Global Service Jam Curitiba // Brazil 11 - 13Mar2011 @FtF Curitiba // Brazil 11-13MAR 2011
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design como forma de pensamento
Kleber Puchaski, PhD (RCA)
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design como forma de pensamento
A Feel The Future é uma empresa focada em inovação através do pensamento em design. Trabalhando em conjunto com nossos clientes, facilitamos os processos de identificação das necessidades, desejos e aspirações de seus clientes, oferecendo um relevante ponto de partida para a inovação.
Kleber Puchaski, PhD (RCA)
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design como forma de pensamento
REACH / The Global Design Research Network Somos co-fundadores deste network que reúne consultorias de design que colaboram em projetos globais abrangendo 11 países. Nokia, Panasonic, T-Mobile, Cisco estão entre os principais clientes. www.globaldesignresearch.com
Kleber Puchaski, PhD (RCA)
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Kleber Puchaski, PhD (RCA)
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design innovation
abordagem à inovação
Tecnologia
inovação de processos
design & interatividade
Business Valores Humanos branding
Kleber Puchaski, PhD (RCA)
//////////// plataforma
Kleber Puchaski, PhD (RCA)
//////////// plataforma
Kleber Puchaski, PhD (RCA)
//////////// metodologia
FtF tools //
discovery
connect
construct
empathic dialog
convergent analysis
video report
etnografia
mapping
product
cultural probes
critical design
service environment
Kleber Puchaski, PhD (RCA)
Global Service Jam Multiple locations, worldwide, jamming to the same beat.
Curitiba // Brazil 11-13MAR 2011
Curitiba // Brazil 11-13MAR 2011
Curitiba // Brazil 11-13MAR 2011
48 hours
In a spirit of experimentation, innovation, co-operation and friendly competition.
Curitiba // Brazil 11-13MAR 2011
Friday to sunday to develop and prototype completely new services inspired by a shared theme.
Curitiba // Brazil 11-13MAR 2011
Global visibility Brand new services will be published to the world at the end of the weekend.
Curitiba // Brazil 11-13MAR 2011
Schedule 11/03 - Friday
5pm Start 6pm FtF Overview GJS Overview SD intro 7:30pm Theme Discussion
12/03 - Saturday
13/03 - Sunday
10am Warm up Ideas review Team work Global Sharing
10am Warm up Team work Presentation
1pm - Lunch -
1pm - Lunch -
2pm Team work
2pm Publish Relax!
5pm Local sharing
8pm - Dinner -
8:30pm - Coffe-break 9pm Brainstorm Sharing 10pm Plann
8pm Team work Local sharing
Curitiba // Brazil 11-13MAR 2011
what is
Service Design? Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. UK Design Council, 2010
Curitiba // Brazil 11-13MAR 2011
5 Principles of Service Design #1 USER-CENTRED Services should be experienced through the customer's eyes.
Curitiba // Brazil 11-13MAR 2011
5 Principles of Service Design #2 CO-CREATIVE All stakeholders should be included in the service design process.
Curitiba // Brazil 11-13MAR 2011
5 Principles of Service Design #3 SEQUENCING The service should be visualised as a sequence of interrelated actions.
Curitiba // Brazil 11-13MAR 2011
5 Principles of Service Design #4 EVIDENCING Intangible services should be visualised in terms of physical artefacts.
Curitiba // Brazil 11-13MAR 2011
5 Principles of Service Design #5 HOLISTIC The entire environment of a service should be considered.
Curitiba // Brazil 11-13MAR 2011
Customer
Service Provider
Stakeholder
Service Designer
Curitiba // Brazil 11-13MAR 2011
Customer
Service Provider
Stakeholder
Service Designer
Curitiba // Brazil 11-13MAR 2011
Customer
Service Provider
Stakeholder
Service Designer
Curitiba // Brazil 11-13MAR 2011
Desirability UTILITY
USABILITY
PLEASURABILITY
UTILITY - what the service does, or offers to the customer, at the functional level USABILITY - how easy it is to interact with the service PLEASURABILITY - how pleasurable the interaction is at the emotional level
Curitiba // Brazil 11-13MAR 2011
Tools / System Map The system map is a visual description of the service technical organization: the different Zoom out actors involved, their mutual links and the flows of materials, energy, information and money through the system.
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Curitiba // Brazil 11-13MAR 2011
Tools / Customer Journey The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service.
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Curitiba // Brazil 11-13MAR 2011
Tools / Personas The personas are archetypes built after a preceding exhaustive observation of the potential users. Source: www.servicedesigntools.org
Curitiba // Brazil 11-13MAR 2011
Tools / Moodboards A mood board is a visual composition of pictures and materials that propose an atmosphere by giving the generic perception of it. Source: www.servicedesigntools.org
Curitiba // Brazil 11-13MAR 2011
Tools / Storyboard The storyboard is a tool derived from the cinematographic tradition; it is the representation of use cases through a series of drawings or pictures, put together in a narrative sequence. Source: www.servicedesigntools.org
Curitiba // Brazil 11-13MAR 2011
Tools / Storytelling The storytelling supports the exploration of the service idea. Through the use of simple words, the teller will illustrate the solution as it is a story. Source: www.servicedesigntools.org
Curitiba // Brazil 11-13MAR 2011
Global Service Jam 2011 THEME // video
Curitiba // Brazil 11-13MAR 2011
Curitiba // Brazil 11-13MAR 2011
Some inspirations.. Pre 1950 no kind of digital device is allowed in any part of the service. This means no mobile phones, no internet, no computers...
Small business the service is designed specifically for small business. It is easy to implement with only small incremental investments; can be run by a staff of one or two; is low risk and scalable.
Universal design (or, Could a Martian use it?) the service is inherently more accessible to people with different levels of literacy or illiteracy, language, fluency or language ignorance...
Service for a Cause the service raises the awareness about a social, ecological, cultural or political issue.
Pronto the time for the customer to complete the service is no longer than 15 minutes.
Curitiba // Brazil 11-13MAR 2011
One Hit Wonder the service can be only consumed once (by person, by IP address, by computer etc.)
Sound and Music use sounds and music as part of your service design, e.g. sounds and music at touchpoints to form the experience of your customers
Based on a True Story the core idea of the service is biographical or documentary.
Sign of the Times the design style of the touchpoints is inspired by a certain decade in history.
Gamified the service is designed as a game that can be played by the customer.
Curitiba // Brazil 11-13MAR 2011
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Let’s enjoy!
design as a way of thinking.
Kleber Puchaski, PhD (RCA)