This document discusses a Service Design Jam that will take place in multiple cities, including Lisbon, London, Madrid, Nuremberg, and Rome. It emphasizes that people are the best resource and encourages participants to have fun and create something memorable. The jam aims to bring together an international service design community to work in a shared direction.

1. SERVICE DESIGN JAM
ZOOM IN
ZOOM OUT
Vincenzo Di Maria vincenzodimaria.design@gmail.com @vdmdesign commonground @cmngrd - Roma Marzo 2013

2. LISBON | LONDON | MADRID | NUREMBERG | ROMA

3. SERVICE

4. modern economics portrait

6. what is a service?

8. product-service-system

9. healthcare or just hospital?

10. education system or just school?

11. service or experience?

12. user journey / service experience

13. DESIGN

16. 1 2 3 4 5 6 7 8 9
Special fares apply
Chesham
9 Chalfont & 8 7 Watford Junction
8 7 6 5 Epping
Theydon Bois
Check before
Bank
6
Latimer Watford High Street High Barnet
Watford Cockfosters Debden
Amersham Bushey Totteridge & Whetstone
Chorleywood Croxley Oakwood Loughton
5
A Carpenders Park Woodside Park Buckhurst Hill A ----------------------------
Rickmansworth Moor Park Southgate
4
Roding Grange Blackfriars
Hatch End Mill Hill East West Finchley Valley
Northwood Arnos Grove Hill
West Ruislip Northwood Edgware
Hills Headstone Lane
Chigwell ----------------------------
Stanmore Bounds Green
Hillingdon Ruislip Finchley Central Hainault Camden Town
4
Harrow & Burnt Oak
Ruislip Manor Pinner Wealdstone Wood Green Woodford
Canons Park
Uxbridge Ickenham East Finchley Fairlop
Colindale ----------------------------
Eastcote North Harrow Kenton Harringay South Woodford
Queensbury Turnpike Lane Green Lanes
3
Hendon Central Highgate Barkingside Canary Wharf
Harrow- Northwick Preston Crouch Hill South Tottenham
on-the-Hill Kingsbury Snaresbrook
Ruislip Park Road
Rayners Lane Brent Cross Archway Manor House Seven Newbury Park
Gardens Blackhorse
Sisters Road
West South Kenton Gospel Redbridge
Harrow Golders Green
Neasden Oak Tufnell Park Upper Holloway
South Harrow North Wembley Hampstead Tottenham Walthamstow ----------------------------
South Ruislip Wembley Hampstead Heath Hale Central Wanstead Gants
Arsenal Finsbury Hill Upminster Cannon Street
B Wembley Central Park Dollis Hill Kentish Town Park Leytonstone B
Finchley Road Walthamstow Upminster Bridge
Sudbury Hill Stonebridge Park Willesden Green & Frognal Holloway Road Leyton Leytonstone
Kentish Queen’s Road
Belsize Park Town West Midland Road High Road ----------------------------
3
Kilburn Caledonian Road Highbury & Hornchurch
Northolt Harlesden Heron Quays
Kensal Brondesbury Islington
Chalk Farm Leyton
2
Sudbury Town Willesden Junction Rise Park West Hampstead Dalston Dagenham
Camden Kingsland Stratford East
International Elm Park
Finchley Road Road Caledonian Wanstead Park
Brondesbury Camden Town
Kensal Green Road & Canonbury Hackney Central ----------------------------
Alperton Swiss Cottage Barnsbury
Dalston Junction Dagenham Hounslow West
Queen’s Park Kilburn South Mornington Stratford Heathway
High Road Hampstead St. John’s Wood Crescent
Greenford Homerton Hackney
Becontree
2
King’s Cross Wick Woodgrange Park
Kilburn Park St. Pancras ----------------------------
Edgware Haggerston Upney
Perivale Maida Vale Paddington Marylebone Great Tottenham
Road Portland Euston Stratford
Baker High Street Barking Court Road
Warwick Avenue Street Street
Angel Hoxton Pudding
Royal Oak Mill Lane Abbey East Ham
C Hanger Lane
Old Street Bethnal Road C ----------------------------
Westbourne Park Warren Street Euston Mile End
Edgware Square Green Upton Park
Road Farringdon
Turnham Green
Park Royal Regent’s Park Liverpool Bow Road Plaistow
Ladbroke Grove Shoreditch
Bayswater Russell Street High Street
Latimer Road Square Barbican Bromley- West Ham ----------------------------
North Ealing Goodge Bow Church by-Bow
East White Shepherd’s Lancaster Chancery Moorgate Victoria
Notting Bond Oxford Street
Acton City Bush Hill Gate Gate Street Circus Lane Devons Road
Stepney Green
Aldgate Star Lane
1 2 3 4
Ealing Broadway St. Paul’s
West North Holland Queensway Marble Tottenham Holborn East Langdon Park
Whitechapel
65 4 3 2 1
Acton Acton Park Arch Court Road Bank ----------------------------
Wood Lane Covent Garden Aldgate Canning
All Saints Town Waterloo
High Street Green Park Royal
Acton Central Kensington Leicester Square Shadwell Westferry Blackwall Victoria
Shepherd’s Bush Custom House for ExCeL
Ealing Common Market Hyde Park Corner Piccadilly
Kensington Cannon Street Limehouse Poplar
Circus Monument Tower East
South Acton (Olympia) Knightsbridge India Prince Regent
Goldhawk Road Mansion House Hill
D Fenchurch Street Tower Wapping West D ----------------------------
Charing Gateway Royal Albert
Barons Gloucester Cross Blackfriars India Quay West Silvertown
Acton Town Court Road St. James’s West India Quay
Hammersmith River Thames
South Ealing Victoria Park Temple Beckton Park
Rotherhithe
Canary Wharf
Northfields North Pontoon Dock Cyprus
Chiswick Turnham Stamford Ravenscourt West Earl’s South Sloane Westminster Embankment
Park Green Brook Park Kensington Court Kensington Square London Bermondsey Canada Greenwich ----------------------------
Boston Manor Bridge Water Heron Quays for The O2 Gallions Reach
London City Airport
2
Osterley West Brompton Waterloo Beckton Key to lines
2
South Quay
Gunnersbury Surrey Quays
Crossharbour King George V
Hounslow East Southwark
1
Pimlico
Hounslow Fulham Broadway
3
Kew Gardens Imperial Mudchute
West Hounslow Central
Wharf
Hatton Cross Parsons Green Lambeth Borough Island Gardens
3
Richmond
4
North
Heathrow Putney Bridge
E Terminals 1, 2, 3
Cutty Sark for Woolwich Arsenal E
Maritime Greenwich
2
Heathrow East Putney Vauxhall
Terminal 4 Elephant & Castle New Cross Gate New Cross Greenwich
Heathrow Terminal 5 5 Southfields
Clapham Oval Kennington
Brockley Deptford Bridge
4
Wimbledon Park Junction Honor Oak Park Elverson Road
Stockwell
Wimbledon Clapham North Forest Hill Lewisham
Clapham Common Sydenham
Brixton
Clapham South
Penge West
Balham
Anerley
3
Tooting Bec
F Crystal Palace Norwood Junction
F
Tooting Broadway
5
Colliers Wood West Croydon
4
South Wimbledon
Morden This diagram is an evolution of the original design conceived in 1931 by Harry Beck
Transport for London Correct at time of going to print, August 2011
1 2 3 4 5 6 7 8 9
MAYOR OF LONDON Transport for London

22. problem idea solution
?
design
design process...

23. findings
! ideas
!
! !
! !
need iterative
design
process
? IMPLEMENTATION
?
?
? ?
?
problem or opportunity solutions

24. The Squiggle by Damien Newman, Central Inc.
understanding the creative process

25. design as creative & iterative
problem solving process

26. DISCOVER DEFINE DEVELOP DELIVER
ble Diamond as described by the Design Council
double diamond by design council 2005

27. co-design

28. co-design works when is effective

29. process - methods - tools - mindset

30. mastering the tools

31. example: using personas

32. if you had all the right tools...

33. would you be able to repair a car?

34. Prototype [think with your hands]
The word prototype derives from the Greek
πρωτότυπον (prototypon), "primitive form",
neutral of πρωτότυπος (prototypos),
"original, primitive", fromπρῶτος (protos),
"first" and τύπος (typos), "impression".

35. product

36. experience

37. system

38. business / startup

39. public service

40. DOING THE GROUNDWORK PROTOTYPING PROTOTYPING- LEARN
Doing upfront work to get people and ideas ready PHASE 1 PHASE 2 AND
to build a specification testing the specification EVALUATE
you have ideas but are unsure how each element you have a clear idea about the way the service
or touchpoint of the service would function, need should function and feel, and are ready to test that
to test, learn and refine the service in the real world.
Do the models
Does gathering and visuals
this information created
change or affect communicate my
my original ideas effectively?
opportunity? TEST THE
MAP PROTOTYPES RUN SMALL
PEOPLE WITH USERS LIVE
AND PROTOTYPE
PLACES
CREATE A
BUSINESS
CASE.
BUILD IDENTIFY CREATE OBSERVE
OPPORTUNITIES
YOUR TARGET GENERATE SET OF PROTOTYPE GET REGULAR
IDENTIFIED IDEAS AND GAIN PLANNING FEEDBACK
TEAM USERS PROTOTYPES FEEDBACK
MEASURE
Has your team THE
got the right CHOOSE EVALUATE IMPACT
skills, ? THE
LOCATION EVALUATE
Do you TESTS AND ITERATE AS
TO TEST SERVICE APPROPRIATE
understand how FEEDBACK IMPACT
each element of
the service will
function?
Are there
changes that
can be made
PAUSE POINT 1 PAUSE POINT 2 and tested out PAUSE POINT 3
Proof of Concept Build for wider engagement along the way? Decision Making
PROTOTYPING THE BUSINESS MODEL

41. Principles of Service Design Thinking:
1. user-centred (it’s all about people)
2. co-creative (design with not just for)
3. sequencing (sequence of correlated actions)
4. evidencing (physical touchpoints interaction)
5. holistic (considering the service context)
[this is service design thinking]

42. JAM

43. LISBON
MADRID
LONDON
people are your best resource

44. JAMJAM NUREMBERG
an international community

45. JAMJAM NUREMBERG
shared direction vs personal interest

46. JAMJAM NUREMBERG
great fun vs slippery moments

47. JAM MADRID
the world is watching you...

48. will you paint something memorable?

49. JAM LISBON
HAVE FUN
Vincenzo Di Maria vincenzodimaria.design@gmail.com @vdmdesign - Roma Marzo 2013