Last night I attended a panel at AIGA on “The Rise of Service Design”. It was a packed room, reflecting the general interest in this topic.
The session was moderated by Josh Levine (Great Monday)
The panelists were:
- Chris McCarthy (Kaiser)
- Hugh Dubberly (Dubberly Design)
- Jamin Hegeman (Adaptive Path)
The key bits were:
· Service Design seems to be a name for Experience Design over a coordinated set of touchpoints (rather than just a single task) and across an ecosystem of people and objects. For example:
o Hotels & Restaurants
o Nursing Shift Changes (passing off patient care data) at hospitals
· The tools of product design are insufficient for service design. Service design needs to have workflow models and diagrams to make the intangible tangible.
o Our journey map is another example of a service design tool
o Service Blueprint – a tangible artifact for discussion and referral
o Ethnography, Co-design
· A few interesting points about Services:
o Value is derived at the point of consumption.
o The customer helps to create the experience. You aren’t designing the experience, just the scaffold for the experience.
o The focus is on the relationship between things (including people), not necessarily the things themselves (transitions more than destinations)
o The room had the overwhelming feeling that in the future, the winners will be the ones who took service design seriously