service design workshop - product design focus #21
Post on 15-Apr-2017
556 Views
Preview:
TRANSCRIPT
Services Design
PDF Workshop #1 with Nabila As’ad (@nabilaasad)
Services Design | @nabilaasad
Services Design | @nabilaasad
Services Design | @nabilaasad
What Service Design
is?
Services Design | @nabilaasad
Services Design … Humanize processes to co-create value for the business
and the people with whom they interact.
Services Design | @nabilaasad
- Services Design Quote
Example: El Recetario de Bario
Services Design | @nabilaasad
Services Design | @nabilaasad
Taken from Laughing Squid
What Service Design
is? Services? § Intangible § Perishable § Heterogeneous § Literally means “jasa” in
Bahasa
Services Design | @nabilaasad
The 4P in Marketing Mix § Price § Place § Product
§ Promotion
Designing the Services Offering (+3P) § Physical Evidence
§ People § Process
Services Design | @nabilaasad
Services Marketing (Bitner, Booms, 1981)
What Service Design
is?
The Services System …Configuration of people, technology, and other resources that interact with other system to co-create value
Five Principles of SD: (Stickdorn, 2010)
ü User-centered ü Co-creative ü Sequencing ü Evidencing ü Holistic
Services Design | @nabilaasad
Services Design as an Interdisciplinary Field (Patricio, Fisk, 2012)
Services Design | @nabilaasad
Design Thinking
Services Design | @nabilaasad
Tim Brown, IDEO Services Design | @nabilaasad
Method- ology
Services Design | @nabilaasad
Services Design | @nabilaasad
Adaptation of the Bridge Model (Dubberly, Evenson, 2008)
Multilevel Services Design (Patricio et al., 2012)
Services Design | @nabilaasad
Services Design | @nabilaasad
Service Prototyping
Services Design | @nabilaasad
• Static prototypes (static state): – Storyboard
– Customer Journey Map
– Services Experience Blueprint (Bitner, Patricio)
• Ongoing prototype (dynamic state): – Service Walkthrough (Johan Blomkvist, Stefan Hölmlid)
– Role playing
Services Design | @nabilaasad
• Issues in prototyping: – how the whole services that do not exist yet be represented in
prototypes?
– represent the whole service, not only separate parts
– how we really know if the service’s value is delivered and perceived properly?
– behavior of the service system?
Services Design | @nabilaasad
Example
Services Design | @nabilaasad
Redesigning Blood Donation Experience for Hosp. São João, Portugal
Services Design | @nabilaasad
Blood Donation Stakeholders
Students
Donors
Potential Donors
AEFEUP Social
Responsability Dpt
Hospital São João
Imunotherapy Department
Donors Association
Services Design | @nabilaasad
Constant flow of donors The service should ensure a constant daily flow of donors
Be the reference The service should promote Hospital São João as the main place for blood
donation
Create a better experience for students
The service should improve students’ donating blood experience
Donors’ Loyalty The service should maintain donors’ loyalty
Needs Requirements
Services Design | @nabilaasad
Play a collaborative role with the service at
HSJ
The service should ensure the involvement of AEFEUP as an
active partner.
Promote and inform students about blood
donation.
The service should ensure that AEFEUP has support and material for
promotion.
Encourage the donation at the HSJ
The service should ensure conditions for students donation.
Needs Requirements
Services Design | @nabilaasad
Receive Information
Remember himself
Move (by foot, car, Bus or Underground)
Look for the Immunotherapy
Department
Fill the initial questionnaire
Show documents at reception and
receives stickers
Waiting room
Services Design | @nabilaasad
Medical Consult
ation
Second Waiting Room
Blood Collection
Fill a confidential
form with final confirmation
Leave the Immunotherapy
Department Receive feedback
Eat
Eat
Donor
Potential Donor
Lack of process
information
Fears / Personal
Time / Quality of
the service
Lack of donation
sites Feedback Rewards Access Lack of
promotion
8
14
11 18 19 5 8 4 7
16 27 17 6 9 9 9
22 27 45 36 11 17 13 16
Offered Solution: Students’ Blood Donation
Community
Services Design | @nabilaasad
DESIRE / SERVICE
RECOGNITION REGISTRATION
GROUP ACTIVITIES DONATION RECOVERY
Student
Community Member
Ipad
Billboard
Driver
AEFEUP Staff
HSJ Staff
AEFEUP Backend System
Bac
ksta
ge S
uppo
rt
Serv
ice
Inte
rfac
es
Service System Architecture
Persona – Meet Pedro Name: Pedro Age: 20 years old
Pedro plays football, loves going to the cinema, and jogging.
Pedro has volunteered in some social activities during his studies and he has been registered also in some communities related with social work.
Pedro wants to donate blood but his problems are that he doesn’t know which blood-donation service provider he can choose and when he can donate. He is also afraid of going there alone.
“I am a bit scared of donating blood alone.
And I don't know where, when, and how
I can donate blood.”
Services Design | @nabilaasad
Services Design | @nabilaasad
The Blood Donation Community
Services Design | @nabilaasad
Services Design
around the World
Services Design | @nabilaasad
Services Design | @nabilaasad
Services Design | @nabilaasad
Source: http://www.natgeotraveler.nl/artikel/het-vliegtuig-dat-je-hartslag-meet
Solution: Built-in Heart Rate Monitor on Passengers’ Seat
Services Design | @nabilaasad
Problem: • KLM makes a sudden emergency landing because a passenger is seriously
unwell.
“Why doesn’t a passenger pressing the emergency button when he/she feels unwell?”
Research Findings: • The biggest physical problems = people who say nothing when they feel unwell • Who complains a lot = usually just emotional problems, which often did not need to
be landed.
Bandung Tourism?
Services Design | @nabilaasad
Services Design | @nabilaasad
#2 | Stakeholders Map
#1 | Brainstorming 10’
10’
#3 | Customer Journey 20’
#4 | Speak Ur Idea! 5’
What We’ll Do:
#1 | Brainstorming – 10’
Services Design | @nabilaasad
1. List all problems – 5’ – Be wild
– No Judgment
2. Categorize the list of problems – 5’
#2 | Stakeholders Map – 10’
Services Design | @nabilaasad
1. Choose & discuss a category of problem to be solved – 2’
2. Make a stakeholders map – 3’
3. Discuss a proposed solution – 5’
#3 | Customer Journey – 20’ 1. Imagine a persona (s) 2. Define his/her journey
when he/she uses the proposed set of services – Identify each touchpoint(s).
Touchpoint is an element of service interfaces. Establish relation between the user & the organization. Can be physical, virtual, or human.
3. Evaluate by defining the J and L for each state
Services Design | @nabilaasad
Courtesy of Flaminia del Conte
Customer Journey? What For?
Services Design | @nabilaasad
• Services Prototyping • Customer Journey OR Service Blueprint?
What’s Next?
Services Design
Jam Bandung
SD in the
future?
Services Design | @nabilaasad
Services Design | @nabilaasad
Design for Service Innovation and Development (Sangiorgi, Prendiville, 2014)
more questions & discussions addressed to: asad.nabila89@gmail.com @nabilaasad www.bhellabhello.wordpress.com
Thank you. Terima kasih.
Services Design | @nabilaasad
Services Design | @nabilaasad
top related