Asking ten different people about what they think service design is, you probably  get 11 different answers. [this is service design thinking] Service design is an evolving field and a definition is definitely not agreed upon yet.

So, what is service design?

In an interview with Phi-Hong Ha at the AIGA site, she defines service design like this:

“Service design is a collaborative process of researching, planning and realizing the experience that happen over time and over multiple touch points with a customer’s experience”

This is a good starting point for understanding service design. By touch point she is referring to where services get in contact with, or touch the user. These touch points are always present in a service design process. By thinking about touch points, one can really get down to understanding the user needs and see the issues from a users point of view and the whole user journey through a service.

Phi-Hong Ha also says:

“Service design looks at customer needs and experiences in a holistic way”

By these two quotes I think she says a lot about the core of service design.
Read the whole interview her!

But what does holistic mean in this context?

Dr Yoko Akama did a very nice presentation at the Nordic SDC conference, where she presented a case study. She explains how they tried to shift a project focus from a well known web design approach to a service design approach. And highlighted some interesting issues.

Slide from Dr. Yoko Akama's presentation at the Nordic SDC

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A web design approach often start with a clients need. A need to communicate, to maintain a visual look & feel or other similar needs, to solve a issues related to internal needs,  ideas, established structures or technology.

Using service design as an approach, the process will look very different, and inn a much more holistic way. A service design process will start with the user. The process is based on user understanding, observation of the user and work from the user inn towards the service or service provider.A process that will involve a lot of research, cross discipline knowledge, user involvement/participation and rapid prototyping.
The idea is to not approach the task from the clients business idea (or technological solution) – out towards the user. This can be quit a dramatic change of thinking for clients. And no wonder why, after spending 3 full days learning about service design and reading a lot about it. I find the magnitude of service design still not easy to grasp.

The holistic approach is a wide approach. “…taking into account multi-disciplinary processes required in service design…[like] cultural studies, psychology, business management, organisational theory. These fields contribute to service design significantly” Dr. Yoko Akama

From design to design thinking

In this TED talk by Tim Brown talk about the move from design too design thinking. He does a great job in explaining key issues in service design, although he refer to it as design thinking. The term design thinking is almost impossible to clearly separate from service design as they spill into each other and none of the two terms have clear boundaries or definition.

A small abstract of Tims talk.

1. The move from design too design thinking
2. When design became small
3. Design CAN be big again
4. Instead of starting with the technology, start with the people and culture
5. Learning by making – instead of thinking about what to build, one start building in order to think -> quick prototyping speed up the process
6. Move from user consumption to user participation
7. Design is too important to be left to the designers alone

So what is the big deal, what is the big shift?

I find the big shift lies in how service design may enable sustainable solutions.
This can be argued to be an effect of a service design project, but I more and more see it as a natural part of the whole process. Design thinking is a change of mindset.
Why? The old thinking of production and products; shipping of products and consummation of these (making the best choices out of available alternatives), is not the approach in service design. Here we find a different way of thinking, and an approach focusing on the real user needs. Service design starts in the other end (with the user and user participation) – exploring new alternatives, ideas and possibilities that may not yet exist. This is why service design might be called a more sustainable way of thinking. The sustainable part can be hard to grasp, but is based on the process being turned around and the services are developed and originating from real users need.  Moving from user consumptions to user participation as Tim talk about in the video above. Which is a great staring point for developing sustainable solutions.

Resources

• Wenovski is an open platform for sharing ideas and cross-disciplinary collaborations between creative thinkers. A truly bizzi place where alot of discussion around service design is happening at the moment.
• Live|work is a unique multi-disciplinary company focusing hard on service design. On frontpage is a short slideshow quickly explaining the concept of service design. Be sure to check out all the case studies as well – very interesting!
• Design Thinking blog a blog by IDEO’s Tim Brown, be sure to check out his new book Change by Design
• Service Design Tools is a great place to find tools for complex processes.
• Nordic SDC abstracts and papers can be found here
• Articles
• The Guardian: Why design should be rated alongside science
• The Times: He Prizes Questions More Than Answers

His post bring on some interesting points which touches the problem statistical offices/organizations have when trying to get a grip on the development happening in the field of communicating statistics. As an interaction designer I can relate to a lot of what is pointed out in his post.

Before commenting on Robert Kosara’s post, it is important to emphasize some big issues.

1. Fast moving development
   The area of statistical visualization is  moving forward with the same speed as the technological development. New technologies enables new ways of communicating statistics. Statistical offices/organizations are not ahead of this development, but tries hard to be (which is very understandable).
2. Credibility
   This is a very important issue and can’t be emphasized strong enough. A statistical office has to have credibility. A statistical organization must be politically independent. It has to be trustworthy. Not many outside this world (of statistics) knows what important role an independent statistical office plays. It is often THE base for important decisions made by governments and/or political decision-makers. The question of credibility or independency should never be put at risk.
   For a statistical office to achieve these high standards of credibility and independency, it has to be on guard in many ways. One issue is not to simplify too much, or be too tabloid. Another aspect is that it has to communicate statistics (and/or statistical research findings) in a neutral way. And not to favor any particular audience (this is one very important issue for Statistics Norway, where I work, everybody should have the same access to the same statistics, at the same time). [Ref Norwegian article about this principal].
   This is only a few aspects, but as a communicator I have an inkling of how difficult it is to communicate without simplify too much and to communicate in a neutral way to an undefined audience (same access for everybody at the same time). To meet these requirements can be hard. This last point is discussed in more detail later in this post and is an important one for the author of this post.
3. The understanding of communication as a professional field
   The world of statistics has a history of visual communication, a time when it was at the forefront.
   But in the last fifteen or twenty years the technological development has played an important part and done a devastated job in ruining the understanding of visual communication as a profession. Everybody can make a diagram in excel, everybody can make graphics. Everyone has the power to visualize but not necessarily the knowledge to communicate well.  “Everyone’s a critic graphic designer“.
   Making things pretty,  it doesn’t make it more right, or more understandable.
   “Graphic design is about making things more beautiful” is a preconception of my field of profession I know I have to live with for a long time ahead. Though making things beautiful is a part of what I do… it’s far from the most important one. A professional information designer is trained at grapple with what the world of statistics struggles with today, namely how to make things more understandable.

Turning statistics into knowledge

This is a quote from Roberto’s post from the OECD’s conference on Turning Statistics into Knowledge, which I think is worth mentioning.

Nobody really talked about the seminar topic of Turning Statistics into Knowledge. Some of the talks I mention above came close, but there was no explicit discussion of how it might be done. No overarching approach that said: this is our idea of how it might work, what we’re going to demo is the first step, motivated by our overall design. Perhaps that also explains the lack of evaluation: to evaluate, you have to know what you’re evaluating.

These visualization tools do not magically create knowledge, they only produce colored pixels. In several presentations, I got the distinct feeling that they really mostly wanted to make something pretty and colorful, and didn’t really care about how useful it would be.

I can relate to this statement,  after attending quite a few statistical conferences and seminars.  It has  very often been overly focused on what technical platform too choose and on how to make good-looking diagrams. And I think there is a common misunderstanding that technical platform and aesthetics will solve the communication problem, which it alone never will.

Design thinking

“…a process of creative and critical thinking that allows information and ideas to be organized, decisions to be made, situations to be improved, and knowledge to be gained.”
Charles Burnette in his IDeSiGN curriculum

Design thinking is very much about how you approach a problem. It is a very common way to think for designers, often embedded deep in their back spine.

In the world of statistics this is not a very commonly used  method.

The most common way to solve problem without using design thinking, is to start with the product, in this case statistical numbers, then you consider technology and in the end (if you got time) you consider how to present it to the user. In all parts of this process, usually very highly qualified people are at work gathering data, mining the data, researching the data and building technological solutions. In the end somebody get called to color it up and make it presentable (pretty).

Design thinking doesn’t replace the ordinary thinking or process, but  adds to it, in an early stage, and is then capable of testing and adjusting the message into something knowledgeable for the user through design.

The design thinking starts with the user and ask questions like “for whom is this gonna be made for?”, “what is the best way to present this?”,  “is this the best way, or that way?”. Doing tests and adjustments, so it aligns with the user, the technology and the context in which it is to be presented.

To better communicate statistics one has to turn around the whole mindset. The common mindset looks something like this:

1. we have statistics
2. lets get them on the net looking good
3. lets educate the user in the way we think is the right way

Using visual thinking as an approach, it’s sort of the other way around.

1. who is the user?
2. how can we make the specific statistics understandable (for that user)?
3. how is it possible to match the specific statistics criteria with the users need to understand?

To exemplify this, lets make it into a more simpler process by comparing it to the making of a slide show presentation.
When you are making a presentation for a group, you have to think about what you want to get across(content), and to whom you speak. If you first make your presentation without thinking about the audience you may not get your message across, or be understood.
So what is more important? Your message or your audience? This is always a tricky question. If your audience doesn’t understand what you are saying, you might as well skip the whole presentation. Or you can try to understand your audience and present your message in a way they understand.
If you’re trying to communicate well, you have to understand/acknowledge your user/audience.

Kinky problem

And now you probably see the one kinky problem rising on the horizon. Previously I talked about how important it is to be independent and maintain credibility by not favoring any particular audience, by not to oversimplify, but maintain a neutral state. How is it then possible to communicate well?

By pointing out this problem, I’m not saying it is impossible to communicate well. It just mean we have to work harder, work with the right knowledge and evaluate our solutions.

It doesn’t mean a statistical office has to oversimplify or be tabloid. But it means it has to take its users (and potential users) seriously and acknowledge them for whom they are. Then it is possible to communicate efficiently and well.

I like Matthew Ericson(deputy graphics director at The New York Times) approach, when he says that he’s trying to build work for “both Bart and Lisa Simpson,” meaning that it can be surface and simple (like Bart) or deeper and thoughtful (like Lisa). It’s a good way to think about making work that appeals to two very different kinds of readers. [ref: The Update Blog]

Epilog

This post may sound a bit frustrated, but I’m not. I know this is the time of possibilities, it is exiting times. The technology is moving fast forward  and the time will come when the fascination for technology trade places for good solutions.

‘Good visual design is serious in purpose. Its aim is not to attain popular success by going back to the nostalgia of the past, or by sinking to the infantile level of mythical public taste. It aspires to uplift the public to an expert design level. To inspire improvement and progress demands that the designer perform to the fullest limits of his ability. The designer must think first, work later.’ …For Sutnar, the practice of information design, a subset of graphic design, ‘should be understood as the integration of meaning [content] and visualisation [format] into an entity that produces a desired action.’ Conveying information was the designer’s most crucial responsibility.
[Ref: Eyemagazine article on Ladislav Sutnar]

All views expressed in this post is private views.

Browsing through the different statistical institutions it is easy to see that there is a struggle to cope with the visualization side of things. The visual aspect of the information is (I think with no exceptions) hidden somewhere under a small obscure button. Then usually an applets starts to load, and it feels very old and slow and restricted in some way. It doesn’t feel like an integrated part of the experience.

But first -> Gapminder.

Gapminder, which I have written about earlier has gone around the world several times now and has since the first time shown on TED been aquired by google. Every time Hans Rösling and the presentation he did at TED is mentioned, it is with some sort of worship… but not with this bunch of hard core statiticians, and with good reason I was to discover.

These are the guys who actually tried to recreate what they saw Mr Rösling did, but with their own datasets. The magic sort of didn’t happen. Something was missing? Could it be that Mr. Rösling was missing? Well, it was sort of the conclusion. Gapminder work well with some passionate guy in front, but no so well on its own.

So hey, Mr. Rösling got his message across(which I think, is sort of the main issue) in an inspirational way and I have used his presentation in class with good response. But I can see the problem in trying to recreate this feeling without Mr. Rösling jumping around and waving his arms in front of the screen.

Looking forward to see what Google is gonna make of it.

As for technologies – these are on my short list at the moment

Flash of course (some inspirational examples below)

- We feel Fine by Jonathan Harris

- 3000 Faces by NY Times

Another interesting story telling -project by Jonathan Harris – The Whale Hunt.

Ajax and the comming of RIA’s – there is lots of different solutions, but I’ll focus on whats happening at the Google camp and use more time understanding their GWT framework

Edwin de Jonge from The Centraal Bureau voor de Statistiek in the Netherlands showed me a very nice job done on Google Maps with their Neighbourhood aplication. The user relates enthusiastically to this way of approaching statistics. Its easy to relate to lots of data when its seen in comparison to something close.

Processing or generative art scene as such. There is a lot of exiting stuff happening out on the other side of visualization which is a a great source of inspiration.

Solutions that I have noticed recently, and gonna spend some time with:

- Open Flash Chart

- Piwik - open source webanalytics (open source google/analytics solution)

- Google Map Creator from CASA (see also: London Profiler)

- Google code Maps API blogg

Lecture about Google Maps API – more info here!Something new happening as well – Google Mapplets – worth checking out.

WordPress as a blogg tool is also on this list together with Swivel and ManyEyes.

Time for some change. I’m joining SSB full time from 25th of Feb. 2008.
Working mainly with visualization of big data sets.

I’m really looking forward to this.

The thumbs seen in this post is from a very small project done for a presentation at SSB. This was done in a couple of days and I got some technical help from an old friend (Lasse v. Karlsen).

The last image is from an application/prototype we did, that makes every town in Norway into a small, sort of visual fingerprint based on facts that each community send in to Kostra . This application enables the user to instantly tell differences and similarities.

Fun project and fun to work with old friends.

Invitation for a small seminar by an open source company called Conduct. Work still in progress.

It’s so much power in blog as a publishing tool and it can be used in so many different ways. It’s just a pity blog has gained a reputation of being an online diary-tool for teens to explore (…not a bad word about teens and their feelings).

The buz has been around for a long time, but in many areas blog as a concept is still in its youth, and within lies possibilities not yet explored.

More about blogs check out Jill Walker Rettberg’s blog here! It’s not “Dummies guide to blogs”, but still alot of interesting material.

And of course, this post is backtrack’ed to Kjetils post.

Students: Our project page can be found here.

New visual profile and web pages for Broadnet. Done in cooperation with Konsulatet.

The seminar design is made by VIKTIG. Web implementation done by Kulp.

Site can be seen here!

We’ll be focusing on TIME. Time as a communication tool and as theme for the project. Time as a communication tool is the most importante aspect of our project.

Project page here! (password needed)

Project assesment(end) at the 21st of May 2007.

This site was done for painter Bente Bøyesen. A clean presentation of her paintings.
The site can be found her!

Working conceptually towards a visual avatar solution for a mobile phone project.
Layout and illustration was done. Project not finally funded.

An early sketch

I’m now part of the Edit group of Grafill arranging three-day conference.

The Edit conference is a biannual three-day event consisting of lectures and workshops. The conference premiered in 1993, and we’re proud to announce this year’s event, Edit 8 : RELEVANCE, which takes place on October 19 – 21 2007 in Geilo (Dr. Holms highland hotel), Norway.

Edit8 is all about RELEVANCE. Looking foreward to this event – already some very interesting contributors and workshops.

I’ll post more about this very soon.

Project done for Broadnet. New label made for Bradnet mobile unit. Project is still in progress. Packaging, posters, web site, brochures, letter heads etc. are to be made.

One type of poster to be placed at dealers showroom.

Micro site for Kunnskapsforlaget and Tine. Weekly updated with competitions and prices.

A board game made for Kunnskapsforlaget. Worked on the initial concept of the game logic it self, to the design of the packaging and identity.


The final design.

Cards for the game.

An early visualization of the final design.

Early colour sketches.