14 service design prototyping

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  1. 1. CLASS14 VALUE PROPOSITION
  2. 2. CLASS14 VALUE PROPOSITION 1013 TODAYS AGENDA SERVICE DESIGN DESIGN PHASE
  3. 3. CLASS14 VALUE PROPOSITION 1 Best Idea Business Fiction For 10 min 10 ,
  4. 4. CLASS14 VALUE PROPOSITION Service Idea Mapping 0
  5. 5. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Idea Generation Group brainstorming sessions Mind mapping, SWOT analysis, Six Thinking Hats Generating Momentum or Reflection Ice Brakers, Prompts to imagination
  6. 6. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Idea Generation Mind Mapping The mind map is a tool for the visual elicitation of our thoughts and their connections. The visualization begins with a problem or an idea put in the centre of the representation. Then signs, lines, words and drawings are used in order to build a system of thoughts around the starting point. The hand and the mind work simultaneously. (2006) Bill Moggridge, Designing Interactions, The MIT Press, Cambridge d.School Mindmap By David Kelly
  7. 7. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Context Panorama The context panorama is a visualization of the first service ideas that is produced in order to feed the creative process and orient the following design activities. HOW Each basic idea is visualized through a simple image (one or more than one if necessary). The pictures are presented together with some keywords that support the desired understanding of the message.
  8. 8. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Poster The service Poster is a simulation of a future promotional advertising of the service. Through the elaboration of the Poster, the designers imagine how the new offering could be launched on the market and perceived by the consumers. The Poster gives the opportunity to understand the link between the service idea and the existing reality and, at the same time, it could be an effective way of visualizing the solution.
  9. 9. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Tomorrow Headlines The tomorrow headlines are fictional articles published on magazines or journals that the designers imagine by projecting themselves in the future and trying to understand what kind of impact the service will have on the society. This brings the designers ask themselves how the service will be presented to the potential users and what reactions it will cause. This tool is also a way to visualize the idea and make it more tangible, more real and more univocally perceived among the team and the stakeholders.
  10. 10. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Design Scenario (Group Sketching) The group sketching is a quick, fast and economic tool for developing and explaining ideas simultaneously.
  11. 11. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE
  12. 12. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Storyboards (Group Sketching) The storyboard is a tool derived from the cinematographic tradition; it is the representation of use cases through a series of drawings or pictures, put together in a narrative sequence. The service storyboard shows the manifestation of every touchpoints and the relationships between them and the user in the creation of the experience.
  13. 13. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | Desktop Walkthrough (Lego Serious Play) Desktop walkthroughs are very simple exercises in imagining a service experience using small, hand sized toys. A typical desktop walkthrough involves a customer, a member of staff, an environment and some paper touch points. You literally walk through the service moment, taking pictures and ideally with another person, imagining what the various actors are doing, saying and feeling. It can be useful to run the walk through using various different personas and under different imagined situations. It gives choreography of the service elements, and insight into any impractical or illogical ideas and moments.
  14. 14. CLASS14 VALUE PROPOSITION New Business Service Design | 2015 Fall Semester @ JYLEE | TASK 1. Poster/Tomorrow Headline(Draw/Print A2) 2. Storyboard ( Sketch Book ) 3. Desktop Walkthrough
  15. 15. CLASS14 VALUE PROPOSITION Service Scenario What I hear, I forget. What I see, I remember. What I do, I understand. | Lao Tzu 1
  16. 16. CLASS14 VALUE PROPOSITION 16 , , . : 136p, . 2008 This is service design thinking,2010 | Service Scenario
  17. 17. CLASS14 VALUE PROPOSITION 17 1. (context scenario) .( ) , , . . 2. (key path scenario) . . . . 3. (validation scenario) . . ? . : | Service Scenario
  18. 18. CLASS14 VALUE PROPOSITION 18 . . , . , , . | Service Scenario : PERSONA
  19. 19. CLASS14 VALUE PROPOSITION 19 Persona , persona Define Realize , Test persona 3~4 . | Service Scenario : service design network
  20. 20. CLASS14 VALUE PROPOSITION 20 1. . 2. . 3. . 4. . . : service design network | Service Scenario
  21. 21. CLASS14 VALUE PROPOSITION 21 COLLABORATIVE SERVICES Social innovation and design for sustainability What is a sustainable lifestyle? What will our daily lives become if we agree to change some of our routines? How do we reduce our environmental impact without lowering our living standards? Observations show that growing material wealth and levels of people satisfaction are increasingly uncoupled. Could the pursuit of more sustainable lifestyles also lead to better quality and more satisfaction? This book attempts to answer some of these questions. Mainly, it suggests a scenario: the Scenario of Collaborative Services. COLLABORATIVE SERVICES Text Storyboard Storytelling Video collaborative_services.pdf >> : The Sustainable Everyday Project (SEP) http://www.sustainable-everyday.net/main/?page_id=26
  22. 22. CLASS14 VALUE PROPOSITION 22 Text Storyboard Storytelling Video 1st, Map the available technologies 2nd, Define user needs 3rd, Match technologies with user needs. . Microsoft 5 . IT . Desktop Virtualization Strategy http://blogs.technet.com/b/microsoftsetup/archive/2009/03 /26/desktop-virtualization-strategy-part-1.aspx http://blogs.technet.com/b/microsoftsetup/archive/2009/03 /26/desktop-virtualization-strategy-part-ii.aspx
  23. 23. CLASS14 VALUE PROPOSITION 23 Text Storyboard Storytelling Video 1st, Map the available technologies 2nd, Define user needs 3rd, Match technologies with user needs Desktop Virtualization Strategy http://blogs.technet.com/b/microsoftsetup/archive/2009/03 /26/desktop-virtualization-strategy-part-iii.aspx
  24. 24. CLASS14 VALUE PROPOSITION 24 Text Storyboard Storytelling Video SEATTLE CHILDRENS HOSPITAL PROCESS MAP This is an example of an illustrated storyboard used to support the explanation of the process during the staff internal meetings and to support the communication of the service to the final users, explaining how the hospital will take care of him. In particular this representation describes the complicated and frightening stages surrounding the children surgery: what the family of a child who is being treated at the medical centre will experience. The representation shows the different steps of the storyboard taking into account their spatial position: we have four steps to arrive to the patient surgery, that is the central point of the experience, and for steps after the surgery. Each action is illustrated and supported by other two layers of information: one is given by the pictogram, that indicates if it is a moment of wait, a moment of planning or a moment of interaction with the medical staff and the other is given by the text. Going through the consulting session with XPLANE allowed us to hone in on the nine critical steps that we wanted to clearly communicate to families at the medical center. We recognize that having a child undergo surgery is a life-altering experience for families and we want to do everything in our power to promote their peace of mind and understanding; we feel this map helps accomplish that goal. David Perry, vice president of marketing, Childrens Hospital http://www.xplane.com/
  25. 25. CLASS14 VALUE PROPOSITION 25 Text Storyboard Storytelling Video Showing an entire service encounter at Argos. . . , , . , . . http://thinkpublic.com/news/ http://designforservice.wordpress.com/2009/01/20/thinkpublic-comic
  26. 26. CLASS14 VALUE PROPOSITION 26 Text Storyboard Storytelling Video NARRATIVE DESIGN TOOLKIT Marco Zamarato , , : http://www.pidublu.com/projects/narrative_design
  27. 27. CLASS14 VALUE PROPOSITION 27 Text Storyboard Storytelling Video Explore Chicago Mobile Application: This project was commissioned by the City of Chicago Center for Innovation. Our goal was to develop a mobile application that provides tools for exploration for both Chicago locals and out-of-town travelers. : Explore Chicago Mobile Application : http://www.linlindesigns.com/exploreChicago.html
  28. 28. CLASS14 VALUE PROPOSITION 28 Text Storyboard Storytelling Video case study from Dave Chiu and David Hilhorst RentAThing, Reputation Management Service Rentathing : http://goo.gl/2NM45
  29. 29. CLASS14 VALUE PROPOSITION Service Prototyping What I hear, I forget. What I see, I remember. What I do, I understand. | Lao Tzu 2
  30. 30. CLASS14 VALUE PROPOSITION 30 Sketch Prototype What I do, I remember. What I do, I understand. Leonardo da Vinci | Service Prototyping
  31. 31. CLASS14 VALUE PROPOSITION 31 Sketch Prototype What I do, I remember. What I do, I understand. Leonardo da Vinci | Service Prototyping . .
  32. 32. CLASS14 VALUE PROPOSITION 32 . . . . Sketch Prototype VS | Service Prototyping
  33. 33. CLASS14 VALUE PROPOSITION 33 Evocative Suggest Explore Question Propose Provoke Tentative Noncommittal Didactic Describe Refine Answer Test Resolve Specific Depiction VS | Service Prototyping
  34. 34. CLASS14 VALUE PROPOSITION 34 we mean to emphasize the experiential aspect of whatever representations are needed to successfully (re)live or convey an experience with a product, space or system. Experience Prototype , , experience . Bill Moggridge Experience Prototype | Service Prototyping
  35. 35. CLASS14 VALUE PROPOSITION 35 , . 1. . 2. . . . : This is service design thinking [] ... (! usableweb.co.kr) | Experience Prototype | Service Prototyping
  36. 36. CLASS14 VALUE PROPOSITION 36 , , , . , , . Buchenau & Fulton Suri 2000 : This is service design thinking [] ... (! usableweb.co.kr) | | Service Prototyping Experience Prototype
  37. 37. CLASS14 VALUE PROPOSITION 37 ! . . . Rapid Rough Right | Service Prototyping
  38. 38. CLASS14 VALUE PROPOSITION 38 1. (mocking up everything) : 2. (use videography) : 3. (go fast) : 4. (no frills) : . . 5. (create scenarios) : 6. (body storming) : | Service Prototyping
  39. 39. CLASS14 VALUE PROPOSITION 39 . .(: . IDEO) , . ? . . ? : : google.com. ) , ) . IDEO | Service Prototyping
  40. 40. CLASS14 VALUE PROPOSITION 40 . . , , . . . : , / ? | Service Prototyping
  41. 41. CLASS14 VALUE PROPOSITION 41 IDEO | Service Prototyping
  42. 42. CLASS14 VALUE PROPOSITION Digital Sketch UI . KAIST | Service Prototyping
  43. 43. CLASS14 VALUE PROPOSITION . (story) (board). . . Storyboard | Service Prototyping
  44. 44. CLASS14 VALUE PROPOSITION . . design dive 2020 5 | Service Prototyping Storyboard _Animation
  45. 45. CLASS14 VALUE PROPOSITION 45 Im Feeling Really Lucky paper / time limit : 60 min | Service Prototyping Paper Prototyping
  46. 46. CLASS14 VALUE PROPOSITION 46 FOAM . , , , . Foam model | Service Prototyping
  47. 47. CLASS14 VALUE PROPOSITION 47 . 3D . . (60) / | Service Prototyping Mock Up
  48. 48. CLASS14 VALUE PROPOSITION 48 . . happier customers Creative Lapland Seminar 2010 , Stefan Moritz | Service Prototyping Lego Playing
  49. 49. CLASS14 VALUE PROPOSITION 49 . Role-play / Body storming / | Service Prototyping
  50. 50. CLASS14 VALUE PROPOSITION 50 : Project : Stud'car Desktop Walkthrough | Service Prototyping
  51. 51. CLASS14 VALUE PROPOSITION Experience prototype , . , , , . .( ) Experience prototype_(1/2) | Service Prototyping
  52. 52. CLASS14 VALUE PROPOSITION Museum experience prototype User Experience() Human Experience() () () () Experience prototype , . , , , . Experience prototype_(1/2) | Service Prototyping
  53. 53. CLASS14 VALUE PROPOSITION | For mid term exam 1. PPT 2. Service Prototyping 3. Imr.jylee6977.com/mid term/~5/7 jylee6977@gmail.com/kgit0909