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Is Service Design one of the Stranger Things?

Federico Francioni
Federico Francioni

My session from the BeMore Festival organized by ADPList, the largest 24 hours super-conference bringing iconic leaders in mentorship, design and product. When #SuperMario meets #ServiceDesign 恌 Main takeaways 1. How is Service Designer evolving 2. Differences vs. Product Design 3. How to become a Service Designer Watch the full session at https://youtu.be/PUc-EfkiJFo

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Is Service Design one of the Stranger Things? Federico Francioni Head of Digital Ecosystem @Meta @fedino82
Ciao! This is Fede Im a designegist. Part designer, part strategist. You can find me online as @fedino82 I dont have a portfolio, I use FedericoFrancioni.com & designERS.show @fedino82 |
Service design is a systemic design approach to align the goal, organizational structure and capabilities of an ecosystem with the needs of its users and service providers, by examining holistically all the touchpoints and 鍖ows.
Is Service Design one of the Stranger Things?
Clear patterns emerge patterns of convergence, and patterns of divergence Since a level of Super Mario Bros is literally an end-to-end, linear, contained experience, you can see easily the whole thing at once Using any single players actions would not be very valuable to design a level around When you are targeting a group that is large, random, and far too complex to look at through the lens of any specific type of individual or touchpoint, what you need is an aggregate consciousness
WHAT ARE THE STAGES OF SERVICE DESIGN?
The front stage is where the action happens and what the audience can see; for us, customers act on the front stage.
The front stage is where the action happens and what the audience can see; for us, customers act on the front stage. The backstage is where all the support processes live that produce the front stage, the lights, the sets, the crew, all of which should be invisible to the customer, but often isnt.
The front stage is where the action happens and what the audience can see; for us, customers act on the front stage. The backstage is where all the support processes live that produce the front stage, the lights, the sets, the crew, all of which should be invisible to the customer, but often isnt. Then there is the behind-the-scenes, where all the intangible things that the organization must do to make both the front and backstage possible. Rules, regulations, policies, budgets; all the things enabling either the front or back stage.
Encompasses all aspects of users interaction. It includes anything the end user comes across for example, an app, kiosk, website, a mail or a customer representative. As such, specific declinations of experience design typically happen when it comes to user actions, but it manifests through product/service throughout every layer. BACK STAGE EXPERIENCE DESIGN We call it the end to end journey, but is something that is a collection of all the journeys that can be taken through it. Holistic is the keyword. SERVICE DESIGN FRONT STAGE BEHIND-THE-SCENES
BACK STAGE FRONT STAGE A B C 3 1 A - Ticketing B - Food and Wayfinder C - Interactive Stage 1 - Sound Check 2 - Make-up and Costumes 3 - Performance 2 3
A B C 3 1 These are EXPERIENCES These are EXPERIENCES 2 Together, their combination builds a SERVICE
THE FRONT STAGE + THE BACKSTAGE & BEHIND-THE-SCENES
What do I really need to master as a Service Designer? DESIGN THINKING SESSIONS ECOSYSTEM MAPS SERVICE BLUEPRINTS STRATEGY & STORYTELLING
A collaborative workshop designed to drive specific outcomes (intangibles) and outputs (tangibles). The main advantage is speed and alignment, these session should drastically reduce the need for additional meetings and facilitate decision making. From concept ideation to requirements gathering, the service designer shapes activities and exercise to achieve the planned goals. Its not about sticky notes and its not for creative-only. Its intentionally designed to be efficient. Theres science and method. DESIGN THINKING SESSION Source: Konrad, UX Collective
A visualization of how a service works both frontstage, backstage and behind-the-scenes. A blueprint displays the entire process of service delivery, by listing all the activities that happen at each stage, performed by the different roles involved. The multi-layer, journey-like framework is not the one youll have to use all the time. Different task and stakeholders require different visualization: think matrix, periodic table, etc. SERVICE BLUEPRINT Source: Nielsen Norman Group
Is Service Design one of the Stranger Things?
Is Service Design one of the Stranger Things?
YOU CAN USE THIS TEMPLATE FOR FREE HERE
The difference between a journey map and a service blueprint (Super Mario analogy) What the 贈@*^ is Service Design? Service Design by Interaction Design Foundation Service Design 101 by Nielsen Norman Group UX vs. Service Design by Nielsen Norman Group Service Blueprints - Communicating the Design of Services by Interaction Design Foundation The difference between a journey map and a service blueprint The difference between current-state and future-state service blueprinting USEFUL RESOURCES
Is Service Design one of the Stranger Things?

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Is Service Design one of the Stranger Things?

  • 1. Is Service Design one of the Stranger Things? Federico Francioni Head of Digital Ecosystem @Meta @fedino82
  • 2. Ciao! This is Fede Im a designegist. Part designer, part strategist. You can find me online as @fedino82 I dont have a portfolio, I use FedericoFrancioni.com & designERS.show @fedino82 |
  • 3. Service design is a systemic design approach to align the goal, organizational structure and capabilities of an ecosystem with the needs of its users and service providers, by examining holistically all the touchpoints and 鍖ows.
  • 5. Clear patterns emerge patterns of convergence, and patterns of divergence Since a level of Super Mario Bros is literally an end-to-end, linear, contained experience, you can see easily the whole thing at once Using any single players actions would not be very valuable to design a level around When you are targeting a group that is large, random, and far too complex to look at through the lens of any specific type of individual or touchpoint, what you need is an aggregate consciousness
  • 6. WHAT ARE THE STAGES OF SERVICE DESIGN?
  • 7. The front stage is where the action happens and what the audience can see; for us, customers act on the front stage.
  • 8. The front stage is where the action happens and what the audience can see; for us, customers act on the front stage. The backstage is where all the support processes live that produce the front stage, the lights, the sets, the crew, all of which should be invisible to the customer, but often isnt.
  • 9. The front stage is where the action happens and what the audience can see; for us, customers act on the front stage. The backstage is where all the support processes live that produce the front stage, the lights, the sets, the crew, all of which should be invisible to the customer, but often isnt. Then there is the behind-the-scenes, where all the intangible things that the organization must do to make both the front and backstage possible. Rules, regulations, policies, budgets; all the things enabling either the front or back stage.
  • 10. Encompasses all aspects of users interaction. It includes anything the end user comes across for example, an app, kiosk, website, a mail or a customer representative. As such, specific declinations of experience design typically happen when it comes to user actions, but it manifests through product/service throughout every layer. BACK STAGE EXPERIENCE DESIGN We call it the end to end journey, but is something that is a collection of all the journeys that can be taken through it. Holistic is the keyword. SERVICE DESIGN FRONT STAGE BEHIND-THE-SCENES
  • 11. BACK STAGE FRONT STAGE A B C 3 1 A - Ticketing B - Food and Wayfinder C - Interactive Stage 1 - Sound Check 2 - Make-up and Costumes 3 - Performance 2 3
  • 12. A B C 3 1 These are EXPERIENCES These are EXPERIENCES 2 Together, their combination builds a SERVICE
  • 13. THE FRONT STAGE + THE BACKSTAGE & BEHIND-THE-SCENES
  • 14. What do I really need to master as a Service Designer? DESIGN THINKING SESSIONS ECOSYSTEM MAPS SERVICE BLUEPRINTS STRATEGY & STORYTELLING
  • 15. A collaborative workshop designed to drive specific outcomes (intangibles) and outputs (tangibles). The main advantage is speed and alignment, these session should drastically reduce the need for additional meetings and facilitate decision making. From concept ideation to requirements gathering, the service designer shapes activities and exercise to achieve the planned goals. Its not about sticky notes and its not for creative-only. Its intentionally designed to be efficient. Theres science and method. DESIGN THINKING SESSION Source: Konrad, UX Collective
  • 16. A visualization of how a service works both frontstage, backstage and behind-the-scenes. A blueprint displays the entire process of service delivery, by listing all the activities that happen at each stage, performed by the different roles involved. The multi-layer, journey-like framework is not the one youll have to use all the time. Different task and stakeholders require different visualization: think matrix, periodic table, etc. SERVICE BLUEPRINT Source: Nielsen Norman Group
  • 19. YOU CAN USE THIS TEMPLATE FOR FREE HERE
  • 20. The difference between a journey map and a service blueprint (Super Mario analogy) What the 贈@*^ is Service Design? Service Design by Interaction Design Foundation Service Design 101 by Nielsen Norman Group UX vs. Service Design by Nielsen Norman Group Service Blueprints - Communicating the Design of Services by Interaction Design Foundation The difference between a journey map and a service blueprint The difference between current-state and future-state service blueprinting USEFUL RESOURCES