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ViVi - The Project Interaction-Ivrea is taking its research emphasis on service design another step forward with the ViVi project. Our post-industrial economies are anchored in the delivery of services. Two thirds of Italy's GDP are based on the delivery of services. Yet, its design industry is mostly aimed at the design of products. Services are usually developed by non-designers: managers, marketers and technicians. At Interaction-Ivrea, we are convinced that, just as industrial designers can make products beautiful and easy to use, service designers can do the same for services. As well as creating a set of new service concepts for Telecom Italia, the project was conceived as an case study for service design, exploring techniques that students and professionals can refer to in service design projects. This part of the ViVi documention will lead you through our service innovation process, from talking to users to presenting the final service concepts. |
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The Team LAVRANS LØVLIE - service designer, live|work, London TOMMASINA CAPITANI - Telecom Italia SIMONA MASCHI - assistant professor, Interaction-Ivrea HOLLY COLEMAN - project manager, Interaction-Ivrea CHRIS DOWNS - service designer, live|work, London BEN REASON - service designer, live|work, London JAMES GIBSON - service designer, live|work London LAURA POLAZZI - researcher, Milan GIANNI TOZZI - interaction designer, London STUART PENNY - interaction designer, London |
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Creating Personas
Personas are user archetypes, synthesized from visits and interviews with potential users. Each character is fictional, but compiled from real observations in order to emphasise particular typical characteristics. The personas are represented as stories and describe behavior patterns and environments related to using voice information services. |
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Service Ecology A service ecology is a process we use to establish a systemic view of the service and the context it will operate in. We map the sevice ecology in order to reveal new opportunities and inspire ideas and broaden the view of the effects a service might have. The service ecology is our starting point for generating a broad range of relevant ideas. |
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Exprience Prototyping
Services are intangible, reach us through many different touch-points and develop over time. Our question was to prototype the experience of using services? We worked with people to find ways to "try out the experience", and refined our prototypes to nine service experience concepts. |
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Service Blueprints
In our definition, a service blueprint describes a service in enough detail to implement and maintain it. The blueprint speaks both to business process managers, and software engineers and is a guide to service managers that operate services on a day-to-day basis. |
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