Choosenick. Notes and observations on service design, as well as other interesting things/thinking. By Nick Marsh.



Archive of March 2008



Idris Mootee on Service vs Experience Design

Idris Mootee has written a slightly rambling post over at his blog on the difference between service design and experience design. He comes to the standard Eversonian conclusion that you can't design experiences - you have them, and you remember them, but you can 'orchestrate' or 'choreograph' (or design!) service encounters, and he makes a nice connection to film making:

"Film director Howard Hawks once said that to make a great movie all you need are three great scenes and no bad scenes. Ok three great scenes, look at your company experience and see if you can identify three great ones."

An interesting idea - I like the simplicity of the method. He then goes on to explore the three idea further, urging us to think about the classic beginning, middle, end view of a service experience:

"This corresponds to what James Heskett calls “service bookends” in his book on Service Breakthroughs: The stage for the service experience is set in the first few minutes of the situation. Once the tone has been established, it is difficult to change a customer’s impression of what follows. Last impressions count too. That last few minutes of a service experience may cement the final impression of the event, which influences a customer’s willingness to make a repeat purchase or provide positive “word-of-mouth” selling to a potential customers. These first and last parts of the service encounter are the “service bookends.”

This is something I first read about in The Paradox of Choice. I like the idea of a simple service design rule of three - three great touchpoints at the three key moments in the service journey will create lots of happy customers!
March 30th, 2008 / Tags: servicedesign / Trackback / Comments


Process magic and design

Matt Jones makes a profound point about process in a long interview:

"You can pretend you have a process and sometimes process is the magic, the invocation you need to get those points to appear."

He then points to Bruce Mau's manifesto, where Bruce says:

"Process is more important than outcome. When the outcome drives the process we will only ever go to where we've already been. If process drives outcome we may not know where we’re going, but we will know we want to be there."

This has helped me articulate something that's been brainworming away in my head for a while: Design processes are liberating because they build in time for serendipity and inspiration (which are inconveniently the two bits of design genie that refuse to be bottled in a project proposal), and they explicitly assume something new and better will emerge.

I've often felt that over processifying design can suffocate creativity, but used correctly (as Matt suggests, with a knowing nod to the magic bits), process can give us a profound confidence in the unknown. Which leads us to new places. Places we don't know, but where we know we want to be.

I'll leave you with this (digitally moth eaten) lovely diagram of a design process from the seemingly moth balled Central Office for Design via the equally moth balled RED unit:



March 27th, 2008 / Tags: designthinking / Trackback / Comments


One line service design

Mark asks for a one liner on service design - I'll eschew the poetry and go for something drier that covers more bases...

"Good service design is the process of deliberately crafting our experience and delivery of services, to make them more valuable for the people that use and provide them." 

Hopefully that covers most of the use cases, public and private services, system centred work and product centred work - although when hit with the classic 'so what do you do?' I do tend to go for examples rather than definitions!

March 27th, 2008 / Tags: servicedesign / Trackback / Comments

cloakscan.jpg High Tech Coat Check - Interesting service design from the ever inspiring Spingwise:

"Who hasn’t checked their coat at a restaurant or other venue and worried about losing the claim ticket? London-based Idscan aims to put those worries to rest with a biometric cloakroom system that it claims is a world's first.

Cloakscan records a customer’s thumbprint via a small scanner, while a digital camera records the transaction. When customers return and touch the thumb-scanner once more, their pictures show up on a monitor, allowing the cloakroom attendant to verify their identity and quickly see where their valuables have been stored. Idscan explains that Cloakscan eases stress among customers and staff alike. Customers needn’t fear that a dropped claim ticket will be found and redeemed by someone else, while staff can use Cloakscan’s touchscreen monitor to log checked items faster and more accurately. Cloakscan even prints out reports if valuables do become lost, to aid in police or insurance investigations."

March 27th, 2008 / Tags: servicedesign, justinteresting, product / Trackback / Comments

Mobile Service Design Workshop

Interesting upcoming workshop on mobile service design for the 2012 olympics.

"The workshop will investigate the possibilities for service design and creation around mobile platforms, through the presentation of exemplary work in these areas, and will explore how mobile services might enhance the experience of the 2012 Games. Participants will work together to conceive and present potential new services, combining disciplinary skills and design visualisation. These concepts will be visually documented and described, and subsequently published as a booklet to inform and inspire people working in the mobile industry, involved in the the 2012 Games, and otherwise shaping communication futures."

Unfortunately I missed the registration - The attendee list reads like a who's who list of interesting designers in London...
March 26th, 2008 / Tags: event, servicedesign / Trackback / Comments

Publication Review: Concept Design

I've written a short review of 'Concept Design, How to solve complex challenges of our time’ by Jørgen Rosted, Tobias Lau, Casper Høgenhaven, Pernille Johansen. Some Key observations:

  • Demand side pressure will increase
  • Supply side pressure is the bottleneck
  • Differentiate the offer between concept design (doing projects) and innovation process design (building client capacity to do projects themselves)
  • New entrants create new competition
  • Integrate and specialise to succeed


Download the report for yourself here (17MB). Along with posting the review, I've also begun to update the writing section of the site. I'll keep you posted when there's more to check out.

March 25th, 2008 / Tags: servicedesign, desigthinking, publication / Trackback / Comments


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