Guest Post: 10 Principles for Service Design | Service Design Programme. Guest post written by James Lawther James Lawther has spent the past 20 years working in factories, supermarkets and call centres. Apparently he is fascinated by operations and is always on the lookout for ways to make them work cheaper faster or better. But we are interested in him because he writes a great blog about service improvement and offered to give us some thoughts on service design, so we took him up on this and here’s what he came up with… I have been asked to write a guest post on service design.
Unfortunately I am new to the idea of service design (code for I don’t have a clue). As a good place to start, I was pointed at this site by the Government that spells out 10 digital design principles, the how too of design for the internet age. This got me wondering; - What on earth has web page design got to do with customer service? After all…Good design is obvious. So I thought I would use the digital design principles to critique a well known service, to see if they work. Design thinking.
Design thinking stands for design-specific cognitive activities that designers apply during the process of designing.[1] Overview[edit] Design thinking has come to be defined as combining empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality in analyzing and fitting various solutions to the problem context.[2] According to Tim Brown, CEO and president of IDEO, the goal of Design Thinking is "matching people’s needs with what is technologically feasible and viable as a business strategy" [3] The premise of teaching Design Thinking is that by knowing about how designers approach problems and the methods which they use to ideate, select and execute solutions, individuals and businesses will be better able to improve their own problem solving processes and take innovation to a higher level. Origins of the term[edit] (For a detailed evolution, see History, below.)
Solution-based thinking[edit] Bryan Lawson Architects vs. Lawson found that: Designing for Service as One Way of Designing Services. Designing for Service as One Way of Designing Services Lucy Kimbell Saïd Business School, University of Oxford, UK This paper considers different ways of approaching service design, exploring what professional designers who say they design services are doing. First it reviews literature in the design and management fields, including marketing and operations. The paper proposes a framework that clarifies key tensions shaping the understanding of service design.
It then presents an ethnographic study of three firms of professional service designers and details their work in three case studies. Keywords - Designing for Service, Service Design, Service Management. Relevance to Design Practice - Helps designers identify which concepts of design and service are mobilized in projects. Citation: Lucy Kimbell (2011). Received November 29, 2010; Accepted April 30, 2011; Published August 15, 2011. Copyright: © 2011 Kimbell. Corresponding Author: lucy.kimbell@sbs.ox.ac.uk Introduction Literature Review. International Journal of Design.
Service design. Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. The backbone of this process is to understand the behavior of the customers, their needs and motivations.
[citation needed] Service designers draw on the methodologies of fields such as ethnography and journalism to gather customer insights through interviews and by shadowing service users. Many observations are synthesized to generate concepts and ideas that are typically portrayed visually, for example in sketches or service prototypes. Service design may inform changes to an existing service or creation of new services. History of service design[edit] Service design cases[edit] Home | Design Council. Transformation design. In broad terms, transformation design is a human-centered, interdisciplinary process that seeks to create desirable and sustainable changes in behavior and form – of individuals, systems and organizations – often for socially progressive ends.
It is a multi-stage, iterative process applied to big, complex issues – often, but not limited to, social issues. Its practitioners examine problems holistically rather than reductively to understand relationships as well as components to better frame the challenge. They then prototype small-scale systems – composed of objects, services, interactions and experiences – that support people and organizations in achievement of a desired change. Successful prototypes are then scaled. Because transformation design is about applying design skills in non-traditional territories, it often results in non-traditional design outputs.3 Projects have resulted in the creation of new roles, new organizations, new systems and new policies. History[edit] Process[edit]