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Global Service Jam Curitiba // Brazil 11 - 13Mar2011 @FtF Curitiba // Brazil 11-13MAR 2011


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design como forma de pensamento

Kleber Puchaski, PhD (RCA)


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design como forma de pensamento

A Feel The Future é uma empresa focada em inovação através do pensamento em design. Trabalhando em conjunto com nossos clientes, facilitamos os processos de identificação das necessidades, desejos e aspirações de seus clientes, oferecendo um relevante ponto de partida para a inovação.

Kleber Puchaski, PhD (RCA)


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design como forma de pensamento

REACH / The Global Design Research Network Somos co-fundadores deste network que reúne consultorias de design que colaboram em projetos globais abrangendo 11 países. Nokia, Panasonic, T-Mobile, Cisco estão entre os principais clientes. www.globaldesignresearch.com

Kleber Puchaski, PhD (RCA)


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Kleber Puchaski, PhD (RCA)


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design innovation

abordagem à inovação

Tecnologia

inovação de processos

design & interatividade

Business Valores Humanos branding

Kleber Puchaski, PhD (RCA)


//////////// plataforma

Kleber Puchaski, PhD (RCA)


//////////// plataforma

Kleber Puchaski, PhD (RCA)


//////////// metodologia

FtF tools //

discovery

connect

construct

empathic dialog

convergent analysis

video report

etnografia

mapping

product

cultural probes

critical design

service environment

Kleber Puchaski, PhD (RCA)


Global Service Jam Multiple locations, worldwide, jamming to the same beat.

Curitiba // Brazil 11-13MAR 2011


Curitiba // Brazil 11-13MAR 2011


Curitiba // Brazil 11-13MAR 2011


48 hours

In a spirit of experimentation, innovation, co-operation and friendly competition.

Curitiba // Brazil 11-13MAR 2011


Friday to sunday to develop and prototype completely new services inspired by a shared theme.

Curitiba // Brazil 11-13MAR 2011


Global visibility Brand new services will be published to the world at the end of the weekend.

Curitiba // Brazil 11-13MAR 2011


Schedule 11/03 - Friday

5pm Start 6pm FtF Overview GJS Overview SD intro 7:30pm Theme Discussion

12/03 - Saturday

13/03 - Sunday

10am Warm up Ideas review Team work Global Sharing

10am Warm up Team work Presentation

1pm - Lunch -

1pm - Lunch -

2pm Team work

2pm Publish Relax!

5pm Local sharing

8pm - Dinner -

8:30pm - Coffe-break 9pm Brainstorm Sharing 10pm Plann

8pm Team work Local sharing

Curitiba // Brazil 11-13MAR 2011


what is

Service Design? Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. UK Design Council, 2010

Curitiba // Brazil 11-13MAR 2011


5 Principles of Service Design #1 USER-CENTRED Services should be experienced through the customer's eyes.

Curitiba // Brazil 11-13MAR 2011


5 Principles of Service Design #2 CO-CREATIVE All stakeholders should be included in the service design process.

Curitiba // Brazil 11-13MAR 2011


5 Principles of Service Design #3 SEQUENCING The service should be visualised as a sequence of interrelated actions.

Curitiba // Brazil 11-13MAR 2011


5 Principles of Service Design #4 EVIDENCING Intangible services should be visualised in terms of physical artefacts.

Curitiba // Brazil 11-13MAR 2011


5 Principles of Service Design #5 HOLISTIC The entire environment of a service should be considered.

Curitiba // Brazil 11-13MAR 2011


Customer

Service Provider

Stakeholder

Service Designer

Curitiba // Brazil 11-13MAR 2011


Customer

Service Provider

Stakeholder

Service Designer

Curitiba // Brazil 11-13MAR 2011


Customer

Service Provider

Stakeholder

Service Designer

Curitiba // Brazil 11-13MAR 2011


Desirability UTILITY

USABILITY

PLEASURABILITY

UTILITY - what the service does, or offers to the customer, at the functional level USABILITY - how easy it is to interact with the service PLEASURABILITY - how pleasurable the interaction is at the emotional level

Curitiba // Brazil 11-13MAR 2011


Tools / System Map The system map is a visual description of the service technical organization: the different Zoom out actors involved, their mutual links and the flows of materials, energy, information and money through the system.

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Curitiba // Brazil 11-13MAR 2011


Tools / Customer Journey The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service.

>>

CLIENTE

ARQUITETO/ ENGENHEIRO

Source: www.servicedesigntools.org Equipe de Vendas

ARQUITETO/ ENGENHEIRO

Equipe de Vendas

ARQUITETO/ ENGENHEIRO

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Curitiba // Brazil 11-13MAR 2011


Tools / Personas The personas are archetypes built after a preceding exhaustive observation of the potential users. Source: www.servicedesigntools.org

Curitiba // Brazil 11-13MAR 2011


Tools / Moodboards A mood board is a visual composition of pictures and materials that propose an atmosphere by giving the generic perception of it. Source: www.servicedesigntools.org

Curitiba // Brazil 11-13MAR 2011


Tools / Storyboard The storyboard is a tool derived from the cinematographic tradition; it is the representation of use cases through a series of drawings or pictures, put together in a narrative sequence. Source: www.servicedesigntools.org

Curitiba // Brazil 11-13MAR 2011


Tools / Storytelling The storytelling supports the exploration of the service idea. Through the use of simple words, the teller will illustrate the solution as it is a story. Source: www.servicedesigntools.org

Curitiba // Brazil 11-13MAR 2011


Global Service Jam 2011 THEME // video

Curitiba // Brazil 11-13MAR 2011


Curitiba // Brazil 11-13MAR 2011


Some inspirations.. Pre 1950 no kind of digital device is allowed in any part of the service. This means no mobile phones, no internet, no computers...

Small business the service is designed specifically for small business. It is easy to implement with only small incremental investments; can be run by a staff of one or two; is low risk and scalable.

Universal design (or, Could a Martian use it?) the service is inherently more accessible to people with different levels of literacy or illiteracy, language, fluency or language ignorance...

Service for a Cause the service raises the awareness about a social, ecological, cultural or political issue.

Pronto the time for the customer to complete the service is no longer than 15 minutes.

Curitiba // Brazil 11-13MAR 2011


One Hit Wonder the service can be only consumed once (by person, by IP address, by computer etc.)

Sound and Music use sounds and music as part of your service design, e.g. sounds and music at touchpoints to form the experience of your customers

Based on a True Story the core idea of the service is biographical or documentary.

Sign of the Times the design style of the touchpoints is inspired by a certain decade in history.

Gamified the service is designed as a game that can be played by the customer.

Curitiba // Brazil 11-13MAR 2011


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Let’s enjoy!

design as a way of thinking.

Kleber Puchaski, PhD (RCA)

GSJ11 Curitiba // Brazil  

Global Service Jam

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