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
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,
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 90s
•
services around products
the 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 media
the new generation of communication products and media are deeply linked to the services
provided by network and telecoms (i.e.
(
mobile phones are sold with the choice for
f a telecom
provider and a service contract)
•
net services
the “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 90s
•
the market competition into the service sector
the market competition into the service sector is growing: service companies must differentiate
(banks, restaurants, hotels…)
•
the McDonaldisation
McDonald’s-like formulas are conquering the planet as the universal way of offering services
(Blockbuster, Fast Food’s Chains…)
•
social and environmental sustainability
the 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
g
g of the 90s the expression design
g of services appears:
•
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 as
•
complex structures and organisations
the focus on technical engineering of the service system
(management + technical skills and competencies)
•
complex systems and interfaces to interact with
the 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
L.
Shostack, 1982
“the zone, area, scene where interactions take place”
G Anceschi,
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
g g consistency
y
values sharing
accessibility
multi-modality
guidelines for task performance
feed-back
undo
error-friendliness
fluidity
interaction modes and style
visibility
orientation (mental model)
atmosphere
transparency
personalization
listening
flexibility
dynamism
designing service concepts |
Service strategies
•
relieving solution
the model of a “served user”
(from traditional to luxury services)
•
enabling solutions
the model of user as a “partner”
(f
(from
self-service
f
to co-production off value))
designing service concepts |
•
passive user
service provides complete results
usually labor-intensive services | traditional business model
•
active user
service provides platform and tools for users to do-it by themselves (self-service)
semi-automated or digital
g
p
platform | optimization
p
of costs | reduction of labor
intensity
•
pro-active user
service provides platform for enabling users creation
the organization
g
facilitates community-based
y
initiatives | new low cost formulas |
high-contribution by users
the transportation
p
model
•
the organic flow of vehicles for shared usage
designing service concepts |
innovation kinds |
•
technology-driven
technology
driven innovation
automation + remoteness
connectivity
•
social innovation
user participation + new roles
new social contexts
community-based interaction
innovation kinds |
•
social innovation
is a process of change where new solutions emerge from a variety of actors directly
involved in the problem to be solved (E. Manzini)
social
i l iinnovation
ti flflourishes
i h when
h ttwo contemporary
t
conditions
diti
are given:
i
when
h
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”
zero mile food
neighborhoods gardens
farmers’ markets
co-housing
car pooling
li and
d sharing
h i
bike-me
innovation kinds |
•
creative communities
groups of people that self-organize solutions
not asking for solutions (passively)
but activate new initiatives
…
new economic models
forms of organisations
micro-enterprises
p
…
diffused social enterprises
innovation levels | approaches
•
customer experience
service assessment and improvement
incremental innovation
•
service innovation
new service idea and models
brief | refine the service concept
Concept
p level: work on service values to refine the service idea/model
# 1 _ FOCUS ON SUSTAINABILITY
Make it more sustainable.
sustainable
# 2 _ FOCUS ON ACTIVE USERS
Make it an enabling
g solution.
# 2 _ FOCUS ON SOCIAL ENGAGEMENT
Promote social engagement.
brief | refine the service experience
User experience level: expand the users types
y
and work on interaction qualities to
refine the concept
# 1 _ FOCUS ON IDENTITY
Make it more visible. Exploit service values.
# 2 _ FOCUS ON MULTIMODALITY
Make it more accessible.
# 3 _ FOCUS ON HUMANIZATION
Make it warmer.
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 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 p
principles
p
of sustainability:
y low energy
gy and material
intensity and by a high regenerative potential.
Low energy and material intensity.
Metaphorically speaking
speaking, this refers to the lightness of the solution and its effects
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
Guidelines
| sustainability
t i bilit
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
g together
g
people
p p and things.
g Reduce demand for transport.
p
Share tools and equipment. Reduce the demand for products.
U th
Use
the sun, wind
i d and
d bi
biomass. R
Reduce
d
d
dependence
d
on oil.
il
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
networks. Promote decentralised
decentralised, flexible forms of organisation
organisation.
Prevent people isolation and promote intergenerational exchanges.
Make it accessible for
f foreign
f
people. Consider
C
universal language, archetypes.
Consider the style and aesthetic of the interaction with respect to different cultural habits.
Promote diversity and cultural exchange.
brief |
Concept scenario
Describe 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
what’s
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 users
Describe 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
what’s
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