- Service design can be a challenge when you don't control the entire experience.
- Avoid feature-creep.
- Design of the PDA evolved from PC, adapted to accommodate miniaturization.
- Cell phone evolved from simple calls, adapted to add functions.
- Go beyond the accepted audience.
- Take advantage of existing technology.
- Get valuable content.
- Providing services rather than products can be a way to attain sustainable design.
- Even services should be prototyped.
- Consider how you will create envy without a physical product.
- Limited empathetic research can lead to inspiration more than extensive market research.
The Phone in the Hall
- Most of the service design was just focusing on training the operator on the other side.
- Many features and complex interactions.
- Many players including handset vendors, service provider, app designer etc.
- First the rotary dials, then the push buttons (w/ # ad * for added functions).
- Office phone became feature over-loaded.
- Price plans contributed to budding phone habits.
- With the cell phone, competition between provided became more complicated.
- SMS in order to communicate in public places.
- Design of the PDA evolved from PC, adapted to accommodate miniaturization.
- Cell phone evolved from simple calls, adapted to add functions.
- The PDA is easier to use, but fewer people own them, so the telephone platform is starting to dominate in spite of the challenges posed by the interaction design.
- Difficulty in layered structure that takes away create control by single source.
- Opportunities and challenges in designing phone service that people can enjoy quickly.
- More than a quarter of Japan subscribes to i-mode service.
- Enoki was asked to start a spin-out from NTT DoCoMo.
- Enoki had a vision to market mobile phone services beyond business people.
- Very stringent interview process with internal people to build new team including "stress" interviews.
- Brought in Mari Matsunaga in 1997 to lead the content, had to pursue her vigorously.
- Mari insisted on larger screen to accommodate calendar view, shorthand icons etc.
- Mari recruited Takeshi Natsuno to help with internet-based service.
- Political science and economics.
- Already great at computers.
- Was sent by Tokyo Gas for MBA at UPENN.
- Doesn't care about the technological possibility, but about the business opoortunities.
- Readjusted company to accommodate third party content providers.
- No content, no users.
- In 1997, proposed using the internet. Hard to convince information providers to design for small screen.
- Set up categories for content portfolio, then got to persuading vendors.
- Took 1.5 years and got support from 67 companies, starting service in 1999. A lot back then.
- Today, the number is more than 50,000.
- Started with support from the most conservative guys (i.e. banks).
- Was able to win over the entertainment guys only after a subscriber base.
- Handset is only part of the full value chain, a single company cannot dominate the value chain. i-mode is in the middle, unable to create the content or design the handset.
- Only required minimal specification from the handset design vendors, not to limit their creativity - i-mode button and directional arrows.
- Focus on making great UI.
- Tried to make the browser resemble the PC browser.
- Believes success due to internet way of thinking rather than the telecoms way of thinking to implement service. (very wise)
- Chiho Sasaki decided to run a single usability test for using the i-mode to interact with vending machine.
- 30 Minutes later, she gets a drink. Fail.
- The problem was that no single organization has direct influence over the entire experience.
- Best way to get over this hurdle is to look at what people want and need as a 1st priority.
- Service innovation and design company based on London.
- When you deepen an interaction beyond an interface and think about the network, you eventually end up at the service.
- By designing from a service instead of a product perspective, they are promoting use over consumption.
- Think of services as things that people use rather than own.
- There is a connection between service provision and sustainability. (me: yes, there is. i don't want or need the energy and physical devices to store my music, wish i could use someone else's)
- Service design: The design of intangible experiences that reach people through many different touch-points, and that happen over time.
- Service ecologies: Process we use to establish a systematic view of the service ad the context it will operate in.
- Touch-point: Tangibles that make up the the total experience of using a service.
- Service envy: Enable people to express who they are through the use of service, instead of the ownership of things.
- Evidencing: A newspaper article describing a service, other people evaluations etc.
- Experience prototyping: Design touch points, set the scene, place, and time. Participant suspend their disbelief.
- Service experience models: Represent intangible experiences, and need to employ formats to convey the experience and the functions of the service in an immediate way. Make it fake, so that people focus on the concept, instead of the form factor.
- Service blueprinting: Describes the service in enough detail to implement and maintain it.
- Leader of Service Design and Innovation practice at IDEO.
- Philosophy - 'keep our head in the clouds and feet on the ground'.
- Background in astronomy and electronics.
- "Some customers are used to an existing product, it does not even cross their mind to ask for a new solution" (similar to the Ford quote i like)
- Encourages human factors research for service innovation.
- Difference between market and human factors research: Market research uses large numbers of subjects, or participants, in order to reveal statistically viable truth, but it is unlikely to yield inspiration. Empathic research methods, on the other hand, if skillfully used, can yield much inspiration from small number of subjects.
- Observations to insights to framework to ideas to iterative prototypes to solution.
- Framework bounds the problem, reducing complexity.
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