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Design methods
for developing
services
Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
About this
document
This is a brief introduction to why
design methods can be useful
when developing services.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
About design Design has many different definitions, but at its heart
it is about the process of translating ideas into reality,
making abstract thoughts tangible and concrete.
"Design is what links creativity and innovation.
It shapes ideas to become practical and attractive Whether its for a new service, a piece of graphics
propositions for users or customers. Design may be or an innovative product, a number of key attributes
described as creativity deployed to a specific end." underpin every design-led project. These
The Cox Review fundamentals should inform the responses to the
Keeping Connected Business Challenge, ensuring
design-led solutions that enhance independent
living and quality of life for older adults.
User understanding
Prototyping
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
The double
diamond design
process
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Every designer has a slightly different approach and Outlined in this section are design tools and
different design specialisms also have their own ways methods you might find helpful to use as part of the
of working, but there are some general activities common Keeping Connected Business Challenge. It is not
to all designers. The Design Council has developed the a definitive list, but is included to help familiarise
Double Diamond model to illustrate this. collaborators with design ways of working.
Divided into four distinct phases: Discover, Define, These methods are not rigid protocols to be followed
Develop and Deliver, it maps how the design process unthinkingly, but frameworks that can and should
passes from points where thinking and possibilities be adapted to the task at hand. Some of the tools
are as broad as possible to situations where work best at big picture thinking while other focus
they are deliberately narrowed down and focused on specific project details. Balancing and linking the
on distinct objectives. two is important to develop the best outcome.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
The start of a project is The second quarter The third quarter marks The final quarter of the
a period of discovery, represents the definition a period of development double diamond model is
gathering inspiration and phase, in which designers where solutions are created, the Deliver phase, where
insights, identifying user try to make sense of all the prototyped, tested and the resulting product
needs and developing possibilities identified in the iterated. This process of or service is finalised
initial ideas. Discover phase. trial and error helps and launched. The key
designers to improve and activities and objectives
The first quarter of the Which matters most? refine their ideas. during this stage are: final
double diamond model Which should we act testing, approval and
covers the start of the on first? The goal here is to Key activities and launch, targets, evaluation
project. Designers try to develop a clear creative brief objectives during the and feedback loops.
look at the world in a fresh that frames the fundamental Develop phase are:
way, noticing new things design challenge to the brainstorming, prototyping,
and seeking inspiration. organisation. Key methods multi-disciplinary working,
They gather insights, during the Define phase visual management,
developing an opinion are: project development, development methods
about what they see, project management and testing.
deciding what is new and and project sign-off.
interesting, and what will
inspire new ideas.
Specific methods include:
market research, user
research, managing and
planning and design
research groups.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Objectives Objectives
Identify the problem, opportunity or needs Analyse the outputs of the Discover phase
to be addressed through design
Synthesise the findings into a reduced
Define the solution space number of opportunities
Build a rich knowledge resource Define a clear brief for sign off
with inspiration and insights. by all stakeholders.
The beginning of every design project is marked by an The initial Discover phase is about opening
exploratory phase where insights and inspiration are out and exploring the challenge to identify
gathered. This Discover phase can be triggered in many problems and opportunities. The Define stage
different ways such as social trends, novel technology, channels these towards actionable tasks.
the launch of a competitor service, or in the case of the
Keeping Connected Business Challenge, a funding call. The mass of ideas and findings are analysed and
structured into a reduced set of problem statements.
In the Discover phase we begin to identify the problem, These are aligned with the organisational needs and
opportunity or need to be addressed as well as define business objectives to identify which to take forward.
some of the boundaries of the solution space. The Define phase results in a clear definition of the
fundamental challenge or problem to be addressed
This exploration uses both qualitative and through a design-led product or service.
quantitative research methods and can involve
both directly engaging with end users and
analysis of wider social and economic trends.
This research builds a rich bank of knowledge that
will inform the rest of the design process and act
as a guide and inspiration to the design team.
User Shadowing
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Objectives Objectives
Develop the initial brief into a product Taking product or service to launch
or service for implementation
Ensure customer feedback mechanisms are in place
Design service components in detail
and as part of a holistic experience Share lessons from development
process back into the organisation.
Iteratively test concepts with end users.
Experience Prototyping
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Tools and
methods
3. Develop
1. Discover 2. Define
d,
Design-led solutions are develope
The start of a project is a
In the Define ph
as prototyped, tested and iterated.
synthesised an e ideas are This process of trial and error help
s
period of discovery, gathering d aligned with
inspiration and insights,
business obje
ctives, creatin designers to improve and refine
a clear brief th g their ideas.
identifying user needs and at frames the
design challeng
developing initial ideas. e.
Service
User Blueprinting
User Personas
Journey
Mapping
Experience
User Brainstormin Prototyping
g
Diaries
Business Model
Service Design Canvas
Safari Brief
User
4. Deliver
Shadowing
In the Deliver phase, the pro
duct or service is
taken through final testing,
finalised and launched.
Scenarios
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
User Journey
Mapping
What is it? How can I do this myself?
A User Journey Map is a visual representation User Journey Mapping draws on the outputs of
of a users journey through a service, showing design research methods such as observation
all the different interactions they have. This or service safaris. These ground the journey
allows us to see what parts of the service map in real user experiences rather than an
work for the user (magic moments) and what abstract notion of how the service works.
parts might need improving (pain points). Map a users progress through the service,
A User Journey Map takes the users point of view beginning with when they first become aware of
and explains their actual experience of the service. the service through to when they leave. In doing
this the different activities of the user journey are
defined, with related tasks grouped together in
key stages, such as sign-up or payment.
Aims
Identify the individual touchpoints with each stage the
Identify the key elements of a service people, information, products and spaces encountered
are identified. Links or gaps between touchpoints
Understand the links between all the different will reveal themselves as the map is developed.
elements over time
To get a holistic view of a users experience it can
Identify problem areas in a service or areas be useful to work in cross-functional teams. Some
where new things can be added services might have different types of users, with
Create empathy with different types of users. different experiences, and require multiple journeys.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
User Journey
Mapping
Television Bob
Sees advert for new
phone on TV is
interested by the high
quality camera.
Phone Helen
Phones the mobile
phone company
and orders the
phone she saw.
Spends an hour
waiting in a queue.
Helen Bob
Post Receives her new After a year he
phone in the post receives a new
2 days later. Has to phone in the post
take a half day off as part of his
work to make sure contract. Finds it
she doesnt miss very easy to switch
the delivery. his contacts over
to new phone.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
User Diary
User Diaries are a method for gathering in-depth The key to good User Diaries, as with all qualitative
qualitative information from users by giving them a research, is identifying the correct people to take part.
way of recording away from researchers. It allows In general, a relatively small group is sufficient; the
people to tell about their own lives in their own time, and aim is to get rich information and insights to drive the
explain what they do over a number of days or weeks. design process, rather than quantitative answers.
User Diaries can be realised in many different User Diaries are created based on the context of the
formats but usually consist of some personal project and needs of the design team. The diary period
background information and a diary style can vary from a few hours to a number of months
format for capturing information over time. and again is dependent on the individual project.
This basic information can be supplemented with In general User Diaries consist of three main sections.
additional questions or tasks. Sometimes cameras
or other documentation equipment is provided
to gather visual feedback for researchers. Background information that covers name,
age, occupation, location, family, hobbies
& interests, likes & dislikes. This helps to
give some understanding of the person
Aims
A Diary section for users to complete over a
Gather information about real user needs period of time just like a diary. This should
have a number of prompts or questions
Get understanding and empathy about other to provide some structure. It might use
peoples experiences photography or video to document
Get a sense of a users life over a longer Additional questions and tasks that
period of time. provide stimulus to users to gain more
insight from them on particular topics.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Service Safari
A Service Safari is a research method for Service Safaris are a useful exercise at the beginning
understanding services. Researchers go on of a design process. They help everyone gain a
location and experience a service first hand to rich understanding of services and are relatively
find out what service experiences are like. easy to structure. The key to a good service safari
is to identify relevant, engaging services that reveal
A Service Safari might be focused on a particular insights and provide inspiration to the design team.
service (like going to Tesco), or type of services Each participant should record their experience
(like going to a supermarket). Alternatively it in writing, or by using video and photography.
might look at a wider range of services to get Engaging with a service, observing staff, looking
an idea about what makes a positive service at users and documenting the environment
experience (like services where I can buy food). and materials, helps participants identify how
services deliver value to customers.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
User
Shadowing
What is it? How can I do this myself?
Shadowing is a research method for understanding Time should be spent identifying the correct people
how people interact with the world around them to shadow. In general, a relatively small group
(including services). It involves observing a user is sufficient as the aim is to get rich information
directly to identify and understand their needs. and insights to drive the design process.
Shadowing involves spending time with the person
Researchers follow a particular person as they go over a number of hours or days and observing what
about their lives or use a service and document they are doing and why. This might take place in
what happens in an unobtrusive way. one session or over a number of different sessions,
and is done as unobtrusively as possible.
Identifying barriers and opportunities for The output is in general written documentation
service innovation. with supporting visual materials such as
photographs, drawings or video captured
during the shadowing session.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
User Personas
A User Persona is a character that embodies User personas can be created with varying levels
user research in an easily identifiable and of detail. Quickly sketched in a workshop they
understandable form. It brings together lots of provide useful input into brainstorming and ideation
information about similar people to create a single tasks. More detailed Personas are valuable in
character that represents the group. Personas are synthesising and sharing large bodies of user
normally created as a set, showing different types research, as well as testing early stage concepts.
of users with different needs. User personas can While Personas can be created without drawing
be communicated in a wide variety of formats but on user research, their value and usefulness
are normally a combination of images and text. greatly increases if built on qualitative information.
A Persona can cover information such as name, Segmentation of user data helps structure
age, occupation, where they live, family, hobbies & research and indentify key Personas.
interests, likes & dislikes, and most importantly needs.
Personas should be made as rounded as
possible; they are archetypes, not stereotypes.
Aims They can be further enhanced through visual
materials or supported with quotes, that reflect
Package user research into an easy to the qualitative research and feel authentic.
understand format
Maintain focus on the needs of users during What are the outputs?
the Develop stage
User personas can vary in terms of output and
Test and evaluate ideas and service finish. At their most basic they might consist of a
concepts against these needs. sketch with key user information, supplemented
with photographs or illustrations. Detailed personas
might be communicated through in-depth reports,
visual materials, diaries or through video.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Brainstorming
Brainstorming and other ideation techniques are used There are a large number of brainstorming and
to generate alternative solutions and opportunities ideation techniques available. In general, a facilitator
quickly. They identify the most interesting or important structures the group session and ensures a rich
ideas to take forward as part of the design process. discussion. In successful brainstorms it is important
not to have too many people or carry on too long
Brainstorming is particularly useful to break out of (no more than 12 people for longer than an hour).
established patterns of thinking, and develop new
ways of looking at things. It also helps overcome Involving a range of different people with
many of the issues that can make group problem diverse skills and perspectives is important.
solving a difficult or unsatisfactory process. This increases the richness of ideas explored
and builds buy-in from team members.
It can be useful to have several sessions, looking
at different sub-themes or topics, or have multiple
Aims groups work on the same topic. Capturing ideas
in a visible way allows everyone to see progress
Generate a large number of potential ideas and ensure the conversation stays focused.
Identify key ideas to develop further While brainstorming and ideation techniques are all
different, these are some good rules to remember.
Create a shared understanding of potential
opportunities around a topic or theme. Defer judgement
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Design Brief
A Design Brief is a clear definition of the fundamental A design brief is usually developed by the project
challenge or problem to be addressed through a manager or a design management professional.
design-led product or service. It synthesises current project knowledge from the
Discover and Define phases and outlines next steps.
It is a structured statement that outlines goals,
constraints, budgets and timelines. It communicates A good Design Brief should be written in easily
project outcomes, identifies potential risks and understood language, provide clear direction, but avoid
highlights how these will be mitigated. being overly rigid in specifying detailed design work.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Service
Blueprint
What is it? How can I do this myself?
A Service Blueprint is a detailed visual representation of A Service Blueprint pulls concepts and touchpoints
the total service over time - showing the users journey, in development together into a unified structure and
all the different touchpoints and channels, as well as the provides a holistic view of the all service elements.
behind the scenes parts of a service that make it work. A Service Blueprint often looks similar to a User
Journey Map (see page 12). The difference is that
A Service Blueprint helps everyone involved in it maps the future service, not the existing.
delivering the service understand their role and ensure
the user has a coherent experience. Initially map a users progress through different service
stages, ranging from awareness, to use, through to
leaving the service. In doing this identify touchpoint
encountered. These touchpoints each can be segmented
Aims into different channels such as face-to-face or web.
Design and problem solve the complete The customer oriented elements of a service are known
service experience as the front stage. Identify and map touchpoints and
processes that need to happen behind the scenes for
Provide guidance when identifying areas the front stage part to work. These might include back
to prototype office staff, logistics systems, or IT infrastructure. This is
known as the back stage part of the service. A Service
Communicate the service to the people Blueprint allows you to see the interaction between the
delivering it, as well as to users front and back stages, ensuring links and dependencies
during testing. between different service elements are coherent.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Experience
Prototyping
What is it? How can I do this myself?
Experience Prototyping is a way of testing new Experience Prototyping is used to test ideas and
service ideas or designs for specific touchpoints. gather feedback on potential design solutions.
Experience Prototypes are about communicating There are lots of different methods for Experience
what the experience will be like and allow the Prototyping some such as bodystorming and role
design team to test and refine their solutions play emphasise acting out a service experience.
with potential users. They also help build buy- Others focus on creating mock-ups of products or
in from partners and other stakeholders. environments. Generally, most Experience Prototypes
combine physical mock-ups and some elements of
Making prototypes early, ugly & often is important in role-play to recreate the service experience.
the design process. Experience Prototypes dont need
to be refined or take a long time to make, it is more This recreation might be acted out, or documented
important to create something quickly, test it, and then through photography or video. The style and level of
iterate the design. They can vary from paper sketches, detail can vary from very rough to realistic archeology
to a physical model, to a fully acted out service. of the future.
Find out whether parts of the service meet What are the outputs?
users needs and how they can be improved
Experience Prototypes should result in a number
Communicate the benefits and experiences of physical mock-ups of touchpoints, a number of
the service will deliver to stakeholders, interactions recreated in some way or a combination
including decision-makers, frontline staff, of both.
partners and users
Documentation of Experience Prototyping through
Gather feedback from potential users.
video or photography is useful in communicating
the insights learned. This allows the user testing and
feedback to be shared within the design team and with
other stakeholders.
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Keeping Connected Business Challenge
About this document The double diamond design process Tools and methods
Business
Model Canvas
What is it? How can I do this myself?
The Business Model Canvas is a visual tool for In the Deliver phase the Business Model Canvas provides
describing and developing business models. an important reference for implementation helping
Created by Alex Osterwalder and popularised in translate service concepts into business processes.
his book Business Model Generation, it can be It can also be used at different points in the design
applied to both new and existing services. process; in the Discover phase to explore current
offerings, or in the Develop phase to test viability
of new business models in development.
The canvas is usually filled in as a collaborative
Aims exercise during a workshop, documenting the various
aspects of a business through nine building blocks.
Design and test specific touchpoints Some of these components may have already been
or interactions identified throughout the service design process,
such as customer segments, channels and the value
Find out whether parts of the service meet proposition. Others will need further development.
users needs and how they can be improved The canvas can be used in different ways,
depending on the level of depth required. It can be
Communicate the benefits and a quick sketch to develop initial understanding of
experiences the service will deliver to a business model or used in an in-depth exercise
stakeholders, including decision-makers, to fine tune particular aspects of a service.
frontline staff, partners and users
Bakers
About this document The double diamond design process Tools and methods
Design
Scenarios
What is it? How can I do this myself?
Design scenarios are stories of a future situation Design Scenarios can be used in a number
or service. of different ways and at different times
of the service design process.
By creating a concrete story about a potential future,
or set of futures, Design Scenarios help create shared Scenarios can be used in the Deliver phase to
understanding and enable meaningful discussion. communicate preferred outcomes to stakeholders,
helping them understand and buy into the service
While Scenarios are used as a tool across strategy vision. They can also be used as inspiration in the
and management disciplines, within service Discover phase of projects creating imagined
design they are mostly used as communications futures to inspire and inform decision-making.
tools and emphasise storytelling and narrative. In the Develop phase they are used to communicate
to partners and test use cases in a wider context.
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Keeping Connected Business Challenge
Find out more about the challenge Find out more about the Technology
Strategy Board and Design Council
ursula.davies@designcouncil.org.uk
0207 420 5222
kelly.wilson@designcouncil.org.uk
0207 420 5248
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