Service science seeks to design systematic services based on consumers’ deeply felt needs,” Lin said. “ To best serve people, we need to be good listeners first, to know what people want.” The question-and-answer session at the restaurant is an example of what we call the ‘empathy’ stage.
In co-creating a truly appealing product, both the designer and the consumer have to be exposed to an incredible battery of questions before they can come up with any meaningful answers.
Before a product or service can be considered ready it needs to go through five phases. After empathy come the “define”, “ideate”, “prototype”and “test”.
Their assignment was to design a service for the elderly, who make up around 20 percent of the town’s population of 14,000.
This idea of co-creation is an important component of service science, according to Soumya Ray, an assistant professor at the ISS. In many cases, however, it takes more than listening, he said.
“Target consumers will sometimes contradict themselves when voicing their needs,” he said. “For example, someone might say ‘I want to travel and discover new things’ and ‘I want a life that is calm and comfortable,’ without realizing that a life of travel and discovery might not be calm or comfortable.
Designs for customers, not just 'yeah', 'that's nice' designs. The first lesson is that no bias and presumption is allowed, the designer has to remain open to all possible solutions.
It’s really a nonlinear process in which you keep coming back to your target consumers to see how your prototypes can be improved.
It’s really a paradigm shift, in that all products and services should be based first on the needs of the customers, instead of being driven by profit.
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─ Abstract ─
Service science seeks to design systematic services based on consumers’ deeply felt needs,” Lin said. “ To best serve people, we need to be good listeners first, to know what people want.” The question-and-answer session at the restaurant is an example of what we call the ‘empathy’ stage.
In co-creating a truly appealing product, both the designer and the consumer have to be exposed to an incredible battery of questions before they can come up with any meaningful answers.
Before a product or service can be considered ready it needs to go through five phases. After empathy come the “define”, “ideate”, “prototype”and “test”.
Their assignment was to design a service for the elderly, who make up around 20 percent of the town’s population of 14,000.
This idea of co-creation is an important component of service science, according to Soumya Ray, an assistant professor at the ISS. In many cases, however, it takes more than listening, he said.
“Target consumers will sometimes contradict themselves when voicing their needs,” he said. “For example, someone might say ‘I want to travel and discover new things’ and ‘I want a life that is calm and comfortable,’ without realizing that a life of travel and discovery might not be calm or comfortable.
Designs for customers, not just 'yeah', 'that's nice' designs. The first lesson is that no bias and presumption is allowed, the designer has to remain open to all possible solutions.
It’s really a nonlinear process in which you keep coming back to your target consumers to see how your prototypes can be improved.
It’s really a paradigm shift, in that all products and services should be based first on the needs of the customers, instead of being driven by profit.
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