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Design Thinking & Service DesignJoe Marquez, MLIS, MBAWeb Services LibrarianReed College
Why Should We Care About Design?
“It must constantly be borne in mind that the object being worked on is going to be ridden in, sat upon, looked at, talked into, activated, operated, or in some way used by people individually or en masse. If the point of contact between the product and people becomes a point of friction, then the designer has failed. If, on the other hand, people are made safer, more comfortable, more desirous of purchase, more efficient — or just plain happier — by contact with the product, then the designer has succeeded.”
- Henry Dreyfuss, Industrial DesignerDreyfuss, H. (1950). The Industrial Designer and the Businessman. Harvard Business Review, 28(6), 77–85.
What is Design Thinking?
“...it is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”
- Tim Brown, Pres. of IDEO
Brown, T. (2008). Design Thinking. Harvard Business Review, 86(6), 84–92.
Elements of Design Thinking
o Empathetico User-centeredo Collaborativeo Optimistico Experimentalo No Devil’s Advocate
Phases of Design Thinking
o Inspirationo Ideationo Implementation
Service Design: What is it?
What is a service?
“...any activity or benefit that one party can offer another that is essentially intangible and does not result in the ownership of anything.”
- Philip Kotler, PhD
Kotler, P. (2001). Principles of marketing (9th ed.). Upper Saddle River, N.J: Prentice Hall.
What is a service?
It is an experience.
Everything is a service.
Products or services?
Products are actually services
“A product is actually a service. Although the designer, manufacturer, distributor, and seller may think it is a product, to the buyer, it offers a valuable service.”
- Don Norman
Norman, D. A. (2009). THE WAY I SEE IT: Systems Thinking: A Product is More Than the Product. Interactions, 16(5), 52–54. http://doi.org/10.1145/1572626.1572637
Service Design: What is it?
Service design is a holistic, co-creative, and user-centered approach to understanding customer/user behavior for the creation or refining of services.
Services happen here…these are services
Why Does It Matter?
Services do not operate in a vacuum, but rather in tandem with other established services.
Services are part of larger things called systems or ecologies.
What is a system?
“A system is a set of things-people, cells, molecules, or whatever-interconnected in such a way that they produce their own pattern of behavior over time.”
- Donella Meadows, PhD
Meadows, D. H. (2008). Thinking in systems : a primer. White River Junction, Vt: Chelsea Green Pub.
The Blind Men and the Elephant
Elements of Service Design
o Co-creativeo Empathetico No Devil’s Advocateo Making the Intangible Tangibleo Service Ecology
Tools of Service Design
o Service Blueprintso Customer Journey Mapso Design Ethnographyo Journalingo Surveyso Space Analysis *o Scenarios
Phases of Service Design
o Pre-Worko Observationo Understanding/Thinkingo Implementing
SD Phase: Pre-Work
o create teamso create scope (goals)o begin schedulingo ground ruleso assign roleso draft activities
SD Phase: Observation
o gather initial insights through ethnographyo initial interviews to create a sense of how
services/resources are being usedo surveyo sensemaking
SD Phase: Understanding/Thinking
o co-create solutions and visualize behavioro prototypingo testingo refiningo synthesizing
SD Phase: Implementing
o implement and testo what metrics determine success?
Service Design, in action
Goal: Understand how students use the Library and Library services/resources.
SD @ Reed College Library: Yr 1
o assess space usage (SUMA)o create student advisory member group (SAMs)o perform activities:
• service safari• interviews• scenarios• customer journey (research process)• week in the life• prototype
SD @ Reed College Library: Yr 2
o turning the tables….adding SAMs to LUXo SAM run focus groups
• SAMs created outline and questions for focus groups
A student is looking to find a book. She has a call number on a slip of paper and is looking at the map by the Reference Desk. A librarian sits at the desk.
Scenarios
Customer Journey Mapping
Customer Journey Mapping
Journaling
Prototyping
Prototyping
Blueprinting
What did we learn?
o students are creatures of habito wayfindingo culture of the libraryo hierarchyo library spaces are consecrated spaceso naming conventionso additional services: refilling stations, printing, better
websiteo chairs, uneven
Any Questions?
???
