SERVICE DESIGN PROGRAM July 2015
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Why service design? Schedule Methodology Faculty members Basic Info Appendix
SERVICE DESIGN PROGRAM
“Service design gives you the opportunity of giving a dimension of your vale proposition through design, constant empathy with your clients and connecting with what your team wants to develop with what your client expect from you.� Charlotte Schoeffler
Why service design? Most of the things we produce and consume today are no longer products: a mobile phone, a credit card, “bicing”, a flight, a visit to our doctor, a night in an Airbnb house, a cooking workshop for kids…they are highly untangible, and we are highly involved as users, they involve more actors in some cases and create all kinds of interactions. They are services. Some of them satisfy a real need, others, simply give us pleasure, in some everything flows or the other way around. What happens when we like it so much or the ease are lives? or on the contrary, when they don’t? Someone behind it, designed the service. Someone took care of the functionality and the shape of the service. The vision and practice of Design is a powerful way to work on these aspects. Suggesting and creating services working with and from the users perspective.
"In Service Design we give structure to the idea we have in mind. We build its framework, sketching out each detail. This way, we manage to turn our initial idea into a solid, realistic and unflawed proyect of innovation."
Nestor Santana Former student of h2i.
Schedule In h2i, we offer you a practical Service Design course for this summer. You will learn what Service Design is as a vision, methodology and practice to create new services or improve those that already existe by working from the users point of view. You will work in teams on a real project that will allow you to put into practice the main tools used in service design projects and understand the philosophy of Service Design which requires collaborative team work, Design Research and prototyping. This Service Design Summer Course lasts 40 hours on the afternoon during two weeks, form the 6th of July till the 17th so that it can be compatible with other professional activities. These two weeks are organized between lectures with professional specialist in the area and practical exercices to work on with your team.
Project briefing Design Research Concept Definition Service Prototyping Final Presentation
July 2015 4 p.m.
Monday 6th
7 p.m. July 2015
6 p.m.
Social Innovation Through design
Design Research
Field Research
Project briefing
Introduction to Visual Thinking
Concept Refining and choice
Research analisis Intro. to Actors Map and User Journey Ideation/Concept Definition
Preparation on the field research
Friday 10th
Actors Map and User Journey
Monday 13th Tuesday 14th Wednesday 15th Thursday 16th Friday 17th
4 p.m. 5 p.m.
Wednesday 8th Thursday 9th Research monitoning
Introduction to SD
5 p.m. 6 p.m.
Tuesday 7th
Business design Personas, Actors Map and User Journey
7 p.m.
Service blueprint Service blueprint
*Can be modified
Acting for prototyping and services evidences
Acting for prototyping and services evidences
Video making
Preparation of the final presentation and video
Showtime and analisis
Feedback and next steps
Project Briefing After an introduction on the service design discipline, you will be splitter into teams (preferably multidisciplinary teams with combination of different professional profiles) and handed a design challenge to work on during the process. These challenges will de defined by the school and will be based on innovation opportunities in areas such as culture, technology, education, social entrepreneurship or sustainability.
Visual thinking To have a practice of visual language in order to support multidisciplinary team work visual thinking is fundamental for service design as working with intangible elements. you will have a brief introduction to visual thinking to get rid of eventual fears of drawing.
Design Research The first step of the process starts with the discipline called Design Research. Design Research is inspired from social sciences, it is a way to look at a situation with new eyes and to help the team to develop empathy toward users. It aims at getting useful insights in order to take smart and informed design decisions. This course will allow you to learn some basic tools in order to design a field work in which to investigate about the users and the project context. Once the basic tools are understood, you will carry out the field work, supported by a tutor to solve all the doubts that can come up when using the research techniques.
Project briefing Visual Thinking Design Research
Concept Definition Service Design is about creating new value offering, defining service interaction and service interfaces . In this part of the process, you will work on concept definition and concept sketching in order to define the new value offering for the project you are working on.
Service Prototyping You will then learn prototyping techniques in order to polish the service concept designed: The service orchestration or interaction and its difference interfaces (space, web app, people, communication‌) You will fundamentally be working with persona, user journey, blueprinting and acting to end up with a design solution
Final presentation The last day, in teams, you will present the result of the work obtaining feedback from the school. We will spend a time to reflect on the possible next steps of each project and exchange thoughts and bibliography for further service design exploration.
Concept Definition Service Prototyping Final presentation
“Experiencing and thinking about what has been practiced. That is the essence of training in h2i� Alicia Chavero
Methodology In h2i institute, we design training through experience and the development of real projects, we dedicate most of the time to apply what has been learnt in class. The goal is to experience each step of the process of creating a service and for the students to learn how to overcome the typical conditions of uncertainty in this work. The methodology is the same we use in all of h2i’s programs, which follow the 15-70-15 rule. 15% of theoretical concepts that conceptually support the disciplines on which we base or learning process. 70% practical, considering essential the experience of working on the proyects at the proyect working space. This is why, the course has been designed where many of the school days are developed in teams under the mentoring of professionals who guide the use of tools in each part of the process. The advantage of this format is that, from the moment you are putting the tools into practice, a mentor will give you feedback about what has been learnt and will guide you in the need of pivoting wether its on the content or on the methodologies used. And finally, a 15% of the time in the classroom, sharing thoughts about the tools used, with the goal of generating moments of comparing experiences and learning about the work done, further on from the practice. Give answers to what we have done, what has been useful and what we would change for the next time, is vital to guarantee a good learning experience.
Faculty Members CHARLOTTE SCHOEFFLER Industrial organization engineer graduated from the École Centrale de lyon and the Universidad Politécnica de Madrid, she studied a Strategic Design masters degree at the “Politecnico di Milano” in which she trained herself in service design, se fulfilled her training in Strategic Design Scenarios in Brussels. After two years working in marketing and communication for a university, she enters dnx where, amongst other things, she designs services. Creator of a Service Design community called “Service Design Drinks de Madrid”
ALICIA CHAVERO She worked as an innovation strategy and communication consultant for 6 years juggling it with training in innovation for senior managers. Currently, she combines h2i institute’s management with creativity training and working session easement for associations and groups. She keeps a close relationship with the Ministry of education, she designs and collaborates in proyects for the educational reform and the implementation of proyect based education.
JOAQUÍN PÉREZ MINGUEZ He works as lead a/v in Designit and worked as communication and marketing consultant for 3 years. Currently, he´s prototyping profesor in h2i institute’s explore the possibilities that prototypes offer us to generate, refine and iterate new ideas with an special focus on Video & Narrative prototyping. Also Collaborate with students to understand and harness the power of Narrative as a Design tool and focus on the creation of a video prototype that helps to explain the services and products they develop during course in La Nave Nodriza School.
DOROTHY SILVA
Masters Degree in research and majored un communication, with more than 10 years as a Design Researcher. After being web content at the “Universidad caótica de Perú” she started working in 2007 for Designit where she started working as design research consultant and becoming Lean Researcher later on.
IONE ARDAIZ She studied Industrial Design engineering at the Mondragón Unibertsitatea and specialized herself in Product Design at the “Politecnico di Milano”. After small experiences in different design areas, she discovered Service Design in Italy and kept absorbing the knowledge through working experiences in Belgium and Germany. It has been over 2 years since she joined Designit in Madird to keep working in Service Design and Strategic Design proyects. She juggles her work as a consultant with her work as a Service Design trainer. through Spain.
Basic Info AIMED AT Responsibles of creating new business lines in companies, researchers in R&D departments, designers, people with an interest to build a new company, managers who are looking for useful tools to innovate in their services models, intrapreneurs who wish to change their current business models or search for models for new services or products.
PLACE h2i institute’s headquarters. Alameda street nº 22, inside ImpactHub Next
PRICE 1.500 € / student First payment for inscription: 500 €
MORE INFORMATION
17
DATES
July, From 6 th to 17th.
SCHEDULE From Monday to Friday, from 16.00 to 20.00
MODALITY In person. English language.
VACANCIES 25.
service@h2iinstitute.com
Appendix Design and Innovation Foundation
The design and Innovation Foundation, created in 2007,was born with different goals: - To promote and develop innovation and design focused on the improvement and the raise of awareness of the working tissue and the institutions about the importance of these subjects in the new society of knowledge. - Diffusion of the techniques, methodologies and advances in the Human Centered Innovation area and within the innovative thinking. - Training in Human Centered Innovation and other related areas. The proyect is born with the need to create a knowledge basis on innovation methodologies inside the spanish market that would allow a bigger number of companies to innovate in their working processes, their offer or their way to approach the market. It is built to promote training plans capable of introducing innovation methodologies in the spanish corporate tissue. This is why the foundation sets up the innovation training school called h2i institute. h2i institute is an innovation school for postgraduates, a design and innovation foundation’s initiative. The school has been training professionals for 4 years in a working methodology to develop innovation. These people are turned into change agents that transform their business environment and that of those organizations for which they work. The current of thought the school follows is the Human Centered Innovation. This concept of Human Centered Innovation is based on the study and comprehension of the behavior and attitudes of different groups of people, in order to identify the spaces for innovation, and giving the innovation generated not only a direction but also values. The Human Centered Innovation turns inside out the factors and introduces the potential clients at the beginning of the innovation chain. it gives importance to the creative and imaginative activities and looks forward to learn how to move inside troublesome and complex changes of the technological and organizational changes without fear or anxiety. All in all, we built a team of professionals, we designed a work study for our students and we created the first Human Centered Innovation training school
Impact Hub Next C/ Alameda 22, 28014 Madrid
hola@h2iinstitute.com @h2iinstitute 91 085 70 37