UX Design e o Design de Serviços

What is Service Design?

During the last three decades, economic conditions have changed fundamentally in western industrial nations. Without doubt, a fundamental change from a manufacturing society to an information- and service-based economy is discernable. While the share of services in the gross economic product is around 60–70%, business start-ups and new jobs can almost exclusively be found in the tertiary sector.

Along with such rapid developments came new economic challenges. In the past, investments within research and design were made primarily in the manufacturing industry. Means and processes of production were optimised, products innovated, and investments in market research, marketing and design of products were made as a matter of cause while research, development and design for services was an exception. This situation is now changing essentially — and this is where Service Design comes in.

Within Service Design, Service Interfaces are designed for intangible products that are, from the customer’s point of view, useful, profitable and desirable, while they are effective, efficient and different for the provider.

Service Designers visualize, formulate and choreograph solutions that are not yet available. They watch and interpret needs and behaviours and transform them into potential future services. In the process, exploring, generating and evaluating approaches are used similarly and a redesign of existing services is just as much a challenge as the development of new innovative services. (Daqui)

Já há alguns meses tenho notado que muitas das minhas tarefas como User Experience Designer esbarram nas tarefas de um profissional de Service Design.

Muitas vezes a solução que determinado briefing exige não é apenas uma solução de interface ou de arquitetura de informação, mas sim todo o mapeamento de como um serviço funciona e de quais melhorias são possíveis em cada um de seus pontos de contato com o consumidor.

Por sinal, boa parte dos UX Designers que trabalham comigo são formados em Service Design, um curso relativamente novo e disponível em pouquíssimas universidades do mundo. Confesso que tenho aprendido bastante com eles, na teoria e na prática.

Eis que hoje me deparo com um excelente vídeo postado no blog do Rogério Pereira sobre as diferenças entre UX Design e Service Design — e resolvo compartilhar por aqui. A palestra é um pouco extensa e toda em inglês, mas vale a pena mandar um “fullscreen” e dar uma olhada nos slides.

Assista abaixo:

[vimeo=http://vimeo.com/23582440]

(Se você estiver lendo este post via RSS e o vídeo não abrir, assista-o no blog)

Acredite, você ainda vai ouvir falar bastante nesse assunto. Inclusive aqui neste blog :)