Unboring Service Design with Craft & Creativity
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This document discusses ways to make service design more engaging through creativity. It recommends three principles: 1) Make it human by designing technology that approaches people empathetically rather than mechanically. 2) Make it a story by framing necessary tasks as narratives that people want to engage with. 3) Make it count by tracking user activities and gamifying life experiences. The document provides examples for how these principles could be applied, such as creating character-based stories to motivate tooth brushing or designing mobile apps that turn daily tasks into games.
Unboring Service Design with Craft & Creativity
- 1. Unboring service design with craft & creativity 24/02/2015
- 2. Hi! Daniël Sytsma Partner & Creative Director Achtung! & Kraftwerk
- 3. Today 3 ways to unbore service design.
- 5. 2Make it a story
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- 15. Creative agency Design agency
- 16. Stories Services
- 20. UX designers Illustrators Film directors Developers Researchers Scientists Creatives Producers Designers 3D artists Sound designers Model builders Photographers Set builders Technologists Marketeers Editors Writers Car mechanics Hardware engineers Graffiti artists Stylists Art directors Actors Puppeteers Backend developers
- 21. What is service design?
- 22. “Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user.This cross- disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.” Mark Stickdorn
- 23. “Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, & healthcare. Service design as a practice generally results in the design of systems and processes aimed at providing a holistic service to the user.This cross- disciplinary practice combines numerous skills in design, management and process engineering. Services have existed and have been organised in various forms since time immemorial. However, consciously designed services that incorporate new business models are empathetic to user needs and attempt to create new socio-economic value in society. Service design is essential in an knowledge driven economy.” Mark Stickdorn
- 24. When you have two coffee shops next to each other that sell the same product at the same price, service design is the reason why you walk into one and not the other. Marc Fonteijn
- 26. From car business to mobility service
- 27. The average car is used for only an hour a day.
- 28. Service design can increase that efficiency.
- 29. Uber wants to be a cheaper alternative to owning a car.
- 31. Tesla just entered the energy market with a special battery for your house.
- 32. Medical Retail Banking Delivery MediaFood Mobility Energy Education Fashion
- 33. “WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME THINKING WE USED WHEN WE CREATED THEM.”
- 35. 3 key principles Make it human Make it a story Make it count
- 36. 1Make it human
- 38. “You don’t want a machine that’s always telling you the answer. You want one that approaches you like, ‘Let’s solve this together’”. Spike Jonze, about ‘Her’
- 39. Make technology more human.
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- 45. Find true human relevance Don’t talk like a machine Be thoughtful in every little detail 1. Make it human
- 46. 2Make it a story
- 47. Turning something you have to do, into something you want to do.
- 52. 24 days = routine
- 60. PETE THE PIRATE AND HIS ONE WOODEN TOOTH RAMONE THE RUSTY RAPPER AND HIS RUSTY GRILL SHAWN THE TOOTHLESS SHARK AND HIS GUMMY SMILE TAYLOR THE TOOTHLESS TOOTH FAIRY ROSIE THE RABBIT AND HER YELLOW BUCK TEETH VICKY THE ONE FANG VAMPIRE
- 71. 3Make it count
- 72. With mobile technology, life becomes a game platform
- 76. Conclusion Make it human Make it a story Make it count