every service as a catwalk
DESCRIPTION
Delivering a Service Design Fashion course at INSEEC Msc Fashon Marketing in Paris. In collaboration with Lauren Currie @Redjotter @wearesnook , Maurizio Serena, director of the course and commonground @cmngrdTRANSCRIPT
![Page 1: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/1.jpg)
![Page 2: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/2.jpg)
Founder of commonground partner of Impact Hub Sicily based in Siracusa, Italy
Vincenzo Di Maria @vdmdesign
![Page 3: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/3.jpg)
commongroundpeople.com
commonground is where design meets positive social change
![Page 4: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/4.jpg)
commongroundpeople.com
SOCIAL!INNOVATION
SERVICE !DESIGN
commonground is where design meets positive social change
![Page 5: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/5.jpg)
www.ortoinca
mpania.it
L’ORTO IN CAMPANIA
PLAY AGEING
LEARN
commonground projects
WATER
![Page 6: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/6.jpg)
Central Saint Martins London
![Page 7: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/7.jpg)
Central Saint Martins London
![Page 8: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/8.jpg)
Founder of Snook, Glasgow Project director @mypolice Blogger @redjotter
Lauren Currie @redjotter
![Page 9: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/9.jpg)
@redjotter
![Page 10: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/10.jpg)
SNOOKTM
AustraliaGermanyAustriaFinlandSwedenN. IrelandLaplandBeijingTaiwainAmericaEgyptSwitzerlandNorway Wales
0141 258 7644
TALK TO US
86PROJECTS
10SOCIAL CARE AND HEALTH
5PRIVATE SECTOR
14UNIVERSITIES
12CHARITIES
3GOVERNMENTS
4CULTURAL
ORGANISATIONS
5LOCAL
AUTHORITIES
"It was exciting to hear a different approach to problem solving and service design. Whilst Snook are radical in it 's concepts, it is exactly what we need to embed in our
culture to see dhs move forward in a different and innovative way.”
- DEPARTMENT FOR HUMAN SERVICES, AUSTRALIAN GOVERNMENT
SERVICE DESIGNCO-CREATIONPROTOTYPINGDIGITAL INNOVATIONCUSTOMER EXPERIENCE DESIGN
Featured in:
TEAM OF TEN DESIGNERS AND STRATEGIC THINKERS
SNOOKLABDIGITAL INNOVATION
Award winners:
FELLOWSHIPYOUNG SCOT AWARD FOR ENTERPRISEWINNER OF DESIGN COUNCIL WORKING WELL CHALLENGEWINNER OF MOZILLA OPEN BADGE COMPETITION
WHAT WE’VE BUILT IN THE LAB
TheYou should have asked us ages ago.
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
SNOOKLABSNOOKLAB
DIGITAL INNOVATION
EMBEDSNOOKCREATING A CULTURE
OF INNOVATION
wearesnook.com
![Page 11: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/11.jpg)
Tell us your name Where you come from What is your background
We want to know about you
![Page 12: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/12.jpg)
How many languages? Business or Fashion soul? What are your top skills?
Talent mapping warm up
![Page 13: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/13.jpg)
![Page 14: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/14.jpg)
Using a fashion metaphor to introduce service components and design thinking principles
Why every Service is a Catwalk?
![Page 15: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/15.jpg)
Social pressure / pain Ethical & sustainable fashion Haute couture
The Values of Fashion Industry
![Page 16: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/16.jpg)
Every Service as a Catwalk is a performance, it takes time and resources to produce it
Services are performative acts
![Page 17: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/17.jpg)
Services as Catwalks are made of a sequence of actions following a scripted narrative
Sequence of correlated actions
![Page 18: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/18.jpg)
Users experience only part of a service, the rest of the operations remain invisible
Frontstage and Backstage
![Page 19: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/19.jpg)
Services as catwalks are made by people and always put people at the centre of the scene
People always at the centre
![Page 20: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/20.jpg)
Service users are demanding as catwalk audiences and they all want a tailor-made outfit
Different needs / expectations
![Page 21: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/21.jpg)
Services need to adapt in a responsive way to users as the clothes we wear
One model many sizes / colours
![Page 22: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/22.jpg)
Design with vs Design for Engaging service users in the phases of creation and testing
Co-Design better services
![Page 23: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/23.jpg)
Staging or role-play intangible service situations is as useful as rehearsing a catwalk
Can we prototype experiences?
![Page 24: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/24.jpg)
Service failure means bad user experience and can compromise brand reputation
Service fail affects users
![Page 25: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/25.jpg)
Blueprinting for manufacturing
Designing models and defining technical details of a service allow replication and scalability
![Page 26: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/26.jpg)
Service providers need operational tools and technical language to implement services
Jargon or technical language?
![Page 27: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/27.jpg)
The modern shopper is very informed about industry trends and good market deals
Clients are just one click away
![Page 28: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/28.jpg)
Perceived value in services, as in fashion, can fluctuate according to users/clients
How do we price value?
![Page 29: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/29.jpg)
Deep dive into Service Design process, tools and methods. Developing a creative mindset
Service Design Thinking Principles
![Page 30: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/30.jpg)
What is design for you? Why does it matter? How do you do design?
Defining Design
Design is…creative + empathic + strategic
problem solving process
![Page 31: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/31.jpg)
Although design processes are in reality nonlinear, it is possible to articulate an outline structure. It is important to understand that this structure is iterative in its approach. !FROM THE BOOK: This is Service Design Thinking
Design Thinking
#SDS2011
DISCOVER DEFINE DEVELOP DELIVER
The Double Diamond as described by the Design Council
Principle
Process
![Page 32: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/32.jpg)
Many people think that having all the tools to design a service is all you need
Having the tools is not enough
![Page 33: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/33.jpg)
To repair a car or to design an innovative and efficient service you need experience
Mastering your creative mindset
![Page 34: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/34.jpg)
Glossary
Tool: something used in the performance of an operation; an instrument.!!Method: is a way of doing or approaching something, especially in a systematic replicable way.!!Methodology: is a system or collection of methods used in a particular area of study.!!Process: is a series of actions or steps taken in order to achieve desired outcomes.!!Mindset: a mental attitude or disposition that predetermines a person's responses to and interpretations of situations.
![Page 35: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/35.jpg)
Service and Experience economy is rapidly taking over product mass consumption
Why services matter?
Agriculture!1%
Industry!22%
Services!77%EU economy !
breakdown
![Page 36: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/36.jpg)
We usually do not pay attention to the services we use, but it is a problem when they fail
Service fail can ruin your day
![Page 37: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/37.jpg)
All the tangible interactions we experience as part of a service are called touchpoints
What are service touchpoints?
![Page 38: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/38.jpg)
Services are made by many touchpoints and are delivered through different channels
Multi-channel experiences
![Page 39: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/39.jpg)
Do it Yourself Post & Go service from Royal Mail UK. Would you use it?
Self Service / coproduction
![Page 40: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/40.jpg)
Good services generate a clear competitive advantage in many modern businesses
Services add value to business
![Page 41: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/41.jpg)
Every £100 a business spends on design increases turnover by £225.
Provided by
Designing Demand:Make design deliverlasting success foryour business
Good services generate a clear competitive advantage in many modern businesses
Services add value to business
![Page 42: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/42.jpg)
Every £100 a business spends on design increases turnover by £225.
Provided by
Designing Demand:Make design deliverlasting success foryour business
Good services generate a clear competitive advantage in many modern businesses
Services add value to business
It is estimated that for every £1 spent through the Public Service by Design programme, £26 has been saved.
Public Services by Design Transforming services through expert mentoring
www.designcouncil.org.uk/publicsector
![Page 43: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/43.jpg)
20% reduction weight/material make it stronger new look for new collection
Redesign the Chair experience
![Page 44: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/44.jpg)
20% budget cuts 15% patients increase Improve service quality
Redesign the Hospital experience
![Page 45: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/45.jpg)
A Service Design approach can be used in different ways and in different sectors
Design for Services
![Page 46: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/46.jpg)
Service Design Case studies
![Page 47: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/47.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
![Page 48: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/48.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
![Page 49: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/49.jpg)
![Page 50: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/50.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
![Page 51: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/51.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
![Page 52: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/52.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
![Page 53: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/53.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
TOTALcraigroyston
![Page 54: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/54.jpg)
THE LABSNOOKLAB
DIGITAL INNOVATION
police ( my )
+
![Page 55: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/55.jpg)
THE LABSNOOKLAB
DIGITAL INNOVATION
police ( my )
+
![Page 56: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/56.jpg)
TheYou should have asked us ages ago.
THE LABSNOOKLAB
DIGITAL INNOVATION
![Page 57: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/57.jpg)
STIRLING MAKES
EMBED DESIGNCREATING A CULTURE
OF INNOVATION
![Page 58: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/58.jpg)
THE LABSNOOKLAB
DIGITAL INNOVATION
![Page 59: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/59.jpg)
SNOOKCUSTOMER EXPERIENCE
AND SERVICE DESIGN
TOTALcraigroyston
![Page 60: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/60.jpg)
Exploring trends that suggest the need for new services in Fashion Industry
Fashion Industry Trends gallery
![Page 61: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/61.jpg)
ACCESSORIES THAT READ AND RECORD THOUGHTS OF THE PUBLIC
![Page 62: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/62.jpg)
ANTI DRONE CLOTHING HIDES THE WEARER FROM HEAT DEDECTION TECHNOLOGIES
![Page 63: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/63.jpg)
SOLAR PANEL DRESS CAN CHARGE YOUR SMART PHONE
![Page 64: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/64.jpg)
JACKET TO HELP YOU PREPARE FOR THE END OF THE WORLD
![Page 65: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/65.jpg)
CLOTHES THAT PURIFY THE AIR WE BREATHE !
![Page 66: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/66.jpg)
E-COUTURE
![Page 67: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/67.jpg)
BIO-COUTURE
![Page 68: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/68.jpg)
PATAGONIA, EBAY AND YOU
![Page 69: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/69.jpg)
VIRTUAL FITTING ROOMS
![Page 70: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/70.jpg)
SWAP PARTIES
![Page 71: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/71.jpg)
Good to talk & share ideas 5 tables 1 topic leader 10 minutes x 5 rounds
World Cafe discussion
![Page 72: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/72.jpg)
WHAT DOES SERVICE DESIGN HAVE IN COMMON WITH THE FASHION INDUSTRY?
![Page 73: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/73.jpg)
DESIGN A JOB DESCRIPTION FOR SOMEONE WHO IS RESPONSIBLE FOR DESIGNING SERVICES IN THE FASHION INDUSTRY
![Page 74: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/74.jpg)
WHAT CHANGES COULD OCCUR IF THE FASHION INDUSTRY EMBRACED SERVICE DESIGN?
![Page 75: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/75.jpg)
WHAT WILL FASHION SERVICE EXPERIENCES FEEL LIKE IN 2O34?
![Page 76: Every service as a catwalk](https://reader033.vdocuments.site/reader033/viewer/2022061300/54c7ba404a79593f208b45b5/html5/thumbnails/76.jpg)
HOW CAN THE PROCESS OF SERVICE DESIGN CONTRIBUTE TO A MORE SUSTAINABLE FASHION INDUSTRY?