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服務設計攻法 無招勝有招

S.D facilitator workshop @ NTHU

“If I can walk into a transaction with you, and

my goal is not to just make myself better off

but to make you better off as well, we’re

going to end up with a much better outcome.

You’ll want to do business with me again —

and that’s really, really important.”

Heidi Roizen

So, what is service

Give customer what they want or need

and feel happy with.

Then, earn money and sustainable

relationship.

So service design methodology will leading

us to a sweet fruit.

Why Service Design is important？

Service Design Process

Design Thinking (IDEO)

U theory

(Dr. C. Otto Scharmer)

Double Diamond

(Design Council)

Double Diamond

Define Deliver Discover Develop Issue

Question or

Challenge

Solution

Orientation

& Incubation Illumination

& Validation

Ideation Prototype

& Testing

服務設計+引導工具

Service Design Tool +

APPRECIATIVE INQUIRY

Seeking the root cause of success

(not the root cause of failure)

肯 定 式 探 詢 Discover Define Develop Deliver

1 Purpose

2 Principle

3 Assumption

What you seek is what you find

Where you are going is where you end up

If you look for problems, you find more problems

If you look for successes, you find more successes

If you have faith in your dreams you can achieve miracles

APPRECIATIVE INQUIRY Discover Define Develop Deliver

Interview Question

Hint：Try to be positive ! Example of library :

• What’s the service/facility you use most frequently ?

• What’s the service/facility you like most ？

• Tell about the most satisfaction experience ?

• If you were granted 3 wishes to create the greatest

library, what would they be？

Start from easy

Try to ask deeper

Or last experience

LISTENER: Try to be

non-judgmental, look for

excitement and inquire

into it further.

Interview debrief Discover Define Develop Deliver

Share interview outcome

• When you think over the interview what is the

most interesting thing that you learned?

• What positive ideas or images of the library did you

hear as being most important to the person you

interviewed? Where did they get excited? When did you

get excited?

• Draw a picture, what was the interview about?

(individual)

Reflective

Interpretive

Decisional

ORID

Read + Review, anything new from others.

What jumps out of you? What excited you？

What is this telling us about our topic？

Is this information change out topic？

How would we write this up in a sentence. • The problem we are trying to solve is…

• The opportunity is…

• The key area of exploration for a breakthrough in

_____ might be.

焦 點 討 論 法 Discover Define Develop Deliver

emotion/sense

ORID 焦 點 討 論 法 Discover Define Develop Deliver

Persona

• Try to figure out who are

the target customers.

• Describe “who” looks like.

Discover Define Develop Deliver 人 物 誌

Name

Location

Experience

Technical comfort

Job

Interest

Motivation Age

Stakeholder Map

• Write down each stakeholders on

post-it.

• Link the relationship between

stakeholders.

• Briefly describe value exchange

or need of the relationship lines.

Core

Direct

Indirect

利益關係人地圖 Discover Define Develop Deliver

Filter Awareness

What we look, think, ask …

Usually with those filters.

Discover Define Develop Deliver

Image Values

Relief Assumption

Try to aware what kind of filters

do we have .

• Listening for ?

• Affecting my approach to

exercise ?

• Affecting approach to topic ?

• Affecting my role ?

5 years later

• At first - draw individually

• Share what you draw.

• Get more close from future

dream to problem through

ORID.(see next slide)

Image 5 years later

when “topic” is successful

in place.

What is it looks like?

what do you see, taste, hear ?

Discover Define Develop Deliver

5years later + ORID Discover Define Develop Deliver

When achieve the vision

• What kind of services are served

• What kind of service make you

feel useful/interesting/friendly

• Which services satisfy user’s need

• Use one sentence to tell user our

service “value”

Challenge Statement

• What is the key issue you are addressing and why is it

important？

• Who is it a problem for？

• What social or culture factors shape this problem？

• What evidence do you have that it is worth the

investment？

• How would you reframe this problem？

Discover Define Develop Deliver

Final define problem Discover Define Develop Deliver

How might we provide______________ ,

_________________________.

Because for he/her,_______________.

Persona

Problem/Challenge

Value/Insight

Thank you