Professor Bob Young International Service Design - Northumbria University November 29 th 2006

1. Developments in Service Design Thinking and Practice Professor Bob Young International Service Design - Northumbria University November 29th 2006

2. Purpose of this presentation What we did in ISDn1 What’s been happening in the world of Service Design since ISDn1 Moving forward Role of this workshop INTRODUCTION AND CONTENTS

3. Bridge between ISDn1 & ISDn2 Setting the scene The broader purpose of NU concerns the nature of design practice to support the role of design in society Links with other research concerned with the evolving role of design (including Designing for the 21st Century) A focal interest is the development of appropriate descriptions of service design content and process to improve the designer’s ability to navigate and contend with complex projects Approach - is the perspective of the design practitioner and their sense making requirement for theory and knowledge to support design practice PURPOSE OF THIS PRESENTATION

4. Service Innovation through Design Thinking - Prof Tim Brown, IDEO US Inaugural Lecture as visiting professor to Northumbria University, discussing the work of IDEO internationally in creating innovation in businesses and services Signposts for the Next Decade - Dr. Andrea Cooper, Design Council Design's role in addressing global issues in the next ten years Pioneering Service Design - Chris Downs, Live|Work We are what we use - not what we own Objects of Service - From Subjects to Objects and Back Again - Prof. Steven Kyffin, Philips DesignHow can design help to creatively understand people, create value across the full business development process and create poignancy to our technological trajectories WHAT WE DID IN ISDn1 - KEYNOTE CONTENT

5. Designing Design in a Complex World Dr. Bob Young, School of Design, Northumbria UniversityThe evolution of service and systems design thinking in academia Better Services Happier Customers, Oliver King Case Studies from the work of The Engine Group Redesigning Public Services, Jennie Winhall Case Studies from the work of RED at the Design Council Designers! Who Do You Think You Are? Kamil Michlewski of Northumbria UniversityInside the design cultures of Ideo, Wolff Olins, Philips & Nissan Key issues addressed WHAT WE DID IN ISDn1 - KEYNOTE & CASE STUDIES

6. What is service design What is its derivation in relation to the changing context of design and the role of the designer in society Why and how is it different and similar to conventional types of design and the roles of designers Who does it Who needs it and why What types of methods and approaches to service design are used Examples drawn from the work of the most notable companies currently engaged in service design: IDEO, Live|work, Engine, Red Group Examples of student projects in association with major public and private sector organisations WHAT WE DID IN ISDn1 - QUESTIONS

7. Designing with people not for people Designing with multi-disciplined teams Learning to listen before acting The importance of pathways and touch-points Service Design needs a more sophisticated model to understand its process - a multi-dimensional model of content and context issues not just design process elements Design students are becoming concerned more about issues to be addressed by design rather than learning the specifics of a traditional design discipline If product design requires a developed sense of seeing manifested through the act of sketching, then service design requires a developed sense of listening manifested through the act of storytelling. WHAT WE DID IN ISDn1 - ISSUES

8. Dott 07 Public Commission service design projects Carnegie Mellon conference on Design Emergence Next Design interview by GK Van Patter with Live|work and Planet ONE North East Transformation Service Design Panel New doctoral projects established by Northumbria, the Design Council and Dott 07 DesForM2 Conference, Eindhoven and the importance of narrative in complex design Related projects supported by 2nd round funding of Designing in the 21st Century WHAT’S BEEN HAPPENING SINCE ISDn1

9. Dott 07 Public Commission service design projects Lo carb lane Ournewschool Urban farming Design and sexual health (Dash) Move me WHAT’S BEEN HAPPENING SINCE ISDn1 - DOTT 07

10. Carnegie Mellon conference on Design Emergence Emergence September 2006 focused on service design. “This emerging area spans many disciplines, from design and business to technology and the social sciences, and is relevant both in academia and the professional world”. WHAT’S BEEN HAPPENING - DESIGN EMERGENCE

11. WHAT’S BEEN HAPPENING SINCE ISDn1 - NEXT DESIGN

12. ONE North East DIEC Transformation Service Design Panel - setting up a ‘Transformation Service Design Panel’ to include a selection of the major expertise in Service Design in the UK to deliver service commissions Third phase of development of service design by ONE 1st phase - development of the Design Innovation Education Centre service design blueprint and business plan 2nd phase - pilot projects 3rd phase - design panel First commission: ‘Supply South Tyneside - Public Sector Contract’ to support SMEs within South Tyneside to identify and bid for more public sector services WHAT’S BEEN HAPPENING SINCE ISDn1 - DIEC PANEL

13. Related projects supported by 2nd round funding of Designing for the 21st Century Embracing Complexity In Design (ECiD) led by Prof Jeffery Johnson, Open University - key focus - complexity science Designing for Services in Science and Technology-based Enterprises based in the Said Business School, Oxford University - key issue - service design WHAT’S BEEN HAPPENING - DESIGN FOR 21st Cent

14. Can the methods of complex systems science: inform designers, and vice versa? create complex adaptive artificial systems? understand the enabling conditions of creativity in human organisations? produce or implement designed systems? support the socio-economic and legislative context of design? investigate the design process as a complex socio-technical system? Can the methods of design researchers: inform complex systems? enable designers to deal with uncertainty and complexity? What is the theoretical relationship between complexity and design? What is the role of design in complex socio-technical systems? WHAT’S BEEN HAPPENING - ECiD

15. Concerns the shift from a manufacturing-based economy to a service-based one. Ongoing investigations within a wide range of disciplines from management, engineering and economics to sociology, geography and history Yet design aspects of services are rarely considered how they are designed (design as process) the ways organizations go about designing services (design as function) and the nature of the processes, physical and digital artefacts, and experiences which together enact and constitute services (design as outcome). Also, little research into the emerging discipline from art and design, described as “service designer” Service design rarely exists as specialist programme, in the UK or indeed internationally WHAT’S BEEN HAPPENING - DESIGNING FOR SERVICES

16. New doctoral projects established by Northumbria, the Design Council and Dott 07 are being set up Northumbria Studentship - looking to investigate the relationship betweenservice touch-pointsand the way they are experienced and portrayed Northumbria / Design Council co-sponsored Studentship - looking to investigate themethods and processof service design practice, including a review of the Dott Public Commission projects. WHAT’S BEEN HAPPENING - PHD STUDIES

17. DeSForM2 Conference, Eindhoven and the importance of narrative in complex design Seminal keynote presentation by Jurienne Ossewold, The Creative Media Consultancy and the Design Academy Eindhoven; What can design learn from storytelling? Stories can provide us with emotionally, sensually and intellectually rich experiences Service design focuses on the role of the user and the design of experience How the principles of storytelling can be a source of inspiration to service design audiences WHAT’S BEEN HAPPENING - DeSForM NARRATIVITY

18. MOVING FORWARD – THE POWER OF STORYTELLING: THE UNILEVER CASE STUDY • The case study was a collaborative learning and design research project with a blue-chip industry - Unilever • The process of creating such collaborations is about seeking permission to be creative at a fundamental level of human-centred thinking in what are traditionally market and financially driven fast moving consumer goods industries. • This project reveals the power that storytelling has in enabling design to communicate the human dimension of a business’s activities • The outcome of the case study shows that there are mutually beneficial values for industry and academia, including; a vital new role for design

19. //. RELEVANCE OF SERVICE DESIGN TO INDUSTRY • Service Design and the related Experience Design are becoming more and more important, major brands have recently become aware of the importance that customers give to the experience of using a product more than to the possibility of owning it. This shifts the traditional role of the designer from that of configuring products to designing systems and the memorable experiences they need to provide. • But how do we prototype experience?

20. //.4D DESIGN BRIEFING Creating a narrative as a source of inspiration and new thinking Generating a design brief using 4D design techniques Using time and motion provides a design team with a richer content which potentially opens new spaces for the product / service development team members to explore

28. //. WHAT WE LEARNED - THE IMPORTANCE OF NARRATIVE! • All work on the development of methods and processes of designing beyond the level of conventional product development point to the importance of designers mastering the capacity to design in the 4th dimension. • It’s how Designers make meaning and communicate systems/service thinking to others - colleagues from other disciplines, clients or service providers and service users • It’s how Designers receive permission to work at a policy level within organisations on and behalf of all stakeholders. • We learned about the capacity of designers to make meaning and create purpose through narratives to assist the formation of new policy. • “While everything, technically is an experience of some sort, there is something important and special to many experiences that make them worth discussing. In particular, the elements that contribute to superior experiences are knowable and reproducible, which make them designable.” Nathen Sherdorf; http://www.nathen.com/ed/index.html

29. live|work definitions: Service Design - design of experiences that relate to people through touch-points over time. Service Ecology - is a system of actors and the relationships between them that form a service. Touch-points- service touch-points are the tangibles that make up the total experience of using a service. The tangible touch-points of the service is one of the key factors that determine people's experience of service quality. Evidencing - service evidence are touch-points designed to represent parts of a service experience. Experience Prototyping - service experiences are intangible, taking place over time with multiple touch-points, media and modes. Services are prototyped in different ways to products. Experience prototypes are used to do rapid service prototyping, involving customers, experts and clients to develop and refine services. Service Blueprint - is an operational tool that describes a service in enough detail to implement and maintain it. Service envy - if we want to make people desire services more than products, then services will have to confirm and communicate the owner’s sets of values. http://www.livework.co.uk/home/research0/glossary.html MOVING FORWARD – PROCESS AND METHOD DEFINITIONS

30. MOVING FORWARD - USEFUL MODELS TO SUPPORT SERVICE DESIGN PRACTICE • Substantiation of early doctoral research (1980s) based on a complex system design project for the emergency services • Yielded a set of key factors deemed to be highly influential in the development of successful complex system (service design) projects: • Communications, • Knowledge and information, • Personality, attitude and values, • Design strategy and policy ; and • The level of design decision making. • Thinking about the levels of decision making also led to the derivation of a content-based model of design

31. MOVING FORWARD - CONTENT-BASED MODEL- A NEW MODEL OF LEVELS OF DESIGN COMPLEXITY

32. MOVING FORWARD - DIEC’S INTEGRATED MODEL OF CONTENT WITH THE MARKET DESIGN FUSION PROCESS

33. MOVING FORWARD - REFINEMENT OF THE INTEGRATED MODEL OF DESIGN CONTENT AND PROCESS • Proposal is to orientate the content and process elements of the design dynamic in a cross relational (x-y axes) format rather than linearly

34. MOVING FORWARD - REFINEMENT OF THE INTEGRATED MODEL - CONSIDERATION OF DESIGN CONTEXT

35. MOVING FORWARD - A REFINED INTEGRATED MODEL OF DESIGN CONTENT PROCESS AND CONTEXT

36. ROLE OF THE WORKSHOP - QUESTIONS FOR THE TABLES • How can services be prototyped from both demand- and supply-side perspectives?. • What kind of data is useful to the designers and other stakeholders of a service,, during the design process? • What criteria are used to define a service as successfully designed i.e. profit-turning, easy to use & quality of user experiences, ecologically sustainable etc.?  • What methods and media are available to help articulate complex systems e.g: visual, verbal or conceptual?

37. ROLE OF THE WORKSHOP - ISSUES FOR THE PLENARY • The purpose of the plenary is to report back the findings of the workshop table discussions and identify new insights • Also to consider viewpoints about the following questions: • In what ways do the design of public and private sector services differ? • What influences the perception of risk amongst public and private sector service design sponsors? Thank you