neasis&t 2017: service co-design
TRANSCRIPT
Jennifer Briselli Managing Director, Experience Strategy & Design
Service Co-DesignUsing Participatory Design Methods to Empower Users
What is Service Design? What is Participatory Design? How do they intersect?
Why might you use this type of design in your own practice?
What are some methods and activities, and how do you choose them?
What does it look like? How do you do it?
What do you do with the results of these methods?
Q & A
Overview
What is Service Design?
One one hand:
“Performances. Choreographed interactions, manufactured at the point of delivery, forming a process and co-producing value, utility, satisfaction, and delight in response to human needs.”
One the other hand:
“Activities or events in a service process become a product, through interactions with designed elements or resources, from representatives of the organization, brand, customer, and mediating technology.”
What is Service Design?
Richard Buchanan:
The ultimate purpose of service design is to give people the information and tools needed to act, according to their own wishes and needs.
What is Service Design?
(Stage)Design Experience
(Seating/ Audience)Target Users/Customers/Patients
(Ticket Office)
Marketing and
Awareness
(Back Stage)Invisible
Supporting elements
Journey Maps help us understand how customers’ needs, feelings, and activities vary over time, and allow us to identify gaps, pain points, and opportunities.
Experience Journey Maps & Blueprints
Traditional Journey Maps focus on the customer’s firsthand experience and often illustrate the emotional highs and lows as well as behavioral triggers.
Example: Journey Map
Service Blueprints are a type of Journey Map that illustrate not only the customer’s firsthand experience but also include information about interactions with an organization or brand, and behind-the-scenes operational or technical support processes.
Example: Service Blueprint
What is Participatory Design?
What it is:
An approach to design that invites all stakeholders (e.g. ‘end users,’ employees, partners, customers, citizens, consumers, patients, providers) into the design process as a means of better understanding, meeting, and sometimes preempting their needs.
What it is not:
• A way to “make your users do your job for you”• A single prescriptive method or tool• A rigidly defined process
• (see also: co-design, co-creation, co-production, collaborative design…)
• A holy grail
What is Participatory Design?
Involving the people we’re serving through design as participants in the process.
What is Participatory Design?
Design Process
DISCOVER
diverge on needs &
assets
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council
DISCOVER SYNTHESIZE
diverge on needs &
assets
converge on opportunities
Design Process
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council
DISCOVER SYNTHESIZE GENERATE
diverge on needs &
assets
converge on opportunities diverge on ideas
Design Process
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council
DISCOVER SYNTHESIZE GENERATE FOCUS
diverge on needs &
assets
converge on opportunities diverge on ideas
converge on solutions
Design Process
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council
DISCOVER SYNTHESIZE GENERATE FOCUS
diverge on needs &
assets
EVALUATE
converge on opportunities diverge on ideas
converge on solutions
Design Process
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council
DISCOVER SYNTHESIZE GENERATE FOCUS
Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council
Generates design principles & direction
Generates viable solution concepts
Where does participatory design fit in?
“Participatory design methods, especially generative or ‘making’ activities, provide a design language for non designers (future users) to imagine and express their own ideas for how they want to live, work, and play in the future.” - Liz Sanders
In other words:
It leads to better experiences & outcomes.
Service Co-Design: Why it’s useful
Generative methods uncover latent needs.
Image: Liz Sanders
Framing: Identifying goals, objectives, key questions, hypotheses
Planning: Planning activities that answer these questions
Facilitating: Ensuring & documenting productive participation
Analyzing: Making sense of it all to identify actionable insights
Service Co-Design: How to do it
Framing
Stakeholders, Co-creators, End Users
Challenges & Goals
Questions & Unknowns
Assumptions & Hypotheses
Choosing Activities
Framing
Three categories of activity
Narrate: Participants help us understand their needs via storytelling
Create: Participants generate ideas and create prototypes of products, services, or experiences (these can be very realistic or completely unrealistic)• Sometimes participants create viable solution concepts• Sometimes participants create items that give designers insight &
direction
Prioritize: Participants make connections and judgments that help us understand the value of potential design solutions
Choosing activities & methods
Telling stories helps participants express more detailed and emotionally resonant experiences. These activities are intended to elicit memories and help build empathy and understanding.
Examples:• Journey mapping• Love letter/breakup letter• Collaging• Empathy mapping• Knowledge hunt• Reenactments
‘Narrate’ activities
Participants can provide a lot of insight when provided tools and opportunities to design without constraints or expectations.
Examples:• Magic screen/button/object• Interface toolkit• Physical/paper/rapid prototyping• Fill in the blank• Ideal workflow• Ecosystem mapping
‘Create’ activities
These activities help participants and designers evaluate and understand the value of existing experiences or potential future design solutions.
Examples:• Card sorting• Channel sorting• Value ranking• Storyboard/Concept speed dating• Bodystorming/Gamestorming• 2x2 grids
‘Prioritize’ activities
The design prompt sets the stage and ensures participants will focus their contributions on the goals, questions, or hypotheses you’ve identified.
For example:
“Use the items provided to create a perfect remote control.”
“Draw an imaginary classroom that provides all your educational needs.”
“Create a script for the ideal interaction between a student and counselor.”
Design Prompts
1. Identify a design goal or hypothesis to be explored
2. Create a design prompt for participants for each activity
We’ll “try” a few activities today:• Collage• Journey Map• Magic Object• 2x2
Framing: Let’s Try It
Activity 1: CollageEx: “Make a collage that represents what your library means to you.”
Activity 2: Journey MapEx: “Create a diagram that illustrates the process of finding and checking out a book, including how you feel throughout the process.”
Activity 3: Magic ObjectEx: “Use the items provided to create a tool, service, or magic object that would make the library experience better for you.”
Activity 3: 2x2Ex: “Place the items where you feel they most belong in the grid.”
Framing: Let’s Try It
Planning
Where: office, school, home, outdoors, in context
Who & how many: large group, small group, individual
Observation methods: notes, video, photo, artifacts
Materials: construction kits, legos, playdoh
Logistics: recruiting (>2 weeks), honorarium, volunteers, observers
Planning
Let’s plan the activities…
CollageThis activity helps members’ express their experiences and needs in a way words can sometimes fail to describe. Participants will also put themselves at the center of the map, which allows us to understand how members’ conceive of their own agency (or lack thereof).
How: Participants are provided a prompt and asked to spend 30-45 minutes creating a collage that describes their feelings about the prompt. Participants are then asked to share and discuss their collage. Facilitators may ask participants to elaborate to better elucidate examples and opportunities.
Materials:paper, images, glue sticks or tape, writing utensils, post-its
Journey MapThis activity helps members’ express their experiences and needs in a way words can sometimes fail to describe. Participants can be asked to express their current experience, or design an ideal future experience, or to compare and contrast both.
How: Participants are provided a prompt and asked to spend 30-45 minutes creating a map or flow that illustrates a typical series of steps or tasks. Participants are then asked to share and discuss their journey map. Facilitators may ask participants to elaborate to better elucidate examples and opportunities.
Materials:paper, post-its, glue sticks or tape, writing utensils
Magic ObjectProviding members with materials that allow them to engage in a making process can provide insights about potential design solutions as well as uncover latent needs. How: Participants are provided building materials and a prompt, and asked to spend 30-45 minutes creating the objects.Participants are then asked to share and briefly discuss their creations. Facilitators may ask members to elaborate on aspects of their explanation where appropriate to elucidate examples and opportunities.
Materials:Paper, construction materials, glue sticks or tape
2 x 2This activity helps customers’ express priority and categorization; it’s a way to understand their mental model and allow customers to design ideal content structures, information architecture, or other experience structures at the same time.
How: Participants are provided a labeled 2 x 2 grid and a series of words or images, and asked to spend 30-45 minutes placing the words or images within the grid wherever they make sense to the participant. They are then asked to share and discuss their creation.
Materials:paper, labeled 2 x 2 grid, images or words printed on cards, glue sticks or tape,
Facilitating
Be prepared
Be yourself
Be flexible & adaptive
Be reflective
Be warm & friendly
Facilitating: Participation
Document Document Document• Dedicated note taker(s)• Photograph• Record audio & visual when possible• Keep artifacts when possible
Ask participants to tell you about what they create• Show & tell• Share a story• Write a commercial• Create a pitch
What they create is often less important than how they describe its value.
Facilitating: Capturing Value
Let’s Try it…
Participating:
Think about following the design prompt based on your own personal experiences, and what you think and feel as you try the activity.
Facilitating:
Think about what you see, hear, and notice as you observe others participating in the activities. If you were facilitating, what would you capture? What would you ask?
Analyzing
Cull: Cut irrelevant or incomplete information
Normalize: get everything into a common format • excel• text documents• grids• post-its
Review: Follow your instinct… analysis is as much art as science
Expect to spend at least 2 hours of analysis for every hour facilitating.
Analyzing
Raw Data• Notes• Photos• Videos• Audio• Artifacts
Normalized Data• Spreadsheets• Post-its• Transcripts
Participant Clusters
Opportunity Clusters
Theme/Affinity ClustersIdentified Patterns
Potential Output• Focus Areas• Design Characteristics• Design Principles• Solution Concepts• Prototype Ideas
Participant 1
Notes & Photos
Participant 2
Participant 3
Opportunity 1 Opportunity 2
Pattern 1 Pattern 2
Opportunity 3
What are the most important takeaways for your organization?
What are the most important questions we left unanswered?
What are the aspects you are most and least confident about implementing in your own practice?
Wrap Up / Q & A