pssd_tools(服务设计方法与工具介绍)

Research Methodology

+

Services Visualization

tools

Jiangnan University, Wuxi

PSSD - April 2013 - Francesca Valsecchi

why research

Research goes beyond

description and requires analysis goal of design research:

to understand people,

groups, societies, problems.understanding

people and practices in context.

research questions

Explanations Relationships Comparisons Predictions Generalisations etc.

>>>>>>>>>>

Q

A who

individual

group

how

observe

talk

what

research building blocks

create

respond

Information

is used for

the purpose

of developing un-derstanding “ […] the classic position of a researcher is not that of one who knows

the right answers but of one

who is struggling to

find out what the right questions might be! ”

[ Phillips and Pugh, 2000 ]

Research

examines data and the source of data critically

Data:

Systematic. Valid. Reliable

Data will lead to

understanding and in-terpretation

hints about methodology

// field research

field research the first step

in the design process:

enables you to take design

+

decisions.people

place

ethnography

psicogeography

culture is an iceberg

field research

// analysis & discoveries

* Discover meaning

* Understand norms

* Observe reality

* Identify barriers

* Make communication powerful

// field research

be foreigner to yourself!

* Takes place in the field

* Observation is primary data collection technique * Interviews are used to clarify observations

* Attention is paid to context and artifacts

* Field notes coded and analised for themes and variables

field research // data collection

Investigate people in context

v i s u a l

v e r b a l

qualitative

quantitative

Photo Video

Artifacts

Observations

Interviews

Confrontation of material

Survey

Questionnaire

Ethnography is a systematic process.

While useful ideas can emerge during casual observa-tion, the most powerful insights come from a rigorous analysis of systematically collected data.

...e t la b o ra .

Abba zia di Mira sole (

Oper a, MI)

L’Ant ica vo cazio ne ag

ricola dell’A bbaz ia ha

lasci ato tr acce indel ebili sui te rritor i circo stant i, che sono tutto ra co mpos ti da

una v asta s erie o rdina

ta di camp i.

Abba zia di Mira sole (

Oper a, MI)

Il por tale d i ingr esso

confe risce un’im magi

ne im pone nte a ll’Abb azia, che u n tem po era u na ve ra e p ropri a cos truzio ne fo rti ca ta.

Abba zia di Chia raval

le (M ilano ).

Se all ’inter no la sens

azion e pre domi nante

è qu ella d i pace , nei t errito ri into rno all’Ab bazia , si pu ò ved ere l’attivi tà ne i cam

pi, e q ualch e trac cia di città, com e il tr eno

che p assa ogni ora. Abba zia di Vibo ldone

(San Giuli ano M ilane

se, M I) La pr esenz a del le mo

nach e che abita no l’a

bbaz ia, e l a ren dono viva con l e loro attivi tà è t estim oniat a da a lcune tracc e che

si tro vano in gi ro, co me q uesta bicic letta legat a al c ance llo vic ino a l chio stro.

F a c o lt à d e l

D e s ig n –C o rs o d i L

a u re a S p

e c ia li s ti c a i n D

e s

ig n d

e i S

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ro ff . A n n a M

e ro n i, P a o la T ra p a n i, T o m m a s o B u g a n z a P R I

M A

E S

E R C I T A Z I O N E 13 a p ri le

2007

O r a

..

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d i C h ia ra v a ll

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a (c h e s e m

b ra e s s e re p iu tt o s to m o

d e rn a ), s i tr o v a s o

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a ri o , c h e , a s s ie m e a i c e ri d e i fe d e

li ,

c re a

d e

i g io c h i d i lu c e c h e v a ri a n o n e l c o rs o d e ll a g io rn a ta A b b a z ia d i V ib o ld o n e (S a n

G iu li a n o M il a n e s e , M I)L’in te rn o d e ll a c h ie s a è

r ic c a m e n te d e c o ra to , e s u ll e s u e p a re ti s i p o s

s o n o l e g g e re g li s ti li d i d iv e rs i s e c o li : il R

o m a n ic o s i m is c h ia c o n i l B

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e g li a c c

o s ta m e n

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p p e ll in a la te ra

le . A b b a z ia

d i C h ia ra

v a ll e (M il a n o N o n o s ta n te i l s il e n z io c h e c ’è a ll

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ie s a . design your own format

field research // material organization

field research. within the context of inquiry

What is field research? Why we have to do it? What we are looking for? desk research

+ planning

Visual / Verbal / actions Videotaping Photography

Passive/Participant observation

Catch the environment Verbal interviews

(handwritten or taped)

Stories collected from

participants

Surveys and

questionnaires

Verbal description of

environment if visual is

not available

(intangibles, immaterials,

virtual..)

now that we have the

data, what we should do

with it?

organize it!

That means:

explain it in understandable way in order to make it

useful for the next step: design initiative.

use only the relevant data

+ consistent structure

+ tips

Plan the questions in advance

Negotiation is always important

Respect (privacy, rules, different sensibilities)

Ask questions, don’t imply answers

Ask true/relevant questions

Pay close attention to the given answers

Filter and choose relevant data

Be able to re-tell the story using the gathered data

field research // material organization

from knowledge to dialogue

communication, audience, tools

from information to knowledge

process. data & analysis

Why do we need to learn to use a specific set of tools for service

design?

Short tools showcase

Why do we need to learn to use a specific set of tools for service design?Help understand what it is

important to show

Need a common language to

work with interdisciplinary

teams

Short tools showcase

which aspects of people engagement we want to describe, represent, or

communicate?

Short tools showcase

which aspects of people engagement we want to describe, represent, or communicate?*complex elements

*relationships &

interactions

*intangible aspects

formats to represent and

visualize, at different stages

of development,

a solution involving

actors in a complex

interaction process.

Short tools showcase

Milestone tools for representation

* catch and inspire the observer’s attention at first glance

(system idea, moodboard, poster)

* topic and atmosphere of a story (storyboard)

* technical drawings for the system description in practice

(system map, customer journey)

* clarify people roles and interactions

(personas, actors map, motivation matrix, interaction table)

* system engine components (enabling solutions, evidencing)

* envision the experience (prototyping, mapping, tomorrow headlines, scenarios)

catch and inspire the observer’s attention at first glance.

How to provide a more

efficient transport system

during rush hours?

with a dynamic integrated public

mobility system!Service Idea

* visualize a synthesis of the system * outlines single and specific feature