Delivering a Service Design Fashion course at INSEEC Msc Fashon Marketing in Paris. In collaboration with Lauren Currie @Redjotter @wearesnook , Maurizio Serena, director of the course and commonground @cmngrd

2. Vincenzo Di Maria @vdmdesign
Founder of commonground
partner of Impact Hub Sicily
based in Siracusa, Italy

3. commongroundpeople.com
commonground is where
design meets positive social
change

4. commongroundpeople.com
SERVICE !
DESIGN
SOCIAL!
INNOVATION
commonground is where
design meets positive social
change

5. commonground projects
PLAY
nia
AGEING
pa
LEARN
ca
m
WATER
.it
L’ORTO
IN CAMPANIA
rt
w w w. o
oin

6. Central Saint Martins London

7. Central Saint Martins London

8. Lauren Currie @redjotter
Founder of Snook, Glasgow
Project director @mypolice
Blogger @redjotter

9. @redjotter

10. wearesnook.com
SNOOK
86
PROJECTS
TM
Australia
Germany
Austria
Finland
Sweden
N. Ireland
Lapland
Beijing
Taiwain
America
Egypt
Switzerland
Norway
Wales
PRIVATE
SECTOR
5
LOCAL
AUTHORITIES
Featured in:
FELLOWSHIP
YOUNG SCOT AWARD FOR ENTERPRISE
WINNER OF DESIGN COUNCIL WORKING WELL CHALLENGE
WINNER OF MOZILLA OPEN BADGE COMPETITION
WHAT WE’VE BUILT
IN THE LAB
UNIVERSITIES
12 3
CHARITIES
SERVICE DESIGN
CO-CREATION
PROTOTYPING
DIGITAL INNOVATION
CUSTOMER EXPERIENCE DESIGN
Award winners:
10 5 14
SOCIAL CARE
AND HEALTH
TEAM OF TEN DESIGNERS AND STRATEGIC THINKERS
4
GOVERNMENTS
The
You should have asked us ages ago.
CULTURAL
ORGANISATIONS
SNOOK
SNOOKLAB
EMBEDSNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN
SNOOKLAB
DIGITAL INNOVATION
CREATING A CULTURE
OF INNOVATION
SNOOKLAB
DIGITAL INNOVATION
TALK TO US
WEARESNOOK.COM
curious@wearesnook.com
0141 258 7644
"It was exciting to hear a different approach to problem
solving and service design. Whilst Snook are radical in
it's concepts, it is exactly what we need to embed in our
culture to see dhs move forward in a different and
innovative way.”
- DEPARTMENT FOR HUMAN SERVICES, AUSTRALIAN
GOVERNMENT

11. We want to know about you
Tell us your name
Where you come from
What is your background

12. Talent mapping warm up
How many languages?
Business or Fashion soul?
What are your top skills?

14. Why every Service
is a Catwalk?
Using a fashion metaphor to
introduce service components
and design thinking principles

15. The Values of Fashion Industry
Social pressure / pain
Ethical & sustainable fashion
Haute couture

16. Services are performative acts
Every Service as a Catwalk is
a performance, it takes time
and resources to produce it

17. Sequence of correlated actions
Services as Catwalks are
made of a sequence of actions
following a scripted narrative

18. Frontstage and Backstage
Users experience only part
of a service, the rest of the
operations remain invisible

19. People always at the centre
Services as catwalks are made
by people and always put people
at the centre of the scene

20. Different needs / expectations
Service users are demanding
as catwalk audiences and they
all want a tailor-made outfit

21. One model many sizes / colours
Services need to adapt in a
responsive way to users as
the clothes we wear

22. Co-Design better services
Design with vs Design for
Engaging service users in the
phases of creation and testing

23. Can we prototype experiences?
Staging or role-play intangible
service situations is as useful
as rehearsing a catwalk

24. Service fail affects users
Service failure means bad
user experience and can
compromise brand reputation

25. Blueprinting for manufacturing
Designing models and defining
technical details of a service
allow replication and scalability

26. Jargon or technical language?
Service providers need
operational tools and technical
language to implement services

27. Clients are just one click away
The modern shopper is very
informed about industry
trends and good market deals

28. How do we price value?
Perceived value in services,
as in fashion, can fluctuate
according to users/clients

29. Service Design
Thinking Principles
Deep dive into Service Design
process, tools and methods.
Developing a creative mindset

30. Defining Design
Design is…
creative + empathic + strategic
problem solving process
What is design for you?
Why does it matter?
How do you do design?

31. Design Thinking
Principle
Although design
processes are in reality
#SDS2011
nonlinear, it is possible to
articulate an outline
structure. It is important
to understand that this
structure is iterative in its
approach.
Process
!
FROM THE BOOK: This is
Service Design Thinking
DISCOVER
DEFINE
DEVELOP
DELIVER

32. Having the tools is not enough
Many people think that having
all the tools to design a service
is all you need

33. Mastering your creative mindset
To repair a car or to design
an innovative and efficient
service you need experience

34. Glossary
Tool: something used in the performance of an operation;
an instrument.!
!
Method: is a way of doing or approaching something,
especially in a systematic replicable way.!
!
Methodology: is a system or collection of methods used
in a particular area of study.!
!
Process: is a series of actions or steps taken in order to
achieve desired outcomes.!
!
Mindset: a mental attitude or disposition that predetermines
a person's responses to and interpretations of situations.

35. Why services matter?
Agriculture!
1%
Industry!
22%
EU economy !
breakdown
Services!
77%
Service and Experience
economy is rapidly taking over
product mass consumption

36. Service fail can ruin your day
We usually do not pay attention
to the services we use, but it
is a problem when they fail

37. What are service touchpoints?
All the tangible interactions
we experience as part of a
service are called touchpoints

38. Multi-channel experiences
Services are made by many
touchpoints and are delivered
through different channels

39. Self Service / coproduction
Do it Yourself Post & Go
service from Royal Mail UK.
Would you use it?

40. Services add value to business
Good services generate a
clear competitive advantage
in many modern businesses

41. Services add value to business
Designing Demand:
Make design deliver
lasting success for
your business
Every £100 a business spends on
design increases turnover by £225.
Provided by
Good services generate a
clear competitive advantage
in many modern businesses

42. Services add value to business
Designing Demand:
Make design deliver
lasting success for
your business
Public
Services
by Design
Transforming services
through expert mentoring
Every £100 a business spends on
design increases turnover by £225.
It is estimated that for every £1
spent through the Public Service
by Design programme, £26 has
been saved.
Provided by
www.designcouncil.org.uk/publicsector
Good services generate a
clear competitive advantage
in many modern businesses

43. Redesign the Chair experience
20% reduction weight/material
make it stronger
new look for new collection

44. Redesign the Hospital experience
20% budget cuts
15% patients increase
Improve service quality

45. Design for Services
A Service Design approach can
be used in different ways and
in different sectors

46. Service Design
Case studies

47. SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

48. SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

50. SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

51. SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

52. SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

53. TOTAL
craigroyston
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

54. +
( my )
police
THE LAB
SNOOKLAB
DIGITAL INNOVATION

55. +
( my )
police
THE LAB
SNOOKLAB
DIGITAL INNOVATION

56. The
You should have asked us ages ago.
THE LAB
SNOOKLAB
DIGITAL INNOVATION

57. STIRLING MAKES
EMBED DESIGN
CREATING A CULTURE
OF INNOVATION

58. THE LAB
SNOOKLAB
DIGITAL INNOVATION

59. TOTAL
craigroyston
SNOOK
CUSTOMER EXPERIENCE
AND SERVICE DESIGN

60. Fashion Industry
Trends gallery
Exploring trends that suggest
the need for new services in
Fashion Industry

61. ACCESSORIES THAT READ AND
RECORD THOUGHTS OF THE
PUBLIC

62. ANTI DRONE CLOTHING HIDES
THE WEARER FROM HEAT
DEDECTION TECHNOLOGIES

63. SOLAR PANEL DRESS CAN CHARGE
YOUR SMART PHONE

64. JACKET TO HELP YOU PREPARE
FOR THE END OF THE WORLD

65. CLOTHES THAT PURIFY THE AIR
WE BREATHE
!

66. E-COUTURE

67. BIO-COUTURE

68. PATAGONIA, EBAY AND YOU

69. VIRTUAL FITTING ROOMS

70. SWAP PARTIES

71. World Cafe discussion
Good to talk & share ideas
5 tables 1 topic leader
10 minutes x 5 rounds

72. WHAT DOES SERVICE
DESIGN HAVE IN COMMON
WITH THE FASHION
INDUSTRY?

73. DESIGN A JOB DESCRIPTION
FOR SOMEONE WHO IS
RESPONSIBLE FOR
DESIGNING SERVICES IN
THE FASHION INDUSTRY

74. WHAT CHANGES COULD
OCCUR IF THE FASHION
INDUSTRY EMBRACED
SERVICE DESIGN?

75. WHAT WILL FASHION
SERVICE EXPERIENCES
FEEL LIKE IN 2O34?

76. HOW CAN THE PROCESS
OF SERVICE DESIGN
CONTRIBUTE TO A MORE
SUSTAINABLE FASHION
INDUSTRY?