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learning about
          Service Design

                                 SDD Madrid 29.02.2012
                                     Vincenzo Di Maria
                                          @vdmdesign



        Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
commonground is where design meets social change
                  www.gotocommonground.com
                                      @cmngrd

             Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
18 years in Sicily + 3 years in Rome + 6 months in Exeter + 6 years in London + 1 year in Lisbon




                                      Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
influence and inspiration




                  Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Method is a way of doing or approaching something,
especially a systematic 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 not methods!
                     Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
?
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
will you paint something memorable?




           Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Service Design what?




                       Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
CREATIVITY
 EMPATHY
STRATEGY
   Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
1.                 2.                                                    3.
identify needs     create synergy                                          delivering
 [opportunity]       [partners &                                        tangible outputs
                      resources]                                            [design]



     4.                    5.
 achieving                                                                      6.
                       measure                                           sustain change
 meaningful          social impact                                     [implementation]
 outcomes               [SROI]
  [impact]

                 Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Interdisciplinary collaboration is essential
but not always effective




                        Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
people have a different understanding of service design




                      Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
service design uses existing skills and resources




          Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
comparing creative processes




                     Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
developing a creative processes




                     Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
provide a ‘safe ground’ and a ‘real context’: client briefs




                        Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
real life brief 1: business focus




                         Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
real life brief 2: public sector focus




                         Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
real life brief 3: charity sector focus




                         Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
design research is not ethnography...




                      Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
good resources and case studies are essential




                      Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
mentoring as external critical voice




                       Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
expert talks




               Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
online interactive presentations




       Participatory Service Networks!
       Executive Summary!
       August 2011!


!"#"                                                                                                                   Confidential!
                            Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
peer critique




                Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
peer learning




                Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
using methods and tools




                    Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
internal review




                  Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
prototyping again and again




                     Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
user journey mapping




                       Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
pressure for clients final critique




                       Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
a new generation of service designers




              Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
a great way to learn about it




               Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Welcome to the future




             Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
Central Saint Martins Kings Cross




              Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
2012 is a special year to be here




               Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
“I slept and dreamt that life was joy. I awoke
and saw that life was service. I acted and
behold, service was joy”

Rabindranath Tagore

                                          SDD Madrid 29.02.2012
                                              Vincenzo Di Maria
                                                   @vdmdesign



                 Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US

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Learning About Service Design Through Case Studies And Methods

  • 1. learning about Service Design SDD Madrid 29.02.2012 Vincenzo Di Maria @vdmdesign Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 2. commonground is where design meets social change www.gotocommonground.com @cmngrd Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 3. 18 years in Sicily + 3 years in Rome + 6 months in Exeter + 6 years in London + 1 year in Lisbon Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 4. influence and inspiration Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 5. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 6. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 7. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 8. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 9. Method is a way of doing or approaching something, especially a systematic 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 not methods! Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 10. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 11. ? Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 12. will you paint something memorable? Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 13. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 14. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 15. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 16. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 17. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 18. Service Design what? Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 19. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 20. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 21. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 22. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 23. CREATIVITY EMPATHY STRATEGY Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 24. 1. 2. 3. identify needs create synergy delivering [opportunity] [partners & tangible outputs resources] [design] 4. 5. achieving 6. measure sustain change meaningful social impact [implementation] outcomes [SROI] [impact] Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 25. Interdisciplinary collaboration is essential but not always effective Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 26. people have a different understanding of service design Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 27. service design uses existing skills and resources Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 28. comparing creative processes Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 29. developing a creative processes Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 30. provide a ‘safe ground’ and a ‘real context’: client briefs Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 31. real life brief 1: business focus Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 32. real life brief 2: public sector focus Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 33. real life brief 3: charity sector focus Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 34. design research is not ethnography... Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 35. good resources and case studies are essential Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 36. mentoring as external critical voice Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 37. expert talks Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 38. online interactive presentations Participatory Service Networks! Executive Summary! August 2011! !"#" Confidential! Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 39. peer critique Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 40. peer learning Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 41. using methods and tools Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 42. internal review Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 43. prototyping again and again Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 44. user journey mapping Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 45. pressure for clients final critique Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 46. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 47. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 48. a new generation of service designers Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 49. a great way to learn about it Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 50. Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 51. Welcome to the future Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 52. Central Saint Martins Kings Cross Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 53. 2012 is a special year to be here Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US
  • 54. “I slept and dreamt that life was joy. I awoke and saw that life was service. I acted and behold, service was joy” Rabindranath Tagore SDD Madrid 29.02.2012 Vincenzo Di Maria @vdmdesign Vincenzo Di Maria: learning about Service Design | Service Design Drinks Madrid 28 February 2012 | Utopic_US