Grand Challenges in Services Workshop 18 May 2006 Design approaches to designing services Lucy Kimbe

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Grand Challenges in Services Workshop18 May
2006Design approaches to designing
servicesLucy KimbellClark Fellow in Design
Leadership, SBS
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• You wouldnt design a new product without a
  product designer. So why do organizations design
  new services without involving service designers?

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Defining design I - etymology

• Verb noun
• Process, activity
• Outcomes of a process, such as drawings,
  blueprints, specifications
• The finished object
• -The discipline
• Design is to design a design to produce a
  design.
• Heskett, J (2002) Toothpicks and Logos, p5

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Defining design II - origins in craft

• Environmental design
• Product design
• Package design
• Graphic design
• Borja de Mozota, B (2003) Design Management, p5

Environments Objects ) Communications ) Systems H
eskett, J (2002) Toothpicks and Logos, p9
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Silent design

• Activities by non-designers (eg managers,
  engineers, programmers) having a significant
  impact on design
• Gorb, P., Dumas, A., 1987. Silent design.
  Design studies 8 (3) 150156

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The boundaries of design are shifting

• Designers arguing that design thinking has
  something to offer management beyond the design
  function
• Design consultancies pushing into strategy
• Management education experimenting with design
  thinking
• In the UK, the Design Council is proposing
  design-led innovation in public services

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Sanity check
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Service design emerging as discipline

• Origins in product design and interaction
  design/HCI (human computer interface design)
• Often high tech, consumer focus
• Innovating design methods for service innovation
  context based on core design principles such as
  prototyping, user-centred focus and contextual
  observation

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Design methods in the context of services

• Experience prototyping, evidencing, service
  blueprinting
• See glossary produced by livework, service
  innovation and design consultancy
• http//www.livework.co.uk/home/research0/glossary
  .html
• Scenario building, bodystorming, customer journey
  mapping, and video prototyping
• From IDEOs strategic services
  http//www.ideo.com/about/offerings/info.asp?x3

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Research questions

• Who is doing the silent design in service
  innovation?
• In what kinds of service innovation are service
  design methods most relevant?
• How do service design practices produce the
  service user?
• Can we talk about the aesthetics of services?
• What should service design education and research
  look like?