This was the opening presentation for Dubai Service Jam, which was part of Global Service Jam weekend that toke place over 100 cities worldwide.

1. Dubai Service Jam
March 7th & 8th
Opening Session

2. Welcome!

3. Check–in!

6. Why we’re here?

7. The purpose of The Global Service
Jam is to promote the discipline of
service design,
and to allow interested people to
exchange techniques, ideas and
experience in a relaxed, energetic
environment.

8. Why we have Global Themes?

9. They are abstract to prevent hierarchy
at the Jam.

10. Themes are there to give you – the
Jammers a place to start, and to force
you to rethink any ideas that you have
brought with you (subconsciously).

11. There is no "right meaning": They
mean whatever you – the Jammers
think they mean.

12. What is Service Design?

13. vs.

14. Make prototypes, not
presentations!

15. The Jam is as much about how you
work, as about what you make!

16. Don’t waste a long time making a
fancy presentations or films to explain
an idea which you could tell
in a few words!

17. If it describes a thing, it is only a
presentation. If it is an early version of
the thing, it is a prototype!

18. Lego Desktop Walkthrough
The Mock Up

19. Rough Prototyping
Constructive Interaction
Prototyping

20. Mobile Prototypes
Wireframes

21. Registration

22. All Jammers MUST register
on Planet Jam.
If they are not registered, you cannot
upload your Prototypes.

23. If you haven’t done it yet, just take a
couple of minutes to register
individually at
!
www.globalservicejam.org

24. Each Jammer must sign up.
Do not sign up as groups/teams.
You will be able to link to your team
once registered.

25. The upload process.

26. You will be guided through the process by the
Jam platform – A web form which guides you
through uploading.
Link yourselves together to form project teams
online.
Make sure to upload mandatory content, as
well as optional.

27. Don’t wait until Saturday! "Always be
uploading" is very important!
The Upload Deadline is the Deadline to
START uploading your final file.
It doesn't matter if that file needs
a week to upload,
it must FINISHED before Saturday 8pm!

28. Uploading 1 video is not enough as it is
usually a presentation, not a prototype!
All teams should upload digitalised tangibles
(tickets, posters, forms), make a wireframe,
draw up a contract, Business Model Canvas,
service blueprint, budget etc.

29. A video can show the service in use, but we
cannot really interact with it so it's not
really a prototype...!
Instead of video presentations, it would be
much more useful to push the prototype
further and then just present
the prototype to camera.
Avoid the Presentation Trap!!

30. Creative Principles

31. Quantity is Condition for Quality!
YES AND… Build on each others ideas!
Think big and you will get further!
Postpone critical thinking and judgment!
Get all your ideas out!

32. Structured Idea Development

34. Bear in mind…

35. Creative Commons License needs to
be completed by all Jammers, as all
prototype uploads will be Creative
Commons!

36. You cannot publicly tweet or blog
the theme until Sat 6:30am!

37. Doing not talking.
Learn from failure.
Build on each others ideas.

38. Let’s get our hands dirty!

39. The Marshmallow Challenge

40. 20 sticks
of spaghetti
1 yard tape
1 yard string 1 marshmallow

41. 1. Build the Tallest Freestanding Structure – The winning team is
the one that has the tallest structure measured from the table
top surface to the top of the marshmallow. That means the
structure cannot be suspended from a higher structure, like a
chair, ceiling or chandelier.
2. The Entire Marshmallow Must be on Top
3. Use as Much or as Little of the Kit. You are free to break the
spaghetti, cut up the tape and string to create new structures.
4. The Challenge Lasts 18 minutes. You have to STOP when the
time runs out. Those touching or supporting the structure will
be disqualified.
5. Please, ask if you have any questions!

42. Let’s GO!

43. The assumption in the Marshmallow Challenge
is that marshmallows
are light and fluffy and easily supported
by the spaghetti sticks.
When you actually try to build the structure,
the marshmallows don’t seem so light.
The lesson in the marshmallow challenge is that we need to
identify the assumptions in our project – the real customer
needs, the cost of the product, the duration of the service –
and test them early and often. That’s the mechanism that
leads to effective innovation.

44. The Theme is …