Lab+9


 * According to the slideshow by Sylvain Cottong, who is an employee at [|http://www.integratedplace.com], describe the tools and methods of 'service design' (2 paragraphs).**

Sylvain Cottong defined service as a necessary extension to products, but without the need to pay them the same attention. The service design is a combination of methods taking from product and interaction design, and is used in the process involved with the design experience of services, as well as their interface. It is considered as a human centered approach that focuses on customer experience and the quality of service. It is mostly developed in Northern Europe and this design is about making the product useful, usable, and desirable for the users. It also improves the design experience by making it more efficient, effective, and valuable. Service touch points are the tangibles such as space, objects or people. There are a few key concepts to the design; systems, value, journeys, people and propositions. There are a variety of tools and methods for this design. In ethnography, user studies and personas are used to identify, discover, and understand the service context and their users. Customer journey map is used to show how the customer perceives and experience the service interface along the time axis. An example is to measure the customer experience with flight. Their feelings are measured throughout the different phases such as getting to the airport to getting to their destination. Another method is service blueprinting. It allows a quantitative description of critical service elements such as time, and specifies both actions and events that happen in the front stage and those out of the line of visibility. As such, it is a fundamental aspect in the delivery of the service (backstage). Ideation, context mapping, and participatory design are used to reveal the users’ conscious and latent needs, hopes, expectations, and experiences through workshops. Service prototyping is a tool used to stimulated real world experiences through scenarios and storytelling.


 * From your personal experience, what would be a scenario in which these methods would be useful? (2 paragraphs)**

Cell phone designers will need to use the ideation, context mapping, and participatory design to find out users’ needs and hopes. Different users have different expectations and needs for cell phones. In order to create the best suitable cell phone for each age group, the designer will need to invite people and provide feedback in the design.

Advertisement can use a variety of methods such as context mapping, service blueprinting, and service prototyping. Advertisement is only successful if they manage to convince buyers that after they purchase their product, a certain favourable scenario can become their real world experience. Advertisement has a front stage and a backstage. The representative such as celebrities are the front stage that buyers see and backstage are the marketing department, make up and lighting, and people that created the advertisement together.