¿Qué es el diseño? ¿Qué hacen los diseñadores para practicar su arte y que crean? ¿Qué importancia tiene el diseño de las corporaciones en la sociedad y la cultura? ¿Quiénes son algunos de los diseñadores más importantes de nuestra época y que han hecho? ¿Cómo uno puede convertirse en diseñador? Estas son algunas de las preguntas que exploraremos en este cuso introductorio de diseño. Con frecuencia se ha descrito el diseño como solución de problemas, el proceso de convertir las ideas en realidad o los medios, mediante los cuales podemos hacer que el mundo sea un lugar mejor. En este curso, hablaremos de una variedad de definiciones de diseño, la naturaleza del proceso de diseño y formas de práctica de diseño como el diseño de productos, diseño de experiencia de usuario, diseño gráfico, diseño interior y diseño de modas. Hablaremos de estos temas mediante los análisis de casos de varias cosas icónicas y cotidianas que nos rodean. Este curso le ayudará a entender tales conceptos como el pensamiento creativo, estrategia de diseño, investigación de diseño, y el proceso del diseño para que los aplique a su propio trabajo.
Video: Disciplinas de Diseño - Diseño de Servicio
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來自 Arizona State University 的課程
Entender el diseño
181 個評分
從本節課中
Modulo: ¿Que es pensamiento de diseño?
Esta semana introduciremos el concepto del pensamiento de diseño y continuaremos explorando las múltiples perspectivas de diseño. Contestaremos la pregunta, ¿Qué es pensamiento de diseño? y discutiremos quince características asociadas con este enfoque sistemático. En la Semana 4: (a) resumiremos los elementos fundamentales del pensamiento de diseño; (b) explicaremos las 15 características del pensamiento de diseño; (c) definiremos el concepto de diseño según es utilizado en varias profesiones y contextos (Diseño de servicio).
與講師見面
Prasad BoradkarProfessor
The Design School, Arizona State University
Greetings, everyone.
In today's conversation on design disciplines, we'll talk about
another new design discipline which is referred to as Service Design.
This is a fairly young discipline.
And essentially what it focuses on
is not necessarily tangible things like buildings, products, landscapes.
But focuses on a whole range of intangible things which can be referred to
as services.
So, we'll look at some examples of what this actually means.
So, if you look at a definition of Service Design.
Here's one from Shelley Evenson and Hugh Dubberly.
They define services as activities or events.
So, activities are things that we actually engage in.
Events are things that happened because of those activities.
That form a product.
Now in this case, they are referring to the word product very loosely.
It may not necessarily be a physical product, like a physical device,
like this pen.
But it could be something that could be an experience through an interaction
between the customer In mediating technology and
representatives of the service organization.
So what's happening here is, you have three things happening here.
You have a customer, you have a user who actually is going in for
a certain experience.
You have some sort of a technology that facilitates that experience.
And then you have someone who's actually offering that service to you.
And that essentially is one way of thinking about service design.
That it's a design of this activities or
events that involve people from a customer side,
service side and technology as well.
So, we look at some examples to what this means.
So very simply, customer service.
You have some problem with your phone or
with your computer or any product you might be using.
You call the company, and what they have is they have a set of people who could be
referred to as the customer representatives or customer service reps.
And when you call,
you get a range of people who might be sitting at desks as you see in this case,
answering phone calls, solving problems, getting you the help that you need.
This is a form of service and
designing this entire experience can refer to as one aspect of service designs.
Another one that you can look at is that of a store.
You walk into a store and you want to buy something.
Clearly there's you the user will actually needs a service, needs a product.
There's some of those providing the service.
And there's some mediating technology in between, right.
It might be a scanner that scans your credit card or
a drawer in which they put the money that you give them.
So that is another example of a service experience.
What you see here is a bank.
And in the case of a bank it's the same thing.
The operator who is sitting behind the glass is offering a certain service for
you who are a customer of the bank.
So, one way to think about the service deign experience,
is to think of it as a Product Service System.
So, there is a product with some kind of physical thing involved.
This could be a building, it could be a space, it could be a device,
and there's a service.
And together, these form a PSS, or a Product Service System.
What does that mean?
So the tangible product could be something like salt or cars or cosmetics, right.
So these are physical, actual things.
On the other side, intangible services are things like consulting.
If you are a management consultant or a marketing consultant.
You're not actually providing a physical thing to somebody.
Well, you might print out a report.
But what you're doing is, you're using your expertise and
your knowledge top help them, you're consulting with them.
Or things like teaching.
Right, when we teach a class as we are in this case,
we are actually offering a service.
We're offering information, we're offering knowledge.
And that is a form of a service.
And so what happens very often is that you cannot always have one without
the other, right.
So, if you have cars you need to be able to have a service
in which you sell the cars, you repair the cars, buy them back.
And at the same time if you have a service like teaching you need a computer.
You need physical space, you need desks.
Products need services and services need products.
Therefore this is often refered to as a system.
It's a product service system.
Let's take an example of fast food.
If you have a drive through and
you order some fast food this is a classic example of a product service system.
So in the case of fast food, what are some of the services involved?
Well, the fact that you can actually drive and
not actually have to go in to the restaurant.
You can order the food through the thing that you see here, order here.
There is a physical structure in which you speak to somebody.
So what you are getting, in this case, is that you're getting some sort of
a convenience, you're getting food really fast.
The quality's a different story, but you're actually getting some kind of
a service by using this experience of fast food.
But at the same token, you also have a range of physical things, right?
You have the actual food itself, the hamburger in this case.
There's the fries, you have actually a container for the fries.
There is a container for the drink.
There is ketchup bottles.
There is forks and knives, tables, table clothes.
So all of these are the physical tangible things.
Again, you can see that in case of fast food, there is a product, or series of
products, and there are services, like the drive through or walk in.
All of those together create the experience of the fast food restaurant.
And that's a service.
Let's look at this a little bit more carefully.
So in terms of tangible products,
one thing to keep in mind is that tangible products are standardized, right?
So in case of fast food, again, to continue with that example,
one of the reasons why fast food is so
inexpensive is because it is highly standardized.
You go and walk in and
you get a hamburger, exactly the same hamburger over and over again.
Or you get a little packet of ketchup,
it's the same standardized packet of ketchup.
In this case, the production and the consumption are separate.
So In some factories, somewhere, somebody's designing and
manufacturing these little ketchup packets or the bottles of ketchup or the forks and
knives that you use or the plates that you use.
So, there's a place and a space where this production happens.
And then you, as the consumer, as the buyer of this fast food,
actually consume or use those products.
In case of something like salt, you're actually consuming it, in the case of
something like a plate, you're actually using it for a short amount of time.
So, the consumption happens from a separate location from where
the production happens.
And then this is non perishable.
And what that means, is that food is actually perishable,
it can go bad after time, but it doesn't disappear, it's there.
So, and, things like a plate.
For example, if throw that away it will stay there for a very long time.
That's what this actually means.
An, Intangible Service actually is something that is Heterogeneous.
So, in a sense, it's not the same service over and over again.
So, if you go through a drive thru, depending on who is providing the service,
depending upon what kind of a day it is, you might get a different experience.
It's not the same standardized experience each time.
Simultaneous production and consumption, right.
The service of buying the fast food is actually happening right there.
So they are creating the service for
you, as you are participating in that service, right.
And so it is production, consumption happens at the same time.
And it's perishable, it's over.
Once you go to the fast food restaurant, you get your food, you're gone.
The service is over.
There's no tangible evidence of that left anymore.
So this is kind of the key difference between the tangible product and
the intangible service.
But again, you need both to create a good service experience,
to create a good product of a system.
You have to have the product as well as the tangible service.
Some other examples of how these services happen and where they happen,
the whole world of financial services, right?
Someone who might help you decide how your retirement planning should happen.
Someone who might help you figure out how to invest in stocks.
All that is a part of a consulting service and that is a financial service system.
Hotels, if you go, if you travel and
if you stay in a hotel, lodging is a form of service as well.
This is where you walk up with the front desk.
You get your key, you go to the room.
All that, again, involves such tangible things as the beds and
the furniture in the room but also involves humans.
It also involves that kind of an experience that you take
as a service as well.
Healthcare is another example.
You go to the doctor.
You go to a hospital.
What you get is a service in looking at your health.
And looking at your health, how it evolved over time.
But you also physical devices like the stethoscope, and the paper work, and
the pens, that are a part of that service as it unfolds.
Travel, in addition to hotels, the actual flight itself also involves a service.
We don't own the planes but we actually travel on them.
The companies, the airline company own the plane.
We're getting, in this case unto it's a joint thing.
It's the products of a system which provides you the ability to go from
A to point B.
So, here to it's a service design situation.
Here's something really interesting to look at as a service designer,
for instance.
So someone who is designing a new service or redesigning and
existing service will often use something call a Service Blueprint.
And there are few key things to keep in mind with the Service Blueprint.
It starts off at the customer's side.
So, if you look at this, this photo as a line of interaction.
This is where you have the interaction between the customer and
the people who are providing the service.
There's a lot of physical evidence involved.
So for example,
let's take a hotel that you're checking into when you travel somewhere.
So the physical evidence is the desk where you check in.
The door which lets you into the hotel itself.
The pen with which you might sign, the paperwork.
So all of those are examples of the physical evidence that is required for
that service to happen.
The customer actions, what do you do as a customer as you walk into a hotel?
Now you go there, you drop your bags, you talk to somebody.
So all of the things that you do as a customer are referred to
as the customer actions.
There's something called the onstage or
visible actions which is just above what's called the line of visibility.
Now these are all the visible interactions between the customer and
the service provider, right?
So you are the customer at this hotel.
The service provider is either the concierge or
someone who's standing behind the desk who's actually giving you a key and
giving you the service that you need, checking you in.
So all of this stuff that happens at that level, you sign in,
you giving your credit card,
you taking the key, all of that happens at this above the line of visibility.
And those are the onstage of visible actions.
It's refered to as onstage because the services are unfolding are on this stage.
The stage is the lobby of the hotel or the main entrance area of the hotel.
In addition to make that happen, in order to make that happen,
you need a series of backstage actions as well.
So these are often refered to as Invisible actions.
So what does someone need to do to allow this to happen?
So somebody needs to design the hotel.
Someone needs to create the software that's required for you to check in.
So someone has to do all the stuff in the back.
If you go to the restaurant at the hotel or if you go up to your room and
order room service, someone has to be able to manage the kitchen and
provide the services that you need.
So all of the actions that happen behind the scenes.
So you actually don't go into the kitchen.
You get the food but you don't see what's happening in the kitchen.
That's why it's referred to as backstage or invisible.
Things that have to happen but the customer actually does not see.
And finally, support processes.
What do you have to do in order to make this stuff happen,
in order to allow invisible as well as visible actions to take place?
For instance, you might need to hire a software engineer.
You might need to hire a company who will design the website for
the hotel that someone can go into, log in and book a hotel room.
You might need to hire someone to create uniforms for
the people who work at the hotel.
So, all of those can refer to as support processes.
So, what happens with a service blueprint is that as you're designing the service it
allows you to map the service.
It allows you to create a blueprint that you can then actually install
your services, you install and build the hotel.
You can make sure that things happen the way they should so
that the customer has the best experience possible.
Why, so that they keep coming back to that same hotel over and over again, right.
So this is an example of the service blueprint that service designers use in
order to create new services or to redesign existing services.
And here's an example.
An example of an existing blueprint and
this is a service blueprint for a panel, or a conference.
If you go to a conference, what happens.
So what's the physical evidence?
What do you actually physically interact with.
Well there's a blog post, there's Facebook,
you have event registration confirmation, welcome email, there's some signage.
You might actually get a bag with some welcome materials.
There's some sort of a monitor that gives you what's happening on Twitter.
There might be some sort of brochure that you take away.
So these are examples of the physical evidence.
What's actually happening physically.
Then you have the attendee or the customer who's attending this conference.
What do they do?
They have to register for the event, they have to go to the event, arrive,
sign in, participate, and then leave, right.
So all of these are, if you think about this,
this is the life cycle of that service, of that experience.
From the minute you decide to go to this event to the time you leave.
There's a service that is being provided to you all along the way and
these are being mapped out along here.
So you can see in a sense that this axis is that of time.
Someone experiences these events over a certain time frame.
Then there's a front of stage or the visible interactions.
And again this is announcing the event, blogging, greeting the attendees.
So while you're being greeted, somebody has to do the greeting, right.
So the people who are managing this conference,
they are the ones who are managing these processes well.
They have to sign you in.
They have to seat you.
They have to conduct the panel.
So all of these are the actions that
are performed by the organizers of this conference.
What's happening backstage?
What's happening in terms of interactions behind the scenes?
Well, there has to be some sort of event where the blogging is done,
someone has to create the signage, someone has to set up the desk where
the registration happens, set up the room, the chairs, the food, etc.
All of these activities are happening backstage behind the scenes.
And finally, what is the support processes?
You have to create a marketing plan, you have to manage the event itself,
you have to recruit volunteers, you have to order things like food and
drinks, you coordinate all the people involved in the panel discussions.
So, this again gives you sense for what a service blueprint looks like and
how it can be useful in managing, planning and
designing a good service experience for somebody, right.
So, what we have seen so far are some of these examples of services.
Here's one more example of a bike share program.
This is happening in quite a few cities all over the world like Amsterdam,
like New York, Paris, etc.
Where if you don't own a car, or even if you want a car, you want to
go short distance, or if you're a tourist, you walk up to these stations.
You can see here there's a certain device.
You can walk up to this device.
You can either use a credit card, or you can put in some money.
And you're able to unlock this bicycle and use it for a couple of hours.
And then there are these stations all over the city and
you drop it off somewhere else.
So if you're designing this kind of experience,
if you're designing a new bike sharing program, what you might do,
is you might create that service's blueprint.
Right,, so what is the physical evidences?
All that you see in this photograph.
The bicycle itself, the device for interaction,
the might be a solar panel that charges these devices.
And, that's physical evidence.
What are the customer actions?
The people that walk up to this.
People that use this.
Tourists, they'll come up.
They'll use their credit card.
They'll take the bike.
They'll ride it around.
What are some of the service organizer actions?
Well, they have to make sure that this is accessible, that the locks work,
the screen is working.
And then there are backstage actions and support processes.
All are things that have to be done to make this an actual usable and
enjoyable experience for all the people that use this.
So, you can see that this service design discipline
can a play a role in a whole range of things.
From hotels to finance and service, to something like this bike sharing programs.
So, what we've learned in the presentation today about service design is that
it is something that relies on products, service, systems.
There are always tangible things but also intangible services.
And everything from checking into a hotel to getting your car serviced to a bike
share program, all of these are services that have to be designed by somebody.
And service designers focus on exactly that process of design.
Thank you.
