Shelley Evenson Interview
Why is service design important?
According to one IBM report, today more than
70 percent of the U.S. labor force is engaged in service delivery.
has enabled internationally tradable services. We are at a tipping
point. A huge portion of the economy is now focused on knowledge-based
information services. I believe that as we shift to this service-centered
society, it won’t be good enough to view services from
a purely management or operations-based perspective. Companies
will need to turn to service design and innovation to differentiate
themselves in increasingly competitive markets and to create
opportunities that address new challenges in the service sector.
How is designing a service different than
designing a product?
When designing a product, much of the focus is on
mediating the interaction between the person and the artifact.
Great product designers consider more of the context in their design.
In service design, designers must create resources that connect
people to people, people to machines, and machines to machines.
You must consider the environment, the channel, the touchpoint.
Designing for service becomes a systems problem and often even
a system of systems challenge. The elements or resources that designers
need to create to mediate the interactions must work on all these
levels and at the same time facilitate connections that are deeply
personal, open to participation and change, and drop-dead stunning.
can interaction designers bring to the design of services?
Interaction designers use methods in their process
that can be directly applied to service design. Immersive ethnographic
methods can help designers account for the complexity of service
elements that are onstage, backstage, visible, and invisible in
the service experience. We add a kind of theater or enactment to
our service process. Enactment is when first the development team
and then participants from the delivery organization act out the
service experience with specific roles and rough props. I’ve
seen this become technique become more popular with interaction
designers in recent days. Developing constituent archetypes or
personas is also useful in service design since the characters
can be used to drive service scenarios before they are enacted.
Nearly all the methods introduce in this book could apply.
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Available August 2006
ABOUT SHELLEY EVENSON
Shelley Evenson is an associate professor and director of
graduate studies at Carnegie Mellon University’s School of Design.
Prior to her academic career, she was vice president and chief experience
strategist for Scient, director of design at DKA/Digital Knowledge Assets,
director at Doblin Group, and vice president of Fitch. She has published
a number of articles and presented papers at numerous conferences on design
languages in hypermedia, interaction design, design research, and service
FROM THE BOOK
Table of Contents
Read an excerpt "The Elements of
Interaction Design" in
interview excerpt on Interaction Design's History and Future
Hugh Dubberly interview excerpt on
Larry Tesler interview excerpt on
The Laws of Interaction Design
Brenda Laurel interview excerpt on
Robert Reimann interview excerpt on
Luke Wroblewski interview excerpt on
Visual Interaction Design
Carl DiSalvo interview excerpt on Designing for Robots
Adam Greenfield interview excerpt on Everyware