（1）Designing Services with Innov
SATU MIETTINEN / MIKKO KOIVISTO (EDS.)
图片源自小媛のiPhone
笔记含4部分：
-（1）Introduction（本文内容）
-（2）Part One: An Emerging Field
-（3）Part Two: Practise
-（4）Part Three: Cases
（该系列笔记纯以个人学习、知识点记录为目的，不做他用；100%尊重原作者）
Enjoying the co-creation process with the users is one of the most important qualities of a service designer. —— King (2009)
Co-creation allows the customer to co-construct the service experience to suit her context, and the service design process offers methods to enable this.
Value creation and interaction processes are thus central to service design. Mazzini, in fact, proposes service design as a tool for designing a more sustainable society in this publication. Service design focuses on the public sector.
USP (Unique Selling Point) refers to any aspect of a product that differentiates it from similar products. —— King (2009)
Services are relational and need knowledge, context, and history that are shared between a company and its customer.
Service design terminology is encountered more and more in the media: service design, service ecology, customer journey and touchpoint.
SERVICE DESIGN PROCESS
Aarne van Oosterom: discovering, connecting, designing, building, and implementing
Engine (2009): identify, build, measure
Mager (2009): discovery, creation, reality check, implementation
Moritz (2005): service design understanding, thinking, generating, filtering, explaining, realizing
IMPORTANT FACTORS NEED TO CONSIDER WHEN DEVELOPING AND APPLYING SERVICE DESIGN PROCESSES:
-Understanding the service design challenge: the users, business environment and applicable technologies
-Observing, profiling, creating empathy for the users, participating with the users and being visual during the whole process
-Creating ideas, prototyping, evaluating and improving including the clients and the users in the process
-Implementing, maintaining and developing the services
-Operating with business realities
TERMINOLOGY
1. SERVICE DESIGN
Service design addresses services from the perspective of clients. It aims to ensure that service interfaces are useful, usable and desirable from the client's point of view. Service designers visualize, formulate, and choreograph solutions to problems that so not necessarily exist today; they observe and interpret requirements and behavioral patterns and transform them into possible future services.
2. SERVICE ECOLOGY
System in which the service is integrated: i.e. a holistic visualization of the service system.
3. CUSTOMER JOURNEY
Consuming a service means a consuming an experience, process that extends over time. The customer journey thus illustrates how the customer perceives and experiences the service interface along the time axis. It also considers the phases before and after actual interaction with the service.
4. SERVICE TOUCHPOINTS
Service touchpoints are the tangibles, for example, spaces, objects, people or interactions (Moritz 2005), that make up the total experience of using a service. In service design all touchpoint need to be considered in totality and crafted in order to create a clear consistent and unified customer experience (Live|work 2008).
5. FRONT OFFICE / FRONTSTAGE
The time and place in which customers come in contact with the service, for example, the website, the person serving you at the restaurant, etc. (Morelli 2002)
6. LINE OF INTERACTION, LINE OF IT INTERACTION, LINE OF VISIBILITY
When the customer is experiencing the service she/he is facing the line of interaction.
The customer faces the line of IT interaction when she/he is using the IT services.
There is a line of visibility for the service actions that the customer is not able to see. There services happen in the backstage.
7. BACK OFFICE / BACKSTAGE
How services are facilitated inside the organization: for example, the food production chain inside the restaurant not visible to the customer.
8. SERVICE BLUEPRINT
Service blueprint is a process analysis methodology proposed by Shostack. Service blueprint involves the description of all the activities for designing and managing services, including schedule, project plans, detailed representations (such as use cases) and design plans, or service platforms. (Morelli 2002)
METHOD
1. BODYSTORMING
It is to act as though the service would exist, ideally in the context where it would be used.
2. CONTEXT MAPPING
This method reveals users' conscious and later needs, experiences, hopes and expectations.
3. EXPERIENCE PROTOTYPING
It is a representation of a design, made before the final solution exists. Its aim is to test the feasibility of the service, the logistics, customer experience and financial impact of the service product in a cheap and quick way.
4. FIELDWORK: OBSERVATION AND DOCUMENTATION
They are very much present in identifying, discovering and understanding the service context and the users.
5. FIVE WHYS
Also known as the why-why chart (Ammerman 1998).
5 whys is an iterative interrogative technique used to explore the cause-and-effect relationships underlying a particular problem. The primary goal is to determine the root cause of a defect or problem by repeating the question "why?". (from Wikipedia)
6. PERSONAS
Names, personalities, behaviors, and goals that are representative of a unique group of individuals. Persona is a tool of understanding others.
7. PROBES
Design probes are a user-centered approach to understanding human phenomena and exploring design opportunities. They are based on user participation by means of self-documentation.
The core of the probes approach is to give people (possible future users) tools to document, reflect on and express their thoughts on environments and actions. One of the aims of the approach is to create a communication link between the users and the designers, and to inform and inspire the design team. (Hulkko et al. 2005)
8. SCENARIO-BASED DESIGN
A scenario is a synonym to the screenplay, manuscript, copy or a script. Its basic elements include: the actors (users), the scene (context), and the scheme (the story including the background, tasks, goals and action).
The goal of the scenario work is to visualize the main service concept for the client.
Scenario generating aims to predict how people could act in particular situations. That is why it is well suited for designing new product concepts.
9. STORYBOARDING
It can facilitate product and service design processes. It can illustrate a visual storyline of a service or product use situation in its contexts for the users and clients. Or it can help in illustrating interface interactions for the design team or users.
10. STORYTELLING
11. VOX POPS
