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8/9/2019 ¿Puedes diseñar un servicio?
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CAN YOU
DESIGNA SERVICE?
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Why service design?
international Benchmarks
case: aarhus citizen services
case: the good kindergarten
methods
approach
01 /
02 /
03 /
04 /
05 /
06 /
07
19
27
45
61
81
INDHOLD
03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
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“DENmARk S
bE AmONG tHIN tHE wORLAt USING DESIfOR DEVELOpIpRODUCtS ANSERVICES.”
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ALL
bESt
NG
00 /
tHE GOVERNmENtdenmark
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the service secor accouns or ore han 75%o eloyen in he wesern world, and hisgure is increasing. Our econoies are deenden
on services lie never eore.
As ciizens and consuers, we are increasinglydeanding unique and ecien services, regard-less o heher hese are rovided y he ulic
or rivae secors.
Hoever, coanies’ innovaion rocesses are sillgeared oards aerial roducs. today, innova-ion and services are o disinc areas.
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
wHY
SERVICEDESIGN?
01/
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“pOtENtIALS
SERVICE SECtbE REALISED IARE AbLE tONEw AND INSERVICES tHA
USERS. SERVIwILL bECOmE
mOSt ImpORtACHIEVING tH
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N tHE
R CAN ONLYCOmpANIESEVELOpOVAtIVEmOtIVAtE
E DESIGNONE Of tHE
Nt wAYS OfS.”
01 /
pOUL-ERIk pEDERSENchairman, the danish chamBer oF commerce
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http://slidepdf.com/reader/full/puedes-disenar-un-servicio 12/88 a s e r v i c e i s c m
p l e x s y s e m
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.
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
SERVICE DESIGN CAN bE USED tODEVELOp NEw SERVICE SOLUtIONS
tHAt CREAtE ADDED VALUE fORtHE USERS AND COmpEtItIVE
ADVANtAGE fOR tHE pROVIDERS
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Why service design? 01 /
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
pEOpLE HAVE bEEN DESIGNING SERVICESfOR SEVERAL DECADES. tHE DIffERENCE
NOw IS tHAt EXpECtAtIONS ANDDEmANDS HAVE RISEN DRAmAtICALLY
– AND CONSEQUENtLY wE AREEXpERIENCING tHAt mANY SERVICES AREEItHER OUtDAtED, pOOR OR SImpLY NON-EXIStENt. tHIS SItUAtION REQUIRES NEw
SOLUtIONS AND A NEw AppROACHt, – d -
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Why service design? 01 /
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d e s i g n
t h e c o n t a c t p o i n
t s W h e r e
c o n s u m e r s m e e t
a s e r v i c e
d e s i g n
a s e r v i c e o n
t h e
B a s i s o F s o c i a l
t r e n d s
r e d e s i g n
t h e u n d
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‘ f R O N t
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
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SERVICE DESIGN IS A SYStEmAtICAND CREAtIVE AppROACH tO
INNOVAtION. VALUE IS CREAtED bYtAkING INtERACtION bEtwEEN
tHE USER AND tHE SERVICEpROVIDER, AND IDENtIfICAtION Of
pRObLEmS AS A StARtING pOINtAND tRANSfORmING tHESE INtO
OppORtUNItIES AND NEw SOLUtIONS
Why service design? 01 /
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SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICEmØDE OpLEVELSE
& EffEkt
fORVENtNING
OpLEVEt kVALItEt
SERVICE-mEEtING
EXpERIENCE
AND EffECtEXpECtAtION
QUALItY EXpERIENCED
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b e d e e r m i n e d .
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a n y d i f f e r e n c e b e w e e n
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
Up tO NOw, fEw bUSINESSES HAVEREGARDED tHE SERVICE INDUStRY AS
AN AREA Of INNOVAtION. HOwEVER, ASCOmpANIES wAkEN Up tO tHE mASSIVEpOtENtIAL It OffERS, OVER tHE COmING
YEARS DEmAND fOR SERVICE DESIGNCOmpEtENCES wILL bE HUGE
who designs a service? s -
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Why service design? 01 /
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In 2007, Ale changed is nae ro Ale Co-uer Inc, o Ale Inc. this as in recogniion ohe ac he coany’s develoen oenial no
longer lies in isolaed roducs, u in roduc-service syses.
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
INtER-
NAtIONALCASES
02/
keep the change, national Bank oF america
itunes store, apple inc.
cluB china, klm
greenWheels, holland
Future currents, British design council
amBient experience radiology suite / kitten scanner, philips
20
21
22
23
24
25
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Service design can resul in new and in-
novaive roducs, ne usiness areas and
greaer cusoer loyaly.
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700,000 w .
case
kEEp tHE CHANGENAtIONAL bANk Of AmERICA2006
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In 2007, Ale changed is nae ro A-
le Couer Inc, o Ale Inc. this as in
recogniion o he ac he coany’s devel-
oen oenial no longer lies in isolaed
roducs, u in roduc-service syses.
p a’ f
t s. W b f , a
b b
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w f w b f . o b , , ts n f m hn 80% f nln
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case ItUNES StORE
AppLE INC.2003
international cases 02 /
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F: c Fi 2006, d , klm, w , cb c, w
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w - w w . t
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. t, b 3,000 b klm w
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the we 2.0 henoenon as oularised
long ago. Neverheless, any coanies
sill haven‘ oen u o he oenial in
associaing social neoring services ih
heir core roducs.
case
CLUb CHINAkLm2006
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we are surrounded by syses and roducs
ha don’ uncion oially, u ha e
have goen used o neverheless. Service
design can be used o exaine and challenge
our aerns o ehaviour – no necessarily
o creae roducs or services, u o
creae ne ays o using he.
case fUtURE CURRENtSbRItISH DESIGN COUNCIL2006
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a . e f
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Exerience design is oen associaed wih osiive siuaions
lie culural and ouris exeriences. However, i is also aou
iniising he iac o negaive exeriences, or insance, i
e ecoe ill.
case
AmbIENt EXpERIENCERADIOLOGY SUItE/kIttEN SCANNER
pHILIpS2005
international cases 02 /
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I is abou ore han sily iniizing queues andconveying he righ inoraion. modern ciizenservices are ased on he ciien’s lie siuaion
and counicae he ih he a eye level -oh online and in hysical saces.
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
caseAARHUSCItIzEN
SERVICES 03/introduction
research
analysis
developing the idea and concept
co-serving
result
29
33
35
37
39
41
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case: aarhus citizen services
INtRODUCtION
wha characerises an oial ciizen service? And ho is i creaed?Aarhus municialiy cae o 1508 ih an ineresing challenge: Design
a ne ciien service conce ha oh ees he ciiens’ deandsih regard o eace o ind and eciency and oivaes he ohel heselves via he unicialiy’s sel-service soluions.
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.
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b , f
f f
n hng f fm hng
b, f
.
Success crieria t bj f j w
’ f b -
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customer: aarhus municipality year: 2006 case: aarhus citizen services 03/
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
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case: Århus Borgerservice 03/customer: aarhus municipality year: 2006
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63
the rojec ea visied a nuer o ciien service cenres aroundDenar and conduced inervies and ade oservaions, all o
hich ere docuened in he or o hoos, seches, noes andvideo. boh ciiens and eloyees ariciaed.
the ojecive as o gain an insigh ino ho oher unicialiiesaciliae ineracion ih he ciien. Susequenly, eloyees andciiens in Aarhus municialiy ecae involved in he or o in-ervies and orshos ih a vie o oaining a icure o hacharacerises heir everyday siuaion and heir exeriences, needsand asiraions ih regard o roviding and receiving ciizen servicesresecively.
case: aarhus citizen services
RESEARCH
customer: aarhus municipality year: 2006 case: aarhus citizen services 03/
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”wHERE DO I GO?”
”wHAt If I NEED tO SEE AbOUt mORE tHAN ONE tHING?”
”SHOULD OtHERS bE AbLE tO fOLLOw mY pRIVAtE LIfE?”
t b w ’
s b b ff bw
t f f
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65
case: aarhus citizen services
ANALYSIS
the hole service as aed ou aing he user as a saring oin.this aing-ou clearly illusraed a nuer o roles ha ere
secically cenred on he eeing beeen he acual ciizen serviceand he eloyees’ oring day. the various yes o ciien eregroued according o heir needs, siuaion and oivaion and ereransored ino ‘ersonas’. the roles and ersonas oined heay orard o ooruniies or iroving ciien services.
case: aarhus citizen services 03/customer: aarhus municipality year: 2006
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Develoen o oh he visual design and he hysical layou asdone in close cooeraion ih ciiens and eloyees. personas,
associaion cards and role laying ere all used as a eans o de-veloing he layou and service conces.
case: aarhus citizen services
DEVELOpING tHEIDEA AND CONCEpt
case: aarhus citizen services 03/customer: aarhus municipality year: 2006
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69
the idea o ‘co-service’ is cenral o he uliae conce o ciienservices. Co-service is a hase eween service and sel-service
ha ees he ciizen’s needs or gradually eing ale o serveheselves.
case: aarhus citizen services
CO-SERVICE
case: aarhus citizen services 03/
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customer: aarhus municipality year: 2006
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71
A survey carried ou y Einion in Aril 2007 shos ha 91% oAarhus municialiy ciiens overall are eiher saised or very sa-
ised ih heir visi o o he Ciien Services cenre – and ha heusers’ saisacion ih he service rovided y is ersonnel os95%. the gures exceeded he execaions ha ere envisagedhen he rojec as in develoen. then, one o he arges asha, ihin he rs year o oeraion, 70% o ciiens should ndhe Ciien Service cenres easy o use and eel ha hey ere o-ered a decen service.
case: aarhus citizen services
RESULt
case: aarhus citizen services 03/customer: aarhus municipality year: 2006
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“USING SERVI
ENAbLES YOUEXACtLY wHYOUR CUStOmIf YOU wANtmONEY, YOUwHAt YOUR CNEED.”
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E DESIGN
tO UNCOVERt NEEDSRS HAVE.O mAkEUSt pROVIDEStOmERS
03 /
pIA bECH mAtHIESENdesign manager at dsB
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A ‘the Good kindergaren’ i is no jus abou loo-ing aer children and develoing heir social sills.I is also aou considering he needs o arens
ih regard o eace o ind, ersonalisaion andariciaion
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03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75
casetHE GOODkINDER-
GARtEN04/introduction
research
analysis
developing the idea and concept
result
ready start smart
pulse
47
51
53
55
57
58
59
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05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77
case: the good kindergarten
INtRODUCtIONwha aes a good indergaren? Counless rojecs have shonhe iorance o good hysical raeors, eaching racices anda healhy oring cliae in creaing a good indergaren. bu ehave vieed indergarens as a service or arens. So e did.
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case : the good kindergarten 04/customer: danish enterpriseand construction authority
year: 2006
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0
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07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79
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case : the good kindergarten 04/year: 2006customer: danish enterpriseand construction authority
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03 0
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the rojec ea carried ou eld or a he Jorden Rund (Round heEarh) indergaren and ih our ailies ih children. the ocuso he as as geared oards he arens and herey he ‘ronsage’ exerience o he indergaren service. Hoever, a he saeie, i as also ioran o gain an insigh ino he ‘acsage’rocesses and he insiuions’ ersecive on eing ale o design aservice ha is relevan o all layers involved.
case: the good kindergarten
RESEARCH
09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 8
case : the good kindergarten 04/year: 2006customer: danish enterpriseand construction authority
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03 05 0
f r o n s a g e
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tHE CHILD’S DAY IS ‘INVISIbLE’tO tHE pARENtS
OVERLOAD At twO CENtRALpOINtS Of CONtACt: DROp-OffAND COLLECtION
DIffERENt ‘CULtURES’ (pAR-ENtS, kINDERGARtEN, tEm-pORARY StAff, OtHER StAff)CREAtE CONfLICtS
pARENtS DO NOt HAVE A CLEARpICtURE Of tHE SERVICE tHEYARE bUYING
tHE kINDERGARtEN IS NOtGEARED tO bEING A SERVICE
fOR pARENtS
LACk Of A DYNAmIC CHANNELOf COmmUNICAtION bEtwEENtHE pARENtS AND tHE kINDER-GARtEN
StAff (AND pARENtS) EXpERI-
ENCE CHRONIC StAff SHORt-AGES ON tHE GROUNDS OfSICkNESS
tEACHERS mUSt COmpLY wItH
A mULtItUDE Of EXtERNALDEmANDS AND pOLICIES
pRACtICAL wORk AND AD HOCpLANNING ACHIEVES tAkES UpA LOt Of tImE
It’S UNCLEAR wHO IS mAkINGtHE DECISIONS fOR tHE kIN-
DERGARtEN – tHE pARENtS ORtHE mANAGEmENt?
mANAGEmENt COmmUNICAtEIN A CLOSED wAY
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11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83
case: the good kindergarten
ANALYSISAnalysis o he daa gahered consised o a aing-ou o heservice rocess and idenicaion o ‘gas’ beeen execaions andexeriences o he service and idenicaion o he various layers’needs and oivaions. finally, he analysis resuled in idenicaiono 12 ey roble areas. Each roble area highlighed oenials andooruniies or rehining and iroving he service exerience.
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13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85
the rojec ea ocused on develoing ne suleenary serviceeleens ha were no resource-inensive u on he oher handwere easy o ileen. taing he roles wih he greaesoenial or realisaion as a saring oin, a nuer o ideas and,susequenly, o conces ere develoed in close dialogue iharens and oher arners involved in he rojec.
case: the good kindergarten
DEVELOpING tHEIDEA AND CONCEpt
case : the good kindergarten 04/year: 2006customer: danish enterpriseand construction authority
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the rojec resuled in o service conces ha inroduce a nuero ne oins o conac eeen arens and he indergaren. Oneo he conces ocuses on he basic needs o he arens or olloinghe child’s exeriences during he course o he day, hile he secondis aou aing sure ne arens are adequaely reared eoreheir child sars a indergaren. the overarching ojecive o ohconces is o increase he level o qualiy o he indergaren as aelare service exerienced y he arens.
case: the good kindergarten
RESULt
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CONtRACt Bf , w f b . t f , fw b bf . i f w w b. t bjf b b lwh, n whh n b fl mmn wh ngff. F , f w b bf . a b f ’ f w .
pICtURE bOOk pn wh bk h ll hm b
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mEmENtOS t b f ’ w, . t, f f ’ .
pERSONALISAtION t b . F , ,
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when he child is enrolled, he arens receive a uli-uncionalsuicase conaining inoraion on everyday lie and rules a heindergaren. the suicase syolises he journey ha he child andhis/her arens are earing on, and is conens give he arenssoe insigh ino culural rules and codes ha ay iniially e invis-ile u could give rise o isundersanding urher don he line.
concept 1
READY StARtSmARt
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DIGItAL LOGbOOk a b b f nfmn n h y v h mbl hn h nn bf hy ll
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tEXt NOtIfICAtIONS a -b f f ff . t b n hmlv mnlly h hy knw n vn wh h
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concept 2
pULSE is a conce ha gives arens a coleely ne ooruniyo ollo everyday lie a he indergaren. the conce consiss oa nuer o individual counicaion ools ha each, in heir onay, inor he arens aou he social and racical aciviies haae lace a he indergaren during he course o he day.
pULSE
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case : the good kindergarten 04/year: 2006customer: danish enterpriseand construction authority
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Service design requires ehods oher han hoseha characerise radiional design ass. I requiresehods ha involve he users, he roviders and
oher arners. I also requires ehods or a-ing-ou oral and exerienced service rocessesand o siulae he inended service exerience.
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mEtHODS
05/
introduction
ethnographic methods
design game
service Blueprinting
service Quality model
idea development game
mapping our ideas
experience prototyping
video prototyping
63
65
67
69
71
73
75
77
79
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A service aes lace over ie and consiss o a large nuer orelaionshis beeen various layers, eleens and oins o conac.thereore, i is rs and oreos essenial o have ools or a-
ing-ou he hole service rocess. maing-ou he rocess exosesgas eeen he oral, or execed service, and he exeriencedservice and hels o ideniy oenials or he ne soluion.
You can’ acually ae a service ino your hands and eel i, lieyou can ih a roduc. thereore, i is crucial ha you have oolsor siulaing he uliae resul – naely, he execed serviceexerience. I is all aou aing he inangile service as angileas ossile. I is also ioran o use ehods syseaically o
develo and rioriise ideas and conces, since he colexiy andvolue o layers involved is yically high.
Since service design is all aou aing ha oivaes and aessense o he various co-creaors o a service as he oin o dearure,ehods, such as ehnograhic eldor and design gaes - hiche also use in oher yes o design ass – are asoluely cenralo he rocess. All ehods involve users, roessionals, cusoersand oher arners and are used in dieren hases o he design
rocess – oen ore han once.
methods
INtRODUCtION
methods 05/
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S a y i n g
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C r e a i n g
W e c n s c i u s l y p
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Design gaes are a generic er or a srucured ay o organisingand involving aricians in a design develoen rocess. Designgaes can ae dieren ors – everyhing ro oard gaes o
role-laying. they can e layed a dieren oins o a design de-veloen rocess ih dieren objecives. for exale, he designgae can e used or acing ou a rojec rocess ihin a rojecea – or or qualiying and rioriising roles wih users andoher arners.
methods
DESIGN GAmE
methods 05/
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15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87
Service luerining is a ehod e use o rea don he servicerocess chronologically ino sequences. parly, e a ou he oralrocess – i.e. he eleens, sequences and conac oins ha ae
u he service ro he ersecive o he rovider (‘ac sage’).And arly, e a ou he journey uon hich he user ears,as i acually unolds and is exerienced y he (‘ron sage’). theobjecive is o ideniy gas beeen he service ha is execed andhe service as i is exerienced and, hrough his, localise he greaesdeveloen oenials.
methods
SERVICEbLUEpRINtING
methods 05/
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03 05 07 09 1 t k b w x
i d e n i e s h e
p s h e x i s b e w e e n h e q u l i y p
r v i d e d n d h e q u l i y e x p e r i e n c e d .
t h e
w b v z
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.
c l
l b b q f .
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15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87
the service-qualiy odel is a ehod o aing-ou he gas iden-ied – he relaionshi eeen execed and exerienced service– in relaion o he various layers ho are involved in he creaion
and recei o a service. In oher ords, he odel localises he in-novaion oenials saially and can also e used o rioriise andevaluae ideas.
methods
SERVICE-QUALItY mODEL
methods 05/
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methods
IDEA DEVELOpmENtGAmE
methods 05/
the idea develoen gae is a ehod o generaing ideas on heasis o idenied roles. the aricians in he rojec earainsor alernaely on he asis o he various eleens such
as ords, ojecs, icures, individuals and eelings. the idea is osyseaically lin ailiar and unailiar caegories ha don’norally ‘go ogeher’. this linage encourages surrising ideas,creaive houghs and oea noions – on he asis o an inoredand insired oundaion.
by virue o he coon develoen rocess, i is ensured ha allersecives, discilines, ineress and coeences conriue ocreaion o he service ideas. this hels anchor he idea and leads o
innovaive and relevan soluions.
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15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87
we use dieren ehods or caegorising, evaluaing and rioriisingideas in relaion o idenied roles and araeers. the ara-eers are relevance crieria such as nancial, social and environenal
resuls, he rojecs success crieria and goals, ileenabiliy, levelo innovaion ec. the ojecive is o ensure syseaic and sraegicdeveloen o an idea ha ill resul in relevan and susainaleconces.
I is roducive o carry ou evaluaions and rioriisaion severalies during he rocess – oh ih users and oher layers. thishels ensure ha he rojec develos in he righ direcion and ahe righ ace.
methods
mAppING-OUtOf IDEAS
methods 05/
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03 05 07 09 1 t
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15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87
we use dieren ehods o siulae he inended service exeri-ence. One o he ehods is role-laying. we creae he raeoror one or ore scenarios, and ogeher ih he users e lay ou
he rocess and siuaions, ih or ihou ojecs. the role-layingcan e done a he locaion here he user ill coe ace o aceih he service or in anoher hysical 1:1 environen.
Exerience-rooying can also e carried ou via a narraive orvisualisaion, hich enales aricians o iagine, exerience andes one or ore eleens in a service. the ojecive o exerience-rooying is o exlore he qualiaive eleens ha ae u heservice exerience.
methods
EXpERIENCE-pROtOtYpING
methods 05/
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the service rocess is convered ino a scri and recorded on video.Acors and eleens in he l can e realisic and consis o realeole, surroundings and ojecs – or i can e aniaed, using dolls
or insance.
the service exerience is conveyed using his ehod as a coheren‘as-i’ exerience and is hereore exreely eecive, as a ehod odeveloing high-qualiy service exeriences, in ers o relevance ousers and as a ay o conveying he soluion o exernal and inernalaricians and arners.
methods
VIDEO-pROtOtYpING
methods 05/
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1508 hels coanies creae he services o oor-ro. Services ha creae resuls on he nancial,social and environenal oo line and ensure
greaer cusoer loyaly.
03 05 07 09 1
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AppROACH
06/
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Ieraive rocess th h l
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A successul service design rocess aes as is saring oin heusers’ everyday siuaion and execaions. I is ioran o designsoluions ha enrich and oivae all aries involved - hose receiv-ing he service and hose roviding i.
03 05 07 09 1
SOLUtIONtASk
1 .
R E
S E A R
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2 . A N
A L Y S
I S
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I D E
A A N D
C O N C E p t 4 .
p R O
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I N G
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approach 06/
”DESIGNERS wILL HAVE tOCHANGE tHEIR AttItUDE.
tHEY NEED tO DESIGN wItH ANDNOt fOR pEOpLE.”
roBert young, proFessor, centre For design research, northumBria university
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mulidiscilinary, holisic aroach th
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