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

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

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

A service oriented architecture for engineering design

Decision making in engineering design can be effectively addressed by using genetic algorithms to solve multi-objective problems. These multi-objective genetic algorithms (MOGAs) are well suited to implementation in a Service Oriented Architecture. Often the evaluation process of the MOGA is compute-intensive due to the use of a complex computer model to represent the real-world system. The emerging paradigm of Grid Computing offers a potential solution to the compute-intensive nature of this objective function evaluation, by allowing access to large amounts of compute resources in a distributed manner. This paper presents a grid-enabled framework for multi-objective optimisation using genetic algorithms (MOGA-G) to aid decision making in engineering design

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

Mapping and Developing Service Design Research in the UK.

This report is the outcome of the Service Design Research UK (SDR UK) Network with Lancaster University as primary investigator and London College of Communication, UAL as co-investigator. This project was funded as part of an Arts and Humanities Research Council Network grant. Service Design Research UK (SDR UK), funded by an AHRC Network Grant, aims to create a UK research network in an emerging field in Design that is Service Design. This field has a recent history and a growing, but still small and dispersed, research community that strongly needs support and visibility to consolidate its knowledge base and enhance its potential impact. Services represent a significant part of the UK economy and can have a transformational role in our society as they affect the way we organize, move, work, study or take care of our health and family. Design introduces a more human centred and creative approach to service innovation; this is critical to delivering more effective and novel solutions that have the potential to tackle contemporary challenges. Service Design Research UK reviewed and consolidated the emergence of Service Design within the estalished field of Design

Interdisciplinary working in service design: case studies for designing touch points

The paper argues that interdisciplinary design can be successful in services design. It offers information about 2 case studies in which interdisciplinary teams address design services problems. The paper explains the design method employed in the case studies. It also identifies “user design centred” as the main concept that drove the design approach. It explains the meaning of “user centred design”, of “services design” and highlights the importance of “interdisciplinary services design”. The paper also offers a framework for interdisciplinary working in service design. KEYWORDS: Service Design, Touch Points, Interdisciplinary workin

Communication systems supporting multimedia multi-user applications

Multimedia multi-user applications are becoming more and more important. Intensive research is underway on the design of protocols and protocol entities for future communication systems supporting multimedia multi-user applications. The development of a service description ensures that protocol designs actually produce the required functional behavior. The authors explain the approach to the description of a multimedia multi-user service. An example illustrates the use of the service description in the design of communication systems. Next, they present the basic requirements of multimedia and multi-user communications. A call model underlies and structures the service description. Finally, the authors describe the service in terms of service element

Learning Design and Service Oriented Architectures:a mutual dependency?

This paper looks at how the concept of reusability has gained currency in e-learning. Initial attention was focused on reuse of content, but recently attention has focused on reusable software tools and reusable activity structures. The former has led to the proposal of service-oriented architectures, and the latter has seen the development of the Learning Design specification. The authors suggest that there is a mutual dependency between the success of these two approaches, as complex Learning Designs require the ability to call on a range of tools, while remaining technology neutral. The paper describes a project at the UK Open University, SLeD, which sought to develop a Learning Design player that would utilise the service-oriented approach. This acted both as a means of exploring some of the issues implicit within both approaches and also provided a practical tool. The SLeD system was successfully implemented in a different university, Liverpool Hope, demonstrating some of the principles of re-use