1. In your view, how is your research/work related to Service Design?

My interest in service design stems from my industry-funded PhD with Thorn Transit Systems International (now part of Cubic). The doctoral research investigated public transport engineering specification of revenue systems (this involved 4 case study partners including 2 in the UK and 2 in Europe) and the need to incorporate them within a designed service framework. The thesis demonstrated that this would result in more effective public transport systems from an operator perspective and a more seamless journey for the passenger. I was also an active researcher in a European Union Framework IV research project MIMIC (Mobility, Inter-modality and Interchange) looking at the relative and absolute barriers to interchange across seven EU sites.

As Deputy Director of C4D, Centre for Competitive Creative Design, a Cox funded Centre for excellence in interdisciplinary working, between Cranfield University and LCC, I have been able to facilitate and extend the role of service design into areas such the visualisation of complex data for product service systems in the aerospace industry and introduce the value of service design tools in assisting the development of medical technology and devices in creating human-centred service systems within medical engineering research.

2. In your view, what is the most/less interesting aspect of Service Design?

In my opinion the most interesting aspect of service design is its Interdisciplinarity. Services rely on an inter-connectedness of different components many of them intangible or open to unpredictable behaviours, temporary ownership and access, changes in capacity, limited shelf-life and co-production. To address the potential uncertainty of services their design requires the input of social scientists, designers, users, technical and management expertise; this makes them an incredibly exciting area to work in.

The potential of services to be drivers of change is also another valuable contributor of service design. Product service systems have huge potential for reducing consumption, extending end-of-life and upcycling in products. Service design offers opportunities for us not to live our lives on a trajectory of more ‘stuff’ but one that is focused on value being designed through a more sustainable agenda.

Simple and effective service design interventions may also change perceptions of a service. The count down London bus information is a case in point. The information changed passenger perceptions of service reliability, waiting times and increased levels of satisfaction and usage. The reality was that the bus timetables and service had not in-fact changed but the information removed the uncertainty of waiting and not knowing when a bus was due.

3. Can you tell us about a Service Design research project(s) you did or read about?

Through C4D, service design projects have been undertaken between masters students at LCC and medical engineers at Cranfield University. The scenario building and the mapping of the service experience around new technologies have fed into research projects and provided user insights for the development of the technology such as a febrile response indicator. These projects have frequently been used as a springboard to introducing service design to engineering research.

I recently produced a case study on the role of service design for public sector innovation relating to Lewisham Council’s LoveLewisham site. Through this relationship with Lewisham I have been in conversation with a major retailer, the Institute of Materials and UCL’s department of Anthropology looking at the disconnection between materials, artefacts, consumer behaviour and end-of-life product issues relating to waste; to ask ‘what are the opportunities for service design to create more holistic service systems that create and transfer value around the purchasing and disposing of goods’

4. Are there area(s) that you would like to do or see research on?

I’m particularly interested in the role of service design and societal change whether at a local government level or on a personal basis through empowering individuals. There are two areas that are of personal interest: one relates to the above in terms of an interdisciplinary approach to public sector innovation and waste.

The second area of interest is in the development of medical devices and the design of relevant human centred services that are holistically integrated and not bolted on as an after-thought. In the West we are faced with spiralling health costs and an ageing population and the emphasis on stand alone technologies as drivers of medical services needs to give way to a more human-centred approach that designs and delivers services that have the potential to be more effective and less costly.

———————————————————-

Your suggestions for the blog:

Who would you like to invite in this conversation about Service Design Research?

I would like to see the forum opened up to non-designers, people involved in policy and government to debate the barriers to innovation within local government. Local government is risk averse and consequently this hampers innovation.

What is the question do you have about Service Design?

There appears to be a divide between service design and service management. Service management provides robust models for service delivery, whereas I see service design creating a ‘whole’ perspective of service experience and touch points but limited in how services will be delivered and the relationship with revenue yield management. I would like more discussion in this area.

1. In your view, how is your research/work related to Service Design?

In the last few years I’ve been mainly working on methodological aspects of service design.
I think the tools and methods used by designers in product design are not always adequate to design services. Service design includes the definition of some aspects, such as time and interaction, that have not been part of the traditional design domain. For this reason new methods and tools need to be developed.
I’ve been working on tools and methods in three main areas:
1. Tools and methods to analyse users behaviour and contextual conditions;
2. Design tools to design new services, with particular attention to the development of modular and systemic service solutions;
3. Techniques and methods to represent services, especially in regard to those aspects that are not traditionally included in the design activity, such as time and interaction.

I’ve developed some of those tools by adapting them from other disciplines, such as information architecture, interaction design and engineering.

2. In your view, what is the most/less interesting aspect of Service Design?

For many years the attention to services was mainly focused on the development and management phases of services. Because of their lack of material consistency, services had not been considered by designers as part of their competences. Finally, after many years, designers are realising that they have a role in designing services. The most interesting thing, though is to understand which role they can have.
Several designers point at the emotional or aesthetic aspects of service design; in order to support users’ participation services have involved users’ emotions and feelings.
Interaction designers pointed at the front office component of services: the point in which the service production system meets the users.
Engineers, and I’m mainly working with them, are emphasising the need for a systemic view of services. In this case designing services means making sure that the front office part, with the interaction and emotional components they imply, match with an appropriate organisation in the back office. This last area is the one on which I’m investing more time on.

3. Can you tell us about a Service Design research project(s) you did or read about?

In the last few months I read several interesting project on service design, mainly located in UK, where there seems to be a very favourable environment for the development of new knowledge in this area. However I still think that one of the most interesting contributions to service design has been provided by a project that is now a bit dated, the EU-Funded HiCS project. The reason why I see that project as a sort of milestone in service design is that the project was pointing at a second phase of service design. The first phase has been to develop good cases of service design. Those cases were developed as individual cases, they were related to specific contexts and specific users. At this stage service design was quite similar to a sort of craftsmanship, because each solution was individual and each project was very much dependent on the sensitivity of the service designer. The second phase, I think, is in the need to lift services design at the level of an industrial activity. As such, service design should consider how the actors in a service design system could transfer solutions, knowledge, capabilities, products and services across different local contexts and for different individual users. This phase also introduced the concept of Solution Architecture and Modular Platforms, that inspired my recent work.

4. Are there area(s) that you would like to do or see research on?

After the HiCS project, I haven’t seen too much work focusing on this second phase of service design. The industrialisation of services is an important passage to evolve service design from the craftsmanship domain.

The whole area of service design as an experience is also interesting, there are several contributions in this area, but I would like to see more of that.

An interesting research area that is being developed now is the area of representation of services. I proposed this theme long time ago and designers seemed to be not interested in this. The assumption was that traditional product designers are already very good in representing any kind of solution, but in fact services include factors, such as time, experience, interaction, that designers do not know how to represent. Furthermore the need to involve users, any kind of users, even those who are not used to read drawings, calls for a wider investigation on how service design could be represented.
Finally I believe that the area in which service design is having more interesting development is Public Services. Here I would definitely see research on how designers fit in the picture and how can service design contribute to improve the quality of public services and the level of citizens’ participation.

———————————————————-

Your suggestions for the blog:

Who would you like to invite in this conversation about Service Design Research?

In this blog several interesting contributions have been offered by designers, but I would like to involve some politician, too. E.g. some member of the UK parliament that has worked on service design, or some politician that can see the need to properly design services.

What is the question do you have about Service Design?

Is service design boring? I was asked this question when I argued for service design to pay attention not just to the front office/emotional part of the service interaction, but also to the back office/organisational part.

1. In your view, how is your research/work related to Service Design?

The projects I’m currently involved in are revolving around practicing service designers involved in development or innovation projects with service organizations. The overarching interests that direct my work are methods and techniques for design of dynamic design material, user involvement and user-driven methods, conceptions of value-in-use, the expressiveness of design visualizations, investing in design and innovation, and strategic management issues relating to design of services.

2. In your view, what is the most/less interesting aspect of Service Design?

It’s quite a challenge to think of the least interesting aspect of Service Design. I was first thinking of tourism – but it is a large area and sometimes in great need of design. Then I was thinking of the transition from products to services – but functional sales and after-markets are so important concepts for businesses that putting these aside seems impossible.

So, let’s talk about the interesting parts. After doing research in interaction design focused on how interaction design can be integrated into IT-system acquisition processes, the figure of thought brought forward by service design introduced a means for connecting design with business. The way that service design connects with business thinking is attractive.

It is also exciting that the design of services is all about the design of value-in-use. It has been one line of thinking in interaction design, but in service design it becomes an even more absolute perspective.

And then there is all the visuals and models used. Even though there are the ordinary ones, like blueprints or journeys, I’m fascinated by the odd ones, and by the ones that makes you go “yes, I see!”

3. Can you tell us about a Service Design research project(s) you did or read about?

We are running two larger projects at the moment, one with service innovations, and one with service development. In both projects we have set up a co-production team, with designers, service organizations and researchers.

In the ICE project, http://www.ida.liu.se/divisions/hcs/ixs/research/ICE/, we have been working with distributed home-health care and future mobile communication. We have been using theories and methods from Cognitive Systems Engineering to expand and understand how blueprinting and journeys could support innovation in hone health-care situations. We have also explored how expressive design techniques in different media support each other when describing future services.

In the SERV project, http://www.ida.liu.se/divisions/hcs/ixs/research/SERV/, we have been working with more traditional service development projects, developing knowledge about user research techniques, use of ethnographic methods, and constructs that help describe what the design object of service design can be.

4. Are there area(s) that you would like to do or see research on?

Definitely. There is a fantastic opportunity, when the large western economies turn around at the bottom, to gain understanding of how service and design thinking contributes to sustainable growth, or maybe even slow growth. Then, of course, one should look into informal service economies, and the role of design, individualization, innovation, sensemaking, etc.

And last, for now, there is a need for extending our understanding of service phenomena by establishing firm grounding in relevant theoretical concepts and philosophy.

———————————————————-

Your suggestions for the blog:

Who would you like to invite in this conversation about Service Design Research?

I would like to invite Tuuli Mattelmäki, Kirsikka Vaajakallio, Shelley Evenson and Johan Redström

What is the question do you have about Service Design?

How does service design co-evolve with the service sciences?