About Design: ”Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.” —The Cox Review
If you don’t know what a Service Designer is and what it does it might sound like it’s something complicated, difficult and costly but it is simpler than that: a Service Designer is rooted in strategy, people and needs, nourished by holistic thinking and creativity in order to deliver high quality solutions for both clients and users. This individual uses Service Design methods and tools to re-design or improve an existing product or service to make it usable, easy and desirable, in order to work better for users or he can develop an entirely new service or product.
Three quarters of the UK economy is due to services and 80% of employment is service related. While half of the UK’s manufacturers think design is crucial to competitiveness, our service industry, whether that’s financial services, retailers or public services, are less convinced. Only one in 10 services businesses thinks design can set them apart and make them more competitive and this is where a Service Designer comes in. More about Service Design can be found at the following link. A Service Designer has the User understanding : Service Designers look to understand the needs and desires of the people who will use a product or service by spending time with them. This approach ensures solutions are both fit for purpose and desirable to the people who will use them. By focusing on human stories and insights designers build empathy for users, and ensure ideas being developed are relevant.
Prototyping : Service Designers work interactively to test their ideas and improve them throughout the entire development process. Making an idea tangible from an early stage through cheap mock-ups helps save resources and can minimise risk. Prototyping can be applied to both products and services, and allows real world feedback from users that ensure better, more relevant outcomes. It can be quick and cheap and allows a solution to be iterated and improved before it is rolled out.
A tool for collaboration : The Keeping Connected Business Challenge involves collaboration between multidisciplinary teams. Service Designers make things visual and tangible – they draw pictures, they make models; this allows the complex or ambiguous to be made simple and straightforward. Doing this allows ideas to be rapidly communicated and understood, which in turn fosters collaboration between designer, partners and users.
The design process: Every designer has a slightly different approach and different design specialisms also have their own ways of working, but there are some general activities common to all designers. The Design Council has developed the ‘Double Diamond’ diagram to illustrate this. Divided into four distinct phases:
Discover, Define, Develop and Deliver, it maps how the design process passes from points where thinking and possibilities are as broad as possible to situations where they are deliberately narrowed down and focused on distinct objectives. Furthermore are listed several key aspects of each phase:
Discover: The first quarter of the double diamond model marks the start of the project. This begins with an initial idea or inspiration, often sourced from a discovery phase in which user needs are identified. These include: Market research | User research | Managing information | Design research groups.
Define: The second quarter of the double diamond model represents the definition stage, in which interpretation and alignment of these needs to business objectives is achieved. Key activities during the Define stage are: Project development | Project management | Project sign-off.
Develop: The third quarter marks a period of development where design-led solutions are developed, iterated and tested within the company. Key activities and objectives during the Develop stage are: Multi-disciplinary working | Visual management | Development methods | Testing.
Deliver: The final quarter of the double diamond model represents the delivery stage, where the resulting product or service is finalised and launched in the relevant market. The key activities and objectives during this stage are: Final testing, approval and launch | Targets, evaluation and feedback loops.
This is Service Design Thinking
The following is trailer about the content of: This is Service Design Thinking book. This book, assembled to describe and illustrate the emerging field of service design, was brought together using exactly the same co-creative and user-centred approaches you can read and learn about inside. The boundaries between products and services are blurring and it is time for a different way of thinking: this is service design thinking.