“Análise do sistema-produto e a contribuição do design estratégico no
processo de desenvolvimento de empreendimentos imobiliários”*
Mestrando: Juliano Sezerá Fredriksson Dill
Data: 29/11/2010
Horário: 17h
Sala: 2.1 – Escola de Design Unisinos
Banca Examinadora:
Prof. Dr. Maurício Moreira e Silva Bernardes (UFRGS)
Prof. Dr. Celso Carnos Scaletsky (UNISINOS)
Prof. Dr. Filipe Campelo Xavier da Costa (orientador)
Convite para banca de dissertação de mestrado no PPG Design Unisinos:
“Influência do sistema-produto dos canais de entretenimento infantil da
TV por assinatura na construção de experiências de seus consumidores” *
Mestranda: Lissandra Cantarelli Almeida
Data: 29/11/2010
Horário: 10h
Sala: 3.3 – Escola de Design Unisinos
Banca Examinadora:
Prof. Dr. Vinícios Sittoni Brasil (PUCRS)
Prof. Dr. Gustavo Daudt Fischer (UNISINOS)
Prof. Dr. Filipe Campelo (orientador)
Estão abertas as inscrições para o Mestrado em Design Unisinos na EDU em POA. Tendo como área de concentração Design Estratégico, o programa discute e pesquisa sobre a criação de valor proporcionada pelo Design a partir de um escopo amplo, trabalhando temas como cultura de projeto, experiência, serviços, processos de inovação, território, tendências e sustentabilidade. Veja o link para informações detalhadas e conheça nosso Programa aqui na EDU.
http://www.unisinos.br/design/index.php?option=com_content&task=view&id=33&Itemid=68
Convidamos a todos para assistir a arguição pública de dissertação de mestrado:
“Contribuições do Design Estratégico para o Fomento de Inovações no Polo Moveleiro da Serra Gaúcha”
Mestranda: Vanessa Neto Bischoff
Data: 27/09/2010
Horário: 13h
Sala: 3.3 – Escola de Design Unisinos
Banca Examinadora:
Prof. Dr. Fábio Ferreira da Costa Campos (UFPE)
Prof. Dr. Fernando Gonçalves Amaral (UFRGS)
Prof. Dr. Gustavo Severo de Borba (orientador)
Como as cores afetam comportamento de compra de novos produtos? Algumas referências empregadas na figura abaixo possuem credibilidade científica, mas recomenda-se uso com parcimônia….. No mínimo, é curioso!
Obs: colaboração da mestranda em Design Unisinos Luciana Cattony
O ótimo livro organizado pela finlandesa Satu Mietinnen (Designing Services with Innovative Methods) está esgotado e sem previsão de novas impressões, porém alguns artigos podem ser encontrados na internet. Para facilitar essa busca, coloco alguns à disposição:
- Can_Designers_Help_Deliver_Better_Services (Fran Samalionis)
Veja o artigo de Jodi Forlizzi que saiu na Interactions Magazine de Set/Out 2010.
All Look Same? A Comparison of Experience Design and Service Design
Jodi Forlizzi
I’ve come to a disarming realization: Everything old is new again. Lady Gaga is the new Madonna, the Tea Party movement mimics the protests of the 1970s – except the left is now the right – and the interest in how to design for service seems much like the interest in how to design for experience that emerged in the mid-1990s.
The comparison of experience design (or UX, as it has been labeled) and service design seems to be a topic of interest in the interaction design community. Recently, Jeff Howard took to his service-design blog to argue that while service designers embrace participatory values, UX designers do not [1]. This opened up a huge can of worms, spurring arguments about the character and nature of service and UX designs among current leading practitioners in the field.
One question that comes to mind is whether it is even important to make a distinction between these two subdisciplines of interaction design, or if the difference is purely semantic. While I think it is good to have foundational definitions to help further the field, I also believe these starting points can quickly become points of departure. Asking these questions prompts the interaction design community to consider the similarities and differences between service design and experience design, and to reflect on whether service design and experience design, and for that matter, interaction design, are really all the same. Can we and should we articulate differences among these fields? Can the methods and knowledge of one successfully transfer to another?
Founding Definitions
A good place to start is with founding definitions of both service design and experience design. Service design has been defined as an overall transactional journey, constructed of smaller encounters between employees and customers, customers and technology, and technology and employees [2]. A service design is produced at the time it is consumed; it may have few to no tangible properties.
Experience design has been defined as the practice of designing products, services, events, and environments with a focus on the quality of the user experience and culturally relevant solutions, rather than a focus on increasing and improving functionality of the design [3].
In the 1980s, early practitioners were inspired by the field of operations research to define the field of service design and articulate how service designs might be represented, or blueprinted [4]. How to design to support user experience became of interest to the design community just a decade later. Interest grew on both sides of the Atlantic, resulting in user-centered, product-centered, and interaction-centered frameworks that drew from literature on art, aesthetics, and cognitive psychology to explain the phenomena of experience and to guide designers in how to design [for an overview, see 5].
All Look Same
At first inspection, experience design and service design have many similarities. Historically, both have drawn from other fields to develop sensitizing constructs for their fields. Service design traditionally drew from operations management research; interaction design continues to draw from consumer and cognitive psychology to develop ideas about how customers frame and evaluate their interactions with a service and recover when they fail. Experience design has drawn from disciplines ranging from art to marketing to develop frames for how people experience products. In the past 30 years, both service design and experience design have advanced from the application of qualitative, user-centered design methods to understand the problems that we are designing for. Experience design led to new methods such as experience prototyping, or acting out the social and intangible aspects of product use [6]; service design has become fascinated with participatory methods, probably because services are co-created by businesses and consumers at the time of their consumption [1].
Designing both for experience and for the completion of a service is approached improvisationally and holistically. Instead of designing a concrete ex-perience or service transaction, designers create resources or levers for establishing an experience or enacting a service, with the understanding that people’s subjective perceptions, attitudes, actions, and beliefs will ultimately shape the outcomes. While a service blueprint—a process diagram for orchestrating all of the components of a service—is indigenous to service design, other interaction design methods such as user enactments, storytelling, mapping, and modeling are useful both in experience design and service design. Additionally, the interaction design community is evolving the service-design blueprint, to attempt to combine blueprinting with personas and use cases [7], customer-centered views of service design [8], improvisation in art, dance, and drama [9], the emotional state of a customer [10], and changes in services and customers as information about customer preferences is gathered over time [11].
But Then, Again
Upon deeper consideration, one can argue there are some substantial differences between experience design and service design. One of the biggest differences is that a service is transactional, helping a customer to achieve a goal. Experience, however, encompasses a much larger set of conditions: our everyday, moment-to-moment experience, understanding the world by comparing it with what we find familiar, and understanding changes in people and contexts of product use over longer periods of time—even a lifetime. Experience has been described as one person or a group of people using a product; service design is framed as a journey with touchpoints. Experience designers represent aspects of experience design through description, frameworks, and models, while service designers create a service blueprint as a process diagram to represent all of the aspects of a service design [4].
“Difference” as a Concept
Perhaps it is superfluous to reignite an old discussion in the interaction design community. Rather than waging turf wars to articulate the differences between experience design and service design, designers should instead spend time working on how to more richly frame research and design for experience and service. What’s interesting for the future of service design is the notion of serving, which is different from helping or fixing, in designing a holistic service [12]. Rather than developing a static blueprint, the design community can explore how to express the ways in which people experience services emotionally and socially, and how services might adapt as people use them over time [11]. Similarly, we can support what people value by looking at which symbols, elements, and constructs bring about the best services and experiences. Finally, we can uphold the goal of systemically and holistically designing services and experiences, understanding the relationships among component parts and the emergent qualities of the whole.
Yesterday’s hot concepts may be today’s classics, but as the field of interaction design continues to evolve, it is inevitable that service design and experience design will develop both individually and collectively as domains within design. It is our job to advance these fields in ethical, pragmatic, and purposeful ways.
Works Cited
[1] Howard, J. “Rock Stars Need Not Apply.” Design for Service. http://designforservice.wordpress.com/2010/03/28/rock-stars-need-not-apply/
[2] Gutierriez, C. (2010). “Service Design: A Systematic Approach.” Master’s thesis in interaction design, Carnegie Mellon University.
[3] Wikipedia definition of service design; http://en.wikipedia.org/wiki/Experience_design/
[4] Bitner, M.J., Ostrom, A., and Morgan, F. “Service Blueprinting: A Practical Technique for Service Innovation.” California Management Review 50,3 (2008): 66–94.
[5] Forlizzi, J. and Zimmerman, J. “Building a Unified Framework for the Practice of Experience Design.” Extended Abstracts of CHI09, 4803–4806. New York: ACM Press, 2009.
[6] Buchenau, M. and Fulton Suri, J. “Experience Prototyping.” Proceedings of DIS00, 424–433. New York: ACM Press, 2000.
[7] Morelli, N. “Designing Product/Service Systems: A Methodological Exploration.” Design Issues 18 (2002): 3–17.
[8] Pinhanez, C. “Service as Customer-intensive Systems.” Design Issues 25,2 (2009): 3–13.
[9] Mager, B. and Evenson, S. “The Art of Service: Drawing on the Arts to Inform Service Design and Specification.” In Service Science: Research and Innovations in the Service Economy, eds. Hefley, B. and Murphy, W. London: Springer, 2008.
[10] Spraragen, S. and Chan, C. (2008). “Service Blueprinting: When Customer Satisfaction Numbers Are Not Enough.” International DMI Education Conference. Design Thinking: New Challenges for Designers, Managers and Organizations, available on CD-rom.
[11] Lee, M.K. and Forlizzi, J. “Designing Adaptive Robotic Services.” Proceedings of IASDR09. New York, NY: ACM Press, 2009.
[12] Remen, R.N. “In the Service of Life.” Rachel Naomi Remen. http://www.rachelremen.com/service.html/
D.Talks is an ongoing series of panel discussions presenting practical information about current trends and hot topics in the world of design and business. Our goal is to foster robust dialog and critical thinking, so crowd participation is an integral part of each event.
Service design is an emerging discipline that is already an integral part of many design practices in Europe, but is only starting to take hold here in the States. Up until now, little attention has been paid to this shift in design thinking, but that’s changing as companies are starting to see the immense benefit of thinking about how their services are crafted and ultimately experienced.
Is service design the next big growth opportunity for designers? Come learn about this nascent field, which aims to analyze, streamline and improve upon the emotional dimensions of a service that, in the end, add up to a great customer experience. The approach is human-centered with the primary goal of elevating an organization’s quality of service, its customers’ experiences and ultimately the perception of its brand.
We hope you’ll share your own insights and questions as we uncover the meaning and impact of service design and how you can incorporate basic principles to broaden the reach of your design repertoire.
Networking: 6:30 PM
Discussion: 7:00 PM
Moderator and Host:
Josh Levine
Director of Strategy
Great Monday
For over ten years Josh has helped global brands engage consumers and empower employees. Today his consultancy Great Monday helps clients and agencies build meaningful brands with programs that promote behavior change. Josh regularly speaks, writes, and leads workshops on brand and was recently honored with a fellowship at the Contemporary Jewish Museum.
Panelists:
Hugh Dubberly
Founder and Principal
Dubberly Design Office
Hugh is a design planner and teacher. At Apple Computer in the late 80s and early 90s, Hugh managed cross-functional design teams and later managed creative services for the entire company. While at Apple, he co-created a technology-forecast film called “Knowledge Navigator,” that presaged the appearance of the Internet in a portable digital device. While at Apple, he served at Art Center College of Design in Pasadena as the first and founding chairman of the computer graphics department.
Intrigued by what the publishing industry would look like on the Internet, he next became Director of Interface Design for Times Mirror. This led him to Netscape where he became Vice President of Design and managed groups responsible for the design, engineering, and production of Netscape’s Web portal. Hugh graduated from Rhode Island School of Design with a BFA in graphic design and earned an MFA in graphic design from Yale.
For more information on Hugh’s love of diagrams, read AIGA’s Supermodeler article.
Jamin Hegeman
Interaction and Service Designer
Adaptive Path
Jamin Hegeman is an interaction and service designer at Adaptive Path. He has taken quite an adaptive path to get here, from poetry to journalism to editing to web design to a masters degree in design, where his passion for design flourished. He is interested in raising the awareness of design as an approach to addressing highly complex problems and working in multidisciplinary teams to tackle those problems. His work focuses on human-centered service offerings that aim to improve quality of life while also aligning with business goals.
Professional Background
Previously, he was a senior designer at Nokia, where he led efforts to define new services, experiences, and business opportunities for business development, strategic growth areas, and corporate social responsibility. He has produced solutions for mobile, web, netbooks, as well as other networked products in areas such as communications, health care, media, location-based services, commerce, and social interaction.
Chris McCarthy, MPH, MBA
Director, ILN || Innovation Specialist, IC
Kaiser Permanente
Chris McCarthy is the Director of the Innovation Learning Network (ILN) and an Innovation Specialist with Kaiser Permanente’s Innovation Consultancy (IC). He has been with Kaiser Permanente since 1997, in various roles from implementing electronic health records to redesigning the medication administration and shift change experiences. In 2003, Chris partnered with IDEO to learn and import methods of “design thinking” into Kaiser Permanente, and has co-led several multiregional innovation projects which have since been implemented in dozens of KP and non-KP hospitals.
Chris also directs a network of healthcare innovators who share design techniques and prototypes to speed learning and deepen inter-organization collaboration. Members include: CIMIT/Partners, US Department of Veterans Affairs, UK’s National Health Service, Via Christi and Kaiser Permanente to name a few.
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