livework describe the work they do as:
"the creation of experiences that reach people through many different touchpoints, and that happen over time."
28 people work for livework. they have studios in london.newcastle (set up two years ago) and oslo ( six months ago).
they are a service innovation and design company. they create new services and improve existing ones.
everything they create aims to be financially, socially and environmentally sound. this is often described as the triple bottom line.
their work is based on innovating from a customer perspective. assuring services are useful, usable and desirable to their users.
david spoke about the bauhaus, pictured below is the founder walter gropius
the bauhaus set up tools, methods and processes for product design. people were designing products before the creation of the bauhaus, but those people weren't product designers, they didn't follow a process, they were not trained or encouraged to approach problems with a particular attitude. the bauhaus was undoubtedly revolutionary.
it paved the way for the product innovation we are familiar with now. companies like ideo
who design many products, many of them iconic. products like the i pod and apple mac. so perhaps it is safe to say that product design is fairly well understood. although it is still quite young, after all the 1920's wasn't all that long ago in the grander scheme of things.
so when people say services have always been there, how can you call yourself a service designer? the answer is yes, they have always been there but they have not alway been designed by people who are trained and understand the processes, theory and people involved.
and yes there are many common themes amidst product design and service design. perhaps that is why i am so drawn in by it. fundamentally users. although at the end of product design an object is created. services are much broader in nature. they are 'living systems'.
liveworks goal : service envy
meaning people will have the same emotional attachment to services as they do with things.
david used the analogy of american express. their advertising campaigns are hugely successful : my life. my card.
so why service design? well really because the majority of services are broken. david described his journey from newcastle to dundee as an analogy. he ended up with five or six tickets which all look the exact same. which seems to me like a waste of materials and a source of confusion which there is no need for! precisely! life shouldn't be that hard. it's just because no one has ever sat down and thought about it.
facts: UK service industries receive just 14% R & D investment- even thgouht they create 75% of wealth.
it is where the money is.
it is all about value exchange. an exchange between provider and user. services have to be understood as both a promise and the delivery of that promise.
many services use technological networks. a beautiful example being i tunes.
and one slightly less familiar. the bank zopa. who claim to offer loans from people not banks.
livework percieve data as the new oil. i like this analogy. the craft of service design is making data more visible and more tangible.
no other area of service provision is as rich as public services.
bringing service design into this area has the power to shape the way we live.
dematerialisation; more for less; use over ownership;
livework worked with mcmillan cancer support and created a new approach for them as a body who offer support, rather than just charity. nothing complex. just a little twist on thinking but it has big results.
companies who are solely reliant on products are going to have to be the bestest. have the best product the world has ever seen in order to be successful. bring a service into the equation and that changes.
service design is remarkably simple, but extremely effective.
the process is made up of lots of different areas. for example
insight: hang out with people, observe people, look at trends, analyse facebook and flickr to get in touch with personal digital identity.
propositions: could be a statement. a sketch. what is it going to feel like. what is it going to look like. make it real.
prototypes: to receive information after you join a service. the channels that make up a journey. spend time with the people using the service.
blueprints: document the service journey. can manifest themselves in many different ways.
"services are relatively organic."
focus on uncovering problems. genuine problems. pro-actively design so that your users become advocates. show people new approaches. it's all about the users point of view.
"the whole design industry is changing. service design is a good thing to be thinking about. it is your future. 80% of jobs are in the service sector. think about it."
getting people involved in my project:
tell them the truth. this is going to help your project. assist in building the courses reputation. it is basic interpersonal stuff. tell them about the impact the could potentially have.
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