｜Open-mindednes s
201 2年11月/12 月
發行人
史欽泰 Chintay Shih
總編輯
林福仁 Furen Lin
執行主編
葉碩暉 Arthur Yeh
編輯
吳艾樺 Trista Wu
編輯
林旻蓁 Min-chen Lin
美術設計
楊舒帆 Shu-fan Yang
Editor We are proud to publish a special issue that is different than the previous release of CROSS. We experienced many first-times in this issue: a very first publication of a special issue, the first full report in English, the first formation of an international press-coverage team. All of these first moves were intended to cover the 3rd International Service Innovation Design Conference（ISIDC）hosted in Taiwan. With this issue, we welcome everyone who has participated in the 2012 ISIDC or those who could not be there to reminiscence the memorable five days we experienced in this conference. We would like to express our gratitude to Professor Ding-Bang LUH, the 2012 ISIDC Program Chair, whose immense support has made this special issue possible. Arthur CROSS 06 非常的不同！有非常多的第一次在這期發生！第一次推出 Special Issue、全英文報導、成立特約採訪團隊。這麼多的第一次都是為 了 2012 International Service Innovation Design Conference（ISIDC） 在台灣舉辦！歡迎所有一同參與或不克前來 2012 ISIDC 的朋友一同與我們 回顧這精彩的五天！同時我們也要非常感謝 2012 ISIDC 的 Program Chair 陸定邦教授對於 CROSS 採訪的大力支持！
「不只專業， 更是素養！」
現
今社會在快速變動下，企業也跟者不斷轉變以因應環境變 化！因此人才的需求將更多元！而學校在培養人才時為何很
難與企業實際接軌！因為我們過於注重在專業訓練而忽略素養培育， 而解決問題不是單一專業領域的問題，這也是為什麼我們經常談論跨 領域的議題。服務科學作為一個培養跨領域人才的學科，除了我們自 己努力發展服務科學，想要達到真正的跨領域，還需要思考如何影響 其他學科能了解服務的概念，從老師們做計畫、教學及研究的方式開 始轉變，以服務的角度切入面對問題，讓不同學科的老師及學生能夠 共同合作，在學校的時候就能達到跨域溝通瞭解彼此。 因此我們不是要創造一個服務的專業，只讓經過專業訓練的人能夠 來做服務，最終是希望將服務的思維及素養導入各個階層，例如：一 個人經過服務創新或服務設計的訓練後，更能發揮他的效益，不論他 今天在哪個位置、做什麼樣的工作、面對怎樣的問題，他都更容易能 將事情做好，因為他懂得如何以人為本的思考問題、瞭解激勵跨領域 團隊溝通合作的重要性等，這些服務科學所強調的核心價值。若能達 成這樣的目標，服務科學跨領域思維才是真正的做到，而我們也能說 服務科學跨領域人才將培育的不再只是專業而更是素養！
台灣服務科學學會理事長
C ont ent s 3 Editor 4
理事長的話
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About ISIDC Conference
October 22,2012
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Conference
October 23,2012
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Conference
October 24,2012
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10 Drum Cultural Village 十鼓文化園區 , Tainan. Zenda Suite 成大會館 , Tainan.
Buddha Memorial Center E-Da World
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佛陀紀念館 ,
義大世界 ,Kaohsiung.
WorkshopA Experience Value Based Service Design for Product-Service Systems
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WorkshopB
Living Games & Gaming Life
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The International Service Innovation Design Conference (ISI DC) was conducted for the third time in 2012, taking place in the cultural city of Tainan, Taiwan from October 20 to October 24, 2012. The conference was hosted by the Institute of Creative Industries Design at National Cheng Kung University and supported by Service Science Society of Taiwan 台 灣 服 務 科 學 學 會 and Sayling Wen Cultural and Educational Foundation 溫世仁文教基金會 .
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Participants.
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About ISIDC ISIDC was initiated in 2008, hosted by Dongseo University in Busan, Korea as Asia’s first international conference which focused its discussions on service and design. According to Dr. Kazuo Sugiyama, the main figure behind the initiative, the conference was intended as the meeting point of interdisciplinary efforts to promote the importance of service and the importance of design in service. During the conference, Dr. Sugiyama explained about the initial drive to initiate the conference.
“I came to the realization for the need to establish the discussion platform when I discovered the enormous number of design graduate students, especially in Korea and Taiwan. The role of design has also shifted from contributing mostly to the manufacturing industry in the 20th century (product design), to service. The awakening to the domination of service industry in the world’s economic activities has sparked the need for design to find the ways to contribute to the service industry. This conference was organized with the vision to highlight the importance of design, not only in manufacturing-based businesses, but also in service.” (Dr. Kazuo Sugiyama, Program Advisor of the 3rd ISIDC, 2012)
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The Conference Chair, Dr. Feng-Tyan LIN, expressed his viewpoint similar to that of Dr. Sugiyama’s. With the industrial structure has made a gradual shift from manufacturing-based to service-based, the service sector has taken a bigger role. Innovation in service industry is vital, giving more importance to the conference. “With service sector taking an important role in our modern society, it has become a trend to improve the life and industry by scientifically and systematically through service innovation. I truly hope that the 3rd ISIDC 2012 can be the platform for knowledge and information exchange about service innovation design, which will be useful to improve our society in the future.� (Dr. Feng-Tyan LIN, Conference Chair of the 3rd ISIDC, 2012) The first ISIDC in Busan received positive responses and a large number of participants recognized the importance of the issues brought by this event (e.g. service quality improvement, service productivity, regional revitalization through service design), a resolution has been reached in Busan to turn the conference into a biennial event. In consecutive years, Future University of Hakodate in Japan has organized the 2nd ISIDC in 2010 and the baton has been passed to National Cheng Kung University in Taiwan to host the 3rd ISIDC in 2012.
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ISIDC 2012 ISIDC 2012 was organized with the main theme of “Holistic Service Innovation and Co-creation Experience”. The Program Chair, Dr. Ding-Bang LUH, has designed the conference to be consistent with the theme, with the aim of creating a holistic experience for the participants. The conference combined the academic activities with cultural activities. “To bring a holistic experience for the conference participants, we have arranged a series of activities in a five-day-tour package. The academic activities will be combined with cultural activities so that participants will be able to have a holistic experience.” (Dr. Ding-Bang LUH, Program Chair of the 3rd ISIDC, 2012) The organization of the conference was made into a tour, starting with two parallel workshops in the first two days and three-day conference activities, taking the participants to several locations in Tainan and Kaohsiung.
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“The first two - and - half days are focused on workshops on product service system innovation and interaction design. Through the workshops, participants will be able to enjoy the co-creating experience, designing services. The other two-and-half days are devoted for the intellectual feasts with four keynote speeches and fifteen parallel sessions for participants to share knowledge and receive information about the latest research findings in service design. In between the academic activities, participants are welcome to co-create in karaoke and drum village in Tainan. The experience continues with a spiritual treat in the Buddha Memorial Center and a glimpse of modern entertainment in E-Da World, both located in Kaohsiung.� (Dr. Ding-Bang LUH, Program Chair of the 3rd ISIDC, 2012)
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In total of five days, the main activities were as follow: 2 workshops, 4 keynote speeches, 2 industry visits, 2 workshop presentations, and 15 sessions of presentations, providing a holistic experience for the participants. 40 people participated in the workshop, coming from J a p a n , Ko re a , G e r m a n y, C o l u m b i a , C z e c h R e p u b l i c , Indonesia, and Taiwan. Four groups joined the workshop on “Experience Value-based Service Design for Product-Service Systems” instructed by Dr. Yong Se Kim, and three groups joined the “Living Games and Gaming Life” workshop instructed by Dr. Yi-Shin DENG and Dr. Sheng-Fen CHIEN.
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Th e c o n fe re n c e i n v o l v e d 74 p a r t i c i p a n t s f ro m J a p a n , Ko re a , M a l a y s i a , Th a i l a n d , G e r m a n y, S w e d e n , C ro a t i a , Columbia, China, and Taiwan. There were in total 55 paper presentations which were divided into 15 parallel sessions of these following five main themes: Service Science, Service Design, Holistic Experience, User Experience and Service Design, and Service Technology. The conference had four distinguished guests to deliver keynote speeches – Dr. Tamio Arai from Shibaura Institute of Technology in Japan; Dr. Yong Se KI M from Sungkyunkwan University in Korea, Dr. ChinTay SHIH from College of Technology Management, National Tsinghua University in Taiwan, and Dr. Akira Kondo, the senior consultant of Hitachi Intermedix Co. Ltd. in Japan.
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Professor Sugiyama on Service Design Professor Sugiyama is the initiator of the International Service Innovation Design Conference
1) Wh a t w a s t h e i d e a b e h i n d t h e e s t a b l i s h m e n t o f t h i s conference and what was your expectation? I c a m e t o t he re al i z a ti on for t he ne ed t o es tab li sh t he discussion platform when I discovered the enormous number of design graduate students, especially in Korea and Taiwan. The role of design has also shifted from contributing mostly to the manufacturing industry in the 20th century, product design, to service. With the awakening to the domination of service industry in the world’s economic activities has sparked the need for design to find the ways to contribute to the service industry. This conference was organized with the vision to highlight the importance of design, not only in business, but also in service.
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2) What is the role of designer in service design? What would be the important factors to be considered in designing innovative service? Designer’s role in service design is in the creative side; to d e s i g n a t o t a l l y n ew s e r v i c e , a b s t ra c t t h i n k i n g ; c re a t i n g hypothetical situations. Contrary to the engineer’s role, (the ro l e ) i s t o i m p rov e t h e e x i s t i n g s e r v i c e . E n g i n e e r ’ s w o r k i s m o s t l y fo c u s e d o n p re c i s i o n a n d p ro c e d u re s . To b r i n g i n n ov a t i o n t o s e r v i c e d e s i g n , t h e c o l l a b o ra t i o n b e t w e e n designer and engineer, I think, would be a good combination. 3) What is the future direction for service design? If service design gains more significance and provide more contributions to the industry, it would be a potential field for designers to explore.
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Mr. Muhammad Firdaus Abong Abdullah Universiti Malaysia Sarawak R e p re s e n t i n g t h e o rg a n i z i n g c o m m i t t e e o f ISI DC 2014 which will be held in Malaysia 1) What is the theme for the ISI DC 2014? T h e n e x t I S I D C i n 2 014 w i l l b e h e l d b y U n i v e r s i t i Malaysia Sarawak with the theme “The New Culture and the Value.” Representing the organizing committee o f I S I D C 2 014 , M r. F i rd a u s f ro m M a l a y s i a s a i d t h a t the theme chosen, “The New Culture and the Value” is specially related to the current scenario in Malaysia and other surrounding South East Asian countries. Compared to the countries that have already established service design as a study, Malaysia is quite a beginner in the field. Although the industries have been doing service design in the background , it has not been practiced formally in the country; and the academia was not fully aware of issues related to service design. In addition, service design is only conducted when there is a need for it.
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That is the main reason why we set the theme as a new culture and value. They want to create a new culture that improves the life of the users who ask for not just mere service, but a service of high quality and high value. In other words, induct the good value of service in every industry.
2) What would be your expectation to the ISI DC 2014? They expect to have a bigger conference ticketing s u r ro u n d i n g A s i a n c o u n t r i e s , a c o n fe re n c e w i t h more international participants, not like traditional conferences where the majority participants are from the host country. Since most of the participants , Professor Firdaus hoped, are from other countries, t h e o rg a n i z e r s w o u l d l i k e t o i n v i t e t h e m t o s e e Malaysian culture, experiencing the food and traditional activities.
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Conference October 22, 2012
10 Drum Cultural Village 十鼓文化園區 , Tainan. The main activities for the fir st day of the conference consist of the creative industr y tour, opening cer emony, two keynote speeches, and welcome dinner w hic h all take place in the 10 Dr um Cultural Village 十鼓文化園區 , Tainan.
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TAINAN 十鼓 文化園區
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The creative industry tour took the par ticipants to the 10 Drum Cultural Village, all par ticipants were warmly welcomed with the tour around the village, introduction to drum playing experience, trained by the professional dr ummer s in the village. They were also introduced with the history of the drum village and the stories behind the drums. 23
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The conference was officially opened with a special percussion performance by the 10 Drums Ar t Percussion Group and several opening remarks. With the speeches from the Dean of College of Planning and Design of National Cheng Kung University – Dr. Feng-Tyan LIN, the ISIDC Program Advisor – Dr. Kazuo Sugiyama, and the Program Chair – Dr. Ding-Bang LUH, the 3rd ISIDC was officially star ted.
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Tamio Arai To enhance value in use by customers' par ticipation. The first keynote speech was delivered by Professor Tamio Arai from Shibaura Institute of Technology in Japan. In his speech, “To Enhance Value in Use by Customer s' Par ticipation”, he mentioned that similar to product design, it is impor tant to analyse the ser vice life cycle as the process might extract potential values which will be useful to improve the ser vice. And user par ticipation to each process of the life cycles enhances the co-creation value. Fur ther in his speech, he emphasized the impor tance of customers’ par ticipation in ser vice design to cocreate the value for service. 2266
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“Without the existence of the customer s, you will not be able to make a good ser vice. Therefore, you need to under stand customer’s behavior and activities, then enhance the concepts that customer can co-create value. Design of ser vice should be suppor ted by customers (the non-designers), in other words value co-creation must be done by customers.”
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Interview with
Tamio Arai 1
How would customers’ par ticipation enhance the value of service?
In ear ly 20th centur y, only about a hundred year s ago, ever ybody thought designing product and production were complicated processes. Nowadays, the design of ser vice and the production of ser vice also have a similar phase to product design and manufacturing. The difference between product and service is the existence of customer in the service where they evaluate their own subjective idea and simultaneous inter action between the customer and the ser vice. However, it also depends on how the service is installed. The design of internet ser vice, for example, is separate and independent from ser vice customer, even though there is simultaneous interaction in the service. Do not think about service as being dynamic and complex. Generally speaking, because of the existence of customers, it creates dynamics and exceptional handlings which make ser vice rather difficult to design. So, what makes a good service? Without the existence of the customers, you will not be able to make a good service. Therefore, you need to understand customer’s behavior and activities, then enhance the concepts that customer can co-create value. Design of ser vice should be suppor ted by customers (the non-designers), in other words value co-creation must be done by customers. However, this process is not easy.
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Ser vice is dynamic and the user s’ behavior is, apar t from changing depending on the environment, subjective and heterogeneous. What would be your suggestions for designing an effectively functional service that will satisfy its users?
There are two common approaches, the inductive and deductive approaches. We can obtain large amount of data and extract it into a theory or a plan of customer’s activity. Data mining would be a good method. But the extraction requires fundamental assumptions. To generate these assumptions, you have to understand the whole concept of user’s behaviors, which include the value or purpose of life. But we have to be reminded that science cannot directly deal with value, because value may be changed by history, culture, and various other reasons. Therefore, we want to make a field which is independent from culture, value, or other philosophical ideas. That is the attitude of science. However, it is difficult because in one way we have to admit the subjectivity but on the other hand, we want to eradicate subjectivity. To create science or engineering, we have to suppress subjectivity to a manageable and effective degree. 3300
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Can you tell us more about the Society of Serviceology that you are currently building?
It was established based on the need of researchers for a meeting place. In ser vice science, it is common to have researcher s from Economics and Social Science wor k to gether with r esear c her s fr om Natur al Science. However, because the academic societies and systems are in different area, we need to create a meeting place to discuss. T h e s o c i e t y w o u l d l i k e t o c o n t r i bu t e by utilizing the power of science and engineering to promote better life and sustainability of envir onment, to under stand ser vice. We establish this society as a discussion platform where all researcher s from social science, engineering, and natural science can meet and debate, with the ultimate goal of mutual under standings among all researcher s. It might be viewed as old-fashioned, but we still need such meeting place.
Professor Arai and his research group has developed the service CAD system to describe the life cycle of ser vice. In his presentation, he illustrated the comparative study of the life cycle of washing machines and package tours by using the CAD system.
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Yong Se Kim Experience Values and Service Design In the second keynote speech titled “Experience Values and Ser vice Design�, Professor Yong Se KIM from Sungkyunkwan Univer sity in Korea highlighted the impor tance of experience values and ser vice design. He introduced the experience valuebased ser vice design method and the essential ser vice design software tools with the illustrations of several design cases from the Creative Design Institute in Sungkyunkwan University, Korea.
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He highlighted the impor tance of emotional values, more specifically the active emotions, in ser vice experience design as ser vice’s main stakeholder is the users, the people.
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“The key aspect of ser vice design is the interaction between people. The ser vice interaction is different than product inter action; it is about the human, the inter action between s e r v i c e p r o v i d e r a n d s e r v i c e r e c e i v e r. T h a t i s w h y t h e active emotions which will be influenced by the r esponding stakeholder s will be the key issue to consider. Product design is also addressing the experience aspects, but in most cases people use products for their functions. In ser vice, it is about the people. Due to this reason, we cannot avoid the impor tance of active emotional aspects.�
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Interview with
Yong Se Kim 1
You mentioned that the active emotions such as happiness, anger, love, fun, control, and trust are impor tant in ser vice experience design. How impor tant are active emotional values in designing a service? The key aspect of ser vice design is the interaction between people. The ser vice interaction is different than product interaction, it about the human, the inter action between ser vice pr ovider and ser vice receiver. That is why the active emotions which will be influenced by the responding stakeholders will be the key issue to consider. Product design is also addressing the experience aspects, but in most cases people use products for their functions. In ser vice, it is about the people. Due to this reason, we cannot avoid the impor tance of active emotional aspects.
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How would blueprinting aid to the creation of innovative service? Taking the case of the dr um practice, the reason that as many as 50 people were able to synchronize at such shor t time is because of the existence of a mechanism represented by well-defined systematic symbols, the X and the triangle, the cue of the dr um beat. Ser vice blueprint is like that. In order to operate ser vices, you need a ser vice blueprint that tells the detail of the ser vice operation. Without this, you cannot r un service. It is the key of creativity. It is not something that would hinder the achievement creativity. That is why I was shaping the notion of creativity, that design is not an emotional thing alone – design is an emotional logic. Even being creative addresses being careful, systematic, and analytic; those are essential par ts of creativity. And service blueprint is going to be playing the role that you will follow a cer tain format, to achieve the goal. So it is actually the tools to creativity, not the other way round.
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Unlike physical goods, ser vices are dynamic, unfolding over a period of time through a sequence or constellation of events and steps. There are many factors that might influence customer’s perception on the ser vice. Do you agree that successful ser vice could still come from systematic planning, even though there are countless variables that might affect the outcome of the service? I think the only way to address the complexity and diverse context is to provide a systematic approach. If you do not have a systematic approach to begin with, you will not be able to handle complicated context at all. This is my view on design. Design is not going to drop from a tree. Creativity is not given. It has to come from a careful, systematic, well-planned approach, so that it will be achievable and outlining the entire possible context properly, being able to distinguish this context to another, that is the essential par t of designing. I spent my research effor t star ting 2000 to 2007, I have been assigned by the Korean gover nment to conduct a study on design creativity. What is being creative requires a lot of viewpoints, but my approach of creativity is it is formed by many elements which will be different across individuals. It has to be well- analyzed, wellmanaged to enhance and achieve collective creativity. Creativity is not going to be achieved with people doing what they want. It is going to be achieved with a lot of plans, nice management, and good organization. Creativity is something that can be educated. One of the aspects of creativity is to be able to see diver se viewpoints. Creativity is being flexible enough, being able to address many different viewpoints, being able to do many different things, being able to do something dir ty and clean at the same time – that is collectively what is needed in creativity.
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When we are trying to enhance our students’ creativity, the educational setup should address those issues. Creativity is something to be achieved with care and a systematic approach. Something that has to be educated and requires a lot of guidance for students to achieve creativity. I hope students will not misunderstand that by not following any rules, not doing things systematically will bring them to creativity, it will take them to the opposite direction. Everybody can be creative even though they do not feel so. According to Carl Jung, everybody can be creative. But the way an individual is creative may be different to the other s. Being able to understand and embrace the diversity is impor tant. In order to achieve a good design by oneself, it is going to come from a good collaboration, from addressing different viewpoints, by looking at different experience values for example. In our education system, we want to allow students to learn how to play together with people who have the opposite viewpoints than themselves; how to negotiate with them, how to persuade them. That would be impor tant for their mindsets, because in reality, we live with others.
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To achieve creativity, it is said that you have to think out of the box, with the existence of this system, will it still allow people to think out of the box? It has two directions. Often when you design, you may want to use your previous design experiences. In a way, if you have abundant experience, it will help you to generate many creative solutions. That means creativity involves drawing from the existing experience and putting it in a new frame. In another case, design creativity involves nice arrangements of things. You want to think differently within a cer tain systematic frame, not coming out of nowhere. I think that is what our education should provide. That is basically based on our design creativity research. Some of the discussions that we have, confidence is necessary in creativity, but not with non-conformity. You would better have to be different, to stand out, but have to be confident to frame yourself in a certain direction. That is the key part of being creative. Trying to learn to design confidently, that could lead to creativity.
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Conference October 23, 2012 Zenda Suite
成大會館
, Tainan.
The main activities for the second day of the conference consist of two keynote speeches and parallel presentations which took place in the conference hall in Zenda Suite 成大會館 , Tainan.
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ChinTay Shih Moving toward "Innovation Economy" - Taiwan's challenge. The third keynote speech was delivered by Professor Chin-Tay SHIH from College of Technology Management, National Tsinghua University in Taiwan. In his speech, “Moving toward “Innovation Economy” – Taiwan’s Challenge”, he shared the story about how Taiwan has been building its IT industry for these past thir ty years to become the backbone of the country’s economy and one of the leading suppliers to the world market. As the pace and landscape of the IT market changed over time by innovation made by the market leaders nowadays, Taiwanese IT industry faces a huge challenge to maintain its position in the world market. Professor Shih mentioned the need for a paradigm shift, suggesting that service innovations could be the new engines for Taiwan’s economic growth; requiring changes in many layers from the macro to the micro level. 4422
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“It requires enormous effor t to really move the economy to the tr aditional industr y or manufacturing-based economy to the innovation-based economy. The industry structure needs to change, the government policy needs to encourage innovation also suppor ts the education of talents.” “People also should also s witc h the investment tar get fr om hardware to software, system integration, application of technology, green technology; all of these are impor tant to the innovationbased economy.”
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Interview with
ChinTay Shih 1
The world’s economy has switched from agriculture which relies on natural resources to manufacturing-based and to what it is now, the post-information era. What would be the biggest challenge for the manufacturing-based country like Taiwan to switch to this innovation-based economy?
It requires quite a few effor ts to really move the economy to the traditional industry or manufacturing-based economy to the innovation-based economy. The industry structure needs to change, the government policy needs to encourage innovation also suppor ts the education of talents. Nur turing the talents for innovation-based economy is quite different if compared to the manufacturing industry. Innovation-based economy relies on its people who can create ideas and who can bring innovation into realization. It takes quite a lot of effor t. People also should also switch the investment target from hardware to software, system integration, application of technology, green technology; all of these are impor tant to the innovation-based economy.
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What do you think Taiw an should do to r ealize the openinnovation system?
Open-innovation is suitable for Taiwan because it composes mostly of Small and Medium Enterprises (SMEs). When you are talking about service, it is a system which requires collaborations among customers, competitors, and suppliers. It is inevitable to change the way of working together. There is the need to change your mindset of collaboration and learn how to manage the intellectual proper ty as there are many different par ties involved. Intellectual proper ty sharing concept is impor tant. It takes culture change, organizational change, and behavior change to be successful in the open-innovation system.
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What could be done by the education system to prepare the human resource to fit with the open-innovation system?
Education system plays an impor tant role, because you rely on the young generations, the ones to fill in the job market in the society. They should bring in new knowledge, new concepts, and creating the future for the society. So, how to prepare them is impor tant. Most education systems isolate one discipline to another. We should change the system, to create people who are able to work in multidisciplinary environment, people who can utilize the technology, but at the same time, appreciate culture, ar ts. All the soft skills have to be prepared to prepare the future generation.
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Akira Kondo Approaches of Japanese Business Organization for Service Innovation Design. In the for th keynote speech, “Approaches of Japanese Business Organization for Service Innovation Design”, Dr. Akira Kondo from Hitachi Intermedix Co. Ltd., demonstrated several examples of new business management models in Japan which adapt themselves to the service economy. He also mentioned the ongoing struggle to combine the traditional business models and the modern ones to create innovation. He shared a similar view as Professor Shih, that a holistic paradigm shift is needed to bring the whole society to an innovation-led society. “In principle, if we want to create innovation, we have to prepare the change, the holistic one, where people from every layer, the upper, middle, to the lower level of management, to have the same mindset and move together.”
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The conference was continued with nine parallel sessions which filled the second half of day 2. There were 35 presentations which were divided into 9 parallel sessions chaired by scholar s from Japan, Korea, and Taiwan. The presentations were categorized into the following themes: Ser vice Science, Ser vice Design, Holistic Experience, User Experience and Service Design, and Service Technology.
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Conference Day 2 Interview with keynote speakers
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Interview with
Akira Kondo 1
What are the challenges faced by the service business nowadays?
Currently, the structure of most companies focus on increasing the productivity, more to the products. The structure of the company now needs to be adapted to the service industry. We need to change the process to create a new structure.
2
How does technology change the way businesses deliver their ser vice nowadays?
Technology is getting mature, it facilitates more possibilities for ser vice to fulfill people’s demands. But we have to be aware that there are problems which are caused by the technology gaps among people. For example, the internet. Some people can use the internet, some cannot. We have to create a sophisticated system so that the technology, no matter how advanced, can be accessed and used by all kinds of users.
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3
Can you tell us more about the case of Hatsune Miku,the music composing softw ar e w hic h involve user s’ cocreation. What is the key element that makes this business model successful?
Hatsune Miku is actually a vir tual character embedded in a music-composing software. The song and 3D modeling are created by the user s. When user s cr eate a song, it will be sung by Hatsune Miku. Many people get together to create the productions for Hatsune Miku’s performance, creating a big movement which attr acted the tr aditional business, like Toyota, to get involved. Lately in Taiwan, Hatsune Miku was having a concer t which was well-received by the Taiwanese audience. It is a unique case of innovation where a software, with its vir tual character, is linked to the music industry and finally the vir tual character itself became endorsers of the products from traditional industries.
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4
How to actually combine the traditional business model and the new business model to create innovation?
In most cases, companies are still struggling t o combine the t r adit ional and t he ne w business model. I do not have a clear answer for this, it depends strongly on the decisionmaker. But in principle, if we want to create innovation, we have to prepare the change, the holistic one, where people from ever y layer, the upper, middle, to the lower level of management, to have the same mindset .
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Conference October 24, 2012
Buddha Memorial Center 佛陀紀念館 , E-Da World 義大世界 ,Kaohsiung.
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In the third day of the conference, the par ticipants were again taken to a tour, this time for a culture tour to Buddha Memorial Center 佛 陀 紀 念 館 in Kaohsiung for the fir st half of the day. The Buddha Memorial Center is a Mahayana Buddhist center affiliated with the largest Buddhist organization in Taiwan, Fo Guang Shan. The center puts together cultural, religious, and educational messages into one complex, with the presentation suppor ted by modern audio-visual technology. It was built in Dashu district in Kaohsiung City from 2008 and was just newly opened for public in December 2011. The conference par ticipants were treated with the historical information and cultural/religious experience, among the few the Buddhist pagodas, the Fo Guang Buddha, and the Buddha’s tooth relic.
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I n t h e s e c o n d h a l f o f t h e d ay, t h e p a r t i c i p a n t s continued to attend the parallel session which took place in Crowne Plaza in E-Da Wor ld, K aohsiung. There were 25 presentations which were divided into 6 parallel sessions chaired by scholars from Japan, Korea, and Taiwan. The themes were divided into Ser vice Management and Ser vice Design, Ser vice Design, Co-creation and Holistic Experience. Various concepts and models were proposed. For example, Johan Blomqvist, a doctoral student at the Linköpings Universitet in Sweden proposed a ‘service walkthrough’ method as a tool to evaluate the experience of a service. The result from the ‘walkthrough’ can be used to generate new ideas to improve the service. Another interesting presentation was by Christoph Merdes, a junior Infor mation Ar c hitect at SinnerSc hr ader in Ger many. He proposed a customized method of ser vice design, an extension of ser vice blueprint, where members of design team are assigned to one stakeholder’s role and experience the ser vice as the role would to evaluate the service.
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Some par ticipants expressed their satisfaction on how the ISIDC was organized, taking the par ticipants to variety of places to bring the holistic experience. Dr. Minami Ukeda fr om Kyushu Univer sity in Japan mentioned in one of the inter view sessions that she tr uly enjoyed her time as the conference encourages acti ve par ticipations on dif fer ent types of ser vice, cultur al, religious, and moder n enter tainment, which would not be possible for her to find had she come to visit Taiwan on her own. Her favourite visit was the Ten Dr um Village, wher e the par ticipants had the oppor tunity to pr actice the dr ums and watched how the professionals perfor med. What interests her most w as the cultur al similarities and dif fer ences she found between the Taiwanese and Japanese drums.
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Christoph Merdes who actively par ticipated in both the wor kshop and the confer ence found the the Easter n per spective of ser vice d e s i g n t h e m o s t i n t e r e s t i n g. H e p o i n t e d o u t t h a t t h e c o n c e p t blueprint he lear ned from the wor kshop with Dr. Yongse Kim was differ ent from the blueprint he lear ned from the West. T he Asian concept, having different levels of ser vice flow in the ser vice bl u e p r i n t , e l a b o r a t e d t h e d e s i g n o f s e r v i c e i n t o m o r e d e t a i l s. H e a l s o o b s e r v e d t h e s e r v i c e d e s i g n m e t h o d o l o g i e s, p e o p l e ’ s per ception, and pr actical implementation of ser vice design fr om the Asian per spective in this conference. T he confer ence came to an end with the closing cer emony which w as or g anized in Cr owne Plaza in w hic h the aw ar ds wer e gi ven to 7 best pr esenter s for their innov ative ideas and best ef for ts during the conference.
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1.Cross-countr y Compar ative Study on Factor s Contributing to Affective Experiences. Qin TANG/Hiroyuki UMEMURO
2. A case study of a lacquerwar e maintenance system for nur ser y school lunch war e. Minami TANAKA/Yukiko YOSHIOKA
3. Study on the possibility of implementing design as a social tool for community cr eative development. Pilar Camila ZARATE ORTIZ/Minako IKEDA
4. Ser vice Experiences of Dar kness– A Case Study of the Social Enter prise “Dialogue in the Dar k”. Yi-Chia LEE/Wen-Hsin HSIAO/ Cheng-Chu YU/Tung-Jung SUNG
5. Utilization of accumulated experiences of managing To u c h P o i n t o f b a n k s i n d e s i g n - F o c u s i n g o n customer s’ demands for financial ser vices and necessities of providing them. Dongjin KIM/Kenta ONO/Satoshi HACHIMA/ Ohar a YOSUHIRO/Yusuke ASHIZAWA/Makoto WATANABE
6.The Usability of Interface for Non-verbal Communication. Ting-Ju LIN/Chien-Hsiung CHEN
7. A holistic a ppr oac h to d esig n fo r “exp erience” o f cultur al proper ties in the local community - To foster local culture and present a model of cooperative projects with cultur al and educational institutions. Tomoko MUKAII
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Conference
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Johan Blomqvist – Doctoral student at the Linköpings Universitet, Sweden Johan has been working with a study about service prototyping for the past three years. The motivation behind this study was his interest on the different between products and services and how to make a representation of whole services. He proposed that by making the walkthroughs for the entire service experience it will bring better understanding on the service itself. The ‘service walkthrough’ can be used as a tool to evaluate the ser vice and also to generate new ideas and new concepts to improve the service. A case example that I took for this study was an Australian design agency called “Hado” which used ‘service walkthrough’ technique to integrate new service elements to an existing service. They use the technique to generate and specify how the new service elements would look like when applied with the customers. The process starts with a research to get a general idea of what users or customers want, to know what the service offers, and to point out the different encounters in the service. Based on these findings, some significant encounters were selected and further analyzed from the service provider and service customer, with the objective of creating a good service journey. The next step is to enact the service, involving the customers and stakeholders, walking through every significant encounter from the beginning to the end until you are satisfied with the result of the process. People can also retrieve information from the whole service experience to understand a more specific aspect of the service.
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C. Yang Chen – Instructor at the Depar tment of Creative Design, National Yunlin University of Science and Technology, Taiwan Yang investigated the business model of betel nut ser vice provider in Taiwan, comparing the ser vice design of the traditional and the modern one (beauty service). His team developed new products related to betel nut, for example betel nut candies, which will utilize the betel nut without the side effect on people’s health. He hoped that the finding from his study will be helpful to better develop the betel nut business or service design.
Professor Minami Ukeda, Kyushu University, Japan Professor Ukeda’s student presented a study about city planning comparing Columbian culture and Japanese culture. She enjoyed her time as the conference encourages active par ticipations on different types of service (cultural, religious, and modern enter tainment) which would not be possible for her to find if she comes to visit Taiwan on her own. Her favorite was the Ten Dr um Village as she found the cultural similarities and differences between the Taiwanese and Japanese drums.
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Christoph Merdes – Junior Information Architect at SinnerSchrader, Germany Christoph actively par ticipated in both the wor kshop and the confer ence and he found the Easter n per spective of ser vice design the most interesting, having different levels of ser vice flow in the ser vice blueprint. He obser ved the ser vice design methodologies, people’s perception, and pr actical implementation of ser vice design from the Asian perspective. In this conference, Christoph proposed a customized method of service design, an extension of service blue-print, and conduct simulation of an event before the actual event star ts. His study used the case of a real event, “The Market Place of Asians”. The organizing team members will take a card each which will define their roles and act upon it while going through the simulated event. They should come up with a realization, insights, or perceptions toward the activities or service encounters from the said roles they have.
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Workshop A Experience Value Based Service Design for Product-Service Systems
As part of the activities in the 3rd International Service Innovation Design Conference (ISIDC), Professor Yong Se Kim from Sungkyunkwan University in Korea led a workshop with the theme of “Experience Value-Based Service Design for Product-Service Systems�.
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The 3- day workshop ( October 20-22, 2012) was divided into several lecture sessions with group project assignments in between lectures. The workshop was started with the introduction of the concepts behind service design (the E3 value concept, Service blueprint, Context-based activity model), project discussions and concept implementation in the first two days, and ended with final project presentations in the last day of the workshop.
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18 international participants from Germany, Indonesia , Japan , and Taiwan were divided i n t o 5 t e a m s d e p e n d i n g o n t h e i r c re a t i v e characteristics which were defined by the results of Personal Creativity Mode Test (by Wilde) that they filled in the beginning of the workshop. Equipped with the knowledge given in the series of lectures, each team was asked to select an everyday-life product (clothes, suitcase, baby carriage, umbrella were among the products chosen) and apply a product-service design to improve the product experience.
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Experience Value Based Service Design for ProductService Systems Service design is in fact a part of product design. Similar to a product, customers’ experience and activities in a service can be changed by using service design. For example, a fast food restaurant can make the customers produce different behaviors through different service designs, the customer route and seats layout. There are four stages of service design (figure 1).
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1 . Modeling diversity of values 2. Activity design with consideration of various context elements 3. Service interaction design with care on touch-points 4. Stakeholder experiences assessment and management
Figure 1: The process of service design
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The process can be described as below: I.The E3 value concept Before going into the E3 value concept analysis , Professor Kim emphasized the importance of knowing the stakeholders involved in each stage of the product life cycle (figure 2). Basically, a product life cycle can be categorized into 3 stages: “pre”, “during”, and “post”. The “prestage” is related to the activities before a product is bought and used. For example, if we take clothes as an example of a product, the activities in the pre-stage may include designing, distributing, storage and selling. The “during-stage” refers to the activities in the process of actual using. For instance, the “during” activities associated with clothes may include altering, patching, preserving, cleaning. The “post-stage” of the life cycle means the actions after a product is used. For example, after the clothes do not fit anymore or we just simply do not want to wear it, there may be some post activities such as recycling, giving away, and donation involved.
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Figure 2: Life-Cycle Steps and Stakeholders
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In each stage, different activities concern different people. If we go back to the example of clothes, in the “pre-stage”, design activities may involve designers; in the “during-stage”, clothes cleaning may involve customer (wash by ourselves) or laundry (send to the laundry) while in the “post-stage”, the activities of clothes donation may involve donators, reclaiming agents, and the ones who accept the clothes. After defining all the stakeholders of each stage, we may concentrate on a smaller range to conduct more detailed E3 value analysis. Generally, when conducting service design, we retrieve insights from interview with users in advance to understand their needs. Professor Kim uses the E3 value concept as the tool of current stage (figure 3), dividing user’s needs into each value type to find out how to design a product that meets the user’s needs.
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Figure 3: The E3 Value Concept
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For instance, earlier we have just defined all kinds of activities and the stakeholders of clothes. Among them, the activities in the “post-stage� include donation, collecting, and sorting and the stakeholders are donators, reclaim agents, and sorting people. Now, we take only donators as our subject, discussing their needs in the process of clothes donation: LCS
Stakeholder Requirements
E3 values
E3 value2
1 . An easy process of clothes donation 2. Distributing proper clothes to suitable people 3. An easily operated donation bin 4. Interesting activities for clothes donation 5. Donators may acquire credits 6. Clothes stay intact in the donation process 7. A guide for the donation process 8. The donation bin should be close to home 9. Where the donation bins are should be bright enough (at the night) 10.Where the donation bins are should be clean
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For example: Post:Donate
Donator
Close donation place near home Efficiency
Convenience
In this analysis, we may use some post-it notes in the format below for assistance. In this format: 1 . LCS ( Life Cycle Stage) means which life cycle stages the requirement is at. 2. Stakeholder refers to the people who are mostly involved in the requirement. 3. Generally, one post-it note only contains one requirement. 4. E3 value 1 indicates the E3 value to which the requirement is mainly related to while E3 value 2 is the secondary value.
This figure illustrates a donation activity in the post-stage with the main stakeholder being the donator and one of the requirements is the donation place should be close to their home, which is related to efficiency and convenience in the functional value.
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II.
Activity design
After having all the requirements of the stakeholder collected, we may proceed to the activity design. The purpose of this procedure is to recognize what activity should be included in the main service procedure. We may use service blueprint as a tool in this procedure. For example, the procedure of clothes donation may include activities like donators throwing the clothes into the recycle bin, staff recycling and sorting the clothes, and acceptors receiving the clothes. The activities involved in the donation procedure can be illustrated in the service blueprint as shown in figure 4.
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Figure 4: the service blueprint of clothes donation
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Ev e n i n t h e s a m e s e r v i c e p ro c e d u re , s t a k e h o l d e r s m a y b e h a v e differently under different context (for example, because the recycle bins are outdoor, when it is raining, the procedure of clothes donation becomes inconvenient, but there is no such problem during sunny days). Therefore in this step, we still need context-based activity model to describe the actors of different activities, activities, context, and environment under each circumstance. Context-based activity model is shown as figure 5, in which: 1 . Activity: referring to the core activity, such as donating. 2. Active actor, Passive actor and Third party actor: the participants related to the core activity, such as donators. 3. Object: the object that is mainly involved in the core activity, such as clothes.
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4. Tool: the tool that is used in the core activity, such as recycle bin. 5. Context: the circumstance that may happen based on the core activity like fine day, rainy day, daytime, night, and so on. Every context has an independent context - based activity model . For example, in a donation activity, the recycle bin is at a secluded corner outdoor and donating clothes after work at night (physical context ), finding nobody is around , the donator feels nervous (psychological context).
Figure 5: Context-based activity model of clothes donation 79
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III.
Touch point activity design
The point in this stage is to create user value through touch point activity design. We may first analyze the defects of existing service procedure and than look for the part that is the worthiest to be improved in order to meet the goal of creating value. Taking clothes donation as an example below:
Table 1: the improvement of cloth donation procedure
Clothes donating pattern
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AS-IS
TO-BE
Donators place the clothes i n t h e re cy c l e b i n s . S i n c e the bins are usually outdoor, cold or rainy weather cause donators’ inconvenience and it brings security concerns if the location is secluded.
Change the location to the 24-hour convenient stores, providing comfortable place for donating.
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Key of the procedure
AS-IS
TO-BE
1 .Donators just place the unwanted clothes into the recycle bins. The reclaim agencies have the staff c o l l e c t , a r ra n g e , s o r t , package, and distribute to those who need. 2.There is no reward regulation. Donators do not gain equivalent reward as the clothes they donate.
1 .Activities like sorting and packaging of the clothes are all done in the convenient store by the donators , reducing the burden for reclaim agents. 2. Point card allows donators to accumulate credits.
Service blueprint
Contextbased activity model
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IV.
Concept prototyping
After designing the new service procedure, what follows up is to design concept prototype. Let’s continue with the example of clothes donation. In the new service procedure, donators are required to fold the clothes and pack it by themselves; therefore we should design a working platform combining all the functions needed in the donation procedure including instruction for folding clothes and packing clothes (with boxes provided), and have donators print out the bar code and paste it on the box to accelerate the follow-up distribution procedure (figure 6).
Figure 6: Concept prototyping
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Conclusion Most products contain a service connotation, and in the procedure of service, product is also indispensable. The main goal of service design is to bring up an improving solution to the service procedure through consumer requirement analysis in order to increase customer value. In this workshop, Professor Kim explained the tools that can be used in the procedure of service design (the E3 value concept, Service blueprint, Context-based activity model) in detail with corresponding example, which will be useful for service providers who want to catch on and apply the concept of service design to improve or innovate the existing service procedures. ďƒ˜ Report by Fei-fei Cheng
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Instructor of Workshop A Professor Yong Se Kim 1) Can you explain about the format of the workshop you are leading? Most of the time, workshop participants are usually c o n f u s e d i f I d o n o t e x p l a i n t h e b a c k g ro u n d i s s u e s behind the activities , therefore I spent most part of the first day to explain the background theories and c o n c e p t s a b o u t s e r v i c e d e s i g n . Pa r t i c i p a n t s w i l l b e a s k e d t o f i l l i n a q u e s t i o n n a i re t h a t w i l l m a p t h e i r creative characteristics and they will be grouped into several teams based on the result. In the team-based exercise, each team will be assigned to select a product, identify the life cycle of the product , and select one particular point in the life cycle which they will redesign, adding values to the service using the service blue-print concept and software I provide.
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2) What can the participants learn from the team based exercise? What participants can learn from the team based exercise is the fact that not everybody who works with them will share the same idea that they have. Often, you need to learn to understand other people’s idea which is different from yours. Some other times , you need to persuade others to understand yours . To address many issues in design, many characteristics are needed. That is why when we form the teams, we make sure there is diversity in each team, measured by the personal creativity mode test developed by Professor Wilde
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from the Stanford University. We used this method in any team - based projects in Sungkyunkwan University. In this 2.5- day workshop, I want to provide participants w i t h t h e b e s t t e a m e x p e r i e n c e . We u s e d the personal creativity mode test to identify participants’ personal characteristics to form a team with diverse people and they have to learn how to work together. We value on a good team composition . Diversity is the key. There are two aspects of diversity; the team is formed based on the diverse characteristics of the participants, also they are looking at the values from their diverse perspectives. So, many value issues will be combined and they will try to design service activities which will drive all those values.
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3 ) Wh a t d o y o u t h i n k a b o u t t h e w o r k s h o p a c t i v i t y i n 2012 I S I D C? The level of engagement and participants’ curiosity t o d i s c ov e r n ew t h i n g s a re re l a t i v e l y h i g h . I n t h e first day, the teamwork activity starts , participants are motivated in similar way, nobody is tired yet . In t h e s e c o n d d a y, t h e re w i l l b e m o re t e a m d y n a m i c happening . Some participants would be more or less interested; some will have more or less positive experience; some will more pressure on the deadlines of final presentations .
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Participants of Workshop A Andre Wibowo Siono Graduate student at the ICID, National Cheng Kung University, Taiwan. A n d re i s f ro m I n d o n e s i a . H e i s c u r re n t l y enrolled as a graduate student in the Department of Industrial Design in National Cheng Kung University in Taiwan . From the different days of the workshop, he experienced and learned different phases of service design. The first day focused more on selecting the p ro d u c t a n d i d e n t i f y i n g i t s l i fe cy c l e . Th e second day was more on the elaboration on a certain point of life cycle, giving more added values on the process, and to draw the new service blueprint, based on the context of its
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actual usage. He gradually gained the experience and knowledge of service design from the lectures, the tasks, and working in a group of multidisciplinary and multicultural participants.
Christoph Merdes J un ior I nforma t ion A rchit ect a t SinnerSchrader, Germany. Christoph actively participated in both the workshop and the conference and he found the Eastern perspective of service design the most interesting, having different levels of service flow in the service blueprint.
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Workshop B Living Games & Gaming Life
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Th e t o p i c o f t h e w o r k s h o p w a s re a l l y i n t e re s t i n g . I t m i g h t b e confusing for the participants in the beginning and , for me personally, there were these following questions popping up in my head: Night market culture itself is a chaotic order that even the local Taiwanese could never be familiar with , but how do we a s s o c i a t e s e r v i c e d e s i g n w i t h t h i s n i g h t m a r k e t c u l t u re ? A l s o , is there any service in the night market that can be designed? S h o u l d w e c re a t e a n i g h t m a r k e t o r a n ew s t a l l w i t h s e r v i c e design applied in the night market? With several intuitive questions in my head , plus the mysterious s m i l e s o f t h e t w o i n s t r u c t o r s , I w a s e a g e r t o k n ow w h a t k i n d of program they are going to bring . The instructors began the workshop by leisurely describing the schedule of these two - and half days , with no elaborations on the activities . Only after the s e l f - i n t ro d u c t i o n a n d t h e c o u r s e e x p l a n a t i o n s , b ra i n s t o r m i n g , and the service concept development that we were led to conduct the “field research” at the end of the first day. The so called “field research” was to observe the night market culture in Tainan . Coming to this point , the topic introduction not only fired
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up a strong sense of curiosity among the Taiwanese participants but also became a chance for the foreign participants to combine tourism and academic exchange, which was , so to speak , killing two birds with one stone, and it also made the workshop more lively and closer to our daily life.
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The schedule for the second day was to keep developing concepts and confirming service ideas over and over, then preparing for the final presentation on the third day morning! Not until then did the instructors finally revealed the key to the puzzle. As it turned out , we should eventually produce an all - time favorite: a board game. We were hoped to design a board game featuring the night market theme. Finally understanding the master plan , we could not felt more e x c i t i n g fo r t h e s c h e d u l e o f t h e n e x t t w o d a y s . Th e l o c a l Ta i n a n p a r t i c i p a n t s ev e n b e g a n t o i n t ro d u c e t o t h e o t h e r s w h i c h Ta i n a n night market will open in which day. “Da - da -wu - hua - da -wu - hua” 「大 大武花大武花」 , one of the local participants said . Then she counted
with her fingers , announcing with her eyes wide opened . “So we are going to Hua -Yuan night market tonight!” Hua -Yuan night market is famous for being the largest and the most crowded night market in Taiwan . If you travel to Taiwan without visiting Hua -Yuan night market , you cannot say that you have been to a real night market!
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INTRODUCTION Nowadays , you can find service everywhere. It can be as small as a bartender fixing your drink in the bar, volunteer service, or as large as learning at school , dealing with financial affairs at a bank , even using the digital products . Whether it is a physical o b j e c t , v i r t u a l i n t e r fa c e , o r re a l c o n t a c t s b e t w e e n p e o p l e , t h ey c a n a l l b e i n c l u d e d i n t h e re a l m o f s e r v i c e d e s i g n . Th e m o s t important thing about service, no matter how big the service is , is its “thoughtfulness”, making the users think that the service really brings the ultimate solution to the problem . A product can meet the user’s need through designing , whether it is physical or psychological. In a similar manner, a service can also convey its thoughtfulness through the design process. The first question we run into conducting service design is “What is service design?” For a term that is so familiar yet so foreign , surely we need a clear definition. U K Design Council addressed a definition for service design: Service design is all about making the service you deliver useful, usable, efficient, effective and desirable.
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Nick Marsh from the Engine Service Design even said: “Good service d esign is the proc es s of del i beratel y c ra f t in g o u r ex p er ien ce a n d delivery of services , to make them more valuable for the people that use and provide them .” Since the most important thing about service is to accurately solve t h e u s e r ’ s p ro b l e m a n d t o b r i n g v a l u e , i n t h e p ro c e s s o f s e r v i c e design , we have to understand the problem , to explore the problem behind the problem , and then to come up with the solution . However, the problem we encounter in real life is very complex , it is not just the problem about using a service, but it may also involve the other aspects such as psychology, society, and the system . As the problem of service is complex , a good service design must integrate people’s using experience like a hub, combining methods and tools , using the project member’s service design method to find the core factor, and then develop all kinds of solutions .
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- Stefan Moritz, 2005 UK Design Council emphasized that a good service design has to based its design process on users’ need: “A service design project is a strategic project which uses design techniques like thorough client research, collaborative ideas generation and early stage prototyping
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and testing to deliver services that are built around the real needs of clients, that simplify complex problems and deliver solutions that are future focused and cost conscious�. Even though the process of exploration is complex and it requires c ro s s - d i s c i p l i n a r y c o l l a b o ra t i o n , n o m a t t e r w h a t m e t h o d w e implement, the most important thing is to focus on the users. If we do not bring the right solution to the user’s problem by the service we designed, it will not count as a successful service design project.
TECHNIQUES If you choose to collaborate with service designers, they will use the following techniques to design a new service. In the research stage, they may use the techniques and the tools from anthropology study to observe, keep record, and acquire the internal need they see from the users. They may also let the target users join the research stage by conducting an interview. After acquiring an enough amount of data, they will create a blueprint by means of techniques such as games or brainstorming. In the blueprint, we may see how the user plays a part in the process of service, and how service provider interacts with user.
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After understanding the process and the structure of the service, the next step will be for the designer to analyze the blueprint. In this stage, user’s feedback is significant, but we consider not only user’s feeling and emotional aspects but also the cost and the benefit to seek for commercial potentials. Meanwhile, we introduce the new service to the user in a simple way, making the user understand the feature and the concept of the service more easily. The stage of simplification is a check-point for designer, whether the new service idea is acceptable. A f t e r c o n f i r m i n g t h a t t h e d e s i g n i s i n t h e c o r re c t direction, we may proceed to service prototype stage. In the stage of prototype and test, by means of acting, we may have the user themselves to try out the tools they
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will use in the real service process; by image simulation or survey, we may understand the usage scenarios of the users. This helps the designer to predict the failure points of the service and modify it in advance in order to decrease the potential loss in the actual operation of the service. In addition, in the last stage of service development, the designer will create a toolkit based on the design and the test-run results to help the service provider smoothly operate the new service model that the designer has planned. We should always be reminded that service design is not a one-go process, the design task might be iterative, that new problems may be discovered in the process. Our task is to re-examine the source of the problem and correct it.
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Instructor of Workshop B Professor Yi-Shin Deng & Professor Sheng-Fen Chien
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1) Wh a t i s t h e p u r p o s e a n d v i s i o n o f t h e w o r k s h o p i n Group B? The main purpose of this workshop is to have fun. The vision is also to have fun . The workshop is mainly experience based , understanding service design by experiencing the actual service. The main task is to design a board game. The first stage is experiencing the board game, by actually playing it . Then , they finish the day by visiting the night market to get the general feel of what service is in the real life. After that, they will need to come up with a new service design, their own version of a board game. Play it, present it to others, play other’s game, and finalize the board game design. We really hope that they will have fun in the process.
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2) Why board game and why night market? Both board game and night market are a type of service. Board game is an abstract form of life. Although not written , people lead t h e i r l i v e s by c e r t a i n r u l e s , w h i c h a re i n t e g ra t e d i n t h e c u l t u re w h e re t h ey l i v e i n . A n d w e p a r t i c u l a r l y c h o s e t h e n i g h t m a r k e t for its central place in Taiwanese culture, especially in people’s daily life in Tainan . The purpose is to introduce the local culture and to understand our service design to the participants . Night market itself is a place full of information and full of inspirations in which participants can encounter many varieties of services blended in the local culture. By experiencing the culture and
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mixing the experience with the p a rt i cipants’ bac k ground , we h o p e t h ey w i l l c o m e u p w i t h an innovative service design .
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3) Would two days be enough to come up with a complete service design? Yes, two days are definitely enough for the participants to come up with the concept and the prototype of the board game. We are amazed that there is a lot of excitement going around; the participants are really passionately drawn to their own board g a me . This is actual l y good bec aus e pa ssio n w ill b r in g t h e service design up a notch . So far, the results are beyond our expectations . Students are enjoying the process , learning and making service design at the same time.
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4 ) Wh a t w o u l d b e t h e c o n c re t e c o n t r i b u t i o n s o f t h e e x p e r i e n c e participants have in the workshop to the daily life? From designing a game, participants can retrieve some of the ingredients from this experience and apply these elements to the normal service, to attract more users. This workshop will also open another door for designers, inviting them to peer into the field of service design, whether it is worth to step in.
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Participants of Workshop B Camila Zarate Ortiz, Doctoral student in Kyushu University, Japan Camilla is a participant coming from Columbia . Currently she is studying design strategy in Japan . Her expectation to the workshop is to find out how design can be applied in the interaction between the market and the people. The theme of the workshop fits with her study purpose as she is having a research on market . She was satisfied the workshop experience as it includes f i e l d i n v e s t i g a t i o n t o t h e Ta i w a n e s e n i g h t m a r k e t a n d the game her group came up with was well - designed and well - received by the users . And she looks forward to integrating the knowledge she obtained from the workshop to her own study.
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Petr Papez, graduate student at the ICID, National Cheng Kung University, Taiwan Peter is a graduate student studying in the Institute of Creative Industries Design of National Cheng Kung University in Taiwan . He originally is from the Czech Republic. He has the computer science b a c k g ro u n d , s p e c i a l i z i n g i n G a m e D ev e l o p m e n t . Th e re a s o n h e chose to participate in Workshop B is not only because it matches with his field , but also the fun and game elements are there in the first place. He also wanted to experience the fusion between the service and interaction design .
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Special Team Thank You.
Member Executive Editor :
Arthur Yeh
Editor : Trista Wu Contributing Editor : Ottavia Huang Correspondent :
Evelyn Setiawan Lai
Correspondent :
Lawrence Guo
Photographer :
David Chiu