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VISUAL TOOLS FOR DESIGN
www.servicedesigntools.org
by roberta tassi
research



           thesis   web resource


01         02       03             04
ISSUE



WHY TALKING ABOUT
VISUALIZATION?
ISSUE



01
product
ISSUE



01
product
service
ISSUE



01
product
service
experience
ISSUE



01
product
service
experience
             interaction
ISSUE



01
product
service
experience
             interaction
             system
ISSUE



01
product
service
experience
             interaction
             system
             process
             ...
ISSUE



01

THE GROWING COMPLEXITY DESIGNERS DEAL WITH
ENHANCES THE NEED OF MAKING EVIDENT INTANGIBLE
ELEMENTS. HOW TO REPRESENT SOMETHING THAT IS
MAINLY IMMATERIAL, DYNAMIC, HETEROGENEOUS,... ?
ISSUE



02
designer
ISSUE



02
designer




stakeholder
ISSUE



02            expert
designer




stakeholder
ISSUE



02            expert
designer
                   employer




stakeholder
ISSUE



02            expert
designer
                   employer




stakeholder
                user
ISSUE



02

TALKING TO A MAINLY UNDIFFERENTIATED GROUP OF
INTERLOCUTORS REQUIRES A DEEP UNDERSTANDING OF
THE EXISTING VISUALIZATION TOOLS, OF THE OPPORTU-
NITIES GIVEN BY REPRESENTATION AND OF THE DIFFER-
ENCE BETWEEN POSSIBLE VISUAL LANGUAGES
RESEARCH



WHICH ARE THE
EXISTING VISUAL
TOOLS?
RESEARCH



       01INTERVIEWS
ezio manzini (MILAN / POLITECNICO DI MILANO)
elena pacenti (MILAN / DOMUS ACADEMY)
nicola morelli (AALBORG / AALBORG UNIVERSITY)
sean miller (LONDON / LIVEWORK)
toke barter (LONDON / RADARSTATION)
stefan moritz (LONDON / AEGIS MEDIA)
RESEARCH



      01
                                   ezio manzini
AT THE BEGINNING, WHERE SERVICE DESIGN DISCIPLINE
WAS BORN, THERE WASN’T ANY CODIFIED TOOL.
EVERYONE USED TO CREATE SPECIFIC MODELS FOR THE
REPRESENTATION OF THE PROJECT TIME TO TIME.
BUT NOW SOME TOOLS HAVE REALLY BECOME STAN-
DARDS FOR THE COMMUNICATION OF THE PROJECT
(THINK AT THE STORYBOARD AND BLUEPRINT).
RESEARCH



      01
                                 elena pacenti
IT’S VERY IMPORTANT TO DISTINGUISH AMONG THE
VISUALIZATION AS NOTATIONAL TECHNIQUES AIMED AT
THE REPRESENTATION OF THE IDEA AND OF THE SYSTEM
AND THE VISUALIZATION AS THE COMMUNICATION OF
THE SERVICE THROUGH ITS EVIDENCES AND ITS
INTERFACE.
RESEARCH



      01
                                nicola morelli
THE THOUGHT THAT THE DESIGNER COULD EASILY ADAPT
THE EXISTING REPRESENTATION TECHNIQUES TO THE
NEW CONTENTS IS WRONG.
SERVICE DESIGN REQUIRES THE CONSTITUTION AND
SEDIMENTATION OF A SET OF TOOLS THAT ARE REALLY
ABLE TO SUPPORT THE GENERATION OF INNOVATIVE
SOLUTIONS AND THEIR COMMUNICATION.
RESEARCH




           TOOLBOX
RESEARCH



     02COLLECTING
FROM DIFFERENT FIELDS
design
HCI
business
social sciences
...
RESEARCH



               02
                                                                                        tool
                                                        tool            tool            OFFERING        tool          tool
                                                        MIND MAP        ACTORS MAP      MAP             SYSTEM MAP    CONCEPT MAP




                                                                        tool            tool            tool          tool
                                                        tool            TOUCHPOINTS     CUSTOMER        INTERACTION   PROCESS
                                                        BLUEPRINT       MATRIX          JOURNEY MAP     TABLE         MAP




                            tool                                                                       tool           tool
                            CHARACTER     tool          tool            tool           tool            STORY          MOTIVATION
                            PROFILES      PERSONAS      TEMPLATES       ROLE SCRIPT    SPECIFICATION   TELLING        MATRIX




                            tool          tool                                                         tool           tool
                            AFFINITY      GROUP         methodology     tool           tool            LEGO SERIOUS   DESIGN
                            DIAGRAM       SKETCHING     INFORMANCE      ISSUE CARDS    ROLE PLAY       PLAY™          GAMES




                                          tool          tool                                                          tool
                            tool          TOMORROW      CONTEXT         tool           tool            tool           SERVICE
                            MOODBOARD     HEADLINES     PANORAMA        POSTER         STORYBOARD      USE CASES      IMAGE




tool          tool                      methodology   methodology     methodology     tool                            methodology
ROUGH         EXPERIENCE   tool         COGNITIVE     CONSTRUCTIVE    HEURISTIC       SERVICE          tool           WIZARD
PROTOTYPING   PROTOTYPE    MOCK UP      WALKTHROUGH   INTERACTION     EVALUATION      PROTOTYPE        EVIDENCING     OF OZ
TAXONOMIES



WHAT AFFECTS THE
VISUALIZATION?
TAXONOMIES



             WHEN?
DESIGN ACTIVITIES
co-designing
envisioning
testing&prototyping
implementing
...
TAXONOMIES




ISSUE CARDS, BOVISA CO-HOUSING PROJECT / DIS, POLITECNICO DI MILANO
http://www.dis.polimi.it/english/
TAXONOMIES




SERVICE EVIDENCES, HEALTH CONNECT / ENGINE
http://www.enginegroup.co.uk
TAXONOMIES



             WHO?
RECIPIENTS
experts
stakeholders
employers
users
...
TAXONOMIES




NET-MAPS / EVA SHIFFER
http://netmap.wordpress.com/
TAXONOMIES




SERVICE ECOLOGY, FIAT MULTI+ ACTORS / LIVEWORK
http://www.livework.co.uk
TAXONOMIES



           WHAT?
CONTENTS
context
system
interaction
offering
...
TAXONOMIES




LEGO SERIOUS PLAY, REAL TIME WEB / Trivioquadrivio
http://www.triq.it/lspunit/file/01.htm
TAXONOMIES




SERVICE BLUEPRINT, PRESBY NEURO CLINIC / Carnagie Mellon University
http://kipworks.com/upmc_holisticbook.pdf
TAXONOMIES



             HOW?
KINDS OF REPRESENTATION
graphs
narratives
models
games
texts
...
TAXONOMIES




SYSTEM MAP, PORTA D’ACCESSO A ROMA ARCHEOLOGICA / DARC
http://darc.domusacademy.com
TAXONOMIES




CONCEPT IMAGE, PHONE BATTLE / V-TAIL WORKSHOP
http://projects.domusacademy.net/v-tail/
TOOLBOX




www.servicedesigntools.org
TOOLBOX




ADDRESSED TO
researchers
designers
professionists (other)
...
TOOLBOX




FEEDBACKS
quoted in design and business blogs
and websites
700 bookmarks on de.li.ci.ous
...
thanks

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