Service Design

NYC Global Service Jam Method Presentations

Cameron Tonkinwise - Service Design and friends

Paul Pangaro - Cybernetics

There were also presentations by Steven Dean and Elliot Felix [singlepic id=772] Steven Dean of G51 Studios on realtime data [singlepic id=776] Elliot Felix of Brightspot Strategy on the spaces of services More on Elliot's talk here on Link to his handout on spaces.

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NYC Global Service Jam Recap

The New York City event for the Global Service Jam was organized and hosted by Cameron Tonkinwise. [singlepic id=712] In 48 hours, cities around the world held local events to ideate and "develop brand new services inspired by a shared theme" of superheroes.  Participants came from companies including DEGW, Moment, Co-Op, Smart Design, Curve ID, Seren, Brightspot, HLW, VizThink and more. There was a good blend of brand designers, design managers, architects and a few that worked as service designers. Together, we all came up with some great concepts.

PREMISE The theme around superheroes was then broken down into traits such as imaginative, transient, prescient, principled etc. Those traits guided the solutions that were designed. It took the groups a while to focus their concepts on human to human interaction and how people can serve as heroes instead of relying on a decision engine, digital platform or system. In the end, there were some very compelling and impressive concepts shown. [singlepic id= 709]

DOMAINS From there, multiple domain problems were proposed. The domains that were sketched out but weren't focused on included dental care for kids, urban transportation systems, homelessness, micro-loans, childhood obesity among more. The domains we chose to further address were distributed learning (education), in-home services for aging, supporting revolutions. Teams then were built around those domains. [singlepic id=739]

PRESENTING+CRITING In addition to helping the groups critique their work, there were three presentthese members also presented There were short presentations by Cameron Tonkinwise on service design forming paid friendship, Paul Pangaro on cybernetic systems, Steven Dean on the use of realtime data to inform service design, and Elliot Felix on the use of physical space as a platform for service design. [singlepic id=783]

THOUGHTS: It was great to collaborate with professionals outside of a solely academic setting.

SUPER THANKS: Thanks to all of the participants that gave up their weekend to work on these ideas.  And a super thanks to: Jacqueline Hon, for helping register people. Rostislav Roznoshchik - for helping produce the event.  Cameron Tonkinwise - for hosting the event and trying to save humanity.

More info at about the global event here

Setting up [nggallery id=55] Working [nggallery id=56] Presenting+Critiquing [nggallery id=57]

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Service Design: More Than The Sum of Its Parts Recap

Today after flying in from Boulder, Dr. Andy Polaine gave an inspiring presentation on Service Design.He opened with the idea that all Service Design tools have been re-appropriated from other disciplines, but a Service Designer's end goals are different. He notes we are "moving from the joys of having things to the joys of having experiences." [singlepic id=588]

Dr. Polaine quotes Tibor Kalman with the question, "Do you want to die with the most toys, or do you want to die with the best life and experiences?"

Here's Matthew Hodgson's video about information architecture to show how different disciplines can use similar tools.

What are experiences and can we design them? "Cinematographers will tell you they can design experiences.At least they design the structures that we have expereinces through." "We can research experiences and context."

Not only can we research context, but we can design some of the context and we can change some of those things.

Service Design shouldn't just be broken into back stage and front stage, as like Don Norman says the back stage to one person is the front stage to the other.

Dr. Polain asks "What if we rethink that front stage back stage set up and instead have the users at the center, taking a role, interacting with eachother with some type of 'mediative interaction going on.'" He leads onto Virtuous Networks and how we are "shifting from products to services and to a people centered approach."

One concept that he places importance on is "arrows" or what I call "paths." The paths between the touchpoints. Sometimes you can flow through a service or ecology of services seamlessly and you may not even know it. A metaphor is like gaps in a sidewalk, you flow over it but don't notice it is there. (I guess that you can also flow over seams). That is the negative space of services. If there is a pothole or if the sidewalk is uneven, you will notice it is there. "When stuff breaks, that's when the arrows become visible." There is the phrase "you only notice bad design," which is why folded toilet paper is not the best example of Service Design.

Not only do you want to make some of the design unseen, but you may even want to tone down the design that is noticed. [singlepic id=591]

"It's easy to focus on the tangibles." "We tend to fetishize artifacts because it's easy, they're things we grasp on to." "There are plenty experiences where the artifacts seem to be right but the service ecology is [horrible]," like mobile phones. "Sometimes its worth downgrading a touch point so that" people can flow through it easier. The transition between touchpoints causes "a jolt in expectations." Like with many types of design, Service Design and the experience "it's about consistency, not just high level [execution] of anything." That is something I never thought of.

Dr. Polaine mentions Blueprint+, which I saw Roman Aebersold present on last year. My question about Blueprint+ and behavior research is how else can we plot emotion other than binary up or down, excited versus feared. An axis of solely excited or feared makes sense to a degree, but I would like to be able to plot multiple dimensions with additional values to cover a better picture of people's behavior over time. You can be excited and fearful at the same time.

The next steps for developing the Blueprint+ is to be able to "zoom in and out at different resolutions," providing very granular insight, but also being able to just show the major scenes. That will be amazing as a technical tool, it can work at different levels, to the second defining which small touchpoint is encountered, but also simplified to show the macro events when using it as a deliverable.

He's also writing a book withs Lavrans Løvlie and Ben Reason of live|work.

Check it out here: Of all the Service Design books out or coming out, I expect this one to be really good.

[singlepic id=592] [singlepic id=593] [singlepic id=594] [singlepic id=589]The level we must reach. [singlepic id=590]Reminders to avoid the god complex.

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Service Design: More Than The Sum of Its Parts

DESIS Lab Presents
Service Design Performances – Spring 11 Series
With Andy Polaine
Date: Monday, February 14, 2011
Time: 6:00 to 7:30pm
Location: 80 5th Avenue, 8th Floor, Room 802, NY
Service Design is more than the sum of its methods, blueprints and customer journey maps. In this talk Andy will explore the mental move from an industrial, product-fixated mindset to a service-oriented one. He will explain the four spheres of people, networks, experiences and resilience are the core of service thinking and the glue that holds together the more recognisable touchpoints. Andy will also examine the boundaries of service design and design thinking when dealing with complex areas such as public services and even international peace, security and development.
Dr. Andy Polaine has been involved in interaction design since the early 90s and was co-founder of Antirom in London. He was a producer at Razorfish, UK and later Interactive Director at Animal Logic, Sydney. He was Senior Lecturer and Head of the School of Media Arts at The University of New South Wales, Sydney before moving to Germany and is now a Lecturer and Research Fellow in Service Design at the Lucerne School of Art and Design in Switzerland. Alongside his academic work Andy continues to work as a interaction designer, service design researcher and is co-writing a book on service design for Rosenfeld Media along with live|work co-founders, Ben Reason and Lavrans Løvlie. [singlepic id=531]
Service Design Performances is an immersion experience in design for services, bringing together international professionals and scholars to present their work as well as presenting current and future areas of service design teaching and research at Parsons SDS.
Design for Sustainable Social Innovation and Sustainability (DESIS) Lab is a research lab at the School of Design Strategies, Parsons The New School for Design. Its mission is to advance the practice and discourse of design-enabled social innovation toward more sustainable cities. DESIS Lab conducts research into the ways in which design can enhance community led initiatives in the development of more sustainable ways of living and working. In particular, DESIS Lab uses Service Design as a means to apply design expertise into problem setting and problem solving related to sustainable practices and social innovation.

via School of Design Strategies at Parsons The New School for Design

See Andy Polaine's website here and twitter here.

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Service Design Jam

"On 11 March, 2011, people interested in service and customer experience will meet at locations all over the globe. They will be designers, students, academics, business people, and customers. In a spirit of experimentation, innovation, co-operation and friendly competition, teams will have less than 48 hours to develop and prototype completely new services inspired by a shared theme.  At the end of the weekend, their collection of brand new services will be published to the world. Join us at the Global Service Jam 2010."

Schedule: "Multiple locations, worldwide, jamming to the same beat:

[Fri. 11 March by 5 pm local]

The Jam participants come together at worldwide locations prepared by local organisers.

[Fri. 11 March, 6.30 pm local]

The global themes and achievements (optional goals) for the Jam are presented. Discussion in informal groups.  Dinner is a good idea.

[Fri. 11 March, 9pm local]

The local Jam comes together for the pitching session.  Anyone can present their basic idea, groups form, and participants join the group that interests them.

[Fri. 11. March, 10pm local] until  [Sun. 13 March, 3pm local]

The groups work independently, supported by Mentors and Specialist Providers in some locations.  Research or observations are performed virtually, or through short excursions. The teams develop their service design and prototype it using whatever methods they choose. Sleep is optional, but recommended.

Local Jams are in contact globally through social media, wormholes, carrier pigeons or whatever else we set up. Share, exchange, inspire. But remember - it is deeply Cheesy and Uncool to communicate the themes to teams to the West of you. For a level playing field, themes are announced at LOCAL time...

[Sun. 13 March, 3pm local]

The teams deliver documentation of a working prototype.  This can be a film of human interaction, photos of a mock-up, a dummy website, or anything else that provides a permanent, publishable record of their idea and work. These are uploaded and published for the world under Creative Commons licensing.

After publishing, teams can sit back, kick back, enjoy a well-earned beverage and browse through the global results. Or they can get busy supporting teams further to the west..."


How to Join: USA, New York City The contact for the New York City, USA location is Cameron Tonkinwise. Are you local? Contact Cameron! Cameron Tonkinwise - Parsons Twitter: @camerontw

China, Shanghai The contacts for the Shanghai, China Jam are Bruno Porto and David Fox. Are you local? Contact Bruno & David! Emails: &

For information on more locations: For information on how to start your own:

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Friday Night Fights

We went to see Watt's fight.[singlepic id=437] She's an awesome photographer and can throw a strong right cross. [singlepic id=441] Ashley Kechego-Nichols looks a little like our friend Ilene ( [singlepic id=442] Congrats to everyone who fought. People like that juice me. It's a trickle down effect of motivation.

I want to do Service Design for a fight event. Crazy white space in the blueprint! [nggallery id=35]

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AIGA Design Educators Conference - Remapping the Curriculum

Part I: Remapping the CurriculumOne of Six Views of the AIGA Design Educators Conference Quotes by Jon Kolko

Shelley spoke on "Described the changing qualities of culture and society and the new demands placed on design educators in driving specialization toward fields like service and interaction design."

Christopher Vice - spoke on how "We must actively and aggressively reframe design education in order to best meet the challenges facing our world and culture."

"For most of the field’s history, educational programs in graphic design have taught students how to create artifacts. That involves a number of core competencies, including but certainly not limited to color theory, two-dimensional design, three-dimensional design, typography, composition, printing and prepress, packaging, digital prepress, logo and mark creation. But the world has changed, and professionals rarely focus exclusively on printed material. In the last 20 years, the overall landscape of design has shifted: — From single artifact-systems to design language systems, focusing on a unified visual and semantic message across multiple printed pieces — From one-way communicative artifacts, such as brochures, to interactive artifacts, such as software — From designed artifacts to “design-thinking,” where the focus of the design process is applied in the context of large-scale business, organizational or cultural problems — From commercial goods toward service, emphasizing time-based, human and more experiential qualities of designed offerings

Suggestions: 1. Recast the Foundation (good, because I only took one foundation class.)

2. Specialize and Differentiate I think we should also integrate the skills that are specialized and different. You need verticals ex: human factors engineering, typography. "— Focus on service design or interaction design. " "— Focus on partcipatory design" "— Focus on traditional design specialites"

We're not designing artefacts - maybe we're not even designing ways of thinking (as that may simply be impossible). We are designing methods of thinking, we design the pathway and the specific prompts within them.

Changing Design Education "increasingly questions consumption and advertising, which are at the heart of industrial and graphic design disciplines." "There is an increased demand for service-based jobs as our country re-evaluates economic sustainability. People are demanding quality, reflective and meaningful experiences in their world."

"The subject of design is the humanization of technology, and as long as technological advancements continue, so the pragmatic and day-to-day jobs of designers will continue to morph. And so must design education continue to evolve."

------------- Questions I pose, to myself and maybe prompts for others to think about: What is your vertical (deep area of specialization)? It may be something that can spread across a wide domain, or be applied to other domains.

How to make the game more meaningful and effective. How to make it more fun? We'll get to that after we address the basics. We must "dramatically revamp their courses or face irrelevance."  That is I am a test tube baby, a prototype generation for design education.

Cameron Tonkinwise asks, "If designers are innovative creatives why are they so very tame & lame when it comes to redesigning design education" (via Tiwtter @camerontw) Possibly because professors are scared of becoming irrelevant and design students are afraid of studying a discipline that does not exist yet.  Although, that would be parcipatory design for design education - crafting the discipline as you define it.  Additionally that would be creating the cirriculum as it is taught.  Some of the main barriers to redesigning design education may be based in the fear of it becoming an act of blacksmithing design education. Full text: Update Jon Kolko is now heading up the Austin Center for Design, which has a focus on social design and real world impact. They aim to create impact by "emphasizing creative problem solving related to human behavior, through the use of advanced technology and novel approaches to business strategy." Learn more about ACD here:

Jon Kolko from Ix11

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Participants + Attendees - Service Design Conference 2010 – Cambridge

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Service Design Conference 2010 – Cambridge

The first Service Design Network Conference in America took place in Cambridge on October 29th, 2010.  Held at the Microsoft R&D Center at MIT, topics included institutional healthcare, personal healthcare, personal finance, and mobile interaction.  The presentations and conversation also covered inhouse service design, service design as a discipline, and more theoretical models. [singlepic id=53 w=width h=height mode=web20|watermark float=left|right] more photos at the end of the post

Speakers Oliver King - Engine "As a co-founder and director of Engine, Oliver leads the private sector practice helping organizations to identify where, when and how they can provide better, more meaningful and valuable services.  In practical terms he works with organizations to help them formulate strategy and deliver service innovation by improving or interconnecting the things that their customers experience - from product to process and people."

Chris McCarthy - Kaiser Permanente "Chris McCarthy is the Director of the Innovation Learning Network (ILN) and Innovation Specialist with KP's Innovation Consultancy (IC).  In 2003 Chris partnered with IDEO to learn and import methods of 'design thinking' into Kaiser Permanente, and has co-led several multi-regional innovation projects which have since been implemented in dozens of KP and non-KP hospitals."

Lorna Ross - Mayo Clinic "Ross has 16 years' experience working in design and design research, with the past nine years focused on design for health and health care.  She is a graduate of The R0yal College of Art, London.  Prior to joining the Center for Innovation at Mayo Clinic last year as a manager of the design group, Ross ran the Design for Human Wellbeing Group at the MIT Media Lab Europe."

Lew McCreary - Harvard Business Review "McCreary is a writer and editor specializing in innovation-related subjects.  He is a contributing editor at Harvard BUsiness Review (HBR), where he previously worked as a senior editor.  Prior to HBR, he spent nearly two decades covering information technology - from a leadership perspective - for audiences of senior executives."

Robert Fabricant - frog design "Robert Fabricant leads multidisciplinary design teams fro frog design, a global innovation firm.  Frog's multidisciplinary process reveals valuable consumer and market insights, and inspires lasting humanizing solutions.  Robert is a leader of frog's health care  expert group, a cross-disciplinary global team that works collectively to share best practices to share best practices and build frog's health care capabilities."

Shelley Evenson - Microsoft "Shelley Evenson is a principal, user experience designer at Microsoft.  Shelley has been an Associate Professor at Carnegie Mellon School of Design, where she was also the director of graduate studies.  She teaches in the area of interaction and service design, including Designing for Service, Introduction to Interaction & Visual Interface, and Graduate Design Studio courses."

Monica Bueno - Continuum "A Senior Design Strategist with Continuum, Monica Bueno excels at developing innovative and socially meaningful solutions for clients.  An industrial and interaction designer by training, Monica is deeply committed to translating customer, business and technology research into innovative solutions that are desirable and relevant to clients and their stakeholders."

Peter Corbett - iStrategyLabs "Peter Corbett is the founder and CEO of iStrategyLabs - an interactive agency that develops creative solutions to clients' challenges and brings them to life in the digital and physical world."

Mark Jones - IDEO "As the leader for Service Innovation for Chicago, Mark works closely with service companies seeking to reinvent how they serve their customers.  Mark's extensive design background and his broad experience in qualitative and quantitative research methodologies allow him to uncover user issues and convert them into actionable design requirements."

For photos and details on their presentations and previous work, please see individual posts in my notebook. Source:

[nggallery id=4] Photos I took during Day 1 - Registration [nggallery id=5] Photos I took during Day 2 - Conference

Check back at the SDN site soon for videos of the presentations.

Sponsored by Microsoft, Core77, AIGA

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