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Service Design Policy 7 1 | 2015 Service Design Policy 18 Touchpoint Proofreading Volume 7 No. 1 Tim Danaher April 2015 The Journal of Service Design Printing ISSN 1868-6052 Medienzentrum Süd / Peecho Published by Service Design Network Fonts Mercury G2 Publisher Apercu Birgit Mager Service Design Network gGmbH Editor-in-Chief Mülheimer Freiheit 56 Jesse Grimes D-51063 Köln Germany Editorial Board www.service-design-network.org Magnus Bergmark Jesse Grimes Contact & Advertising Sales Birgit Mager Hanka Meves-Fricke Anthony Pannozzo [email protected] Project Management For ordering Touchpoint, please visit Hanka Meves-Fricke www.service-design-network.org/ read/touchpoint Art Direction Miriam Becker Jeannette Weber Cover Picture Miriam Becker Jeannette Weberr Pictures Unless otherwise stated, the copyrights of all images used for illustration lie with the author(s) of the respective article FROM THE EDITORS Service Design Policy Policy-making has direct and indirect influences on all of our daily lives. From Magnus Bergmark is a senior in teractions with the lowest levels of local government, to national issues strategist with twenty years experience in Customer such as taxation, justice and immigration, policy determines just how the citizen- Experience, Service and Digital government interface takes place. And policy isn’t limited to the sphere of Product Design. He founded one of Sweden's most success- government; it directs the behaviours of public-sector bodies and commercial ful digital agencies and is organisations too. now based in Stockholm on Service design – with its human-centred nature and broad area of influence – the Experience Design Firm Doberman where he is Business has proven its value as a discipline when it comes to the creation of products Director and Senior Strategy and services. And that success has seen its application broadening, to include Consultant. policy-making. Jesse Grimes has fourteen years In this issue of Touchpoint, we look at the intersection of policy and service experience as an interaction design. We show not only how service design has found a role within policy-making, designer and consultant, now but also uncover cases in which policies drive the implementation of service design. specialising in service design. He has worked in London, This bilateral success for service design will be of special interest to service designers Copenhagen, Düsseldorf and working in the public sector, but contains insights for broader audiences too. Sydney and is now based in From a pan-European review of the impact of design and innovation policy Amsterdam with Dutch agency Informaat. (page 16), to a narrow focus on France, where service design is being increasingly endorsed by policy-makers (page 32), we share interesting insights from both angles. Birgit Mager is professor for service design at Köln Inter- We also revisit some key presentations and workshops from last year’s national School of Design (KISD), Service Design Global Conference, with follow-ups to thought-provoking (and Cologne, Germany. She is eye-opening) events that took place in Stockholm from Kigge Mai Hvid, Denis Weil, founder and director of sedes research, the centre for service Lavrans Løvlie, and Tomas Edman (from page 50). design research at KISD, co- And to close with some notes closer to home, this issue of Touchpoint repre- founder and president of the sents an exciting, evolutionary change for this journal. As we enter our seventh Service Design Network and chief editor of Touchpoint. year of publication – and as I take on the role of Editor-in-Chief – we have made significant improvements to how Touchpoint is published. Details of the changes Anthony Pannozzo is a design can be found on the inside back cover, as well as on the SDN website. innovation consultant based in Boston. He currently leads Continuum's global Experience and Service Design business. Jesse Grimes for the editorial board Touchpoint 7-1 3 8 26 14 FEATURE: SERVICE DESIGN POLICY 2 IMPRINT 16 Service Design Policy Trends 3 FROM THE EDITORS 2015 – 2020 6 NEWS Anna Whicher, Piotr Swiatek 8 KERRY’S TAKE 22 Design for Transformation 38 Service Designing Finland Chen-Fu Yang, Chih-Shiang 8 Quality of Life: Tuula Jäppinen, Satu Wu, Yu-Hao Huang, Tung- Miettinen On Fear and Daring Jung Sung, Kerry Bodine 42 Systematic Implementation 29 A Designers’ Oath of Service Design: 10 CROSS-DISCIPLINE Samantha Dempsey, A transformation framework 10 Service Principles – Ciara Taylor Juho-Ville Matveinen, Juha in Practice Kronqvist, Kirsikka Vaajakallio, 32 Can Service Design Policies Dominic Burton, Marta Mikko Koivisto Ferreira de Sá, Núria Solsona Save Policy Design? Caba, Anders Kjeseth Patricia Bastard, Alain Denis, 46 Less is More Valdersnes Maxime Forest Phillippa Rose 4 Touchpoint 7-1 CONTENTS 60 84 50 2014 SERVICE DESIGN GLOBAL CONFERENCE 52 Service Design and Improving the Lives of Millions Kigge Mai Hvid 56 Service Design for Business Lavrans Løvlie 72 TOOLS AND METHODS 58 Designing for Consequence Lorna Ross 74 Introducing Service 84 PROFILES Analytics 62 Time to Focus on Sumeet Wadhwa 84 Interview with “Service Design Making” Katharina Ehrenmüller Denis Weil 78 Beyond the Obvious User Needs 86 INSIDE SDN 66 The Circle of Winners Katharina Seeger, Franziska Malin Orebäck Schmid, Patricia Hegglin 86 Changes in UK Chapter Team 68 Experience the other 82 Life Events as a Catalyst 86 Futurice Named as Winning Side of Life of Value Finnish Service Design Tomas Edman Diego Mazo Agency 2015 Touchpoint 7-1 5 Touchpoint Insider DIGITAL TECHNOLOGY FOR HEALTH The second day of the confer- BEHAVIOUR CHANGE ence marked the launch of the Global Institute for Digital Health Excel- On 23rd and 24th February 2015, lence (GLIDHE) presented by Alan more than 300 individuals – from Payne (Bupa) and an expert panel. researchers and Ph.D. candidates to GLIDHE is a collaborative project representatives from charities and that combines Bupa’s health exper- start-ups – came together for the tise with UCL’s research capabilities first time to exchange knowledge in the area of behaviour change about how to harness digital tech- and computer science. The aim of nology for health behaviour change. GLIDHE is to shape the future of The conference took place on the digital health through commercially campus of the University College sustainable digital tools that promote London, and was hosted by the UCL healthier lifestyles. http://bossfight.co/city-afternoon Photo: Centre for Behaviour Change, Bupa Why the focus on digital tech- (a UK health insurer) and the NHS nologies? In addition to aspects such JOIN THE BIGGEST SERVICE DESIGN (National Health Service). as lower costs, portability, update- EVENT OF THE YEAR! The perspectives and ability and scaleability, – digital approaches shared were quite dif- technologies are seen to be contex- The Service Design Network is ferent. While researchers expressed tually appropriate and therefore proud to announce information interest in practical applications of more efficient. However, actually about the 2015 Service Design behavior change as well as gathering measuring behaviour change seems Global Conference (SDGC15). It and analysing data, tech sector start- to be quite difficult. An example of will be held in New York City and ups showed interest in demonstrable this is the difficulty in measuring an hosted by Parsons New School new technologies for the booming increase in physical activity, which for Design in the heart of the Big healthcare sector. Keynote speakers is less measurable due to its offline Apple. After a SDN Member´s Day included Prof. J. Wyatt, University of nature. on 1 October, the conference will Leeds, presenting evaluation studies, take place on 2-3 October. The Prof. Bonnie Spring of Northwestern SDN is looking forward to hosting University speaking about develop- more than 20 presentations, as ing technology-supported interven- well as 24 additional discussions, tions and Prof. Lucy Yardley from workshops and events over two Southampton University giving days. Last year’s SDGC was a great an introduction to a person-based success, with all 600 tickets sold approach to intervention develop- out many weeks before the event ment. The more theoretical discus- kicked off. Early bird ticket sales sions centred on evaluation, quality, for SDGC15 will start in mid- standards, ownership, ethics and April 2015, followed by the call regulation, whereas the more practi- for contributions. Tickets will be cal strand of lectures focussed on available on the event website. gamification, user engagement, seri- www.sdgc15.com ous games and wearable technology. / Shutterstock.com grop Image: 6 Touchpoint 7-1 “REDEFINING THE MEANING OF SERVICE DESIGN” – KISD CONFERENCE IN COLOGNE ON 18TH MAY, 2015 Save the date: The KISD Conference celebrates 20 years of service design at Köln International School of Design (KISD). This event also recognises Prof. Birgit Mager’s anniversary as a professor at KISD, the Cologne Uni- versity of Applied Sciences. She has been teaching and conducting research about service design for 20 years. Many former KISD students, well-known service design experts and other practitioners will participate in the conference. Agencies such as IDEO, Designit, Innova- tion Unit, Fjord, Edenspiekermann, Engine, Livework and Claro Partners, as well as companies such as Luft- hansa, Volkswagen, Barclays Bank, EON, and Carglass will attend the conference. The president of the Univer- sity will hold the opening speech. Learn more on the conference website: http://spaces.kisd.de/kisdconferences DESIGN FOR INNOVATION: ADVANCING BUSINESS MODELS THROUGH SERVICE DESIGN The European Commission’s Business Innovation Observatory has published a Case Study focused on Design for Innovation, titled “Service design as a means to advance business models”. Using several examples of both European and non-European com- panies, the report goes into detail about how service design changed their business models, and lead to successful growth. In addition, it looks at the driv- ers and obstacles related to the use of service design by European companies (and particularly SMEs), its scalability potential, and the role of policy makers.
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