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UX Book Club NYC Message Board › Part 1: Notes from "Service Design" discussion

Part 1: Notes from "Service Design" discussion

Bonnie B.
user 4491227
Knoxville, TN
Post #: 18
UX Book Club NYC May 29, 2014 @ General Assembly East

Book = Service Design: From Insight to Implementation by Andy Polaine, Lavrans Lovlie, Ben Reason
More Service Design in Europe than here. Pretty much you can only study it in Graduate School here, a course or two within design programs. Whereas in Europe there have Service Design degrees all over the place.
Companies that do it? Fjord (they have more business in Europe). WHY?
Socialism / conversation / holistic thinking / less "capitalistic" / more community-oriented whereas here The Almighty Dollar, act like it's still in Industrial Design phase.

One problem is, businesses have rigid Silos. Fewer silos in Europe? Well no, but encouraged more to connect between the silos, maybe?

Service vs. Product. Many things are thought of and called Products, but they really are Services. What do we consider a Service vs. a Product? Maybe most things we can think of, consist of both, on a sliding scale? Buy a product, then use service (many things). Or buy a product surrounded by service? (Starbucks / Apple / Home Depot.) Some people argue that in literature there are really only *two* stories: Hero Goes on a Journey; A Stranger Comes to Town. But if you flip those, they can be the same story!! Is it only semantics then? Is Service Design happening in the U.S., but we don't call it that? No... They do more Participatory Design in Europe, too.

So who has reputation of having good service? Nordstrom. Ritz-Carlton. Someone has to take that step, set an example. Sometimes it might be one company, or one person, who starts making those connections. Connective Tissue.

More service design in Healthcare... Cleveland Clinic, Sloane-Kettering; some do service projects.

Example: some IT methodology developed in England. ITIL? And some digital programs have rules like the person who makes the request has to be able to do the program, at the end (see resources).

Innovation Labs are springing up. The public sector is blossoming. Healthcare, cities, mayors around the world. Some cities are trying to be more flexible, or being more vocal about solving problems locally (Copenhagen was the model for NY bike-sharing. UNICEF Innovation Lab). All design solutions need to be designed *in place.* "Co-productive Design," not top-down. Design with recipients, not for them.

Q: Bad experiences?
A: Bank accounts: Different cards linked to different accounts; one can do one set of actions but not another.
*Please,* Time-Warner. Is it possible that people who are calling to disconnect service get forced to wait *longer* so that some will give up and hang up the phone? Now that's a Dark Pattern. Comcast? they will mail you the equipment when you sign up. But when you cancel, you have to return the gear to some dark well-hidden place in New Jersey. Can you trick these companies, can you pretend that you're a new subscriber and then switch over to canceling... fight dark patterns with your own dark pattern!

The **Service Design Network** is a community of people who are interested in practicing service design. They have events. One guy went to a conference in Europe... a few hundred people.

Graduate School programs: a few; mostly in Europe. Online tutorials? Not that we know of. There is a "Service Design Tools" website. There is a Service Design class as part of the Interaction Design program at School of Visual Design (SVA). Opinion: There are more people interested in doing it, than there is a market for it. Stephanie's firm is trying to slowly think about how they can apply it. How can we service our clients? Can leaders find a place in the work they're doing, expandable into service design, use Service Blueprint, or Frontstage --> Backstage, or mapping a User Journey through a Blueprint.

Maybe it's a mindset, not a practice. Tools that you use to get something done. Like Lean UX? There are people who don't know what Lean is, or don't care, or have had a bad experience. So you can still do the same things but don't *call* it Lean UX. Note that in our book, lots of the stuff they did is what we think of as User Experience.

We've gone from a Manufacturing base to a Service base in the last 20-30 years. Think across channels, like across digital channels. One guy went to a Service Design Jam. It's lifecycle process, not just an app.

Suggestion: approach your own team like a startup, even within a larger organization like the Department of Education. Names? Describe the things in context (don't call it "Lean UX" or whatever) and the team member will eventually take ownership of it. Checklists. Build consensus. Are you "developing a drop-down menu" or "Making it so the users can see all the choices."
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