Service Design Portfolio by shin

INTRODUCTION

#Service Designer #Design Thinker #Design Researcher #Design Strategist #Experience Designer #Innovation Manager

This presents service design approach from my own perspective which is based on literature reviews and projects both with academics and professionals, in Tokyo and London.

Service Design

This is intended to be shared freely so that it would help develop projects and encourage discussion in relevant fields. You are welcome to contact me and share your opinions.

‘Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums.’

Email: shin62maim@gmail.com

Service Design focuses on creating integrated services, holistic intangible experience that reaches people through multiple touch-points, rather than designing isolated products.

Design of services much involves analysis of human empathy to think of one’s motivation, value, meaning of life and structure of society so I believe that internal ideation process, not only going out to observe, be very important to imagine “what if“. In this sense, service / experience design is human centered approah.

The Copenhagen Institute of Interaction Design, 2008

Why service design? Technological advancement changes how and where services can be delivered and received, and also experiences through the Net/online social community have become more important. Service designers view multiple dimensions and the combination of its separate elements in the virtual and physical worlds. We manage design process/strategy, make concepts, analyze empathetic aspect and facilitate collaborations to encourage creativity. Service design potentially involves graphic design, product design and interaction design as direct physical touchpoints.

Playfulness is crucial factor for being good at sharing personal experiences, analysing empathy, visualizing concept and develop ideas.

Team size is best 3 (or maybe 4). We can divide bigger team into multiple small ones and make hierarchy in team meeting. The smallers concentrates brainstorming and the bigger remains sharing progress.

BE PLAYFUL

BE CREATIVE

#discussion Expertise vs Personality Personality might be much more important than we think, to make its process playful and generate innovative approach. We might tend to have concern only about practical skills and knowledge, but it is also important that we are compatible as a team to share ideas freely without any pressure or hesitation. London, 2012

#discussion A myth of interdisciplinary ? It never comes easy to achieve good results from interdisciplinary approach. It is always apparent when it does not work and it seems very unlikely to have ground-breaking ideas unless we take much care of team building, working environment and brainstorming process.

What is Ser vice Designer

‘Service Designers visualize, formulate and choreograph solutions that are not yet available. They watch and interpret needs and behaviours and transform them into potential future services. In the process, exploring, generating and evaluating approaches are used similarly and a redesign of existing services is just as much a challenge as the development of new innovative services.’ Birgit Mager, Professor for service design at Köln International School of Design

We are Trend-Catcher and Concept-Maker One is good at making something beautiful, one is good at designing products for more convenience, we are good at discovering needs in experience, designing behaviours and tackle issues in multiple stakeholders. We think of creative applications of technological development to our modern lifestyle. We analyse empathy in modern life from current services / businesses. We design process, make concepts and facilitate collaborations.

Iteration to Pivot Pivoted Vision

Ideation

Inspiration

Research )

Idea Pool

Inspiration

( Field

( prototyping )

Human centered approach and its iteration could help pivot our concept at right moment. We might launch services at an initial stage to see response from market. We ask people and prototype ideas to get insights not only to develop ideas but also to keep validating them.

Original Vision

Prototyping is not an initial stage of implementation. We prototype to get insights as build-to-think, not only for validation of ideas. We tend to defer prototyping until reaching feasible ideas. However, it seems we tend to avoid strictly evaluating prototypes because we have already spent much time and efforts, ending up sticking to the original idea.

Tangible and Intangible Inspiration

Service design involves both tangible touch-points and intangible empathetic experience. Design research methods are divided by the matrix. Some methods might be useful to analyse tangible physical interactions of users with products or space, and others useful to get insight about intangible empathetic aspects and motivations behind certain behaviours. At the same time, some methods is useful to grasp the whole picture, unique perspective and emotional response about specific context: Inspiration. Others might be useful when we bring an idea and ask people feedback about it: validation.

Group Interview

Contextual Research

Individual Interview

Prototyping

Validation

Discovering Oppor tunities Inspiration

discovering opportunities

problem-solving

Ideation #discussion Problem-Solving vs Discovering Opportunities We might have two different types of design challenges: improvement of existing situation and creating new experience. The former might need to identify target segment and better do contextual research, on the other hand, the latter might better start with general interviewing and free brainstorming.

Brainstorming

We carefully choose topic in ideation to ignite creativity. We want it to encourage us to bring up personal (stupid?) experiences and unique emotional aspect and bring in playfulness. We might choose, for instance, two contradictory concepts, absence of essential function, back-casting approach and playing words like What would your fear but comfortable places be ? What would non-connected mobile phone ? What if all our diet become pills ?

We think of values to target segments: things special for them. We could add another meaning to existing situations, rather than get rid of problems, to encourage other behaviours. We look at services they use and ask about their lifestyle to see what makes things enjoyable for them.

We focus on personal experiences: tangible behaviours and intangible feelings. We can expect one’s own thoughtless acts out of general contexts. It also can bring playfulness in brainstorming and encourage more commitment. ‘For research meant to inspire new opportunities, it is useful to find people who represent “extremes.” Extreme participants help to unearth unarticulated behaviours, desires, and needs of the rest of the population.’ IDEO HCD Toolkit 2nd Edition

Project

Brief: Apply service design thinking and design a new and unique service in selected industry, and critically analyse the process and visually present the concept. In 2010 at Takeyama Lab of Service Design, Keio Univ. in Tokyo. Supervisor: Masanao Takeyama Team: Kobayashi, Sawa, Kuribayashi and myself *Contents are translated into English by myself.

Why are some people good at exploring new music genre and others not?

We started with the personal question we have had, and tried to discover new design opportunities in music industry. As vision-driven project, we wanted to create new tool or system that enables being connected with various kinds of music and makes our everyday life more playful (Vision).

Target Segment: For discovering new opportunities, we targeted the girls who only listen to Japan pop music and explored the ways of making them try more variety of music genres. Brainstorming: We started with internal brainstorming with the concept of music freely. We shared questions and personal experiences we have had and asked “Why?“ each other. We found out that we can be quite different in terms of daily music-listening experience.

Interviewing: Because we found it hard to identify the points where the problematic users and ideal consumers meet or share new music for contextual research, we decided to take interviews. Interviewing was also conducted out of the context of “listening music“. Our intention was to introduce other playful experiences into their usual music experience.

clock mirror TV paper window wardrobe

billboard commuter dog-walk cyclist bins driving cars bus

billboard TimeTable digital-signage commuter

ads newspapers Comic paper of someone

blackboard uni paper billboards

fridge mobile washstand bathroom bed kitchen and utencil door and lock

ATM bins mobile wallet

gate traint pass

Apps(game)

notebooks pen mobile textbooks

taking a shower cooking eating dress bag my stuff facebook email charge mobile

phone call email Facebook Twitter picture buy food

queue buy ticket receive paper

sit give up seat

sit on chair listen to lecture take notes presentation exam finding books check out books buy lunch

chat flatmate go to bed again do laundry clean room

back home

chat friends

Design Touch-points: It is a key to introduce new interactions into their everyday routines in order to prevent users from too much trouble. Using notes in interviewing, we created persona which helps sharing the clear image of target segment. We made time-line of one day of the imaginary user from wake-up in the morning to going to bed at night. We came up with their possible activities, people and media they could encounter, used devices and places they could go to, as many as possible.

To add special value for them to encourage new behavior, we picked social network trend; we want to share our interests and might find something special in the friend-related context

Wake-up, we found, is interesting touch-point because users actually would listen to the track: one step less compared to just sharing music interests.

Pilot

We simulated the service experience in analog sort of way only focusing on the essential emphathetic aspect, wake up with someone’s music. 1. She set up alarm time 2. He picked music track he wants to recommend to her 3. In the following morning, her friend played the music track by her 4. She emailed him comments about the experience We found that it is important to design conversation between the two about the music shared, which could be motivation of using this service.

“was looking forward to it, in the following morning “wanted to know why he picked the track “a bit hard to feedback quickly because I just woke up “was quite fun and might find the music special because of it

“picked the track considering morning “was interested in her reaction

Because they are still less willing compared to music geek to try new music. This service would have to have simple user interface to encourage seamless interaction from (receiver) 1. set up alarm 2. stop music playing 3. send feedback 4. access iTunes (sender) 1. find friend and their wake-up time 2. pick music track 3. receive feedback and message back

Brief: As practice of design thinking, use your own creativity and create something completely new in specific industry.

VISION: With a diversity of music people should live life more playfully. We want to create new tool or system that enables being connected with various kind of music.

TARGET: Our target customer are the girls who listen to only J-POP music because they do not have any channel to get new information of music industry except television, but they feel like having wider-ranging tastes in music.

Seiya Kobayashi

This service would offer users with new touch-points to meet new genre of music and new way of enjoying listening experience. Having an insight from an alarm clock and our social media trend of sharing our interests, this service would enable users to wake up with friends’ favourite music track and meet new genre.

Water room(inst.) ACIDMAN 2009/06/11

Friend Recommend +

Special Context: Wa

9:41 AM Aug 21

MyPage

iAlarm

Friends

History

Message

(social network / music / iPhone App)

USE

CONTINUE

Find Friend and select music

Receive Feedback Engagement! Friends > Yuka Sawa

Proﬁle

Yuka Sawa

Friends > Yuka Sawa Awake Time

Setting up awake time.

MyPage

Friends

History

Message

MyPage

Friends

History

Message

Find a friend through social network and choose a music you want to recommend.

Wake-up with new music is wonderful experience. It makes difference in your feeling to the music. This new form of social interaction was inspired by our unique attachment to music and desire to recommend favorites

Music Geek

Unknown Coordinates Dom Mino'+Akira Kosemu 2008/04/11 purchase

MyPage

Friends

Message

History

Seiya Kobayashi

Water room(inst.) ACIDMAN 2009/06/11

Water room(inst.) ACIDMAN purchase 2009/06/11

9:41 AM

Recording..

Aug 21

MyPage

Friends

History

Message

MyPage

Friends

History

Message

MyPage

Friends

History

Message

Receive feedback: how she felt and whether she likes the

music as voice message

Next morning, the app wakes her up with recommended music. It enables her to send a message to the recommender and to purchase the music if she likes.

iAlarm

Proﬁle

Yuka Sawa

MyPage

Friends

History

Message

Water room(inst.) ACIDMAN purchase 2009/06/11

Water room(inst.) ACIDMAN 2009/06/11

9:41 AM

Awake Time

Unknown Coordinates Dom Mino'+Akira Kosemu 2008/04/11 purchase

Seiya Kobayashi

Friend

School Brief / 2 months / Tokyo / Group

(social network / music / iPhone App)

Recording..

Aug 21

MyPage

Friends

History

Message

MyPage

Friends

History

Message

MyPage

Friends

History

Message

New Experience! Set up wake up time

Wake up with the music USE

wake up with the music

Give him feedback

purchase music track BECOME RECOMMENDER

Project: e-book

Brief: Design new and unique e-book experience which would support or enhance client’s business concept: Layer Reading. In 2011 at Takeyama Lab of Service Design, Keio Univ. in Tokyo. Supervisor: Masanao Takeyama Team: Hirono, Kuribayashi and myself * All contents are translated into English by myself.

With different layer on the same content, we could offer different reading experinece.

Our client was startup that asked us to make a bridge to consumers: to help understand consumers and come up with new and unique another “Layer“ to support or enhance the reading experience.

Research Summary: We tried to abstract the concept of book or reading books. Most of people answered to our interview saying “prefer hard-cover over e-books“. We wanted to know value of reading traditional hard-cover books. We did internal brainstorming to collect what “book” or “reading books“ means to us and also compared “book” with other media through which information / contents are delivered. We found these four points below are essences of book-related experiences and focused on #4 non-network characteristic; we decided to explore the digitalization of contents; contents can be copied, shared, added and editted. #1 Complete Contents: been editted and not being assumed to re-edit or add #2 Reading speed is adjustable: reveivers can get information (read) at their own speed #3 Ownership: receivers can get information whenever they want and can be attached to books #4 Not-linked: compared to online contents, contents are independent: not linked with other contents

Book Films DVD Web TV #1 Complete Contents #2 Adjustable reading speed #3 Ownership #4 Not-linked

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Ad Radio

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Book

To narrow down the target field, we decided to focus on “Learning with books: genre of How-To books.“ We found out that many people struggle trying tips in the genre of books and introducing them into their routine. They easily become less-motivated because this genre of books requires actual behavior change and sometimes find it hard to understand and try them. Concept: Experts are good at practicing How-To knowledge and also continuing learing with another How-To book. Our concept is that accumulated experiences of experts would help problematic users to “imagine“ trying How-To. We thought the imagining phase would be very important to lower hurdles for beginners to try. Our service would be platform where users would share their experience of reading & practicing How-To books.

READ

IMAGINE

EXPERIENCE

Problematic Users

Experts

TRY

"It helped me imagine actual trial!" "I was encouraged to try the How-To" "I wanted to know the profile of the experts" "Friends' experiences are more reliable and helpful" Rapid Prototype / Pilot: To see whether it would be useful, fun or simple enough for users, we asked participants to read some book and take notes about reading and also practicing afterwards as well. We collect the notes and handed on to next reader who could use the notes to support their understanding and practicing the How-To book. We found that positive comments and other insights: whose note they would more like to have in reading, profiles of experts.

The service concept would enable sharing experiences of How-To with other users who read the same content. Users are connected based on book title. Users would leave a note on selected lines. They would be able to see who has left notes before and add notes on someoneâ&#x20AC;&#x2122;s.

Users would share their own experiences of the How-To books they read. Users can add comments while reading contents, just like taking a note. They can see who has added a note on the left bar. Users would also be able to upload a photo.

Users tap an icon on left and can read their notes placed on this line reading the contents.

The lines that contain a note would highlight and users would be able to read those notes by tapping the lines. It shows who has left notes on selected lines.

Users would share their own experiences of the How-To books they read. Users can add comments while reading contents, just like