Learning to visualize – say it in 3 frames!
In my first bar camp session, Mauro Rego from Service Design Berlin promised us the attendees to learn how to visualize and do a canvas tool on anything. First assignment for us was to illustrate in 5 frames how to do a toast (=toasted bread). After the individual assignment, we as a team would have to agree which 5 drawings out of 25 in sequence represented the action best. Then we had to reduce the frames in 3 still keeping the message clear! It is astonishing how well illustrated pictures can speak so much. The next assignment was way more difficult – with the same process we would illustrate as a team how to help a group of people to plan their shared holiday trip. Here the different perceptions of the assignment would step in and we got a bit stuck. But in the end we managed to produce the following holiday planning canvas/tool which is cool! The benefit of these kind of tools is enabling communication.
Introduction to a customer journey documentation tool
The second and last barcamp session was lead by Marc Stickdorn (author of This is design thinking
) and Klaus Schwarzenberger. They introduced a tool for making contextual interviews on existing services. The tool is called Experience Fellow
and the person making the journey and reporting on it can download it free from application stores for IOS and Android. We experimented on the app and Marc showed us what kind of analysis can be drawn from the data entries. It seemed handy and was priced reasonably for research use.Marc recommended to use diverse data types (qualitative, quantitative), to use diverse researchers and diverse methods when aiming at deep insights on customers. Triangulate – triangulate – triangulate!A bold plan of improving the health of african women
The last key note speech of SXC15 was held by Melanie Wendland, who works for M4ID and teaches also a course in Laurea on SD in digital context. M4ID is involved in an impressive project to improve women’s health in Sub-Saharan Africa with the means of service design methods. They engaged diverse stakeholders of up to 500 persons to the user research, including african health care providers and women themselves to define how to improve services. Codesign was also used. The result was a customer journey of a safe delivery of a baby, one significant outcome of the project being the involvement of men into the journey as fathers or partners.
Ending panel – takeaways
The short panel in the end encouraged the designers to continue enabling transformation and to dure the struggles of the journey. Adapting slowly by making it work first in teams, then progressing into organization. What happened in Paris during the conference prompted one panelist to point out that development is cyclical in reality – sometimes it goes backwards but then at some point turns again to positive.Last takeaways in a nutshell…
Designer in the enterprise world by SAP
Marion and Heike from SAP shared their experiences with us on implementing SD in the corporation world. Being a service designer in an enterprise requires expertise in a multitude of areas and teamwork with internal stakeholders that have divergent motivations. In large projects it is crucial to have moments of synchronization to stay aligned. Service designer has to learn to sell the approach, learn the language of business and teams and adapt the vocabulary of “what is design” to get the message through. It is useful to know how to measure impacts, to use the power of data and metrics to convince others. Peers should be made to experience the process, but not by pushing by force.
They introduced an interesting illustration on different work styles and productiveness vs. time, see below. The value of service designer’s work is constituted in the late phases of the project whereas regarding engineering skills the case is the opposite. They also pointed out that the development team members tend to develop empathy for the team whereas it is in the service designer’s role to develop the empathy for the end customer.
My second bar camp was held by Katrin Mathis, who is currently graduating from Laurea. Katrin has developed a new tool called Data Canvas to help out to consider the role of data when developing services and to understand quickly what data exists for the client organization.
The dimensions used in the canvas are whether the data is internal or external and whether the frequency of update is low or high. Internal data has a higher usage potential as it is under full control. With external data there is the risk of discontinuance and lack of uniqueness if competitors can access the same data.
The canvas can be worked on for example from angles such as what data has the highest potential, who benefits, how to tune the business model to take into account existing data. The business canvas elements can help in structuring the data canvas. The process requires engaging diverse experts. The additional variables are the trustworthiness of data source (expressed with red-orange-green colors of post-it notes) and the structure level of data (expressed with forms square-triangle-round of post-it notes). More on Katrin’s work on her pages.
(SXC15 continues in further blog posts.)
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