service design | | elena pacenti - ida > hometddd51/mtrl/tidigare oh... · the new generation of...

service design || elena pacenti

profile |

•Graduated in Architecture at the Polytechnic University of Milan on 1993, by presenting a thesis on service design : “Design of service products between social and environmental qualities”. Mentor: Prof. Ezio Manzini.

•PhD in Industrial Design at the Polytechnic University of Milan on 1998 with a dissertationPhD in Industrial Design at the Polytechnic University of Milan on 1998, with a dissertation on service design, “Designing the interaction with services. The contribution of the design culture for service design”. Mentor: Prof. Ezio Manzini.

•Joined Domus Academy on 1997 as part of the Domus Academy Research Center (DARC), where she has been coordinating research projects in the area of design innovation. As service and interaction designer at DARC she developed research projects for the Europeanservice and interaction designer at DARC, she developed research projects for the European Union and design advice for governmental and private agencies in Italy. From 2002 she has been director of DARC.

profile |

•Director of the Department of Service Design at Domus Academy.Launching the Master in Service Design | first intake Sept. 2011

service design | the birth

designers started looking at services at the beginning of the 90sdesigners started looking at services at the beginning of the 90s

•services around productsthe success of products on the market is more and more affected by the quality of services that complete the “product offering” (i.e. maintenance and post-sale services affect the success of complex products such as cars, electric home appliances, but also consumer electronics)

•interactive artifacts and mediathe new generation of communication products and media are deeply linked to the services

( fprovided by network and telecoms (i.e. mobile phones are sold with the choice for a telecom provider and a service contract)

•net servicesthe “net economy” is starting with the offering of on-line services, new service ideas and related business opportunities (the web boom)

service design: the birth |

designers started looking at services at the beginning of the 90sdesigners started looking at services at the beginning of the 90s

•the market competition into the service sectorthe market competition into the service sector is growing: service companies must differentiate (banks, restaurants, hotels…)

•the McDonaldisationMcDonald’s-like formulas are conquering the planet as the universal way of offering services (Blockbuster, Fast Food’s Chains…)

•social and environmental sustainabilitythe debate around sustainability and welfare look at the design of new services as the mostthe debate around sustainability and welfare look at the design of new services as the most promising way to change the current consumption paradigm

service design: a discipline?

At the beginning of the 90s the expression design of services appears:g g g

•the expression is used in different disciplines and cultural contests:the expression is used in different disciplines and cultural contests: (“design of services” Hollins, “design of services” di Eiglier e Langear…)

•the expression appears within design research( Polytechnic Milan, Design School Koln, TuDelft…)

design of services: the approach |

services can be observed asservices can be observed as

•complex structures and organisationsthe focus on technical engineering of the service system(management + technical skills and competencies)

••complex systems and interfaces to interact withthe focus on users that interact with a mix of places, people, tools, information and communication(design culture and competencies)

service interaction |

“the front-office and the visibility line”L Shostack 1982

“the zone, area, scene where interactions take place”G Anceschi 1992

L. Shostack, 1982

G. Anceschi, 1992

service design | design culture

•the design culture as a resource for services•the relation with users as the focus(the marketing is very close)

•developing tools to manage the relation(management, marketing and human resources already do)

•developing tools to manage the quality of the relation(management and technical competencies already try)

•developing tools to manage the quality and the aesthetic of the relation(design culture and competencies)

services | definition

•services are activities performed by people for the utility, the satisfaction and the support of other people

•services are mainly characterised by the relationship between providers and users

•services are performances that produce final results

service design | concepts

service design | concepts

service design | concepts

service design | interaction metaphors

interaction platform

language consistency

interaction modes and style

visibilityg g yvalues sharing

accessibilitymulti-modality

orientation (mental model)atmospheretransparency

guidelines for task performance

feed-back

personalization

listeningundo

error-friendlinessfluidity

flexibilitydynamism

designing service concepts |

Service strategies

• relieving solutionthe model of a “served user”(from traditional to luxury services)

•enabling solutionsthe model of user as a “partner”(f f f )(from self-service to co-production of value)

designing service concepts |

• passive userservice provides complete resultsservice provides complete results usually labor-intensive services | traditional business model

• active userservice provides platform and tools for users to do-it by themselves (self-service) semi-automated or digital platform | optimization of costs | reduction of labor g p | p |intensity

• pro-active userservice provides platform for enabling users creationthe organization facilitates community-based initiatives | new low cost formulas | g y | |high-contribution by users

the transportation modelp•

the organic flow of vehicles for shared usage

designing service concepts |

innovation kinds |

•technology-driven innovationtechnology driven innovationautomation + remotenessconnectivity

•social innovationuser participation + new rolesnew social contextscommunity-based interaction

innovation kinds |

•social innovationis a process of change where new solutions emerge from a variety of actors directly involved in the problem to be solved (E. Manzini)

i l i ti fl i h h t t diti i hsocial innovation flourishes when two contemporary conditions are given: when society is facing difficult problems and when some new technologies, having spread in it, open new and (partly) still unexplored possibilities

innovation kinds |

•recent stories“zero-mile” foodzero mile foodneighborhoods gardensfarmers’ marketsco-housing

li d h icar pooling and sharingbike-me

innovation kinds |

•creative communitiescreative communitiesgroups of people that self-organize solutionsnot asking for solutions (passively)but activate new initiatives…new economic modelsforms of organisationsmicro-enterprisesp…diffused social enterprises

innovation levels | approaches

• customer experienceservice assessment and improvementservice assessment and improvementincremental innovation

• service innovationnew service idea and models

brief | refine the service concept

Concept level: work on service values to refine the service idea/modelp

# 1 _ FOCUS ON SUSTAINABILITYMake it more sustainableMake it more sustainable.

# 2 _ FOCUS ON ACTIVE USERSMake it an enabling solution.g

# 2 _ FOCUS ON SOCIAL ENGAGEMENTPromote social engagement.

brief | refine the service experience

User experience level: expand the users types and work on interaction qualities to yrefine the concept

# 1 FOCUS ON IDENTITY# 1 _ FOCUS ON IDENTITYMake it more visible. Exploit service values.

# 2 _ FOCUS ON MULTIMODALITYMake it more accessible.

# 3 _ FOCUS ON HUMANIZATIONMake it warmerMake it warmer.

brief |

Criteria for sustainability 1.A sustainable solution is the process by which products, services and know-how are made into a system with the aim of facilitating the user in achieving a result coherent with sustainabilitysystem with the aim of facilitating the user in achieving a result coherent with sustainability criteria. A result which also has the effect of transforming the given system and generating a new one which is consistent with the fundamental principles of sustainability: low energy and material p p y gyintensity and by a high regenerative potential.

Low energy and material intensity. Metaphorically speaking this refers to the lightness of the solution and its effectsMetaphorically speaking, this refers to the lightness of the solution and its effects.It is assessed in terms of systemic eco-efficiency, i.e. on the basis of the quantity and quality of the resources used to obtain a result. Bear in mind the overall life-cycle of the related artefacts.

High regenerative potential. This refers to the capacity of the solution to integrate with its context of use enhancing the environmental and social resources available.

1. Ezio Manzini

brief |

G id li | t i bilitGuidelines | sustainability

Promote variety. Protect and develop biological, socio-cultural and technical diversity.

Use what already exists. Reduce need for the new.

Give space to nature. Protect natural environments and promote “symbiotic nature”.

Re-naturalise food. Cultivate naturally.

Bring together people and things. Reduce demand for transport. g g p p g p

Share tools and equipment. Reduce the demand for products.

U th i d d bi R d d d ilUse the sun, wind and biomass. Reduce dependence on oil.

Produce at zero waste. Promote forms of industrial ecology.

brief |

Guidelines | social engagement

Empower people. Increase participation.

Forster behavioural change towards sharing and connectivity.

Develop networks Promote decentralised flexible forms of organisationDevelop networks. Promote decentralised, flexible forms of organisation.

Prevent people isolation and promote intergenerational exchanges.

f f CMake it accessible for foreign people. Consider universal language, archetypes.

Consider the style and aesthetic of the interaction with respect to different cultural habits.

Promote diversity and cultural exchange.

brief |

Concept scenarioDescribe in a synthetic concept scenario map your idea.

The concept scenario includes the following information:

- the service performance: what does the service offers?- actors and roles: what’s the main role of actors into the service offer?actors and roles: what s the main role of actors into the service offer?- infrastructure: what’s the physical or digital infrastructure needed to perfom the service?- interface: what kind of service interface does the service need?

Visualising techniques are free.

brief |

Added value for usersDescribe in a sentence / storyboard what the added value of users in using your service.

It includes the following information:

- users type specification: whose the service for?- perceived value: what’s the added value with respect to existing alternative solutions?perceived value: what s the added value with respect to existing alternative solutions?

agenda |

Tue. 1-3 pm _ Group Work

Wed. 10-12 am Presentation & discussion_

elena.pacenti@domusacademy.it