SERVICE DESIGN FOR BETTER FUTURES
Imagining services for the cities and the citizens of tomorrow
How can service design can contribute to creating a better society?
What are the main drivers that can guide future service solutions?
What are the challenges that service designer can face to shape the services of tomorrow?
Our daily life is conditioned by social, environmental, and cultural changes that have a significant impact on our choices, on our consumption behaviors, on the context in which we live.
Accepting the definition of Herbert Simon that design is the transformation of existing conditions into favorite ones, how do we imagine the future for cities, companies, organizations, professions, as well as for governments?
As a designer and service designer, we strive not only to improve the world, but also to work to create a better society.
What does it mean to live in a better society? It can be referred to open paradigms, to technological improvements, a stronger social cohesion as well as new forms of democracy, just to mention a few examples.
We believe that designers can have an active role in creating a better future, considering both positive expectations and critical aspects. In other words, we need to define a scenario in which to imagine the possible changes. For example, what services would we need if we had reduced access to resources? What services should the city provide in facing a growing aging population? How are services transformed with rapid technological changes?
Designers should look to the future without all the preconceptions that cultural heritage is setting up. In other words, is the future already defined? How can designers redefine it when everything is already conditioned?
The Final Studio 'Service Design for Better Futures' develops around these reflections.
Students will be able to respond to new needs, new technological paradigms, new management methods, new skills useful for the development of services ready to face with the current and future social, economic, political and environmental challenges.
The field of experimentation is the city considered as an experimental laboratory of ideas, a place where changes happen with great rapidity. Thus, cities are key places where cultural, social, and entrepreneurial changes take place. Students will work on different topics such as Culture, Food, Enterteinment, Energy, Education, Wellbeing and Health to explore how service design can bring innovation in these areas.
The main purpose of Final Studio is to design new service ideas related to the desired future of cities. The challenge is to develop city-based solutions that are related to the emerging needs and behavior of citizens. The idea is to share a common scenario in which service design can support public and private organizations to promote innovation at the urban level reflecting on how services can help our journey.
To design services that are sustainable (in a wider perspective), reliable, innovative, and related to a vision of a possible city of tomorrow. The idea is to create a wider scenario in which all the ideas can be included, to discuss how service design can contribute in creating a better society.
Structure and organization
The design process will be structured as follows:
- Framing the context: exploring design scenarios and existing experiences
- Generating service ideas
- Understanding the user contexts (Design ethnography/field research)
- Prototyping and validating ideas
- Defining and developing service ideas
- Identifying business models
- Finalizing service ideas
The different phases will involve different learning modules such as lectures, hands-on workshops, and project reviews.
In particular, the activities will be focused on:
1. Framing the context: exploring scenarios and existing experiences
The initial part of the Studio will be dedicated to building a common framework about possible futures through scenarios creation and case studies research. This preliminary research will help students in defining an ‘Area of Opportunity’.
2. Understanding the users (Design ethnography/field research)
The Area of Opportunity will be validated through a field research. It is aimed at generating insights that will support the idea generation.
2. Generating service ideas
Students will work on a generative phase in order to find promising ideas and service areas to be developed in the future steps.
4. Prototyping and evaluating ideas
Concepts will be validated and developed at their early stage through different prototyping stages. In particular, a dedicated workshop will be structured to support these activities.
Ideas will also be refined through user tests and a second loop of applied ethnography.
5. Defining and developing service ideas
Service ideas will be described and developed in all their components. Front stage and back stage activities will be considered as well as digital and physical touchpoints.
6. Identifying business models
The service ideas will be also described and designed around a business model that will be explored, identified and detailed throughout the Final Studio journey. The economic feasibility of the project will be evaluated.
7. Finalizing service ideas
As the last step, the ideas will be prototyped and visualized in order to describe the solutions as a complex system that includes back-office activities (related to the organizational level), and the front-office area (system of interactions and touchpoints).
Solutions can be physical or digital or combine both of these aspects.
Suggested books and articles
Bradwell, P. & Marry, S. (2008). Making the most of collaboration: An international survey of public service co-design. DEMOS and PriceWaterhouse Coopers Public Sector Research Centre 2008. London. Report.
Brown, T., (2009). Change by design: how design thinking transforms organizations and inspires innovation. New York: HarperCollins.
Burns C., Cottam H., Vanstone C., Winhall J. (2006). “Transformation Design”, RED paper 02, Design Council, London.
IDEO (2009). Human Centered Design, Toolkit. Available at: http://www.ideo.com/work/featured/human-centered-design-toolkit [last accessed: 31 January 2010]
Foglieni F., Villari B, Maffei, S., (2017). Designing better services. A strategic approach from design to evaluation. Springerbriefs In Applied Sciences And Technology, Switzerland: Springer
Fry, T. (2011). Design as Politics, Berg Publishers. Oxford & New York
Fry, T. (2009). Design Futuring, Sustainability, Ethics and New Practice University of New South Wales Press Ltd, Sydney Australia
Jones, M. & Samalionis, F. (2008). “From Small Ideas to Radical Service Innovation”, Design Management Review, Vol. 19, N.1.
Ladner, S. (2016). Practical Ethnography: A Guide to Doing Ethnography in the Private Sector, Routledge
Lockwood, T. (2010). Design thinking: Integrating innovation, customer experience, and brand value. New York: Allworth
Manzini, E. (2015). Design when everybody designs, MIT Press
Moritz, S. (2005). Service Design – Practical Access to an Evolving Field. Cologne: Köln International School of Design.
Murray, R., Caulier, G. & Mulgan, G. (2010). The Open Book of Social Innovation. The Young Foundation and NESTA.
Osterwalder, A., Pigneur, Y., In Clark, T., & Smith, A. (2010). Business model generation: A handbook for visionaries, game changers, and challengers.
Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A. and Papadakos, T. (2014) Value Proposition Canvas. Wiley, Hoboken.
Polaine, A., Løevli, L., & Reason, B. (2013). Service Design – From insight to implementation. New York: Rosenfeld Media.
Reason, B., Lovlie, L. and Brand Flu, M. (2015) Service Design for Business: A Practical Guide to Optimizing the Customer Experience.
Sanders, E. (2009). “Co-creation through generative design thinking”. Keynote speech video at IASDR Conference 2009 – Available at: http://www.iasdr2009.com/m42.asp
Stickdorn, M. & Schneider, J. (2011). This is Service Design Thinking: Basics - Tools – Cases. Amsterdam: BIS Publishers
Stickdorn, M., Hormess, M.E., Lawrence, A., Schneider, J. (2018). This is Service Design Doing, O’Reilly Media
Thackara, J. (2006). In the bubble: Designing in a complex world. Massachusetts: MIT Press.
Villari B., (2013), A community centred approach for neighbourhood-based services. Connecting design education and research practices for social innovation. 5th IASDR, Tokyo
Service Design Books http://www.servicedesignbooks.org/
Service Design Toolkit http://www.servicedesigntoolkit.org/downloads.html
Service Design Tools http://www.servicedesigntools.org/
Service Design Doing Methods https://www.thisisservicedesigndoing.com/methods