Class Notes : Service Design

Periodically I’d like to share knowledge from my graduate program in Interaction Design. I’ve gained lose permission to share content from readings, lectures, books, etc. (giving credit where credit is due of course).

Below are some notes from my Designing Business Services & Consumer Experiences class (course descriptions pdf). The content was delivered via a presentation by Oliver King, founder of Engine Service Design in London.

A couple beautifully simple definitions Oliver used to set the stage:

Design is a creative process by which economic, social and aesthetic value is first imagined, shaped and embodied in a meaningful and desirable outcome. Richard Eisermann - Prospect - Design Council

Service is the act of helping someone do something.
(Helping children learn. Helping passengers feel safe.)

Some key take-aways:
1) Many business-minded companies focus on the value of their customers in terms of dollar amounts. The practice of Service Design looks to create happy customers, because “Happy customers are worth more”. And happy customers do your marketing for you.

2) Engine created a “Social Innovation Lab” to showcase their process and tools for Service Design. A place where they help co-create and co-produce social services that impact their community. One example was an area program co-created by dads to enable them to spend more time with their children. Here are some of the specific tools in the ‘kit’. (Their Online Project Space sounds very similar to Two West’s Idea Kitchen).

3) One final interesting thing (something our Anthropolgist has been advocating for) is that Designers must do field research too. We must see and experience what users and customers do to empathize. One specific example for usability and empathy was given for an interface designed for the elderly - eyeglasses were sand blasted to understand what its like to navigate with poor eye sight.

Overall very inspirational content in the realm of Service Design.