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



Archive of May 2010


Research in practice: Bringing behavioural change from lab to studio

I recently published an article with Dan Lockton in the fourth edition of Touchpoint, the Service Design Network Journal. This issue is focused on the relationship between service design and behaviour change. Unfortunately, they don't publish the articles online, so I can't link to any others, but here's our conversation about using Dan's 'design with intent' behaviour change lenses in service design consultancy.

Nick: Hi Dan, thanks for agreeing to take part in this conversation. Maybe we should start with you outlining a bit about your research interests? Two interlinked questions then - Firstly, what do you mean by 'design with intent', and secondly why you think this is a valuable approach to interrogating and describing the way that 'designers' (which of course includes lots of ‘silent designers’ that never went to art school) act on the world?

Dan: Thanks Nick. I use 'Design with Intent' to mean design that's intended to influence or result in certain user behaviour. It's an attempt to describe a class of systems and touchpoints across lots of disciplines - services, products, interfaces, even built environments - that have been designed with the express intent to influence how people use them. Everything we design inevitably changes people's behaviour, but as designers we don't always consciously consider the power this gives us to help people, and, sometimes, to manipulate them.

It's this reflective approach that I think can be valuable as part of the design process: being aware that we're designing not just experiences, but actually designing behaviour at one level or another. Whether we mean to do it or not, it's going to happen, so we might as well get good at it.

Nick: It’s certainly an ambitious thesis! Of course pattern libraries are common in lots of different design disciplines – examples include things like grid systems for graphic designers or ergonomics manuals. However, the thing that gets me excited about your work, and what makes it so relevant to the design of services and systems made of many different touchpoints is its magnificent scope. I love that you are trying to create a universal taxonomy for describing all aspects of how designers try to shape and change user behaviour. At this point I think it would be good to introduce the 'lenses' that you've created that help us to navigate the vast terrain of this field. Could you briefly outline these lenses, with a quick example for each?

Dan: Many people have thought about influencing behaviour in different domains: this isn't a new field by any means, but the terminology and principles haven't often been presented in a form useful to designers. The lenses are a way of explaining some of these design patterns via different 'worldviews' so they can be applied as inspiration for concept generation, and as a way of challenging/extending preconceived ideas clients might have about how to influence users.

They've evolved based on designers' feedback through running workshop sessions; the latest set of eight are shown in the table. In total there's about 100 patterns spread among these eight lenses. The whole lot's available at www.designwithintent.co.uk as a card deck and a wiki, along with some other ways of classifying and thinking about the patterns.

Now it seems as though service design, by its very multidisciplinary, people-focused nature, has a great opportunity to lead this emerging field of design for behaviour change. As someone with significant experience here, Nick, how do you see this sort of thinking manifest itself - do you see any of these patterns being used intentionally in designing services? Does the drive come from clients or designers themselves? What kinds of behaviour are you trying to influence - and have you got any thoughts on what works and what doesn't?

Nick: Well, the first thing I think I should say is that the degree to which service design exploits the kinds of techniques described in your lenses depends to an extent on what you consider service design to be. Crudely speaking, I’ve been involved in two different types of service design that operate at different levels of influence over the behaviour of people engaged in the design programme, and I see application and implications in both of them.

The first type of service design, which is the closest to most other design disciplines and is essentially an aesthetic challenge, is the design of connected user experiences of different touchpoints. For more spatial/interior design projects I’ve been involved with in airports I’ve used the Architectural and Perceptual techniques to enforce compliance with queuing and engage passengers in processes by lowering visual clutter. For more digitally focused designs I’ve used Ludic and Interaction techniques to engage users in otherwise boring tasks like filling out forms by making them game like and providing rich feedback and so forth.

The second type of service design, which is a conceptual step onwards from the first, as it's primarily an organisational challenge, is using design-led methods and techniques to develop strategies for service organisations, and to teach other people how to use design to improve how their organisations work and the quality of the services they deliver.

I think at this level, the lenses are a great tool for opening up the conversation with clients and co-designers about how users are treated by the organisation. Are they inputs into a system, or are they people? Do we think of them as stupid, or smart? Do we use Security or Machiavellian techniques to force customers and citizens to do stuff, or is it better to use Ludic and Cognitive approaches that play to people’s enthusiasms and sense of fun?

When you start applying these questions to social challenges, which is where a lot of service design practice in the UK is focused, you start to get some really big ideas! Have you thought about how to focus the toolkit on design-led social programmes?

Dan: Many social challenges for design do involve behaviour change – I suppose it's a concept that is more naturally familiar to people trained in social science than (most) designers are, and the idea of influencing public behaviour, albeit mainly through laws and taxes, is well-known to the policy makers who fund many projects. It's important that designers are able to contribute to these initiatives with confidence that what we do is respected and understood by those who make the decisions.

That may mean that academic research on behaviour change, how to do it, what works and what doesn't, when, why, etc, needs to be made more easily available to designers. Academia itself can be seen as a service to society, and as such its interactions with the public would often benefit from being 'designed' with as much thought as goes into service design practice: when should it be responsive, doing research the public wants, and when should it attempt to lead and guide governmental decisions and public debate?

In many ways academic design research is of limited use without connection to what designers actually do, so my aim has always been to produce something that's useful to designers, and I hope that—together with others doing research in this area—we can help service design tackle the social challenges of behaviour change with valuable ideas, insights and evidence.

Nick: I agree, although I think it is also up to designers to take the initiative and reach out to the academy. There’s a huge amount of inspiration to be found there, and lots of opportunity for collaboration. I suppose that the important thing is to build the conversation and look beyond your current frames of reference - and I’ve certainly enjoyed doing that here!
May 17th, 2010 / Tags: servicedesign, behaviourchange, article, touchpoint / Trackback / Comments

Service Design Thinks 2 - Videos and reflections on service design at scale

On the 29th of November 2009 a bunch of interesting people got together in the lovely Sense Loft to listen to talks and start conversations around the topic of Service Design at Scale.

We had three really different presentations from really different types of service designers. As with other events we had a mix of design-led people (in this case Julia) and some service designers who don't really identify their work with design practice (Steven and James).

We started with a bit of an intro around why we'd chosen the 'scale' theme. You can click through the slideshow below:



Following on from this, Steven Baker got up to tell us about his experiences of designing the wildly successful M-Pesa mobile banking service for Vodafone/Safaricom whilst working at Sagentia. It's a fascinating tale with some great insights into designing services with mass appeal.

The main message is around simplicity, and I love the elegance of the design, in particular the approach to customer acquisition - if someone sends you M-Pesa (mobile money) and you are not a member, in order to get the cash you need to go to an M-Pesa vendor with your mobile and your national ID card, which are the two things you need to sign up. Ace.



Following on from this, Julia Schaeper took the stand to tell us about her experiences as an Associate at the NHS Institute for Innovation and Improvement. The NHS is a huge organisation (the 3rd largest employer in the world), and Julia is one of just a handful of people within it who is pushing design-led approaches to innovation.

In this presentation she shares her tips for amplifying the service design message and building support across different teams and practices through the design of processes, products and programmes:



Finally, James Gardner, previously head of Innovation at Lloyds Banking Group and now Chief Technology Officer at the Department for Work and Pensions gave us a presentation on his experience of creating an internal 'innovation market'.

The basic idea behind the market was to connect ideas for service innovation from the 'front line' of Lloyd's huge organisation to capital and capacity at the centre. In this presentation James shares some of the successes and failures of the market's design and operation:



All in all, a great evening with lots of inspiring stories. My thanks to all the speakers and to everyone who came along! If all this sounds like your sort of thing, please join our mailing list, and come along to the next service design drinks and have a chat!
May 1st, 2010 / Tags: servicedesign, designthinking, event / Trackback / Comments