SATU MIETTINEN / MIKKO KOIVISTO (EDS.)
笔记含4部分：
-（1）Introduction
-（2）Part One: An Emerging Field
-（3）Part Two: Practise
-（4）Part Three: Cases（本文内容）
（该系列笔记纯以个人学习、知识点记录为目的，不做他用；100%尊重原作者）
一、Service Design Pressure Cookers (REMKO VAN DER LUGT)
理解：Pressure-cooker'-like design explorations (which tend to take place at the pivotal moment in the design process, at which the focus switches from an analytical to a generative mindset) 一种时间短、效率高，但隐患比较多的设计方法。这种用户研究采取的是a quick dip而非a deep dive；因此设计师容易失去对用户的感敏性，设计的产品难免有很大程度是基于设计师自己的体验。
对此，要采取的设计原则是：Scaffolding by means of tentative design steps.
Making tentative design steps as explorations of the solution space, the range of possible solutions to the problem——Mintzberg and Wesley (2001) refer to this approach as seeing first, as "groping precedes zeroing in": tentative gropes towards solutions give an understanding regarding in which direction to proceed.
Scaffolding: knowledge is created in a group by the dialogue in which people make connections between intuitive, isolated insights. (Vygotsky 1986)
CASE: the pleasant platform project
A 3-day service design pressure cooker on Topic: how people experiencing waiting at the railway platform
Organizer: the Utrecht University of Applied Sciences & 31Volts (a service design agency)
Client: ProRail, the Dutch Railways Authority
Participants: about 20 volunteering designers, professionals, academic staff and students, who want to learn and experience service design methods.
Aim: to develop new service concepts for making the platform experience more pleasurable and thus reducing the subjective waiting time.
Implementation: consisted of 3 stages, largely following common Creative Problem Solving methodology: finding insights, exploring concepts, and developing solutions.
A SLIPPERY BALANCE BETWEEN EMPATHY AND CREATIVITY
再次提醒：When switching from an exploratory research frame of mind to a generative-designedly frame of mind, the sensitivity towards the users can easily dissipate.
The opposite can happen as well: when staying too attached to the user's point of view, early crystallization might happen: too many constrains make for a premature solidifying of a solution direction. Designers find it difficult to generate ideas and at the same time stay sensitive to the user's perspective.
EXPLOSION OF DATA
One challenge in service design is to keep in touch with the real user's experiences. However, large quantities of materials make this challenge much more difficult. For instance, it is difficult to generate options, ideas and insights while watching a video at the same time. A very practical aspect when working with video is the time needed to transfer, convert and organize materials from the cameras onto the computer — it can take hours.
LIVING WITH CHAOS
数据如此之多，如何处理？The easiest way out is to just start generating ideas, with the assumption that merely getting in contact with the user world has sensitized the designers.
也可借鉴Grounded Theory的思路: by looking at data with an open mind, theories will emerge in an interactive process. The objective of Grounded Theory is to develop hypotheses that may be validated in a different kind of study. These resulting hypotheses can be a potent fuel for designers' creativity.
Some basic elements of Grounded Theory can be applied when interpreting data in a design pressure cooker:
1）emergence：Useful relationships and themes will emerge when analyzing data without setting a framework for interpretation ahead of time. Usually we 'force' designers to take a deep breath and merely absorb the data, without jumping to conclusions.
2) everything is data: According to grounded theories, there is no difference in value between a researcher's own thoughts and notes, video footage, or remarks made by a user.
3) open coding and axial coding: In grounded theories, there are two ways of coding. Open coding — we look for categories and perhaps cluster these categories into super categories. This is usually where, during brainstorming sessions, the clustering ends. Axial coding — we look for patterns and relationships within and between categories.
4) theoretical sampling: If, through theoretical sampling, no additional support can be found, there is typically little reason to take the theory further.
CONCLUSION
The success of a service design pressure cooker is largely determined by the stories that can be told about the process and the results. Storytelling has only recently made it way into the world of designers but has been part of the filmmaking industry from the start. Designers and facilitators can learn from the approaches that filmmakers take to make an appealing documentary or cover story in a very limited time.
二、Service Design for Social Innovation (MIAOSEN GONG)
Service design can be an effective approach considering the nature of social innovation in various perspectives: social design, strategic design, designing for local development, transformation design and civilian design.
Social innovation could be a strong driver towards sustainable society.
Project: CHITAo8 — is a both service design practice exercise as a didactical activity and a research project to investigate how the service design approach can promote Chinese grassroots social innovations in a network society.
Participants: the School of Design, Jiangnan University & the INDACO department, Politecnico di Milano
Time: 2008
Subject: Collaborative Service and Mobile Communication
CHINESE SOCAIL INNOVATIONS AND PROMISING CASES
China is becoming an experimental base of social innovation not only because of its fast change of economy and society, but also the increase in the number of social and environmental problems to be solved.
A cluster of promising cases like: communities supporting agriculture, carpooling, purchasing groups, co-housing, mutual elderly services, mutual neighborhoods, time banks, and a rediscovery of bicycle transport.
DESIGN IMPLICATIONS AND COLLABORATIVE SERVICES
Collaborative services are based on a peer-to-peer, collaborative relationship between actors, which needs a high degree of mutual trust and a relational quality. In addition they call for direct action by the involved people and are based on their willingness and capacity to act.
Chinese collaborative services have different characteristics from European experiences in terms of content, motivation, structure, scale, context and so on, which demand different policies and technical support. (GONG 2008) Case studies also show that mobile communication has been widely used in the forms of creative services or applications for generic social benefits, impacts, changes and innovations, which implies that mobile communication and networks are becoming a significant driver of social innovations.
COLLABORATIVE SERVICES AND MOBILE COMMUNICATION
CHITAo8 is implemented in Jiangnan University by a workshop. And the workshop had 4 stages: 1) case studies and field stages; 2) problem setting and idea generation; 3) concept definition and scenario building; 4) project communication.
Each group of students was asked to do field research at the beginning and define the project questions in the local context; to then generate service ideas based on the field research findings; and finally to develop concepts and solutions using service design tools: storyboards, system maps and video simulations.
DESIGN SCENARIOS OF CHINESE SUSTAINABLE LIFESTYLES
1) taxi pooling: This service can facilitate people who would like to take a taxi together by organizing taxi pooling themselves easily by mobile phone and MCTs (mobile communication technologies).
2) footprints: a locally-based service for independent travelers who can access relevant information and share their experiences with others in real time during their travels. It works based on GPS, SMS and mobile internet technologies.
3) pride house: through a mobile digital platform, migrant workers share and exchange experiences and kills and face problems together. This aims to use mobile phones to enable social communications to form and the use of social resources in a P2P mode.
4) mom's talk: an MCT-based service to facilitate the connection between pregnant woman, new mothers and doctors in order to deal with problems and share experiences together. With mobile devices, this service system provides them with access to communities and participative activities, which brings them more strength, confidence and happiness to be pregnant woman.
5) finding the fresh: a community supporting agriculture service; finding the fresh is a network matching the needs of urban residents for organic food and small-scale and/or family food producers in the suburbs.
6) yesterday once more: people who have experiences from a certain place can keep the memory of that place and share its stories with a mobile specific local service.
Field research的重要性：it is acknowledged to be a fundamental step in the design process to understand the context and problems. In the field research and design process, dialogue with target users, interlocutors and stakeholders are helpful to steer the direction of concept development, which often entails co-creativity or co-design between designers and other actors in the service system.
三、Relational Services and Conviviality (CARLA CIPOLLA)
2 international projects: EMUDE (emerging user demands for sustainable solutions) & CCSL (the creative communities for sustainable lifestyles project)
Relational service (model): an analysis of the social innovations organized by these communities revealed that they are prevalently organizing services, which range from childcare to care of the elderly, from looking after green spaces to alternative forms of mobility, from the building of new solidarity network to the realization of unprecedented housing typologies, and indicate an emerging service model deeply and profoundly based on the quality of interpersonal relations between and among participants.
The term relational indicates that these services are based on face-to-face and non-anonymous interpersonal encounters.
THE CHARACTERISTICS OF RELATIONAL SERVICES
1) Clients and providers are interwoven, which means that it is difficult to think about service scripts or guided/standardized service performances.
2) Relational services require mutual responsibility, intimacy and trust to work.
3) Relational services propose the achievement of wellbeing based on interpersonal encounters: an approach that focuses more on "actions" or "relations" than on "things", which leads to sustainable practices. Services that promote ways of living based on sharing and collaboration reinforce the transition towards sustainability: they regenerate the local social fabric and promote the creation of new common goods.
CONCICIALITY AS A SERVICE DESIGN APPROACH
Illich (1973) chose the term 'conviviality' to designate the opposite of industrial productivity. He considered it to be individual freedom realized in personal interdependence and, such as, an intrinsic ethical value. He believed that "in an society, as conviviality is reduced below a certain level, no amount of industrial productivity can effectively satisfy the needs it creates among society's members."
DESIGNING FOR RELATIONAL SERVICES
Basically the design intervention needs to work "behind the scenes". It means developing a solution that enables participants to co-produce their own relational service by themselves, supporting them in doing what they want and intrinsically operating on the basis of the interpersonal relations they already have.
Designers are being invited to look for inspiration among existing relational services to develop solutions able to "reproduce" their value and benefits in different contexts.
In synthesis, relational services are inviting designers to consider the immense possibilities opened up by focusing on the interpersonal relational capabilities and conviviality in service design theory and practices.
四、 Service Design in Tourism (MARC STICKDORN)
Tourism is a service-intense industry.
The importance of effective service quality management is crucial for the tourism industry.
世界旅游业现状：In most parts of the world, the tourism business is dominated by small-and medium-sized enterprise and has developed into a fragmented industry.
THE TOURISM PRODUCT
Tourism products are service products that often combine various services, and, therefore, are often referred to as service packages to bundles. Thereby these packages characteristically consist of a main service, enclosed by auxiliary services as add-ons. Altogether in the service industry, a product's core service constitutes the content of a service. However, it is not only substantial what is delivered, but also how it is delivered.
The importance of service quality in tourism, the high proportion of SEMs in the tourism sector, the fragmented constituent parts of tourism product bundles, the significance of expectations and overall customer satisfaction make tourism attractive, while nonetheless challenging.
CHANGES AND CHALLENGES WITHIN THE TOURISM SECTOR
As a result of the phenomenon widely known as Web 2.0 the tourism business is undoubtedly undergoing a radical change.
SERVICE ORIENTATION
Service orientation describes an organizational predisposition that encourages a distinctive approach to all aspects of the consumer market.
6 principles of service management:
"Successful service design has 3 outcomes — the creation of a service that can be brought to the market, that people fall in love with, and which makes good business sense for the provider." (White 2008)
1) DISCOVERING THE SERVICE DELIVERY PROCESS
New approached to market segmentation, focusing on behavioral similarities are crucial to a customer-based service orientation.
A promising initial point for a service design process is the visualization of these customer segments through personas.
Qualitative data delivers a deeper insight into the service process and complement the personas.
Customer journey can be seen as a bottom-up approach to illustrating a service process, rather than a top-down service process conceptualization. It provides another benefit for the complex service structures of tourism products, since it can reveal desired product compositions of respective customer or target groups.
2) CONCEPT DESIGN
Tools include: brainstorming techniques, blueprinting, stage or desktop walkthroughs, service specifications, sketching, mind mapping, co-creation and storytelling.
Quantitative methods of market research are also relevant approaches, such as consumer behavior studies, importance grid evaluations, or conjoint analyses.
Moreover, there is a need to accentuate the usefulness of an assessed touchpoint analysis, which is based on the customer journey and the critical incident technique.
3) PROTOTYPING AND IMPLEMENTATION
Prototyping has to be done under laboratory conditions taking into consideration the implicated customer groups and approximating the complex product composition. It always involves the danger that laboratory conditions fail to reproduce reality.
由于服务设计是门新兴学科，所以旅游业的服务设计还在路上...