Emergence 2006 Workshop
15:22
Product as object v. system of services
possesses, delivers
visceral, connected
immediate, takes longer to develop
rapidly judged, takes more effort to unseat
physical, supporting
about components, about relationships
Integrated systems: grow, evolve, learn, not designed to be a fixed thing from the beginning.
No editions: flexible platforms of resource, aware of situations or context, make issue tracking and resolution paramount. Continuous development.
Facilitating co-production: designing the design languages that people to “write” for themselves.
Alive: continuously resonating with the person’s individual goals and activities.
Elements of continuous feedback – services must continuously monitor their operation.
Other big changes to consider:
Four waves of technology are contributing to a new generation of integrated system: computer processing, miniaturization-distribution, networking, web-based services
We are the verge of a fifth wave: sensors. Cameras, microphones, GPS, accelerometers, motion detectors, electrical resistance monitors. Brings in an amount of data about people and their behavior.
15:06 Look at all of the stakeholders in the service, what’s the scope of influence? you can’t make everyone happy. How much of this could you possibly address? Ignoring complexity doesn’t help.
Process mapping meets blueprint (we need service choreography notation systems)
What is a service blueprint? Takes the notion from architectural blueprints, and tries to document the journey. lays out in a very specific way the front-stage, back-stage, what technology is needed to make something happen at a point of time? Specification.
Customer typologies: Personas
Experience Prototypes: Enactments
cost/value balancing methods – what’s very expensive but must be done, important things to take care of, possible to set aside
15:00 the language for self-service interaction…
Service design language example: starbucks, resources work in different ways at different moments to facilitate or detract from the experience.
Service design languages connect people, business, and infrastructure.
a successful service has three components: what are peoples’ desires, what can sustain a business, what we can build?
start with what people desire, then what will sustain a business, then what can we build? but it’s not a serial problem, it’s a parallel problem. Need to build a user model and user plan. Wouldn’t start a business without a business plan, or a system without an architecture.
Service, business, infrastructure, need to be strung together, and this is complex and difficult.
What is a user plan? what users do, need, goals. articulate this in a plan. just as you map this out for a business idea or system.
The way most services get developed today don’t account for this design complexity: front-end planning, then implementation
A shift in service development models: planned > emergent, find right strategy > understand customers, top-down > organic, sequential > parallel, internal > co-produced
service design process highlights: discover, synthesize, develop (service innovations), refine (progressive resolution), release — all in a cyclical, iterative process.
14:46 Product service systems interactions. context, service system (back stage and front stage), touch points (made up of elements), interaction of user with touchpoints is the experience.
Service system interactions:
Person to person, person to machine, machine to machine.
Flight attendant, airline self-service kiosk, my agent to your agent, nike shoe sensor to iPod, call forwarding.
If expedia lets me know about reduced fares, would I feel the same way about expedia contacting me if it was a travel agent who contacted me?
the cycle of experience: connect & attract > orient > interact > extend & retain > advocate
Example: Progressive Insurance, easy to buy and settles accident claims on the spot.
Customer trial of technology service innovation.
awareness, investigation, education, trial, repreated use, commitment
Three major things:
Customers have to believe that they can actually engage in the service. You can do it! (ability)
Knowing what to do (clarity)
Seeing benefit in doing it (motivation)
The stage in the journey is just one dimension.
The real challenge is to provide appropriate resources for the service interfaces across the service system? If you’re changing, how does the service respond to those changes?
Service Design languages
systems of elements with meanings (that designers use to communicate and users “read”) + sets of organizing principles
14:29 Examples of services:
iPod—lots of companies make mp3 players, but the iPod is not just Hardware. It’s also Software (iTunes) and a Networked Service which creates a Marketplace. Also, the Nike collaboration. Apple has more recently focused on integrating its products into sophisticated services.
Sony Everquest—MMORPG. Virtual world in which people can acquire value. Everquest now runs on the PS2. In 2003, Everquest was the 77th largest economy in the world (UC FUllerton): 76 – Russia, 77 – everquest, 78 – Bulgaria. There’s a massive market, but Sony tried to shut it down. Now it’s corrected that mistake and is trying to facilitate the marketplace. Everquest is Hardware, Software, Networked Service, Marketplace.
Q: Can you add economy to that list? Exchange is a better term? Exchange of information, exchanges of value beyond money. Second Life: real estate, taking money out of an ATM from Second Life.
14:19 Delight people through experiences, but you can’t design my experience and I can’t design your experience. we’re focusing today on integrated service systems.
Why can’t you design an experience? We can design the platform or the stage for the experience, but we can’t make you have a specific experience: you bring your specific history and the experience becomes your own. The author has something in mind, but the reader gets something else.
Why service design? Shift in job types. Knowledge-based jobs will grow the most, according to McKinsey.
Transformational: basic goods, making something out of materials
Transactional: in between highly-skilled knowledge base and processing, and those making goods
Tacit: Types of jobs like physicians, require lot of background knowledge
Question: if more people are familiar with services, what does that mean? If they work in it, will that increase their
Services are activities or events that form a product through an interaction with representatives of the service organization, the customer, and any mediating technology.
Services are also performances—choreographed interactions manufactured at the point of delivery—the visible front-end of a process that co-produces value, utility, satisfaction, and delight.
A service is a process, facilitated by people or technologies
A service experience is what the person participating in the service experiences.
Service: product, performance, and process
Benihana
Products and services are a continuum.
in service design we create resources that choreograph interactions—we design the service interface—so that participants enjoy their experience
You need to be concerned about the design of the interface and resources, but they’re not the same as the experience.
Why should “enjoy” be part of a service? Maybe “value” is a better term. Sometimes you don’t enjoy a service (the dentist).
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Thinking about services:
Pine and Gilmore—stage experience
coffee beans > coffee > coffee shop > Starbucks
Commodity > Goods > Service > Experience
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Rheinfrank—define marketspaces
components, tools, system, experience
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Dubberly—augment human potential
person > product > service > network > market
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As the nature of competition changes, successful companies will have to get better at service design systems.
13:58 Hugh: Relationship of brand and experience. Brand isn’t just a logo, it’s something in your mind based on experiences you have with a company: employees, when others say, how others use, interacting with products, etc.
Shelley: Interaction, products, people…connecting things: across products, in the minds of people as they use different platforms.
Agenda: Slide presentation, break, teams to do some work…
13:50 Vibrating phones are NOT less obtrusive when they’re resting on a hard surface….several have gone off already. Phone suicide: when a vibrating phone “walks” off a table.
13:48 Hugh Dubberly and Shelley Evenson are running the workshop. Most people attending this workshop are from a brick-and-mortar/product background. Quite a few people from an architecture firm in Seattle are in this workshop, Method, some professors (Bostom, UC Berkeley, Cambridge [UK], Cologne [Germany]), Electronic Ink, McDonalds, Samsung, IBM,
13:37 We have internet access and power…