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The visual analysis of 10 popular/ successful Design Toolkits. 4 Graduate Service Design Students from SCAD (Lauren Peters, Lindsay Vetel, Louis Finklestein, and Richard Ekelman) explore the contextual value of these Design Toolkits and Whom they are created for. ..................... Contextualizing, analyzing, and quantifying each toolkit, gave us a new and deeper understanding of each. Which also posed the question, are designers too intimidated to write for other designers? Or were these toolkits written in order to expand the notion of design thinking to users who wouldn’t normally employ these philosophies and to bring a deeper understanding to outliers?
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Toolkit AnalysisSERV 753 / Assignment One
Rich EkelmanLou FinkLauren PetersLindsay Vetell
Blue Ocean Strategy
Human Centered Design
Gamestorming
Design For Intent
101 Design Methods
Business Model Generation
This Is Service Design Thinking
Design For Growth
ServiceDesignTools.Org
Double Diamond
Review and analyze ten toolkits fordesign thinkers & service designers:
Toolkits:
Initial GroupDiscussion
• Who uses these toolkits?
• What are the factors of a successful toolkit?
• What was the author’s intended use for each?
BO HCD GS DI DM BMG SDT DG TSD DD
Toolkit Bi-Polar Opposites
Intended Use Toolkit Outcome
SimpleConvergent
ComplexDivergent
Creating Collecting
Linear Thinking Lateral Thinking
Novice User Expert User
Passive Active
Optimization Transformation
Innovation Incremental change
Business Context Community Context
Segmentation Grid v.1
How does each tool influence the entirety of its Toolkit?Rating System 0-3 / 0 - No influence, 1 - Minimal Influence, 2 - Medium Influence, 3 - High Influence
BO HCD GS DI DM BMG SDT DG TSD DD
Spider Diagrams v.1
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Creative Consultancies
BusinessCorps
GovernmentAgencies
LaymenResearchers
Non-Pro�tOrganization
Who is the toolkit’s intended audience?
BO HCD GS DI DM BMG SDT DG TSD DD
2x2 Matrices
What to expect beforehand: What to expect while using:
BO HCD GS DI DM BMG SDT DG TSD DD
Spider Diagrams v.2
Creativeagency client
Business Creativeagency client
Business
Projecttools
tools
toolsResearch
Mapping
DGHCD
DIBMG
DM
SDT
TSD
GSDD
BO
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Segmentation Grid v.2
Toolkits Contain 12 Types of Tools
Observational Research
GenerativeResearch
AttitudinalResearch
Storytelling Vizualization& Mapping
Reframing Metric & Evaluation
Team Building& ProjectManagement
Future Envisioning/Trend
Synthesis/Convergence
Implementation
98 Total Tools101 design methods
Gamestorming
DoubleDiamond
This is Service
Design
BusinessModel
Generation
Design ForIntent
HumanCentered
Design
Service Design
Tools
BlueOcean
DesignFor Growth
7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12%
Prototyping& Testing
44 Total Tools
2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9%
56 Total Tools
7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36%
23 Total Tools
13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9%
34 Total Tools
21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0%
16 Total Tools
6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0%
102 Total Tools
25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0%
88 Total Tools
0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8%
54 Total Tools
5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24%
15 Total Tools0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%
Toolkits contained 12 columns of categorized tools.
ToolkitPros & Cons
ConsPros
Human Centered Design
Good tools for building empathy, context and understanding.
Easy to understand visualization tools.
Focused implementing a design.
Lacks project management tools
Does not offer a means of measuring trends that could effect their design in the future.
Lacks the ability to be generative in it's research.
ConsPros
Design For Intent
Vast amounts of conditional test methods.
Accounts for ways to discreetly test which factors make the greatest impact in a user's experience.
Lacks a larger structure from which to build off of observations & conditional tests.
Many tools are too open to interpretation.
ConsPros
Service Design Tools.Org
Many accessible ways to tell visual stories.
Great visualization tools for all levels of design.
Offers many tools for Hi to Lo-Fi Prototyping.
No overarching structure.
Lacks the ability to manage a process.
Does not offer metrics for evaluation.
ConsPros
Blue Ocean Strategy
Excellent for discovering new business opportunities and reframing existing businesses, products, and processes.
Good project management tools.
Does not offer a means to prototype and test concepts.
Lacks a means to implement a radical new innovation.
ConsPros
Design For Growth
Builds understanding and context that informs the design process.
Provides many ways to to visualize iterative concepts.
Provides Project Management tools.
Lacks a means of recognizing and analyzing trends.
Is a very linear process that requires step by step developments.
ConsPros
101 Design Methods
Provides easy to understand tools for visualization and mapping process and insights.
Offers many tools for synthesizing solutions via analyzing research insights.
Lacks a method for transformative reframing.
Offers a great deal of tools, but does not suggest an overarching system in which to use them.
ConsPros
Gamestorming
Strong methods for teambuilding
Offers many tools that allow a business audience to work differently as a creative team.
Lacks contextual research tools.
Prototyping and testing methods are minimal.
ConsPros
Double Diamond
Strong project management abilities.
Creates very defined stages with ability to remove the "Fuzzy" front end of design.
Accessible.
Lacks the ability to account for trends.
Does not demonstrate a means for implementation or storytelling.
ConsPros
TISDT
Offers a wide array of tools.
Great as a reference book.
Provides many techniques for observational research.
Does not offer an over arching methodology.
Lacks metrics for process evaluation.
Does not criticize or praise any tools offered.
ConsPros
Business Model Generation
Very adaptive toolkit that offers many ways to innovate from trends, generative research, and reframing a problem.
Able to breakdown a very complex organization.
Completely lacks a metric for concept evaluation.
Reflection
• By trial and error, we were able to determine the best methods of analyzing the toolkits.
• Understanding the toolkit in context changed the meaning and values of each.
• Surprisingly, several toolkits were not created for a designer audience.
• We are now able to view each toolkit objectively and realize the macro to micro uses.
Thank YouSERV 753 / Assignment One
Rich EkelmanLou FinkLauren PetersLindsay Vetell
Service Design Toolkits | Poster Breakdown
BLUEOCEAN
IDEOHCD
GAMESTORMING
DESIGN FOR INTENT
101 DESIGNMETHODS
BUSINESSMODELGENERATION
SERVICEDESIGNTOOLS
DESIGN FORGROWTH
THIS ISSERVICEDESIGNTHINKING
DOUBLEDIAMOND
Toolkits Contain 12 Types of Tools
Observational Research
GenerativeResearch
AttitudinalResearch
Storytelling Vizualization& Mapping
Reframing Metric & Evaluation
Team Building& ProjectManagement
Future Envisioning/Trend
Synthesis/Convergence
Implementation
98 Total Tools101 design methods
Gamestorming
DoubleDiamond
This is Service
Design
BusinessModel
Generation
Design ForIntent
HumanCentered
Design
Service Design
Tools
BlueOcean
DesignFor Growth
7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12%
Prototyping& Testing
44 Total Tools
2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9%
56 Total Tools
7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36%
23 Total Tools
13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9%
34 Total Tools
21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0%
16 Total Tools
6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0%
102 Total Tools
25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0%
88 Total Tools
0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8%
54 Total Tools
5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24%
15 Total Tools0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%
Toolkits Contain 12 Types of Tools
Observational Research
GenerativeResearch
AttitudinalResearch
Storytelling Vizualization& Mapping
Reframing Metric & Evaluation
Team Building& ProjectManagement
Future Envisioning/Trend
Synthesis/Convergence
Implementation
98 Total Tools101 design methods
Gamestorming
DoubleDiamond
This is Service
Design
BusinessModel
Generation
Design ForIntent
HumanCentered
Design
Service Design
Tools
BlueOcean
DesignFor Growth
7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12%
Prototyping& Testing
44 Total Tools
2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9%
56 Total Tools
7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36%
23 Total Tools
13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9%
34 Total Tools
21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0%
16 Total Tools
6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0%
102 Total Tools
25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0%
88 Total Tools
0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8%
54 Total Tools
5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24%
15 Total Tools0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%
Toolkits Contain 12 Types of Tools
Observational Research
GenerativeResearch
AttitudinalResearch
Storytelling Vizualization& Mapping
Reframing Metric & Evaluation
Team Building& ProjectManagement
Future Envisioning/Trend
Synthesis/Convergence
Implementation
98 Total Tools101 design methods
Gamestorming
DoubleDiamond
This is Service
Design
BusinessModel
Generation
Design ForIntent
HumanCentered
Design
Service Design
Tools
BlueOcean
DesignFor Growth
7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12%
Prototyping& Testing
44 Total Tools
2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9%
56 Total Tools
7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36%
23 Total Tools
13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9%
34 Total Tools
21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0%
16 Total Tools
6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0%
102 Total Tools
25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0%
88 Total Tools
0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8%
54 Total Tools
5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24%
15 Total Tools0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%
BLUEOCEAN
IDEOHCD
GAMESTORMING
DESIGN FOR INTENT
101 DESIGNMETHODS
BUSINESSMODELGENERATION
SERVICEDESIGNTOOLS
DESIGN FORGROWTH
THIS ISSERVICEDESIGNTHINKING
DOUBLEDIAMOND
BLUEOCEAN
IDEOHCD
GAMESTORMING
DESIGN FOR INTENT
101 DESIGNMETHODS
BUSINESSMODELGENERATION
SERVICEDESIGNTOOLS
DESIGN FORGROWTH
THIS ISSERVICEDESIGNTHINKING
DOUBLEDIAMOND
BLUEOCEAN
IDEOHCD
GAMESTORMING
DESIGN FOR INTENT
101 DESIGNMETHODS
BUSINESSMODELGENERATION
SERVICEDESIGNTOOLS
DESIGN FORGROWTH
THIS ISSERVICEDESIGNTHINKING
DOUBLEDIAMOND
Projecttools
toolstoolsResearchMapping
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Creativeagency client
Business Creativeagency client
Business
Che
ers!
BLUEOCEAN
IDEOHCD
GAMESTORMING
DESIGN FOR INTENT
101 DESIGNMETHODS
BUSINESSMODELGENERATION
SERVICEDESIGNTOOLS
DESIGN FORGROWTH
THIS ISSERVICEDESIGNTHINKING
DOUBLEDIAMOND
Service Design Toolkitsserv753
Introduction | Analyzing the Toolkits
Despite many of our initial attempts at evaluating the ten toolkits, we actually learned more in our journey than would have been possible had we just quantitatively analyzed them from the get-go.
Our first attempt at a segmentation grid proved to be a good fundamen-tal overview in which we examined macro-principles and process.
Delving deeper into each toolkit, we were able to uncover the true nature of each; the author’s intended audience, application, and process and set our own biases aside. We summarized each, pulling out guid-ing principles, vernacular, and specific tools in order to drill down the true nature of each kit. These summaries served as the backbone of the rest of our exploration.
When first tasked with analyzing these ten toolkits, it became apparent that each of us carried our own assumptions and biases based on previous experiences with each tool.
Shortly thereafter, we found ourselves in a semantic debate.
On top of identifying our own biases based on previous experiences with the toolkits, we also learned that un-derstanding the toolkit in context drastically changed the meaning and values of each.
For instance, none of us were previously aware that Gamestorming was intended for business people, de-spite it explicitly stating so in the introduction. Upon objectively quantifying the tools, we noted that a large portion of Gamestorming tools were based on team building and project management!
While designers and students use many of these tools, the intended audience seems to tip more towards the business professional or layman.
The verbiage and hand-holding through most of the tools make it easy to understand creative process, and even implement into the readers given context, each suggesting that techniques and tools be applied on a per-situation-basis.
Despite the intentions of the authors, these toolkits are still widely utilized by users outside of the intended audience. Because of this, we categorized their actual users into two different types: creatives and clients. Within those brack-ets, we broke them down further into different knowledge levels, from a novice to expert, in order to demonstrate how each toolkit may be better suited for each individual user.
An easy way to determine what something is, is to first determine what it isn’t;
After a lengthy discussion on our initial perceptions of each toolkit, we whiteboarded imperative characteristics of a successful framework.
We then turned the ten most defining components into bipolar opposite continuums in order to plot and compare each toolkit as a whole.
As we plotted, parallels and insights started to reveal themselves to us.
These 2x2 matrices can help participants decide which toolkits are more appropriate for their needs, environment, and level ofexperience within their field.
The first illustrates the user’s learning-curve combined with the tool’s tendency to require a team member to facilitate the steps in an activity.
The second represents what participants can expect while using the different toolkits by mapping the level of engagement and flexibility of each tool.
After contextualizing, analyzing, and quantifying each toolkit, gave us a new and deeper understanding of each.
Which also posed the question, are designers too intimidated to write for other designers?
Or were these toolkits written in order to expand the notion of design thinking to users who wouldn’t normally employ these philosophies and to bring a deeper understanding to outliers?
Toolkit Continuums
Toolkit 2x2’s
Spider Diagrams
ToolkitConclusions
After skimming the surface of each toolkit, we further defined each segment down to the specific tool and even the language the author used; finding that sometimes the author was saying the same thing as another source, but had adopted their own jargon.
We also used a ranking systemfor each tool in order to es-tablish relevance and influence. This complex segmenta-tion grid while thorough, did not allow us to garner many insights, due to its fragmented nature.
Toolkits Contain 12 Types of Tools
Observational Research
GenerativeResearch
AttitudinalResearch
Storytelling Vizualization& Mapping
Reframing Metric & Evaluation
Team Building& ProjectManagement
Future Envisioning/Trend
Synthesis/Convergence
Implementation
98 Total Tools101 design methods
Gamestorming
DoubleDiamond
This is Service
Design
BusinessModel
Generation
Design ForIntent
HumanCentered
Design
Service Design
Tools
BlueOcean
DesignFor Growth
7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12%
Prototyping& Testing
44 Total Tools
2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9%
56 Total Tools
7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36%
23 Total Tools
13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9%
34 Total Tools
21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0%
16 Total Tools
6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0%
102 Total Tools
25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0%
88 Total Tools
0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8%
54 Total Tools
5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24%
15 Total Tools0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%
Projecttools
toolstoolsResearchMapping
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Creativeagency client
Business
Strategist
ProjectManager
DesignLead
Analyst
Operations Manager
ProjectManager
Creativeagency client
Business
The extreme nature of this tool proved to be too qualitative, and consequently too biased to discriminate any concrete differences amongst the toolkits. Although the tools out-come was unsuccessful, it allowed us to learn from our mistakes and value the quantita-tive and unbiased nature of our segmentation grid analysis.
Additionally, it spurred much necessary discussion about the deeper meaning of each toolkit, and their role in design thinking.
SegmentationGrid
It did however serve as a stepping stone to our most suc-cessful analysis!
After discovering the overlapping tools, we began to cat-egorize each and every tool based on its inherent values, which turned into our existing twelve categories. This allowed us to pinpoint each toolkits objective nature by noting the percentage of each category in a given toolkit.