design-driven service innovation: introducing techniques for changing the meaning of a service -...

Design-Driven Service Innovation introducing techniques to change the meaning of a service

Masanao Takeyama, Kahoru Tsukui, Keio University

Hiroshi Yamaguchi, Kanako MatsuoDai Nippon Printing Co, Ltd.

1.  User-Centered

2.  Co-Creative

3.  Sequencing

4.  Evidencing

5.  Holistic

•  Contextual user research•  Co-design workshops•  Participatory design methods•  Transformation design approach

Emphasis on user(human)-centeredness in service design

SD’s FIVE PRINCIPLESTechniques to involve users:

Drastic change does not come from HCD approach (only)!

(Norman & Verganti, 2011)

Design-Driven Innovation

Technology push

Market-pulluser-centered

Meaning

Radicalchange

Incrementalchange

Technology

Radicalchange

Incrementalchange

Design-driven

(Vergan',2009)

The Process Structure of DDI approach

(2) INTERPRETING People

(3) ADDRESSING

(1) LISTENING

Interpreter Interpreter

Interpreter Interpreter Interpreter

Interpreter

Interpreter

Knowledge on changes in the life

context

Interpreter

SeductivePower

Translation of knowledge into new product meaning

Resort to the expressive power of interpreters

Limited applications of DDI to service design research

Using DDI to servitize existing products (Baha et al., 2014)

Comparison between DDI and Design Thinking (HCD)(Schmiedgen, 2011)

Combination of DDI and HCD found in service designers’ practices (Wetter-Edman, 2011)

Barriers against the application of DDI to service design

Focus on product innovationFew examples of service innovation

Theoretically formulatedProcedure, techniques and tools for practicing DDI are NOT provided

Innovation driven by the top management and elite expertsActual DDI procedure is left for the strategy and creativity of each company

Need techniques to guide and assist both designers and non-designers to practice DDI approach for service design projects

The focuses of Design-Driven Service Innovation Method

(2) INTERPRETING People

(3) ADDRESSING

(1) LISTENING

Interpreter Interpreter

Interpreter Interpreter Interpreter Interpreter

Interpreter

Interpreter

SeductivePower

NewMeanings and

languages

DDSIPromotingmore people to try DDI approach for SD projects

techniques

DDSI’s 3 Techniques to Facilitate Strategic Meaning Change

(A)

Contextual Reframing

(B)

Structural Interpreting

(C)

Contextual Blending

LISTENING INTERPRETING

Changecontext

Learnfrominterpreters

Translateknowledge

Generateservicemeaning

Studyservicemeaning

(PROCESS)

DDSITECHNIQUES

(STAGE)

( )

A Virtual Project: Radical innovation of (foods) supermarket

Service InnovationProject Team

A. Contextual reframing　　

The first technique of DDSI

?Supermarket

Which context should we look at to find a new meaning for the service?

A. Contextual reframing 　　

In a DDI project, the design team should first ask

Preparing mealsat home

Supermarket


Usually people think about home meal preparation as the life context in which a

supermarket is used.


Supermarket

FamilyCommunication


How bout this one?


Supermarket

FamilyCommunication

HealthyLiving


Or, this one?

Supermarket


Major societal changes happening recently in Japan

ü More females entering into workforce.

ü # of double-income households increases.

ü Men have been spent much less time for housework than women have.

Housework as tough burdenfor working couples


Need Solution!

But it is more promising for an innovation project to look at an extended life context which is related to some emerging important social issues

SupermarketPreparing mealsat home

Major societal changes happening recently in Japan

More females entering into workforce

# of double-income households increases

Males have been spend much less time for housework than women do

Key interpreters

Service InnovationProject Team

Housework as tough burdenfor working couples


Familypsychologist

Ar'stcouple

Work/lifestyleresearcher

Creatorofadagency

Authorofbooksonhouseworksharing

Femaleentrepreneur

B. Structural Interpreting　　

Key interpreters’ unique views


Housework as creative project

Collaboration by a couple

Imagination-seeking



Housework as burden

Division of labor within a couple



Imagination-seekingEfficiency-seeking

Majority’s dominant view



Housework as burden






What a kind of essential life theme found in this perspective change?



Housework as burden






Efficiency-seeking

Imagination-seeking

Houseworkas burden

Artisticactivity

Dominant perception (bias)


Trade-off

Efficiency-seeking

Imagination-seeking

Artisticactivity

Dominant perception (bias)

Key interpreter’s perception


Houseworkas

creative project

Shift! (Breaking the trade-off)

Houseworkas burden



Housework as burden






My responsibility scope(My spouse’s freedom level)

My freedom level(My spouse’s

responsibility scope)

Happy for meUnhappy for my spouse

Unhappy for meHappy for my spouse


My responsibility scope(My spouse’s freedom level)

My freedom level(My spouse’s

responsibility scope)

Collaborativehousework

Shift!

They can switch their roles anytime and make a collaborative team formation according to their work conditions

Houseworkas

collaborationproject

Both spouses have wide-range housework skills


Key interpreter’s perception

Efficiency-seeking

Imagination-seeking

???Housework

as creative project


How does a creative housework (such as home meal preparation) look like? How could it be realized?

Collaborativehousework

Houseworkas

collaborationproject

???

C. Contextual blending　　

Efficiency-seeking

Imagination-seeking

???


Let us find any reference activity which naturally breaks the essential dilemma we are looking at !

Efficiency-seeking

Imagination-seeking

Design project


Designproject

Design project is a good candidate as a typical activity to break the dilemma btw imagination and efficiency

Meal preparationas a housework activity

Plan Shop Cook Set

Design project

Discover Define Develop Deliver


Plan Shop Cook Set

Design project



Discover Define Develop Deliverleft foodstuff

Health conditiondinner thememenu

recipeingredients

cookingarrangement

Meal Preparation as a Design Project

Meal preparationas a housework activity




recipeingredients

cookingarrangement

Meal Preparation as a Design Project (A New Context for Supermarket)

What is the meaning of a supermarket in this context?




recipeingredients

cookingarrangement

IDEATE NEW MEANING

Supermarket staffas a dining co-designer

Supermarket as a co-design lab.

Quick pick-up for ordered foodstuff and precooked meals

Chefs at the supermarket can precook dinner meals based on the ideas generated at DD Lab.

In-store precookorder


A conceptual future supermarket store

A supermarket storeas a studio to precook home dinner

Home meal preparation

Housework

Co-design project Team sport

Meal preparation as design project

Supermarket as co-designer & dining design lab.

Unique vision of Key interpreters

C. Contextual blending

Imagination & Efficiency Freedom & Responsibility

Collaborative Housework project

A. Contextual reframing

Emerging social concerns

Service meaning change

B. Structural

interpreting

Supermarket as grocery

The Structure of DDSI method

Discussions

•  DDSI makes DDI approach more accessible to practitioners including non-designers, promoting more challenges for drastic service innovation.

Besides we can expect that

•  the meaning-context framework of DDSI facilitates designing the consistency among service interactions, user experience, and user’s life context in which the service is used.

•  DDSI also supports service branding (service perception and relationship) especially when the service and its brand communication reflects the proposed vision of a life context for which customers feel empathy.

Future research

•  Testing DDSI with real projects–  Is it always possible to represent key interpreter’s vision by the trade-off diagram?–  Is it always possible to find a nice analogical context for contextual blending? If so how could we?

•  Extend the method to deal with DDI’s Addressing stage by incorporating cultural prototypes of new service meaning.

•  Extend further to promote technology epiphany, i.e., a merge of the radical innovation of meanings with technological breakthrough (Verganti 2009).

Arigato

Thank you!

supplements

Housework

ImaginationEfficiency

Design project

Houseworkas design project

Imagination Efficiency

Efficiency

(reference context) (target context)

(blended context)


Meal preparation

ImaginationEfficiency

Design project

Meal preparationas design project

Imagination Efficiency

Efficiency

(reference context) (target context)

(blended context)


ANTHROPOLOGIST

EXPERIMENTER

CROSS-POLLINATOR

HURDLER

COLLABORATOR

DIRECTOR

EXPERIENCEARCHITECT

SETDESIGNER

CAREGIVER

STORYTELLER

10 Faces of Innovation(Kelly, 2005)

Library

Studio

Workshop

Lab

Field

Kitchen

Workarea

Mee'ngspace

ENVIRONMENT


MarketresearchUserresearch

ProjectDevelopmentProjectmanagement

Finaltes'ngEvalua'on&Feedback

Solu'ondevelopmentPrototypingitera'on

PROCESS

ROLES AND SKILLS

Playroom


Designproject

Trainingroom

Lockerroom

Cafeteria

Treatmentroom

ENVIRONMENT

Planning Training Game Recovery

PROCESS

ROLES AND SKILLS

Strategymeetingroom

Team sportsStructural

characteristics


Field

Nappingroom

Athletic trainer

Conditioning coach

Equipment manager

Analyst Nutritionist

Masseur

Medical trainer

Mental coach

Players

Teamsports