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Service Design
Daniel Harris
Service Design Director

@Fjord
@Harrisdaniel
Design
© FJORD 2013 Confidential

Page 2
“Design is on the cusp of a
massive change as people
slowly become more attuned
to its potential for positive
change”
Alice Raswthorn, Design Week

© FJORD 2013 Confidential

Page 3
“It’s not about making a fancy
lamp, but finding new ways to
connect with people’s lives’.”
Stephen Burks, Design Week

© FJORD 2013 Confidential

Page 4
Design
© FJORD 2013 Confidential

Page 5
IMPROVING HOW
HUMANS ENGAGE
WITH THE WORLD
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 6
Technology is Society
[problem that Three bill fixed]
Services are run by technology, it surround us, we “dance to invisible
algorithms” every day
Humans are the constructs of that society
+ why the deal with Accenture is good? – theyrun half the worlds infrastructure
We do service design + UI design

© FJORD 2013 Confidential

Page 7
© FJORD 2013 Confidential

Page 8
© FJORD 2013 Confidential

Page 9
© FJORD 2013 Confidential

Page 10
UNDERSTANDING
INDIVIDUALS’ COMPLEXITIES,
IRRATIONALITIES & CARES
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 11
Service Innovation

© FJORD 2013 Confidential

Page 12
canvases
[Business model canvas] – great for getting fairly detailed from a business
perspective
[Trends canvas from trendwatching] – great for understanding the market and
it’s evolution
[Lean canvas] – great for seedcamps and hackathons
Our Service Design canvas – great for designing service propsotions

© FJORD 2013 Confidential

Page 13
© FJORD 2013 Confidential

Page 14
© FJORD 2013 Confidential

Page 15
Service design canvas

© FJORD 2013 Confidential

Page 16
© FJORD 2013 Confidential

Page 17
CREATING SHARED VALUE
FOR PEOPLE AND
ORGANISATIONS
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 18
“Re-imagination
of nearly
everything
powered by
New Devices +
Connectivity +
UI + Beauty”
Mary Meeker of KPCB

© FJORD 2013 Confidential

Page 19
Workshops

© FJORD 2013 Confidential

Page 20
Service Design Cards

© FJORD 2013 Confidential

Page 21
Getting emotional
[Emotion of Money – what it means to what people care about]
Emotional drivers are the hardest to discover, but the most valuable

© FJORD 2013 Confidential

Page 22
[HAPPY, HUMAN, SOULFUL
FOOD]
Moving food from the functional to the emotional (Jamie Oliver)

© FJORD 2013 Confidential

Page 23
[HAPPY, HUMAN, SOULFUL

© FJORD 2013 Confidential

Page 24
[Someone using this in a
kitchen / louinge]

© FJORD 2013 Confidential

Page 25
CONNECTING THE
EMOTIONAL TO THE
MATERIAL
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 26
© FJORD 2013 Confidential

Page 27
PSYCHOLOGIST

© FJORD 2013 Confidential

Page 28
[Artist]
ARTIST

© FJORD 2013 Confidential

Page 29
[Architect]
ARCHITECT

© FJORD 2013 Confidential

Page 30
MANAGEMENT CONSULTANT

© FJORD 2013 Confidential

Page 31
ENTREPRENEUR

© FJORD 2013 Confidential

Page 32
LOVE THE PROBLEM
& OWN THE DESIGN
THAT’S GOOD SERVICE DESIGN

© FJORD 2013 Confidential

Page 33
Design
© FJORD 2013 Confidential

Page 34
YOU KNOW YOU ARE PRACTICING SERVICE
DESIGN IF YOU ARE
1.  IMPROVING HOW HUMANS ENGAGE WITH THE WORLD
2.  UNDERSTANDING COMPLEXITIES, IRRATIONALITIES & CARES
3.  CREATING SHARED VALUE FOR PEOPLE AND ORGANISATIONS
4.  CONNECTING THE EMOTIONAL TO THE MATERIAL
5.  LOVING THE PROBLEM & OWNING THE DESIGN

© FJORD 2013 Confidential

Page 35
Service Design.
A mission, practice, & craft
Daniel Harris
Service Design Director, Fjord London

THANK YOU J

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Dan Harris @ UX people 2013