Letting everyone you work with know what you do

Aimee Tasker
Dec 8, 2015 · 4 min read

A journey of gifs explaining the role of a service designer?

We’ve started a new initiative at work to spend more time with each other sharing knowledge and exploring beyond our day to day projects — it’s called the Huddle. We had 6 minutes to share something with the rest of the team before Lucy hijacked the meeting to present some super interesting research on Mintel’s 2016 trends.

As we’ve had a couple of new people join us recently at Common Good I thought it might be a good idea to explain what it is I actually do! This may seem silly but I always find this trickier than it might sound because I do a lot of intangible things; as well as a few tangible ones. One of the key thoughts recently has been to productise the services I do so I thought I’d start the process by sharing a quick deck on my expectations of the huddle, a bit about me, and a few descriptions of Service Design.

  1. This. (the huddle)
  2. Me. (a person)
  3. Service Design things.
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I want a huddle to be…

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What I hope it’s not…

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And that it’s more like this…

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Collaborative

My presentation is about my job title as a Service Designer…

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I hear this alot

Some people call themselves design thinkers, design strategists or new service marketers

I think I’m probably more of these things…

(I also used to be part-robot)

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My brain

Mostly I like finding patterns and connecting things.

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And I believe we can do this through re-designing, co-designing and reimagining things better using methods of Service Design, Experience Design and Business Design.

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So to define designing, I really like this quote:

“Frankly, one of the greatest strengths of design is that we have not settled on a single definition. Fields in which definition is now a settled matter tend to be lethargic, dying, or dead fields where inquiry no longer provides challenges to what is accepted as truth.” (Richard Buchanan, 2001)

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Which makes people feel like this

But it doesn’t help much, so in an attempt to define it, there’s this:

Service Design provides a systematic and creative approach to:

  1. Meeting service organisations’ need (competitive)
  2. Meeting customers’ expectations (choice/quality)
  3. Making use of the technologies’ revolution
  4. Answering environmental, social and economic challenges to sustainability
  5. Fostering innovative social models and behaviours
  6. Sharing knowledge & learning (Sylvain Cottong, 2009)
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Huh?

The Service Designer can:

  • visualise, express and choreograph what other people can’t see, envisage solutions that do not yet exist
  • observe and interpret needs and behaviours and transform them into possible service futures
  • express and evaluate, in the language of experiences, the quality of design (Service Design Network, 2005)

Service Design is a holistic approach, which considers in an integrated way, strategic, system, process and touchpoint design decisions (Saco, Goncalves, 2008). It is a human-centred approach that focuses on customer experience and the quality of service encounter as the key value for success.

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And finally here’s a really good analogy a friend described it as…

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And so… I believe that ultimately when you design a new service, product or experience, you are fundamentally designing its business.

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I tried

Does that make sense? Any feedback welcome…

Common Good Design

A strategic design agency working with organisations…

Aimee Tasker

Written by

👀 Explorer 🧩 Designer💡 Coach • https://linktr.ee/aimeetasker

Common Good Design

A strategic design agency working with organisations across research, prototyping, and capability & culture. Find us over at design.lovedby.com

Aimee Tasker

Written by

👀 Explorer 🧩 Designer💡 Coach • https://linktr.ee/aimeetasker

Common Good Design

A strategic design agency working with organisations across research, prototyping, and capability & culture. Find us over at design.lovedby.com

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