David Hamilton Service Design Director … · 2013-09-09 · during the Durham digital workshop happening in November. Our Objective dynalucid Service Design Tangible outputs must

David Hamilton Service Design Director

[email protected] www.dynalucid.com

07544 896507

1

Outline •  Background on

–  Dynalucid

•  Overview of our Approach –  Human Centred Transformation ®

•  The Opportunity @ Digital Durham •  Timeline •  Scope of Study •  What next

2


–  Dynalucid



3

Human-Centered Transformation® Human Era

4


–  Dynalucid



5

dynalucidService Design

Human-Centered Transformation is a process and set of tools used to Design Innovative and Sustainable Services.

Building Customer Empathy

For an organisation to design a great service they must start with the concept of empathy: encouraging employees to put aside their particular duties with the company and put themselves in their customer's shoes. The problem is, professional training has distanced many employees from fundamental principles of human communication. Organisations now tend to focus on empirical data from survey results and analytics or customer insights from feedback forms and focus groups constrained by what the company knows to ask. Dynalucid’s Human-Centered Transformation® approach helps organisation gain customer empathy and an understanding of their customers true pain points and what they find valuable. Building on this foundation we take our customers through a structured innovation process to imagine, refine and create new and innovative Services.

6


Traditionally designers use desirable, feasible and viable for product design. We believe when designing services the businesses value proposition, organisational capability and sustainability are the critical lenses from which to evaluate new propositions.

2

3 Lenses of Human-Centered Transformation®

VALUABLE!

CAPABLE ! SUSTAINABLE !

Service Innovation!

7


The design councils double diamond process has been traditionally used for product design; we have adapted here as part of our Human-Centered Transformation® Process

.

Discover!! Define!! Develop!! Deliver!!

Diverge!!

Valuable!!

Capable!!Sustainable!!

Diverge!!

Converge

!! Diverge!! Converge

!!

Diverge!! Converge!!

Converge!!Diverge!!

Human-Centered Transformation® Process

8


–  Dynalucid



9

Digital Durham Assignment

10

Digital Durham – Background 11


–  Dynalucid



12

Project Timeline


Tangible outputs must be created at each stage.

2 13

Project Phases



Durham Research Workshop Post Workshop

1. Discover the process / mental model the person is following

2. Define key pain points the person is experiencing

3. Develop Solutions to the pain points

4. Deliver new Service to address pain point and add value

14


–  Dynalucid



15

Our aim is to re-introduce council members, decision makers and chief executives to their key stakeholders in an innovative workshop; held at the end of November. Dynalucid would like to ask you to contribute your design research and ethnographic skills. Your findings should provide the participants of the workshop with enough insights and information to learn more about their target audiences, during their discovery stage of the design process. You will be expected to present your research in any innovative and visual way. This is an opportunity for you to see your research being used in action during the Durham digital workshop happening in November.

Our Objective



16

Education: • How might broadband and technology help improve educational achievements

Business: • How might we increase innovative ways that businesses and organisations use technology?

Unemployment: • How might 18-24 year olds who are not in employment use technology to find work and employment?

RESEARCH AREAS



17

For your research you are expected to speak to a large amount of people, across a range of three geographies

Durham City, An ex colliery town, and a rural location You are free to create any output suitable to the subject you are researching However we would also like you to create amalgamated personas of your work and base a storyboard on them, highlighting some of their pain points experienced throughout their daily lives, as they navigate through our focus areas (journey map) . Please provide pictures, videos and sound bites.

RESEARCH AREAS



18

(Although shown as linear the Customer Journey is in reality a series of interconnected experiences)

SEARCH APPLY PREPARE INTERVIEW FEEDBACK

WHATS THE CUSTOMER DOING?

Looking for a job opportunities

Completing the application process

GETTING REDY TO INTERVIEW

COMPLETING INTERVIEW GAINING FEEDBACK

CUSTOMER STEPS

•  Visit Job centre •  Search on-line at

library

•  Filling application at library

PAIN POINTS

•  Only allowed 30 minutes at library

Question Extend ‘Reach’

Increase ‘Relevance’

Ready to purchase

Earn Revenue

Repeat visit & Recommendation

HOW IS CUSTOMERFEELING

CUSTOMER JOURNEY – Job Seeking example


19


–  Dynalucid



20

Key Dates •  13th - Sept Video Pitch Submitted - (60s) •  17th - Sept Review and Team Selection

•  30th Sept - 4th Oct Durham Fieldwork

•  11th - Oct Module Outputs Submitted for Assessment •  21th - Oct Project Outputs Submitted •  29th - Nov November Workshop

21

Your Video Pitch •  Any video format – must be able to load

onto YouTube •  Introduce yourself •  Highlight

– Your specialist skills…? – Your relevant experience…? – What you are bringing…? – What you hope to gain…?

Things to think about… •  Opportunity to show strengths •  Demonstrate developing skills

•  This is a real CV building opportunity

•  How are you going to maximise the benefit from taking part…?

•  Tag your video with Dynalucid

dynalucid

THANK YOU

Questions?

Documents

David Hamilton Service Design Director … · 2013-09-09 · during the Durham digital workshop happening in November. Our Objective dynalucid Service Design Tangible outputs must