The service design is closely related to the tools used to design a service. The definition of service design was born together with the systematization of the first tool, the service Blueprint. Over the last forty years, the service design tools have been criticised, hacked, hybridized and customized. These actions were taken to facilitate the dynamics of co-design and to make clearer communication the service output. The thesis starts from two issues: the first concerns the process of simplification and reduction of complexity of the phenomena on which the service intends to intervene; the second traits the ways in which the service develops itself over time, and its impact on the reality. This impact, which is not always predictable and controllable, is the result of the service’s variables that change according to user satisfaction and stakeholder involvement. The objective of this thesis is to demonstrate how, redesigning service design tools, the communication and representation of design process and services can be more effective. The aim is to optimize the tools for the process and the project representation, in order to monitor the service development and to take an action in case of to needs. The identified methodology foresees an initial collection of data, through the scientific literature, in order to study the representative models of the four main service design tools and their evolution over time: Blueprint, Journey Map, Stakeholder Map and System Map. Subsequently, criticisms of the tools were identified and three new trends, developed over the last ten years, were defined: aggregation, notation and focus on future impact. Starting from the studied tools, an empirical phase of experimentation, through the realisation/implementation of three toolkit (Pack & Unpack, Leave your stamp; Service Design Tool Trip; Co.Creation Blue Services) was developed. The design of these toolkit leads to the experimentation of elements of four strategies: storytelling, such as the graphic representation of Vogler’s Hero’s Journey; hybridization, mixing of several tools; facilitation, small artefacts to support the performance of complex logical actions; and customization. These elements, calibrated like ingredients in a recipe, help to achieve the objective. Afterwards, a replicable and implementable evaluation model was built to verify the level of deepening of a given strategy in the constructed toolkit. In same time, the tools were discussed, through interviews, with specialists of six Italian service design firms. The last part of the research focus on the mise-en-place the design process and service, gathered during experiences at workshops and internships. On these occasions, some techniques, such as small museums and interactive installations, were experimented. In conclusion, the thesis defines some strategies to systematize a new model of the design process representation, able to give an overall vision of the entire process. This is to open future scenarios where the design tools, hybridized with a coherently integrated mise-en-place, can contribute to a more effective interpretation of the service design process.
Il service design è strettamente connesso agli strumenti che servono per progettare un servizio. La definizione di service design nasce insieme alla sistematizzazione del primo strumento messo a sistema, il service blueprint. Negli ultimi quarant’anni gli strumenti sono stati criticati, ibridati, customizzati, per facilitare i processi all’interno delle dinamiche di co-progettazione e per rendere più chiara la comunicazione dell’output del servizio verso gli utenti finali. La tesi si inserisce all’interno di due problematiche: la prima riguarda il processo di semplificazione e riduzione della complessità dei fenomeni su cui il servizio intende intervenire; la seconda le modalità attraverso cui il servizio si sviluppa nel tempo e quale impatto provoca sulla realtà. Tale impatto, non sempre prevedibile e controllabile, è il risultato delle molte variabili del servizio che si modificano in base alla soddisfazione degli utenti e al coinvolgimento degli stakeholder. L’obiettivo della tesi è dimostrare come, riprogettando gli strumenti del service design, si possono rendere più efficaci gli aspetti della comunicazione e della rappresentazione del processo progettuale e del servizio. L’obiettivo è ottimizzare le capacità degli strumenti di rappresentazione del processo e del progetto, per permettere di monitorare lo sviluppo del servizio e per agire nel caso emergessero necessità di riorganizzazione. La metodologia individuata ha previsto una prima raccolta di dati attraverso la letteratura scientifica, per studiare i modelli rappresentativi dei quattro strumenti principali del service design e la loro evoluzione nel tempo: blueprint, journey map, stakeholder map e system map. Successivamente, sono state analizzate le critiche agli strumenti e individuate tre nuove tendenze, sviluppate negli ultimi dieci anni, per risolvere alcuni aspetti critici emersi: aggregazione, notazione e attenzione all’impatto futuro. Partendo dagli strumenti studiati, combinati con quelli più trasversali (come problem setting, personas, scenario), si è passati ad una fase più empirica di sperimentazione attraverso la realizzazione/implementazione di tre toolkit, Pack & Unpack. Leave your stamp, Service Design Tool Trip, Co.Creation Blue Services. La progettazione di questi toolkit ha permesso di sperimentare alcuni elementi di quattro azioni trasformative: elementi di narrazione, come la rappresentazione grafica del viaggio dell’Eroe di Vogler; di ibridazione, come il mescolamento di più strumenti; di facilitazione, ad esempio (piccoli artefatti) per supportare lo svolgimento di azioni logiche complesse e di personalizzazione in base al contesto e al target di riferimento. Questi elementi, calibrati come ingredienti di una ricetta, aiutano a conseguire l’obiettivo. Dopodiché è stato costruito un modello di valutazione replicabile e implementabile per verificare il livello di approfondimento di una determinata strategia all’interno dei toolkit costruiti. In parallelo, gli strumenti sono stati discussi attraverso interviste a professionisti di sei studi italiani che si occupano anche di service design. L’ultima parte della ricerca si concentra sulle modalità di messa in scena del processo di progettazione e del servizio, raccolte durante esperienze vissute a workshop e stage. In tali occasioni sono state sperimentate alcune tecniche come small museum e installazioni interattive. In conclusione, la tesi definisce alcune strategie per sistematizzare un nuovo modello di rappresentazione del processo progettuale, in grado di comprendere una visione complessiva del processo. Questo per aprire a scenari futuri dove lo strumento di progettazione, ibridato con una messa in scena integrata coerentemente, può contribuire a interpretare più efficacemente il valore del processo progettuale del servizio.
Service Design, oltre le griglie. Dal significato degli strumenti alla configurazione del processo.
TAGLIASCO, GIOVANNA
2022-07-12
Abstract
The service design is closely related to the tools used to design a service. The definition of service design was born together with the systematization of the first tool, the service Blueprint. Over the last forty years, the service design tools have been criticised, hacked, hybridized and customized. These actions were taken to facilitate the dynamics of co-design and to make clearer communication the service output. The thesis starts from two issues: the first concerns the process of simplification and reduction of complexity of the phenomena on which the service intends to intervene; the second traits the ways in which the service develops itself over time, and its impact on the reality. This impact, which is not always predictable and controllable, is the result of the service’s variables that change according to user satisfaction and stakeholder involvement. The objective of this thesis is to demonstrate how, redesigning service design tools, the communication and representation of design process and services can be more effective. The aim is to optimize the tools for the process and the project representation, in order to monitor the service development and to take an action in case of to needs. The identified methodology foresees an initial collection of data, through the scientific literature, in order to study the representative models of the four main service design tools and their evolution over time: Blueprint, Journey Map, Stakeholder Map and System Map. Subsequently, criticisms of the tools were identified and three new trends, developed over the last ten years, were defined: aggregation, notation and focus on future impact. Starting from the studied tools, an empirical phase of experimentation, through the realisation/implementation of three toolkit (Pack & Unpack, Leave your stamp; Service Design Tool Trip; Co.Creation Blue Services) was developed. The design of these toolkit leads to the experimentation of elements of four strategies: storytelling, such as the graphic representation of Vogler’s Hero’s Journey; hybridization, mixing of several tools; facilitation, small artefacts to support the performance of complex logical actions; and customization. These elements, calibrated like ingredients in a recipe, help to achieve the objective. Afterwards, a replicable and implementable evaluation model was built to verify the level of deepening of a given strategy in the constructed toolkit. In same time, the tools were discussed, through interviews, with specialists of six Italian service design firms. The last part of the research focus on the mise-en-place the design process and service, gathered during experiences at workshops and internships. On these occasions, some techniques, such as small museums and interactive installations, were experimented. In conclusion, the thesis defines some strategies to systematize a new model of the design process representation, able to give an overall vision of the entire process. This is to open future scenarios where the design tools, hybridized with a coherently integrated mise-en-place, can contribute to a more effective interpretation of the service design process.File | Dimensione | Formato | |
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