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service design
Your Next Career Move
or… Totoro’s Umbrella of UX
Service Design
Your Next Career Move
or…
Totoro’s Umbrella of UX
Experience Designer
Brandon E.B. Ward
@uxward nonlinear.me
who is totoro?
My Neighbor Totoro by Hayao Miyazaki
o_OWhat the…
Service Design:
…aims to create services that are Useful, Useable,
Desirable, Efficient, and Effective
…is a human-centred...
Service design: Show me!
Service design: Show me!
?
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
Service design: Show me!
this is service
design…done right
Winning!
service design From whence came this magical
creature, by whom and when?
service design timeline
service design timeline
Service Design is the purview of
the Marketing department.
Introduce the “service blueprint” to
ma...
service design timeline
1982 1991
Marketing
Service Blueprint Dr. Michael Erlhoff introduces
Service Design as a design
di...
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Live│Work, the first Service
Design consultancy, opens ...
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Design Discipline
Dr. Erlhoff
2004
The Service Design N...
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Design Discipline
Dr. Erlhoff
2004
Live | Work
First Se...
service design timeline
1982 1991
Marketing
Service Blueprint
2001
Design Discipline
Dr. Erlhoff
2004
Live | Work
First Se...
service design So…what does it look like?
Service design
WHAT ARE SOME SD BUZZWORDS?
๏ Touchpoints
๏ Actors
๏ Customers
๏ Service Blueprints
๏ Experience Maps
๏ Muc...
What is a
Touchpoint?
Point of Interaction between the customer
and the brand…
a brandshake
What is an
Actor?
Managers, marketers, engineers, designers,
front-line staff, and customers
What is a
Customer?
User, Client, Person, Persona etc.
What is a
service
blueprint?
Ideally, employees should contribute to the
prototyping of certain service moments,
and there...
What is a
Experience map?
(Also called Customer Journey Map)
It provides a vivid, but structured visualization of a
servic...
What else is there?
Lots!
๏ Stakeholder Maps
๏ Service Safaris
๏ Shadowing
๏ Contextual Inquiry
๏ The Five Whys
๏ Cultural...
service design? So…Who cares?
Service design - who cares?
Information
Architecture
User
Research
Visual
Design
Interaction
DesignEditing &
Curating
Copy...
Service design - who cares?
UXWebsite
Service design - who cares?
UXWebsite
UXSEO
UXSupport
UXSales
UXReception
UXCatering
UXMarketing
UXWebsite
UXSEO
UXSupport
UXSales
UXReception
UXCatering
UXMarketing
Service design - who cares?
This is service design
EV...
It’s Over?
Yep! Thanks!
Experience Designer
Brandon E.B. Ward
@uxward nonlinear.me
Totoro illustrations by Phil Crash
Service Design: Your Next Career Move
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Service Design: Your Next Career Move

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What if you could go back in time, and join up with Alan Cooper, Jared Spool, Don Norman, Jakob Nielsen, and others to help forge the UX community into what it is today? What would it be like to be a founding member of the driving force behind virtually every (decent) product on Earth? Guess what, you kind of can!

Where the traditional role of UX has been to fight for the user by designing usable & functional software and websites, in the age of the IoT (Internet of Things) every experience of soft and hardware bleeds into the next. The wares we design (and unfortunately those we don't) are no longer isolated elements, but a network of experiences and combinations. Service Design is the present, and future of bringing all of these isolated elements together under one design umbrella. Service Design is the future of UX, and probably your next career move!

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Service Design: Your Next Career Move

  1. 1. service design Your Next Career Move or… Totoro’s Umbrella of UX
  2. 2. Service Design Your Next Career Move or… Totoro’s Umbrella of UX Experience Designer Brandon E.B. Ward @uxward nonlinear.me
  3. 3. who is totoro? My Neighbor Totoro by Hayao Miyazaki
  4. 4. o_OWhat the…
  5. 5. Service Design: …aims to create services that are Useful, Useable, Desirable, Efficient, and Effective …is a human-centred approach that focuses on customer experience and the quality of service encounter as the key value for success. …is a holistic approach, which considers, in an integrated way, strategic, system, process, and touchpoint design decisions.
  6. 6. Service design: Show me!
  7. 7. Service design: Show me! ?
  8. 8. Service design: Show me!
  9. 9. Service design: Show me!
  10. 10. Service design: Show me!
  11. 11. Service design: Show me!
  12. 12. Service design: Show me!
  13. 13. Service design: Show me!
  14. 14. Service design: Show me!
  15. 15. Service design: Show me!
  16. 16. Service design: Show me!
  17. 17. Service design: Show me!
  18. 18. Service design: Show me!
  19. 19. Service design: Show me!
  20. 20. Service design: Show me!
  21. 21. Service design: Show me!
  22. 22. Service design: Show me!
  23. 23. Service design: Show me!
  24. 24. Service design: Show me!
  25. 25. Service design: Show me!
  26. 26. Service design: Show me!
  27. 27. this is service design…done right Winning!
  28. 28. service design From whence came this magical creature, by whom and when?
  29. 29. service design timeline
  30. 30. service design timeline Service Design is the purview of the Marketing department. Introduce the “service blueprint” to map the sequence of events in a service and its essential functions in an objective and explicit manner 1982
  31. 31. service design timeline 1982 1991 Marketing Service Blueprint Dr. Michael Erlhoff introduces Service Design as a design discipline at Köln International School of Design
  32. 32. service design timeline 1982 1991 Marketing Service Blueprint 2001 Live│Work, the first Service Design consultancy, opens for business in London Design Discipline Dr. Erlhoff
  33. 33. service design timeline 1982 1991 Marketing Service Blueprint 2001 Design Discipline Dr. Erlhoff 2004 The Service Design Network is launched by Köln International School of Design, Carnegie Mellon University, Linköpings Universitet, Politecnico di Milano and Domus Academy in order to create an international network for service design academics and professionals Live | Work First SD Consultancy
  34. 34. service design timeline 1982 1991 Marketing Service Blueprint 2001 Design Discipline Dr. Erlhoff 2004 Live | Work First Service Design Consultancy 2013 Adaptive Path launches the Service Experience Conference in San Francisco, CA
  35. 35. service design timeline 1982 1991 Marketing Service Blueprint 2001 Design Discipline Dr. Erlhoff 2004 Live | Work First Service Design Consultancy 2013 What will you do now? SDN Network Launched Adaptive Path Service Experience Conference
  36. 36. service design So…what does it look like?
  37. 37. Service design WHAT ARE SOME SD BUZZWORDS? ๏ Touchpoints ๏ Actors ๏ Customers ๏ Service Blueprints ๏ Experience Maps ๏ Much more…
  38. 38. What is a Touchpoint? Point of Interaction between the customer and the brand… a brandshake
  39. 39. What is an Actor? Managers, marketers, engineers, designers, front-line staff, and customers
  40. 40. What is a Customer? User, Client, Person, Persona etc.
  41. 41. What is a service blueprint? Ideally, employees should contribute to the prototyping of certain service moments, and therefore have a clear vision of the concept… Service Blueprints are the standard method to illustrate these processes and evidence. This is Service Design Thinking, Stickdorn/Schneider
  42. 42. What is a Experience map? (Also called Customer Journey Map) It provides a vivid, but structured visualization of a service user’s experience. The touchpoint where users interact with the service are often used in order to construct a “journey” — an engaging story based upon their experience. This story details their service interactions and accompanying emotions… This is Service Design Thinking, Stickdorn/Schneider
  43. 43. What else is there? Lots! ๏ Stakeholder Maps ๏ Service Safaris ๏ Shadowing ๏ Contextual Inquiry ๏ The Five Whys ๏ Cultural Probes ๏ Mobile Ethnography ๏ Day In The Life ๏ Expectation Maps ๏ Personæ ๏ Idea Generation ๏ What if… ๏ Design Scenarios ๏ Storyboards ๏ Desktop Walkthrough ๏ Service Prototypes ๏ Service Staging ๏ Agile Development ๏ Co-Creation ๏ Storytelling ๏ Drama Coaching ๏ Customer Lifecycle Maps ๏ Business Model Canvas ๏ ???
  44. 44. service design? So…Who cares?
  45. 45. Service design - who cares? Information Architecture User Research Visual Design Interaction DesignEditing & Curating Copy Writing Design Process Management Information Design Agile Methods Analytics Use-Cases Marketing Technology Domain Knowledge ROIBusiness Knowledge Social Networks Ethnography Storytelling SketchingPresenting Facilitating Critiquing UX
  46. 46. Service design - who cares? UXWebsite
  47. 47. Service design - who cares? UXWebsite UXSEO UXSupport UXSales UXReception UXCatering UXMarketing
  48. 48. UXWebsite UXSEO UXSupport UXSales UXReception UXCatering UXMarketing Service design - who cares? This is service design EVERYTHING IS UX!
  49. 49. It’s Over? Yep! Thanks! Experience Designer Brandon E.B. Ward @uxward nonlinear.me Totoro illustrations by Phil Crash
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What if you could go back in time, and join up with Alan Cooper, Jared Spool, Don Norman, Jakob Nielsen, and others to help forge the UX community into what it is today? What would it be like to be a founding member of the driving force behind virtually every (decent) product on Earth? Guess what, you kind of can! Where the traditional role of UX has been to fight for the user by designing usable & functional software and websites, in the age of the IoT (Internet of Things) every experience of soft and hardware bleeds into the next. The wares we design (and unfortunately those we don't) are no longer isolated elements, but a network of experiences and combinations. Service Design is the present, and future of bringing all of these isolated elements together under one design umbrella. Service Design is the future of UX, and probably your next career move!

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