Today we can make fast links in. But equally in the offline environment a carer may first access your service while on a visit to the doctors through a referral.
Step 3: Use
This step is pretty easy for the service designer or manager to answer quite quickly, or is it? How do you use the service? You have spent so much time designing it, meeting the proposition teams’ brief and preparing what you will offer, but who is going to use it and how will they use it?
Step 4: Develop
How your use of the service can develop. What can your customer do, once they have started using your service? If you have gained trust with the success of your service, you are in a position of trust and have an opportunity to cross/up sell. This could be a commercial objective or simply an example of joined up thinking for a series of services that a customer/client may require/need/quite like to have.
Step 5: Leave
Making the leaving experience a positive experience makes the difference between a ‘not going back there!’ reaction and ‘oh… that was quite helpful, I’ll consider them another time.’ If the experience of leaving is bad, one thing’s for sure, they’re not going to be encouraged to return.
The left hand column then varies depending on your service/business.
In the example above we broke the journey down into four persona experiences, sketching the journey so to make it tangible and visible. Then below that we added what each department/part of the business would be doing to facilitate those journeys. Ideas that came from workshops were plotted onto this blueprint to be able to see the experience as a whole and see clearly where the gaps could be. Understanding the bigger picture gives opportunity for more linked up thinking.
Service Blueprints can be done as simply or as complex as needed…
Another translation of Blueprinting is the Customer Journey Canvas found in the recently published book This is Service Design Thinking by Marc Stickdorn & Jakob Schneider (also available from Amazon).
Wall of Sketches from a Workshop: Orange UK
Visualising intangibles and sketching is a very facilitative part of Service Design.
Many clients sit back in awe when a designer starts sketching/doodling and visualising what is being said in a meeting… but we aim to make sketching/doodling accessible to all.
By enabling everyone to make their ideas visual, you make the idea easier to share in a group and more quickly understood. Sharing an idea in a group, can then develop the idea more quickly and help it grow or help create new and better ideas.
01 There are a few books you might like to take a look at:
• Sketching User Experience Bill Buxton
• The Back of a Napkin: Selling Ideas with Pictures Dan Roam
• Visual Meetings: How Graphics, Sticky Notes and
Idea Mapping can transform group productivity David Sibbet
02 Live|Work are known for their sketch sheets, giving you a starting drawing to then develop and add detail to. This helps get people going and soon enough people then ask for blank paper as they grow in confidence and think beyond the boundaries of what is put infront of them.
Still not convinced this is going to make a difference at all?
Try this out…
which of the following to you understand first?
Service Design Leeds aims to share learning and explore ideas around Service Design in the city and the north of England, for both public and private sectors. A few of us have
taken up the challenge of Global Service Jam, to give the city an opportunity to try out service design, to learn by doing.
If we go into the Jam thinking of what may happen afterwards it may limit what actually happens at the event. Global Service Jam is an open and experimental space…
so we are suspending the everyday situations/thinking with the aim of creating something new and creating a shared learning together. It will be an opportunity to make new connections both locally and globally, public and private sector… and with that kind of offer, who knows what may happen? It will be created by the group of jammers that attend…
Service Design Leeds will be collecting the outputs and following things up afterwards.
We have a hunch of what we personally would like to do… but we don’t want that to quash anything that may naturally happen at the event. So what ever will be will be… but I know we are very excited and are keeping connected with other innovation groups in the city.
You think you know… then you sit down with relatives and friends at christmas and you discover… Aah no! You can play this game a different way. Then the inevitable discussion starts… “I’m not sure about that, let’s just check what the rules say”. And so you all agree how you’re going to play, and it usually ends up being a load of fun!
So sometimes you need to set rules to get everyone playing together, and understanding each other’s game as a result. We often rebel against rules put on us to limit our behaviour, but in this context it is to facilitate and enable collaborative working. We create a common safe space and culture for us all to go on a journey of creativity and discovery together.
The Jam will be full of games and creative play – so we’ll be having some house rules to play by. Check some of these out for size…
Service Design Network | Student Workshops | Berlin 2010
01 Learn by doing not debating
02 Be wild and crazy, surprise your group and yourself
03 Experience Trumps theory
04 Have fun. Lots of it.
05 Have lots of ideas. Get them out of your head
06 Ask questions why? why? why?
07 Focus on your persona’s needs and insights
08 Build on each others ideas. Make it “our” idea not “mine”.
09 Don’t judge. Everything is possible. Separate idea generation
from evaluation. Filter later
10 The proof of the pudding is in the eating
11 Listen! Don’t talk while others talk.
12 Sketch, craft and prototype. Make your ideas visual and tangible.
Don’t judge, everything is possible – This one is pretty key to getting the process going. It’s a common guide for designers learning to generate ideas… and not always given it’s full space in the professional world. To create, we can suspend reality while we check out the options and opportunities around a challenge or problem that we are trying to solve. And the way we do this is… Separate idea generation from evaluation – We do need to evaluate ideas, critical that we do, but at the right time… after we’ve had chance to see what the options are and can be.
Learning by doing, not debating… this is pretty primary for Service Design workshopping… we are often so passionate and full of ideas we can get lost in debate and trying to understand one anothers’ point of view. But if we put our words down and start doing and allow the ideas to be shared, develop and grow, you soon find you begin to make progress and what’s better than that… it’s fun!
If you have any other tips on how collaborative workshops can work…
we are more than open to ideas. Get in touch…
Special Thanks to Service Design Network Conference | Student Workshops | Berlin 2010
Service Design Network Conference, Berlin | Student Workshop 2010
This is the kind of thing you can expect… a chance to get your hands dirty,
turn your talking into doing and develop ideas together through many different techniques. You don’t have to be an artist, everyone can have a go at idea modelling
with drawings, lego, plastacine, photography, film or whatever comes to hand. It will be a shared activity so no need to feel like you need to be Michael Angelo – we’ll leave that to
The many stages before modelling of course – you knew it was coming – will involve post-its and many of them! There are lots of Service Design Techniques that will enable this… so bring your own ideas to share. We’re learning too!
What is Service Design: This is a little video made by Service Design Network at their annual conference in Berlin.
It puts into a nutshell why we are so enthusiastic about Service Design.
It’s just the beginning… so if you like this let us know and we’ll publish more.