top of page

Design Studio (Lecture)

Week 1.2

Lecture: Introduction to the Fundamentals of Design Thinking

​​Design thinking is a methodology to innovation that takes an iterative, human-centered approach to problem solving and identifying opportunities. 

Standford d. school's Design Thinking Process

Screen Shot 2023-08-19 at 21.29.47.png

- Some school usually apply this method of design thinking for their student. However, they usually stop until the prototype stage; as it may require more time if it reaches the test part but turns out that the whole project was not a good idea. 

​

This is also the method that I am very much used to, in order to be invent a "human-centered" design and involving more people on my project. I believe that by involving those that is similar to my persona, it will even enhance the successfulness of the whole project and can even help me to gain more insights based on their pains and gains. 

IDEO's Design Thinking Process

IBM's Design Thinking Process

Screen Shot 2023-08-20 at 16.55.16.png
Screen Shot 2023-08-20 at 16.50.59.png

Based on the example of the two different flow of design thinking on the picture above, it really shows how a design thinking process will never be linear. It's a framework which requires several party to take part in <the user and the designer>. Along the way, there will always be some obstacles that happened during the process. For example, an emotional roller coaster, or even the change of interest/ lifestyle on our persona. That's why it is also important for a designer to always reflect their work, diverging, and converging it altogether so that it also create iteration works. 

Human-centered Design

What does it mean to be human-centered?

Screen Shot 2023-08-20 at 17.01.34.png
Screen Shot 2023-08-20 at 17.00.15.png

Human centered-design is a process of problem-solving technique that puts real people at the center of the development process. It usually starts with the necessity of people, then be supported with possibilities of technology and the requirement for success.  

Case Study : Netflix
Screen Shot 2023-08-20 at 19.02.57.png
Screen Shot 2023-08-20 at 19.12.06.png

  • Netflix was launched in 1998 

  • Its biggest competitor Blockbuster was easily a hundred times larger than them. Blockbuster initially did not embrace the subscription service model, charging customers per video rental, including late fees, and made a significant amount of revenue from issuing late fines. (~$800M or 15% of total revenue)

  • Netflix identified that users found it a hassle to drive to-and-fro to rent and return movies. In addition, the late fees were a huge pain for many customers.

  • Using these insights, Netflix thought about charging people using a subscription model where they would pay a fixed fee to rent X number of movies each month.

Week 2.1

Screen Shot 2023-08-20 at 18.51.54.png

Key Principles of Service Design

Screen Shot 2023-08-20 at 19.18.20.png

Product Dominant Logic

Service Dominant Logic

  • More focus on the ingredients in order to improve product efficiency 

  • Creating value that is implemented on the experience of the product 

  • More focus on ensuring the service on how the product is being served/delivered 

  • Creating value that is implemented on the experience with the service

Experience Design Logic

Service Design Logic

  • Encompasses all aspects of users’ interaction with a company. It includes anything the end user comes across — for example, an app, kiosk, website, or a mailer.

  • Think of user experience as the ‘what’ — what users encounter as they interact with a brand.

  • Includes the planning and organising business resources (people, props, and processes) to deliver the customer experience.

  • Think of service design as the ‘how’ — how the user experience gets created and how the internal parts of the organization align to deliver that experience

Personas

Customer Journey Map

  • A tool that allows us to visualize our persona's entire experience across different touchpoint and interactions, to highlight their emotions, needs, and pain points.

Screen Shot 2023-08-20 at 21.17.47.png

A customer Journey usually includes of 5 stages: 

  • Awareness, when the persona encounter our service/ product 

  • Consideration, when the persona started to think about our service/ product and still debating whether our services/product may be different than others

  • Purchase, when the persona start to actually subscribe to our services/ product

  • Retention, when the persona is started to gain interaction with the app

  • Advocacy, when the persona is loyal to our service/product by recommend it to their friends.

Lecture: Service Design

Service design is a method for designing experiences that reach people through many different touch-points, and happen over time. 

Screen Shot 2023-08-20 at 20.24.53.png
Screen Shot 2023-08-20 at 20.25.09.png

  • Tangible

  • Storable

  • Control Quality with data

  • Measure output

  • Patentable

  • It usually engaged with human's sense

  • Usually also related to copyrighted items

  • Intangible

  • Perishable

  • Define quality by experience

  • Measure outcome

  • Non-patentable

  • One can usually be easily inspired to provide/ create a service rather than a product 

Week 2.2

Lecture : Service Blueprint

Service Blueprint is a diagram that connects and visualizes the connection / relationship between tangible interactions / processes. It focuses on internal processes and interactions;  Helping to understand how including people, processes, and technology, work together to deliver the service.

Screen Shot 2023-08-20 at 21.30.38.png

  • When creating Service Blueprint, it is essential to not thinking too much about how it turns out, rather it needs to be more focus on work smarter on imagining how our persona will use our service, and any other interactions that they may have

  • Backstage actions, related more towards how we as a group of people who provide the service engage with each other

  • Support processes, can be related to any external provider that can help us to engage our service smoothly 

The Value of Service Blueprint

Screen Shot 2023-08-20 at 21.24.28.png

Swim Lanes

Some lines that exist on the Service Blueprint to guide us better on not be distracted by the complexity of each stages, "to help us work in more efficient way" 

Screen Shot 2023-08-20 at 21.34.18.png
bottom of page