IXDS / JANUARY 22, 2014
Service Design Drinks On Design, Design Roles & Responsibilities

Who are we? Katrin PhD
Candidate, University of Potsdam Olga Business Consultant Manuel Freelance Service Designer Martin User Experience, Nokia / HERE

What is design? Who is
a designer?

“Design is not for philosophy,
it’s for life.” — I S S E Y M I YA K E Fashion Designer

“To design is to devise
courses of action aimed at changing existing situations into preferred ones.” — HERBERT A. SIMON Nobel Laureate in Economics

“To design is to plan,
to order, to relate and to control.” — EMIL RUDER Swiss typographer

MODEL Design ladder for evaluating
design maturity Stage 3: Design as strategy Design forms a part of the organisation’s strategy Stage 2: Design as process Design is a part of product development and other processes Stage 1: Design as styling Design is used for improving the appearance of products or services Stage 0: No design Design plays no role in product or service development — B. De Mozota (2003): The Economic Effects of Design, 2003; Design Creates Value, 2007); Icons: Olivier Guin

MODEL Relationships between a design
function and the larger supported organisation Separate Design as external resource — S. Junginger (2012) Peripheral Design as part of the organisation Central Design at the core of the organisation Integrated Design integral to all aspects of the organisation

MODEL Level of Complexity Stratification
of Design (Thinking) Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media

Artefact Example: car2go’s Smarts Fashion
Graphic Interior Jewellery Product Web & New Media — Photo: Daimler AG (2012)

MODEL Level of Complexity Stratification
of Design (Thinking) Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media

Artefact & Experience Example: car2go’s
mobile app Anthropological Design Engineering Interaction Design Human Centred Design Human Computer Interaction User Experience

MODEL Stratification of Design (Thinking)
Level of Complexity Systems & Behaviour Urban Planning SMEs Service Design Strategic Design Architecture Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media

Systems & Behaviour Example: car2go’s
car access system Architecture Culture Service Design SMEs Strategic Design Urban Planning — Photo: Daimler AG (2012)

MODEL Stratification of Design (Thinking)
Large Scale Systems Policy Design Systems Design Environment Public Service Infrastructure Level of Complexity Systems & Behaviour Urban Planning SMEs Service Design Strategic Design Architecture Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media

Large Scale Systems Example: Dedicated
parking spaces for car sharing in Berlin Environment Policy Design Public Service Infrastructure Systems Design

QUOTE “Always design a thing
by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.” — EERO SAARINEN Architect

DEFINITION “Design is a creative
activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles.” — INTERNATIONAL COUNCIL SOCIETIES OF INDUSTRIAL DESIGN ‘ D e f i n i t i o n o f D e s i g n’

DEFINITION “Design is composing an
epic poem, executing a mural, painting a masterpiece, writing a concerto. But design is also cleaning and reorganising a desk drawer, pulling an impacted tooth, baking an apple pie, choosing sides for a backlot baseball game, and educating a child.” — V I C TO R PA PA N E K D e s i g n e r, A u t h o r

MODEL The expanding role of
the designer over history Pre-industrial society: design-craftsperson Industrial revolution: separation of making and styling 1960s: 1970s: Designers work in multi-disciplinary teams Designers as “end-user expert”, Papanek’s book 1980s: Design & business innovation, design management 1990s: Experience and brand, the internet — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf

MODEL Seven ‘new’ roles of
designers Designer as co-creator Designer as researcher Designer as communicator Designer entrepreneur Designer as capability builder Designer as facilitator Designer as strategist — L. Tan (2009): Seven ‘new’ roles designers are playing in public life: http://imagination.lancaster.ac.uk/downloads/_assets/dpc2009/presentations/Lauren_Tan_DPC2009.pdf

“Designers as … • entrepreneur
• good listener & best friend • detail observer & curiosity hero • motivator • prototyper — NANCY BIRKHÖLZER Managing Partner at IXDS • team builder • transformer • futurist • idealist & realist • facilitator.”

“Facilitation, facilitation, facilitation! If service
design is truly co-creative, then THE key skill of service designers is … facilitation. Your most important task as a service design facilitator is to realise that everyone else in the room is the expert. Not you. All you can do is help them move forward.” — A D A M S TJ O H N L A W R E N C E Co-initiator of Global Service Jam Founding Partner Work•Play•Experience

“The most effective roles designers
can play are about interpretation / translation – observing human behaviour and interpreting that into actionable opportunities […] matchmaking between what a business is trying to achieve and what the people at the other end need / want / can handle.” — LOUISA HEINRICH Strategist, Speaker, Instigator

MODEL Designer’s roles in a
design team Investigator Catalyst Communicator Manager Artist — Northumbria University (2009): Designer’s Roles in a Design Team: http://www.designcollaboration.org/resources/roles/designer-roles.php

Exercise

EXERCISE Designer’s role in a
(design) team 7 min Understand your fellow group members The names of my fellow group members are … What do they like most about group work? What do they dislike most about group work? What personality traits make a good team player? What personality traits make a bad team player? — Icons: Juan Garces, Prerak Patel / The Noun Project

EXERCISE Designer’s role in a
(design) team 10 min Discuss team roles, state preferred team roles As an individual which roles do we like? As an individual which roles do we dislike? As an individual which roles do we want to improve upon? Who would have which role in the team?

Take-away

Take-away Bring design to the
next level Find your role, refine your role during each process Don’t stick to given definitions of design, everybody can design

Reading recommendations Victor Papanek: ‘Design
for the real world’ V&A Museum: ThinkTank: The Future Designer Howard Gardner: ‘Five Minds for the Future’ Lauren Tan: ‘The different roles of the designer and their value’

Where are you good at?
Where do you want to improve in? servicedesignberlin.de @SD_Berlin fb.com/servicedesignberlin