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Story: Kanchala Navanugraha
What usually comes to mind when we hear the word ‘design’ is an image of a product or a graphic work. But nowadays “design” and especially “design thinking” is often applied in many new areas. “Service Design” is one of its budding expansions, receiving big attention from business companies around the world.
Building services can be looked at as a design task. Therefore, many of its principles can simply be taken from design thinking approach (mentioned in the previous article). It may include prototyping, smart customer research and collaboration between designers , researchers and business people.
However, the process of designing a service does not entirely resemble designing a product, since the nature of these two types of design is different. It was said that product design is building an object, meanwhile service design equals planning a journey for a customer. It can also be said that service design is building an experience.
Therefore, while a product designer concentrates on one single object, a service designer deals with the whole system. What they are asked to set up can be varied. It can be as small (in size) as a mobile or web interface for customers, or something bigger like arranging service order.
Andy Polaine, an expert in this field, has mentioned “Orange”, a UK mobile and internet company, as one of the early case studies. Before going through the redesign process, Orange had already done well in the market but the company felt that they do not have any tool to turn their customer experience, good or bad, into their business development. As a result, some of their service does not go along with people’s need. Polaine, hired by the company, then employed design thinking to solve the problem. Many of his ideas were put into use. For example, Orange repositioned its retail stores. It had once been a mobile shop where they just sold other companies’ phone, but, later turned into a place where people come for help or advice about their mobile. Later, the company also launched a package called “Orange Premier”, which gave high-end promotions and experience to customers.
His idea to redesign was, in the first place, merely conceptual. So, when introducing them to the company Polaine had his work plan visualised, instead of presenting it in writings or talking about statistics or numbers. This way his concepts were easily understood and sold.
He said visualising the idea (e.g. storyboarding, acting, playing roles) is one of the most important processes in service design. This ability to make an abstract idea tangible is there to make the service meet its customer’s behaviour and needs, which is ultimately the goal of every service.
To conclude, service design basically based on design thinking. However, since it deals with conceptual consideration, it involves great deal the process that makes idea come alive.
Photo by Pujohn Das/ Space10
The shortage of resources…
The increased number of senior citizens…
The relocation of world’s economic centre…
Through archives and records of our actions, the evidence of our existence is embedded in the data. On the other hand, the data also influences how we see the world and resulting into our actions. A tweet by Lev Manovich, a media theorist, stated that, “19th century was defined by the novel, 20th century culture by the cinema, the culture of the 21st century will be defined by the interface.” This notion may become true to the extent. So could the interface such as data visualisation improve our understanding of the reality of the world? Could it be used as a tool for knowledge cultivation?
Story: Atipong Amornwongpeeti
Heard of a Zipcar? Own a Nokia phone? Chances are that at least a couple of products and services you have been in contact with bear the fingerprint of Chris Downs, a brilliant mind who trailed the blaze for service design. However, as the field has garnered more disciples, this pioneer, now a Principal at Method, has forsaken the foundation assumptions of service design he formulated in its early days for a new vision that gives a new role to insights and better suits the current landscape.
Story: Sommanassa Ngernsa-ard
Professor Andy Miah’s interest has expanded extensively beyond his degrees in Science, Bioethics and Medical Law to other topics that concern emerging technologies and human enhancement. Basically, he advocates the use of technology to enhance humans, individually and socially. His books, lectures and articles usually advocate people to ponder about future of humanity beyond the current context so as to design it without restricted boundaries. His project #media2012 inside the mega event such as Olympics, for example, was also targeted to enhance humans socially with the power of digital media and citizen journalism. This article will seek to provide an insight to those innovative ideas that are centred around humans.