A quick overview of service design by Nick Marsh of Engine service design. What is service design? Why is it? Where's it going next? Delivered at HyperIsland, Stockholm, September 2007

1. Talk and workshop, HyperIsland, Stockholm, 2007 Nick Marsh, Engine Service Design www.enginegroup.co.uk Designing Services

5. What is Service Design?

6. A new design discipline? A set of methodologies? A new way of thinking? Anything new at all?

7. What is design? What is Design?

8. Design is the process of making something better for someone.

10. All design is multi-disciplinary product design

11. All design is multi-disciplinary interaction design

12. Service design is the same, it’s just very multi disciplinary (because services are) service design

14. 1. Service Innovation New propositions and enhancements

15. 1. Service Innovation New propositions and enhancements

16. 1. Service Innovation New propositions and enhancements

17. 2. Design research Insight, stimulus and direction

18. 2. Design research Insight, stimulus and direction

19. 2. Design research Insight, stimulus and direction

20. 3. Business Planning Visual business cases and buy-in

21. 3. Business Planning Visual business cases and buy-in

22. 4. Service Production Training, choreography, measurement

23. 4. Service Production Training, choreography, measurement

24. 5. Service Specification Service requirements Principles Guidelines Messages Metrics Processes Business models

25. Service design is a very multidisciplinary practice We’ll look at what’s needed to be a good service designer later. Before that, why is service design emerging now ?

26. Why Service Design?

28. The service economy is here, but it’s just not very well designed yet!

29. The cultural and social challenges driving service design

30. The world has become flatter

31. The world has become fuller

32. The world has become richer

33. The world has become busier

34. The world has become older

35. The world has become more competitive

36. The world has become more confusing

37. More competition + More choice + More cash = More complexity Fortunately, designers have a process for making things better!

38. The commercial challenges driving service design

43. Service innovation is the new corporate battleground Graph: © Peer insight LLC

44. The Progression of Economic Value Source: Pine and Gilmore, ‘The Experience Economy’ Specific Different and Unique Low Market Value High Undifferentiated Generic Diversity Customer Need extract commodities make goods deliver services provide experiences

45. The Progression of Economic Value Source: Pine and Gilmore, ‘The Experience Economy’ Specific Different and Unique Low Market Value High Undifferentiated Generic Diversity Customer Need

46. We need service design, as providers and users (and ambitious designers!) But what is a good service (design)?

47. What makes a good service (design)?

48. Convenient Usable Desirable Consistent Efficient Effective Sustainable

49. Sustainable Usable Convenient Consistent Efficient Effective Desirable SUCCEED! }

50. Good service design exists in a ‘translation space’.

51. Five Fundamentals of service design

53. Systems Understanding that services are consumed through systems of relationships between people, things and processes, which can all be orchestrated and innovated

54. Value Understanding how to create the best value for users and providers through their interactions.

55. People Understanding the part people play in providing, using and designing services, and how to include them in the service design process .

56. Journeys Understanding that services are experienced over time and need to be seen and innovated as journeys

57. Propositions Understanding how to innovate, package and market a service and how to develop a proposition towards a vision.

58. Process Service design made simple…

59. What makes a good service designer?

61. A passion for Process

62. Co-creation

63. Facilitation

64. Empathy

65. Understanding that the craft is in letting go, not holding on

66. Visualisation and communication

67. User centred design research

68. Prototyping

69. Making tools for others

70. Managing ambiguity

71. Making things simple

72. Making things (appear) simple

74. Very multi disciplinary design - Bridge shaped?

76. Where next for service design?

82. Building Common Language A new language for clients A new language for designers

83. http://www.enginegroup.co.uk/source/stories/journey_to_the_interface.html

84. Service design education New skills New competition

85. www.enginegroup.co.uk Talk and workshop, HyperIsland, Stockholm, 2007 Nick Marsh, Engine Service Design