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.
- This. (the huddle)
- Me. (a person)
- Service Design things.
I want a huddle to be…
What I hope it’s not…
And that it’s more like this…
My presentation is about my job title as a Service Designer…
Some people call themselves design thinkers, design strategists or new service marketers
I think I’m probably more of these things…
Learner. Thinker. Dreamer. Doer. Strategist. Designer. Explorer. Creative. Tea-drinker. Human.
(I also used to be part-robot)
Mostly I like finding patterns and connecting things.
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.
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)
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:
- Meeting service organisations’ need (competitive)
- Meeting customers’ expectations (choice/quality)
- Making use of the technologies’ revolution
- Answering environmental, social and economic challenges to sustainability
- Fostering innovative social models and behaviours
- Sharing knowledge & learning (Sylvain Cottong, 2009)
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.
And finally here’s a really good analogy a friend described it as…
And so… I believe that ultimately when you design a new service, product or experience, you are fundamentally designing its business.
Does that make sense? Any feedback welcome…