NEASIS&T 2017: Service Co-Design

Jennifer Briselli Managing Director, Experience Strategy & Design

@jbrisellijbriselli@madpow.com

Service Co-DesignUsing Participatory Design Methods to Empower Users

What is Service Design? What is Participatory Design? How do they intersect?

Why might you use this type of design in your own practice?

What are some methods and activities, and how do you choose them?

What does it look like? How do you do it?

What do you do with the results of these methods?

Q & A

Overview

What is Service Design?

One one hand:

“Performances. Choreographed interactions, manufactured at the point of delivery, forming a process and co-producing value, utility, satisfaction, and delight in response to human needs.”

One the other hand:

“Activities or events in a service process become a product, through interactions with designed elements or resources, from representatives of the organization, brand, customer, and mediating technology.”

What is Service Design?

Richard Buchanan:

The ultimate purpose of service design is to give people the information and tools needed to act, according to their own wishes and needs.

What is Service Design?

(Stage)Design Experience

(Seating/ Audience)Target Users/Customers/Patients

(Ticket Office)

Marketing and

Awareness

(Back Stage)Invisible

Supporting elements

Journey Maps help us understand how customers’ needs, feelings, and activities vary over time, and allow us to identify gaps, pain points, and opportunities.

Experience Journey Maps & Blueprints

Traditional Journey Maps focus on the customer’s firsthand experience and often illustrate the emotional highs and lows as well as behavioral triggers.

Example: Journey Map

Service Blueprints are a type of Journey Map that illustrate not only the customer’s firsthand experience but also include information about interactions with an organization or brand, and behind-the-scenes operational or technical support processes.

Example: Service Blueprint

What is Participatory Design?

What it is:

An approach to design that invites all stakeholders (e.g. ‘end users,’ employees, partners, customers, citizens, consumers, patients, providers) into the design process as a means of better understanding, meeting, and sometimes preempting their needs.

What it is not:

• A way to “make your users do your job for you”• A single prescriptive method or tool• A rigidly defined process

• (see also: co-design, co-creation, co-production, collaborative design…)

• A holy grail

What is Participatory Design?

Involving the people we’re serving through design as participants in the process.

What is Participatory Design?

Design Process

DISCOVER

diverge on needs &

assets

Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

DISCOVER SYNTHESIZE

diverge on needs &

assets

converge on opportunities

Design Process

Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

DISCOVER SYNTHESIZE GENERATE

diverge on needs &

assets

converge on opportunities diverge on ideas

Design Process

Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

DISCOVER SYNTHESIZE GENERATE FOCUS

diverge on needs &

assets

converge on opportunities diverge on ideas

converge on solutions

Design Process

Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

DISCOVER SYNTHESIZE GENERATE FOCUS

diverge on needs &

assets

EVALUATE

converge on opportunities diverge on ideas

converge on solutions

Design Process

Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

DISCOVER SYNTHESIZE GENERATE FOCUS

Adapted from “Double Diamond Model of Product Definition and Design” from UK Design Council

Generates design principles & direction

Generates viable solution concepts

Where does participatory design fit in?

“Participatory design methods, especially generative or ‘making’ activities, provide a design language for non designers (future users) to imagine and express their own ideas for how they want to live, work, and play in the future.” - Liz Sanders

In other words:

It leads to better experiences & outcomes.

Service Co-Design: Why it’s useful

Generative methods uncover latent needs.

Image: Liz Sanders

Framing: Identifying goals, objectives, key questions, hypotheses

Planning: Planning activities that answer these questions

Facilitating: Ensuring & documenting productive participation

Analyzing: Making sense of it all to identify actionable insights

Service Co-Design: How to do it

Framing

Stakeholders, Co-creators, End Users

Challenges & Goals

Questions & Unknowns

Assumptions & Hypotheses

Choosing Activities

Framing

Three categories of activity

Narrate: Participants help us understand their needs via storytelling

Create: Participants generate ideas and create prototypes of products, services, or experiences (these can be very realistic or completely unrealistic)• Sometimes participants create viable solution concepts• Sometimes participants create items that give designers insight &

direction

Prioritize: Participants make connections and judgments that help us understand the value of potential design solutions

Choosing activities & methods

Telling stories helps participants express more detailed and emotionally resonant experiences. These activities are intended to elicit memories and help build empathy and understanding.

Examples:• Journey mapping• Love letter/breakup letter• Collaging• Empathy mapping• Knowledge hunt• Reenactments

‘Narrate’ activities

Participants can provide a lot of insight when provided tools and opportunities to design without constraints or expectations.

Examples:• Magic screen/button/object• Interface toolkit• Physical/paper/rapid prototyping• Fill in the blank• Ideal workflow• Ecosystem mapping

‘Create’ activities

These activities help participants and designers evaluate and understand the value of existing experiences or potential future design solutions.

Examples:• Card sorting• Channel sorting• Value ranking• Storyboard/Concept speed dating• Bodystorming/Gamestorming• 2x2 grids

‘Prioritize’ activities

The design prompt sets the stage and ensures participants will focus their contributions on the goals, questions, or hypotheses you’ve identified.

For example:

“Use the items provided to create a perfect remote control.”

“Draw an imaginary classroom that provides all your educational needs.”

“Create a script for the ideal interaction between a student and counselor.”

Design Prompts

1. Identify a design goal or hypothesis to be explored

2. Create a design prompt for participants for each activity

We’ll “try” a few activities today:• Collage• Journey Map• Magic Object• 2x2

Framing: Let’s Try It

Activity 1: CollageEx: “Make a collage that represents what your library means to you.”

Activity 2: Journey MapEx: “Create a diagram that illustrates the process of finding and checking out a book, including how you feel throughout the process.”

Activity 3: Magic ObjectEx: “Use the items provided to create a tool, service, or magic object that would make the library experience better for you.”

Activity 3: 2x2Ex: “Place the items where you feel they most belong in the grid.”

Framing: Let’s Try It

Planning

Where: office, school, home, outdoors, in context

Who & how many: large group, small group, individual

Observation methods: notes, video, photo, artifacts

Materials: construction kits, legos, playdoh

Logistics: recruiting (>2 weeks), honorarium, volunteers, observers

Planning

Let’s plan the activities…

CollageThis activity helps members’ express their experiences and needs in a way words can sometimes fail to describe. Participants will also put themselves at the center of the map, which allows us to understand how members’ conceive of their own agency (or lack thereof).

How: Participants are provided a prompt and asked to spend 30-45 minutes creating a collage that describes their feelings about the prompt. Participants are then asked to share and discuss their collage. Facilitators may ask participants to elaborate to better elucidate examples and opportunities.

Materials:paper, images, glue sticks or tape, writing utensils, post-its

Journey MapThis activity helps members’ express their experiences and needs in a way words can sometimes fail to describe. Participants can be asked to express their current experience, or design an ideal future experience, or to compare and contrast both.

How: Participants are provided a prompt and asked to spend 30-45 minutes creating a map or flow that illustrates a typical series of steps or tasks. Participants are then asked to share and discuss their journey map. Facilitators may ask participants to elaborate to better elucidate examples and opportunities.

Materials:paper, post-its, glue sticks or tape, writing utensils

Magic ObjectProviding members with materials that allow them to engage in a making process can provide insights about potential design solutions as well as uncover latent needs. How: Participants are provided building materials and a prompt, and asked to spend 30-45 minutes creating the objects.Participants are then asked to share and briefly discuss their creations. Facilitators may ask members to elaborate on aspects of their explanation where appropriate to elucidate examples and opportunities.

Materials:Paper, construction materials, glue sticks or tape

2 x 2This activity helps customers’ express priority and categorization; it’s a way to understand their mental model and allow customers to design ideal content structures, information architecture, or other experience structures at the same time.

How: Participants are provided a labeled 2 x 2 grid and a series of words or images, and asked to spend 30-45 minutes placing the words or images within the grid wherever they make sense to the participant. They are then asked to share and discuss their creation.

Materials:paper, labeled 2 x 2 grid, images or words printed on cards, glue sticks or tape,

Facilitating

Be prepared

Be yourself

Be flexible & adaptive

Be reflective

Be warm & friendly

Facilitating: Participation

Document Document Document• Dedicated note taker(s)• Photograph• Record audio & visual when possible• Keep artifacts when possible

Ask participants to tell you about what they create• Show & tell• Share a story• Write a commercial• Create a pitch

What they create is often less important than how they describe its value.

Facilitating: Capturing Value

Let’s Try it…

Participating:

Think about following the design prompt based on your own personal experiences, and what you think and feel as you try the activity.

Facilitating:

Think about what you see, hear, and notice as you observe others participating in the activities. If you were facilitating, what would you capture? What would you ask?

Analyzing

Cull: Cut irrelevant or incomplete information

Normalize: get everything into a common format • excel• text documents• grids• post-its

Review: Follow your instinct… analysis is as much art as science

Expect to spend at least 2 hours of analysis for every hour facilitating.

Analyzing

Raw Data• Notes• Photos• Videos• Audio• Artifacts

Normalized Data• Spreadsheets• Post-its• Transcripts

Participant Clusters

Opportunity Clusters

Theme/Affinity ClustersIdentified Patterns

Potential Output• Focus Areas• Design Characteristics• Design Principles• Solution Concepts• Prototype Ideas

Participant 1

Notes & Photos

Participant 2

Participant 3

Opportunity 1 Opportunity 2

Pattern 1 Pattern 2

Opportunity 3

What are the most important takeaways for your organization?

What are the most important questions we left unanswered?

What are the aspects you are most and least confident about implementing in your own practice?

Wrap Up / Q & A

Jennifer Briselli Managing Director, Experience Strategy & Design

@jbrisellijbriselli@madpow.com

Thanks!