Service design tools

The concept of “service design tools” was raised in one of our tasks preparing for the first work day of the course. At first, we all had the same confusion about what these tools could be. After spending some time searching for the description as well as different types of service design tools, we have figured out that they are actually communication methods supporting design processes. Also, we had a quick look at the recent innovative tools of service design activities and discussed on which tools we should choose. At the end of the day, our decision was to take Affinity diagram, Osborns’ checklist and Moodboard to study further.
Starting with Affinity diagram, it is an innovative tool for organizing unstructured ideas and data generated from brainstorming into related groups. In specific, the process starts with a statement of the problem that needs to be solved. Participants will write down their own ideas on small piece of papers then display all the papers on the same board. After the ideas are sorted into groups, each group will be given a header which reflects the relations among the ideas belong to it. The final diagram outlines a glimpse of the causes and solutions that should be put under consideration for further analysis or actions.

If the answer for all of these three following questions is yes, affinity diagram is definitely a suitable design tool for the case:
- Is the problem complex and hard to understand?
If the problem or issue is relatively simple or easy to understand, a cause-and-effect diagram may be more appropriate.
- Is the problem uncertain, disorganized, or overwhelming?
Complex issues often feel overwhelming due to their size. Affinity diagram helps sorting out a large number of ideas and great volume of data.
- Does the problem require the involvement and support of a group?
The process a group goes through to make an affinity diagram helps the group develop its own system of thought concerning the problem and builds consensus among the members.

We chose Osborn’s Checklist, also known as SCAMPER, as our second service design tool. The man behind the tool is Alex Osborn, also known as the originator of the brainstorming technique. The idea of SCAMPER lies on that new ideas tend to arise from combining new and existing elements. The tool itself is a complete checklist containing several possibilities to create something new or change an existing idea. The letters of this idea generation technique SCAMPER refers to Substitute, Combine, Adapt, Magnify, Put to other use, Eliminate and Rearrange.

How it works:

Step 1: Write or draw an initial idea, product or object in the center of a large board
Step 2: Write each of the 7 action verbs that could “happen” around the central idea
Step 3: Convert the initial product or idea into new ideas by applying each verb/ action to the main idea. Try to find at least 2-3 ideas for each action and write or draw them around the checklist.
Step 4: Having completed the checklist re-evaluate the outcome.

We decided to choose as last tool, the Moodbaord.

Initially a section of wall on which a fashion designer pins images found in the press or on the web, and that inspired her new dress for the season (celebrity photos, press, works of art, color samples, fabrics, prints, patchwork), which gives a visual ambience, mood the next mode season; the moodboard is also a marketing tool sharpened by the advertising agencies. Their designers, fashion photographers create for their customers, set of images that set the tone of the new campaign.

In creating the project, the moodboard can be seen as a blank sheet on which we will see our first ideas. This makes it possible to convey ideas often difficult to pass through the words. Each image, color or texture will produce a mental stimulation towards the project. Cheaper and less risky than a clip, the mood board is a balanced composition, neat and structured images but does not have fixed codes.

This tool is really interesting in design, creative project but a few challenges remain, such as knowing when mood boards are appropriate for a given project and making sure our clients understand well our moodboard.