20160109 service design tools for prototyping

Introduction to Service Design Tools for Prototyping Towards Service Prototyping 2016.01.09 Product Service System Design Studio 2015-2016 | Tongji University Andrea Carlon, Francesco Petronelli

Contents

Tools of Prototyping

Minimum Viable Product

MVP Techniques

1.1 Introduction

3.1 Minimum Viable Product Definition 3.2 Types of Minimum Viable Product 3.3 Pivot Definition

4.1 Introduction 4.2 Explainer Video 4.3 A Landing Page 4.4 Wizard of Oz 4.5 Concierge 4.6 Raise Funds for Customers 4.7 A Single Featured MVP

Staging Techniques 2.1 Fast prototyping and Simulation for Evaluation 2.2 Experience Prototyping

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

1

Tools of Prototyping

1.1 Introduction

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

1.1

Introduction

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

1.1

Introduction

These tools provide modes to quickly test out new service ideas during workshops or in real settings with people. They allow people to experiment with new service models, reducing the risk of failure and enhancing the possibility of generating more meaningful and desirable features

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2

Staging Techniques

2.1 Fast prototyping and Simulation for Evaluation 2.2 Experience Prototyping

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2.1

Fast Prototyping and Simulation for Evaluation

What FASPE is an approach to service test and evaluation based on paper prototypes and dramatisation activities. Service simulation is carried out through the mise en scène of the main service processes, so creating living storyboards. Critical aspects, related to human interaction and service procedures, can be explored effectively and borderline cases can be spotted.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2.1

Fast Prototyping and Simulation for Evaluation

Where FASPE activities should be performed as a physical design stage of the project, that is when the service concept is mature and its main features are set, in order to evaluate them. Simulations can also support the choice between different design options. FASPE can be also adopted as a didactic approach, to emphasise the difference between conceptual and physical service design.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2.1

Fast Prototyping and Simulation for Evaluation

How Simulation activities can be performed in real contexts taken as a reference during design, or anywhere else. Dramatisations can focus on aspects of single processes, or on main procedures. In order to create realistic conditions most enabling physical solutions should be available or should be emulated using paper prototyping techniques. Participants should be divided into three groups: a first team representing service staff, a second team impersonating users and a third group acting as external observers, also in charge of the documentation production.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2.2

Experience Prototyping

What Experience prototyping is a tool for shaping and testing out the kinds of interactions that might take place in a new service, helping to decide how it should happen. It consists in ‘sketching out’ a new service in real time, by adapting the conditions that affect relationships and behaviours as you go along, in response to feedback from participants. The tool can lead to the emergence of what works to achieve the goal, what role the service plays in people’s lives, how it could be implemented, what reduces cost, what affects how people experience it.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2.2

Experience Prototyping

Where Experience prototype can be used at different stages of the development of a service: during idea generation – by role-playing interactions – or to identify opportunities for a new service, by making a new technology available to people and seeing how they use it; when a service concept exists but is still very open ended (prototyping can allow participants to further shape a rough idea) or when the service content is defined but you want to compare methods (different delivery channels).

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

2.2

Experience Prototyping

How The conditions for an intended experience are set up as closely or loosely as required to gain answers with as few materials as possible, and with members of the design team or client team playing the new roles imagined. Touch-points are mocked up so that the service feels real enough. The prototype might run for a day or a number of weeks. Regular reviews are held to get feedback, iterate the concept and try different ways of doing things. The full impact of a service may not be visible within the prototyping period, so it is especially important to be agnostic about what is and is not working.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

3

Minimum Viable Product

3.1 Minimum Viable Product Definition 3.2 Types of Minimum Viable Product 3.3 Pivot Definition

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

3.1

Minimum Viable Product Definition

A minimum viable product is “that product which has just those features and no more that allows you to ship a product that early adopters see and, at least some of whom resonate with, pay you money for, and start to give you feedback on�.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

3.2

Types of Minimum Viable Product

Problem Exploration

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Pitch

Concierge

Product Service System Design Studio 2015-2016 | Tongji University

3.2

Types of Minimum Viable Product

Problem Exploration

An interaction with the customer that focuses on investigating his or her problems to understand past behavior and see if it is top of mind.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

3.2

Types of Minimum Viable Product

Product Pitch

An interaction with the customer thaAn attempt to sell the product to a customer in exchange for some form of currency: time, money, or work.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

3.2

Types of Minimum Viable Product

Concierge

Delivering the product as a service to the customer to see if the delivery matches the customer’s expectations.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

3.3

Pivot Definition

Pivots are high-level changes in strategy: if you were to scrap all of your features to buckle down and reorient your service one core feature, that would constitute a pivot. _ In an environment of high uncertainty, we need to mitigate risk by moving as quickly as possible toward product- market fit. _ They are vision driven changes, not test driven.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4

MVP Techniques

4.1 Introduction 4.2 Explainer Video 4.3 A Landing Page 4.4 Wizard of Oz 4.5 Concierge 4.6 Raise Funds for Customers 4.7 A Single Featured MVP

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.1

Introduction

You don’t want to waste your time and money building a product no one will want to use or pay for. So, first get out of the building and talk to your customers

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.1

Introduction

But there’s a world of difference between talk and action. What your customers say, and what they eventually do. Talking, and putting the product in their hands. And yes: asking money for it

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

Here are 6 inspirational MVP examples to get you started this week...

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.2

Explainer Video

Explainer video is a short video that explains what your product does and why people should buy it. Often a simple, 90 seconds animation. Using an explainer video as a minimum viable product has served Dropbox very well. They started with an explainer video – a 3m screencast published on Hacker news. The screencast was enough to give the early adopters a hint of the product experience.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.3

A Landing Page

A landing page is a web page where visitors “land� after clicking a link from an ad, e-mail or another type of a campaign. The landing page validates your value proposition, product-solution fit, sales argumentation and can even validate your pricing, and all that in an environment of brutal and merciless honesty: anonymous Internet browsing.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.4

Wizard of Oz

A “Wizard of Oz” MVP is when you put up a front that looks like a real working product, but you manually carry out product functions. It’s also known as “Flinstoning”. Zappos shoes is the biggest online shoe retailer, with annual sales exceding $1 billion. The founder went to local shoe shops. He would asked the owner’s permission to take photos of shoes and put them online. Once the orders started flown in, he went to the shop, bought the pair that was ordered, shipped it, handled payments, returns… all of it himself, and by hand. This was an experiment designed focused on answering one question: is there already sufficient demand for a superior online shopping experience for shoes?

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.5

Concierge

Instead of providing a product, you start with a manual service that consist of exactly the same steps people would go through with your product. “Food on the table� provides easy weekly recipe and grocery lists based on sales at your store. The founder chose one shopper from their local store in Austin, and gave her a concierge treatment by visiting her every week. Each week, they would learn more about what it takes to make their product a success. One week they start sending lists and recipes via e-mail. A next one they wrote a piece of software to parse promotional store lists. Eventually, they started taking payments online.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.6

Raise Funds from Customers

This is a special case of “sell it before you build it�. The basic idea is simple: launch a crowdfunding campaign on platforms such as Kickstarter, IndieGoGo and RocketHub. Not only will you validate if customers want to buy your product, but you will also raise money. And the benefits do not stop there.

What you win in a successful crowdfunding campaign is a tribe of early adopters and raving fans. Of course, crowdfunding will not work for just any type of product. Most products seem to have a strong consumer focus, and a value that is easy to communicate.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

4.7

A Single Featured MVP

Google and Dropbox remain relatively the same as when they launched. In fact, many unsuccessful business relate that their first mistake was to make too many features. The key is to restate any hard problem that requires a lot of software into a simple problem that requires much less. You may not be solving exactly the same problem but that’s alright. Solving 80% of the original problem for 20% of the effort is a major win. The original problem is almost never so bad that it’s worth five times the effort to solve it.

Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University

Product Service System Design Studio 2015-2016 | Tongji University Andrea Carlon, Francesco Petronelli

Contacts andrea.carlon@gmail.com francesco.petronelli@gmail.com Introduction to Service Design Tools for Prototyping | 2016.01.09

Product Service System Design Studio 2015-2016 | Tongji University