'서비스디자인'에 해당되는 글 2건

  1. 2010.10.06 Community in, commodity out
  2. 2010.04.19 A Brief Guide to Service Design (UX Brighton)
영국 가디언지에 나온 서비스디자인에 대한 기사입니다.
원문 http://www.guardian.co.uk/service-design/new-information-era 

Businesses and public services alike face huge change in the new information era. They need to shift their emphasis back – to what people really want

Illustration: James Taylor/Debut Art, images: Alamy

And now, the shipping forecast …" Despite a worldwide financial crisis that hit the shipping industry particularly hard, last year the shipping arm of Sweden's Meteorological and Hydrological Institute (SMHI) saw its income suddenly leap by 20%, a sum which will probably rise to 45% by the end of 2010.

It is a complex story, involving a Swedish government innovation grant, a young designer named Andrea de Angelis, and something quite new – service design.

The pundits argue that we are not just living through a time of great change but moving into an entirely new economic era. Whereas an industrial economy focuses on physical things, such as a car or a lightbulb, we are about to enter the age of the information economy – a post-industrial economy based no longer solely on manufacturing but more on knowledge, service and information industries. Businesses can best exploit this new economy by developing new services and expanding brand loyalty still further than today. The conceptual challenges are complex and include the integration of the physical and the virtual worlds, as well as a desire to live more sustainably.

It is partly the expansion of the internet that has prompted this explosion in service innovation. On the net it is easy to compare services and products and to voice dissatisfaction. Companies have been pressured to shift focus. Rapid erosion of technical advantage in a fierce global marketplace has also had its effect: expensive new technologies and fancy new consumer products will still be dreamed up, but with emphasis on pleasing customers and stamping their loyalty to a brand for life. People are becoming far less interested in "stuff" alone – products or commodities – and far more interested in an all-embracing experience as they interact with a product or service. Owning an iPhone, for instance, is just the beginning: it's what you can do with it – the "apps" – that matter.

David Kester, chief executive of the Design Council, chooses Apple to illustrate the point. "Why Apple? Because a company like that epitomises great innovation. And yet they are not a company of inventors. They were the first company to take a user interface or a mouse to market, but they didn't invent those things – Xerox did. Technology is just ideas. Design is about taking those ideas and making them work for people. Apple placed design right at the heart of the business — and then reinvented the music industry. They may be about to do the same with books, and the iPad. With Apple, the product becomes emblematic of a system and a service."

While product design exists in the realm of tangible objects, service design deals with the intangible and the conceptual: advice, music and maps at our fingertips. And, increasingly, designers are being asked to identify service improvement in the public sector. An important factor here is the way that, at its best, the design process involves taking a problem apart, as if it has never been looked at before. London Transport's Oyster card, although first developed to fight fraud, has become a much more convenient and speedy way to travel. The NHS's innovation unit has used service design to improve surgical processes as well as ward operations. Innovation can happen anywhere, in any public or business sphere, from improving post-diagnostic services for people with multiple sclerosis to better community strategies for the police.

User engagement

"Service design involves a high level of user engagement, which is what we need," says Matthew Taylor, chief executive of the Royal Society for the Encouragement of Arts, Manufactures and Commerce. "I like the idea of bringing those design principles to public services. Good design process brings in a good understanding of the context: financial constraints, processes and how human beings behave."

Extraordinary examples of service design are cropping up everywhere. And not just in the UK. In the Netherlands, service design agency DesignThinkers was commissioned by the Dutch government to work on a national branding programme. In Korea, US design group Continuum finds that its Seoul office has one in 10 projects geared to service design, particularly in retail.

So where did the story start? The answer lies with consumers. Youngmihn Kim, cofounder of Continuum Korea, says: "The choice, cost — are already met. People demand more."

Fast food company Mcdonald's is just one example of a company under intense and often hostile scrutiny that has had to use the close customer understanding and fast prototyping typical of service design to transform itself. It has really embraced the practice, explains senior vice-president of brand strategy at McDonald's Europe Pierre Woreczeck, because it had to. "In France, in particular, we faced strong debate around globalisation. The decision was to work very hard to improve integration."

Similarly Virgin Atlantic faces huge competitive consumer pressures in its industry. The company's head of design, Joe Ferry, says: "This is just the tip of the iceberg in terms of service design's potential. It's like design generally: 10 or 20 years ago it was seen as an add-on. And now look at companies like Apple and Dyson: their entire company is built on the ethos of good design. I think that will happen with service design."

So, what of the shipping forecast? While mariners struggled even to navigate before the invention of the astrolabe, today they have access to extraordinary levels of information. After Andrea de Angelis introduced the idea of service design to SMHI, he developed an integrated web service which allows ship owners to keep track of an entire fleet, in real time. They can also keep watch on their ships' speed and environmental performance compared to their last voyage. The system helps choose the safest route to take, depending on the specific ship, the value of its cargo, and the weather conditions. Now, that's service for you. basic needs of consumers — speed, convenience.


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Slideshare에 Paul Thurston과 Nick Marsh라는 영국의 UX디자이너가 작성한
서비스 디자인에 대한 간략한 소개 pt가 있어 소개합니다.


Service Design Doing과 Service Design Thinking간의 관계에 대해
설명해 주는 부분이 있어 간단히 옮겨 보았습니다.

Service Design Doing이란 새로운 서비스, 경험, 터치포인트를 디자인하는 것입니다.

1. 수많은 터치포인트를 디자인하는 것
(터치포인트와 블루프린트는 서비스디자인에 있어 가장 중요한 요소입니다)

2. 사용자 환경을 디자인하는 것

3. 디자인프로세스를 사용하는 것

4. 비전을 창조하는 것

Service Design Thinking이란 조직적 전략으로서 디자인적 접근법과 방법론을 사용하는 것입니다.

1. 사람들이 디자이너처럼 생각하는 것을 돕는 것

2. 사람들이 사용자에게 집중하도록 돕는 것

3. 사람들이 디자인방법론을 사요아도록 돕는 것

4. 사람들이 자신들의 생각을 시각화하는 것을 돕는 것

Ideo의 CEO인 Tim Brown의 디자인에 집중하라 Change by Design 에서 밝혔듯이
비디자인조직에서 디자인전략을 실행하고자 할때 가장 중요한 것이
바로 이 Service Design Thinking입니다. 

마지막으로 이들이 제시한 서비스디자인에 대한 6가지 팁을 정리해 보았습니다.

1. 확실한 하나의 케이스 스터디를 할 것

2. 사용자경험에 대해 이야기하는 서비스디자인 프로젝트를 획득할 수 없다

3. 넓은 범위의 사용자 리서치 프로젝트를 납득시킴으로서 시작할 것

4. 올바른 사람들에게 설득하고 있다는 것을 확실히 할 것

5. 당신이 전략을 디자인하고 워크샵을 열며, 비지니스 모델 등에 대해 생각하는 것에 대해
좋아하고 있다는 것을 확실히 할 것

6. 당신에게 중요한 것을 위해 일하고, 왜 당신이 그것을 하고 있는지에 대해 위대한 스토리를 가질 것

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