service design breakfast by risto sarvas
DESCRIPTION
Risto Sarvas opened up the Service Design Breakfast talks with a talk on why Service Design is needed. You can find the rest of the talks on https://www.facebook.com/ServiceDesignBreakfastTRANSCRIPT
Service Design Why Should I Care? SD Breakfast, 19.9.2012
Risto Sarvas Futurice & HIIT, Aalto University 9/19/12
› Risto Sarvas, D.Sc. (Tech.)
› Head of UX & Service Design at Futurice
› Docent & researcher at HIIT, Aalto.
Infrastructure
Marketing
Artefact
Socio-‐economical factors
Public image Law & regulation
Use practices
Components
Competition
Polaroid Inc
Business model
Artists
Snapshooters
Existing patents
Trademarks
Competition Law Fading photos
Artists’ tool Edwin Land
Simple Instantness SX-‐70
Family incomes
Value of dollar Purchasing power
Social status
Simplicity
Colorful
Playfulness
Non-‐professional
Shape
Instantness
Simplicity
Consumer market
Marketing channels
Campaigns
Advertisements
Retail networks
National offices Stores
Manufacturing Logistics
Materials
Subcontractors
Partners Organization structure Company
strategy
Financial state
Sell film
Sell cameras
Sell accessories
Kodak Fujifilm
American trade interests
Japanese industry
Difficult copying
Standards
Film + battery
Affordances Instantness
Sales #1 sold camera
Proprietary film
Design is socially constructed (i.e., in a societal context).
Reasons for the emergence of service design?
Reason 1: Software is easier & cheaper to change. Non-‐tech things can be brought earlier into design.
Reqs
Specs
Code
Test
Old software design
Release
Lots of decisions made before release
Marketing
Actual Business
Real Use
Agile/lean software design
Only few decisions per iteration.
Release a working version
Measure use & learn from it
Making changes is easier & cheaper.
Non-‐tech things can be brought earlier into design: marketing, logistics, communications, CRM…
Reason 2: Services are physical.
Designing the UI is not enough.
1. Push the button. 2. Get a taxi’s number from the screen.
3. Wait for the taxi. 4. Get into the taxi. 5. Get to your destination.
Designing the UI is not enough • The UI is in a physical space,
not only on a screen. • There is physical interaction on
pushing, walking, getting into a car, driving to destination.
• It is a combination of existing services.
Pushes the button Knows that a
taxi is coming.
Look for the
correct taxi.
Telll destination.
Show taxi’s number.
Send “Helsinki, Vattuniemenranta 2” to Taxi SMS service
Receive request. Contact local taxis via
dispatch system.
Screen says “waiting”
Taxi’s number.
Receive accept. Send SMS to customer.
Receive SMS.
Receive request for taxi.
Look for a customer.
Gets to destination.
See the taxi and get inside.
Goes outside to
wait.
What does the customer get?
Customer action
Customer interface (screen)
Server (under the hood)
Taxi SMS service
Actual Taxi
Start driving to address.
Accept request
A physical taxi with the same number.
See the customer and open door.
Drive to destination.
Pay for trip and get out.
Tell the price.
Reason 3: A service has multiple channels.
Designing a seamless experience across channels.
mobile
desktop
phone
physical desk
paper mail
car repair
Example: insurance claim journey
There should also be a single seamless experience (a “cloud” experience).
Why should you care? Changeable SW lets you take more things into
account.
Services are physical. Even digital services.
A service has multiple channels. You need to design a seamless experience.
Society
Business
Service
UX
UI
22
1990 – 2000 Engineering usability, not only the technology.
2000 – 2010 It is an experience, not a mathematical formula.
2010… Business relationship, not just a user.
Designing the organization, not only a service.
Changing society via design, not only business.
Scope of design
