From Capability Training to Capacity Building

Service design is now firmly established as an important approach for driving innovation and change in the public sector. This is evident by the growing number of public sector service design projects, by the emergence of innovation labs in governments around the world, by dedicated events such as the 'Service Design in Government' conference in the UK (now in its 4th year) and an increasing body of academic research looking at the impact and value of service design in the public sector. One of the key barriers to service design implementation is the capability and capacity available to in-house teams of council officers tasked to deliver and improve the service. This is an important issue to address if service design is to truly fulfil its potential to drive innovation in the public sector. And yet, as a community of practice, we don’t often discuss the importance of service design training in the public sector. This article attempts to highlight a range of approaches to service design training and capability building in the public sector using examples from different parts of the world

Service life design for infrastructure

In the past few years more and more attention has been devoted to the safety and serviceability as well as durability and sustainability of structures. Meanwhile there are intensive research and development activities going on, e.g. on materials properties, deterioration mechanisms, geometric- and structural design, execution aspect and maintenance. Furthermore, codes and standards on service life design are being discussed and partially established world wide. It is now time to present a focused picture of the current status and future trends in this field, including theory, practice and education. The aim of the symposium is to provide a forum to researchers and practitioners for presenting the newest findings and to discuss new ideas on service life design and serviceability of infrastructural Works, effectiveness of service life design methods and experiences from the practice

Service Design Against Organised Crime

This paper proposes benefits of using service design against organised crime. As a vehicle to this discussion, the focus is an anti-child-trafficking project at Northumbria University in the UK, involving its multidisciplinary Northumbria Crime Prevention Network. The last 10 years have shown increasing evidence of people trafficking, internationally (DoS, 2010), generally for the purposes of illegal labour and/or sex. A significant fraction of those who are trafficked are children. The majority of these children are in their mid-teens, but some are as young as five years old. The C4 persona-based critical design process, (Hilton, 2008), is proposed to strategically enable a service design approach to counter organised crime, by first developing the required criminal personas in order to use their competitive perspectives in critical review of the preventative initiatives. Opportunities from such a service design approach, to child trafficking for example would include new means of: interruption or redirection of child trafficking services so that these children end up in legitimate care; also the proposition of considering new opportunities and improvements in child trafficking service routes and processes as a means of second guessing how and where Recruiters, Transporters, and Exploiters, (Van Dijck, 2005), might next be found operating, and then through border and security agencies successfully countered

Facilitators and barriers to the integration of healthcare service and building design

Service design research recognises the importance of infrastructure design in the achievement of streamlined service delivery. Although research about service design and building design is abundant, very little is known about the integration of these processes. Therefore, this research aimed at identifying facilitators and barriers to the integration of service and building design processes. To this end, the initial results from a historical investigation of the redevelopment of a hospital in Salford, UK were used to identify facilitators and barriers to the integration of service and building design. Data was collected through interviews, document analysis and a workshop. Initial results present internal and external factors related to the design process generating barriers to integration of service and building design

Exploring where Designers and Non-Designers meet within the Service Organisation: Considering the value designers bring to the service design process

Service design is sometimes thought of as the interface between the customer and the service provider, a design process that exists between design thinking and business practices. Service design consultancies working with service organisations are increasingly attempting to develop design thinking alongside business processes within the organisation, but if everyone becomes a ‘designer’ what value is placed on the design-trained service designer? What qualities, knowledge and skills does a designer offer that identifies them as a valuable business asset who has an integral place within the business process, rather than as someone brought in when the organisation wants to be seen to be ‘creative’ or ‘innovative.’ The process of design for services is well documented, however there is not much debate around whether the service designer needs to be design-trained, or of what benefits they would offer if they were. It is assumed that design tools and methods can be introduced and disseminated to non-designers, but if tools and methods are all it took to design services, what is the future for the ‘designer?’ From observations of students studying service design at postgraduate level and a comparative study with design and non-design staff within a service organisation, this paper aims to uncover the value and ‘craft’ of the designer within the context of the service design process

Participatory healthcare service design and innovation

This paper describes the use of Experience Based Design (EBD), a participatory methodology for healthcare service design, to improve the outpatient service for older people at Sheffield Teaching Hospitals. The challenges in moving from stories to designing improvements, co-designing for wicked problems, and the effects of participants' limited scopes of action are discussed. It concludes by proposing that such problems are common to participatory service design in large institutions and recommends that future versions of EBD incorporate more tools to promote divergent thinking

Valuing service design: Lessons from SROI

This paper describes lessons learned through the use of a Social Return On Investment (SROI) approach to evaluate a completed Service Design project with a large vocational training company. It is written by the Service Design team that led the original project and who subsequently used SROI to evaluate its impact. Experiencing the SROI evaluation process first-hand, in a live setting, is the approach by which the authors develop a discussion about its potential fit with Service Design processes. The SROI method enabled both the design team and the case-study organisation to acknowledge and measure additional social/stakeholder benefits created through the design work. These elements would not have been visible in a traditional ROI evaluation. There is the promise of a useful fit between SROI and Service Design in larger projects. The approach could be used as a framework for forecasting and evolving indicators for likely social impacts (and their financial proxies) throughout a Service Design project, to guide decisions at each stage. Its usefulness depends, however, on there being a will at Design Management level to rehearse the approach and develop tailored approaches towards it. In the current study, the method was found to be time-intensive for the Service Design team as lay-users and also for some key project stakeholders, but that could be better managed with experience. SROI will not suit every project, however may fit very well with those projects that already count a full business plan amongst their deliverables. One of the main limitations encountered in using the SROI process was difficulty identifying appropriate proxies for the calculations. It is proposed that social benefit might be expressed to multidisciplinary co-design teams through visual and emotive means rather than in quantitative, financial terms. Such ‘visual proxies’ would better fit with the semantic mode of design

Design Opportunities in Service-Product Combined Systems

This paper aims to examine recent research issues related to the integration of service and product in view of industrial design. Further, it attempts to identify new opportunities for further research regarding “product-servicization” vs. “service-productization”. In the continued efforts to provide the users with fuller experiences, one major trend is the blending of products and services. Much existing research seems to either present cases or propose frameworks regarding the ‘connection’, rather than ‘integration’ between products and services. Broadly, two major approaches seem to exist in this area: 1. product-servicization, 2. service-productization. The former generally indicates adding more services to existing products, whereas the latter generally refers to making services tangible and/or visible in the form of a product. However, findings of an extensive literature search conducted for this study suggest one important deficiency in dealing with service issues around the product: the ‘integration’ between the actual product design and service elements for supporting new service-product system. That is the rationale behind this research, an attempt to investigate the possibility for the integration of product design and service factors which could be embedded in the design of product itself in new service-product system. This paper is largely based on qualitative research. New design research opportunities are identified by qualitatively analyzing relevant literature, synthesizing the information and presenting some cases to support the main argument of the research. Design-led Service-Productization is not, and should not be re-arranging deck chairs on the Titanic. Rather, it should bring practical and tangible design issues related to new service-product system. Findings suggest that this approach could provide a new model of new product development integrated with a service scheme, which is a more proactive approach than “product-servicization”. Further development of this research could lead to establishing a framework for the Design-led Service-Product Integration. Keywords: Product-servicization; Industrial design; Service; Product; Integration</p

How Design Plays Strategic Roles in Internet Service Innovation: Lessons from Korean Companies

In order to survive in the highly competitive internet business, companies have to provide differentiated services that can satisfy the rapidly changing users’ tastes and needs. Designers have been increasingly committed to achieving user satisfaction by generating and visualizing innovative solutions in new internet service development. The roles of internet service design have expanded from a narrow focus on aesthetics into a more strategic aspect. This paper investigates the methods of managing design in order to enhance companies’ competitiveness in internet business. The main research processes are to: (1) explore the current state of internet service design in Korea through in-depth interviews with professional designers and survey questionnaires to 30 digital design agencies and 60 clients; (2) compare how design is managed between in-house design groups and digital design agencies though the case studies of five Korean companies; and (3) develop a taxonomy characterizing four roles of designers in conjunction with the levels of their strategic contributions to internet service innovation: visualist, solution provider, concept generator, and service initiator. In addition, we demonstrate the growing contributions of the strategic use of design for innovating internet services, building robust brand equity, and increasing business performance. Keywords: Design Management; Internet Business; Internet Service Design; Digital Design; Digital Design Agency; In-House Design Group, Case Study</p