Service design global conference 2019: building bridges


(jubilant music) – It doesn’t matter if you are new to service design or just
new to the community. Everybody is just really
open and welcoming, and I think that is one
of the best things so far that I have experienced here at S.D.N. (jubilant music) – At the very start with Discovery, we take the lead, and as we progress and it is more tech led. Then we are going to have experts, data scientists, research engineers that are will take the lead. But as a designer we need to make sure that we continue to be there to represent the users and always match
that to a user experience and not just the technology itself. – Yeah, so I really believe that designers are already inherently good at designing for behavior change; because intuitively we kind of know how people behave, how they kind of feel and we really, through emphasizing with
our users and customers, I think we’re already really good in creating meaningful experiences. But I think we can be more
effective in doing so. And behavioral science
is a really good addition to our skill sets. (jubilant music) – [Tom] At the very beginning
when you are starting an idea you care so deeply about the idea, and then you hope everyone else also cares about the same way. You know, I care about
eliminating the idea of waste. And I go to these corporations and say, we have figured out
how to recycle diapers, do you want to enable it? Or we figured out a way
to recycle coffee cups, would you want to do it? And we get meetings but
it wouldn’t go that far, it would stay pretty modest. And we realized that the
framing shouldn’t be that. The framing should be, hey diaper company here’s a way you can sell more diapers, beat your competition by
recycling your diapers. Or here’s a way, coffee shop, you can sell more coffee,
more than the next door by recycling your coffee cups. – So I always believe small action by many can cause a big
difference in the future. So I think, yeah, keep this mind. – There’s a desire for boldness, and bold visions, and
often the reality is that that’s very, very
difficult to make happen. And so I am also really
interested in this idea of like what I kind of think of as like tiny design or these
incremental improvements. And I think part of that, for designers, is understanding that, like, we actually don’t in these
complex systems have control. But we can be part of that ripple effect. (jubilant music) – I find that quicker I can put something in front of somebody to react to, the sooner we can get to
what is actually going to be, a better, more contextualized answer, that could be tested. – I’m really interested in processes making the invisible visible. So, what are the kind
of ways and approaches we try to really bring some of these social structures,
contradicting social structures, out into the open. Whether that’s kind of
mapping things visually all the norms and rules and roles that we have in our daily lives, or playing them out in role play, and then calling out what
what are these underlying social structures and kind of naming them as a way to bring them to the surface. – I see the intersection between critical making as an exploratory practice and service design as a
more pragmatic practice. That that’s the, that’s the
unison that really creates good outcomes and good opportunities. (jubilant music) – I think it is a very
inspiring place to come for vendors like myself, for
people working in agencies, or just people that
closely could be related to delivering a service. It’s a great place to come
and refresh and get new ideas. (jubilant music)

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