+ Design Thinking & Service Design Joe Marquez, MLIS, MBA Web Services Librarian Reed College

Why Should We Care About Design? “It must constantly be borne in mind that the object being worked on is going to be ridden in, sat upon, looked at, talked into, activated, operated, or in some way used by people individually or en masse. If the point of contact between the product and people becomes a point of friction, then the designer has failed. If, on the other hand, people are made safer, more comfortable, more desirous of purchase, more efficient — or just plain happier — by contact with the product, then the designer has succeeded.” - Henry Dreyfuss, Industrial Designer Dreyfuss, H. (1950). The Industrial Designer and the Businessman. Harvard Business Review, 28(6), 77–85.

What is Design Thinking? “...it is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” - Tim Brown, Pres. of IDEO Brown, T. (2008). Design Thinking. Harvard Business Review, 86(6), 84–92.

Elements of Design Thinking o Empathetic o User-centered o Collaborative o Optimistic o Experimental o No Devil’s Advocate

Phases of Design Thinking o Inspiration o Ideation o Implementation

Service Design: What is it?

What is a service? “...any activity or benefit that one party can offer another that is essentially intangible and does not result in the ownership of anything.” - Philip Kotler, PhD Kotler, P. (2001). Principles of marketing (9th ed.). Upper Saddle River, N.J: Prentice Hall.

What is a service? It is an experience. Everything is a service.

Products or services?

Products are actually services “A product is actually a service. Although the designer, manufacturer, distributor, and seller may think it is a product, to the buyer, it offers a valuable service.” - Don Norman Norman, D. A. (2009). THE WAY I SEE IT: Systems Thinking: A Product is More Than the Product. Interactions, 16(5), 52–54.

Service Design: What is it? Service design is a holistic, co-creative, and user-centered approach to understanding customer/user behavior for the creation or refining of services.

Services happen here…these are services

Why Does It Matter? Services do not operate in a vacuum, but rather in tandem with other established services. Services are part of larger things called systems or ecologies.

What is a system? “A system is a set of things-people, cells, molecules, or whatever- interconnected in such a way that they produce their own pattern of behavior over time.” - Donella Meadows, PhD Meadows, D. H. (2008). Thinking in systems: a primer. White River Junction, Vt: Chelsea Green Pub.

The Blind Men and the Elephant

Elements of Service Design o Co-creative o Empathetic o No Devil’s Advocate o Making the Intangible Tangible o Service Ecology

Tools of Service Design o Service Blueprints o Customer Journey Maps o Design Ethnography o Journaling o Surveys o Space Analysis * o Scenarios

Phases of Service Design o Pre-Work o Observation o Understanding/Thinking o Implementing

SD Phase: Pre-Work o create teams o create scope (goals) o begin scheduling o ground rules o assign roles o draft activities

SD Phase: Observation o gather initial insights through ethnography o initial interviews to create a sense of how services/resources are being used o survey o sensemaking

SD Phase: Understanding/Thinking o co-create solutions and visualize behavior o prototyping o testing o refining o synthesizing

SD Phase: Implementing o implement and test o what metrics determine success?

Service Design, in action Goal: Understand how students use the Library and Library services/resources.

Reed College Library: Yr 1 o assess space usage (SUMA) o create student advisory member group (SAMs) o perform activities: service safari interviews scenarios customer journey (research process) week in the life prototype

Reed College Library: Yr 2 o turning the tables….adding SAMs to LUX o SAM run focus groups SAMs created outline and questions for focus groups

A student is looking to find a book. She has a call number on a slip of paper and is looking at the map by the Reference Desk. A librarian sits at the desk. Scenarios

Customer Journey Mapping

Journaling

Prototyping

Blueprinting

What did we learn? o students are creatures of habit o wayfinding o culture of the library o hierarchy o library spaces are consecrated spaces o naming conventions o additional services: refilling stations, printing, better website o chairs, uneven

Any Questions? ???

Thank you! Joe Marquez