TES Frame | Thinking? Experience? Service?
By: Yeutz Chan
Tags: Design Thinking, Service Design Thinking, Service Design, User Experience, Product Design

This article will explain two issues:

1. The relationship between service design and design thinking

2. Product, service, interaction, and the relationship between interaction and service

-Service design is the practical application of design thinking in experience, organization and system.Service design is the goal, and design thinking is the means.Almost no one has explored the difference between service design and design thinking. Many people have this doubt in their hearts. What is the relationship between them and what is the difference?

A service can be seen as a way of integrating resources. The service combines the resources and capabilities of customers and suppliers to achieve a win-win situation. I think design is a process of transforming an existing state into a better state, while a service deploys expertise, knowledge, or other skills for the benefit of the other.

The focus of design thinking in the business world stems from the United States in the 1980s and 1990s, when design professors at Harvard University and Stanford University first defined and proposed this concept.

In 1992, the famous designer, Professor Richard G. Buchanan of Carnegie Mellon University published his famous article “Wicked Problems in Design Thinking”, which discussed people. In production and life practice, there are many difficulties that are difficult to define at all. This is the so-called “Wicked problem”, and design thinking can play a special role in such problems.

Today’s industry is aware of problems and is difficult to find and define problems. This is the pain of the global business world. Professor Buchanan’s article touched the pains of the industry, making design thinking truly widely recognized around the world.

Since 2000, design thinking has become a hot word in the commercial field. At the same time, the direction of design has begun to shift from products to public services and business services, and design thinking methods have begun to release enormous energy.

At the end of 2000, led by IDEO co-founder Bill Moggridge, Lavrans Lovlie, Ben Reason and Chris Downs set up a new service design consultancy, Live/Work, in London, pioneering service design and business design.

Definition of service design

In order to enhance the user experience, tangible and intangible touch points are structured, systematically, systematically mined, designed and integrated, and can create activities, methods or thinking that add value to a product or service.

Definition of design thinking

Design thinking is a resource integration thinking withstrategic visionand professional solutions. Focusing on innovation, using resources as a way to solve problems by means of various specific problem-solving methods.

From their definition, we explore the relationship between them, and design thinking can be summarized as a solution to the problem. Service design can also be generalized as a way to create added value for a product or service. From this we can see that the service design is more concrete and the design thinking is more abstract.

From a perspective, narrow service design focuses on the service experience and back-end support, and design thinking is more like a methodology for problem solving. It provides a set of process and tools for problem solving, and in the process of service design, these methods and tools can be used as the main line of the service design and the output of the output. The general process of service design can be: empathy-definition-magic-prototype-testing. It is not difficult to find out that this is actually a five-step process of design thinking. Many examples show that service design is actually using actual design methods to make actual output.

The design thinking is broader, aiming at the continuous improvement of people’s quality of life, and carrying out creative design and practice through in-depth insight into complex issues. Therefore, the application of design thinking can be used for innovation in services and products. It can be used to rethink people and business, and even redesign organizational, system, society and life. Service design is the application of design thinking at the service level. Based on the methodology of design thinking, it comprehensively considers the needs of users and enterprises and other stakeholders, and systematically explores reasonable solutions.

product? Interaction? service?

Many people are beginning to wonder the difference between products, interactions and services. This is also a very normal thing, because the boundaries of the design are blurred. But if we go deeper into the relationship between them, we can also see their connections and differences.

Today’s world has complex situations and complex problems that people need to solve, but there are many ways to solve complex problems: if it is a small problem, the final guidance may be solved by an improved or innovative product; If it is a complicated problem, then the final guide is a system or an organization. We can divide all the problems we encounter into four levels:

-The first level is that the problem is easy to find and easy to solve;

-The second level is that the problem is easy to find, but it is not easy to solve;

-The third level is that the problem is not easy to find, but it feels there is a problem;

-The fourth level is that the problem is not easy to find, and it is not aware of other potential problems that the problem may bring.

The first two levels are tangible, and they are fully competent as designers. The latter two levels are intangible, and those who are more sensitive to them are those who have worked and lived for a long time in the field.

It is not difficult to find that the problems we face in society and business are mostly at the third and fourth levels. We explore the relationship between the three from the perspective of solving problems.

P-product; I-interaction; S-service

When the complexity of the problem is low, the solution can be a product, an interactive form or a complete service experience.But when the complexity of the problem is high, the solution is the product service system, the interactive service system, the product interaction system, and even the product-interaction-service system.

Because our design is more results-oriented, through the means of solving problems like “design thinking”, the final form can be varied. Solving problems through appropriate output is the foundation of design thinking. — Cause reasoning.

Apochronous reasoning: According to the current situation as the starting point of the problem, iteratively conceives the way to approach and set the situation and possible solutions to the problem.

Interaction and service look the same thing? In fact, the broad interaction study is about the relationship between people and “objects”. The service design is to explore the relationship between people. The reason why their final results converge can be understood as: the user is ultimately in the process of service. Through the medium of “object” to transfer and experience services, it is not difficult to find that services and interactions ultimately fall into the design of “things”, namely Physical Evident Design.

Whether it’s product design, interaction design or service design, it’s part of the final presentation of the problem. These three also embody the user-centered user experience design for the purpose of experience.

@yeutz