服務設計的當務之急（The Service Design Imperative） - SDN

期待服務設計師能不斷演化自己的角色，創造不同的意義。

... 種種不平等現象與過時的金融體系等，政府花了許多力氣在今天的公共服務與公眾利益上，卻 ... BacktoSDNGlobal AllHeadlines 20April2019-Taiwan 服務設計的當務之急（TheServiceDesignImperative） |編譯台前言| 作者從設計的心態轉變開始談起，不能再只是為了解決單一問題而設計，而是必須以為整體系統創造價值為基礎來進行設計：想要扮演更重要的角色，除了能把握機會，也要扛起更多的責任。

他提醒設計師們必須更謙虛的省視自己需要提升的能力，才更能掌握以終為始、跨團隊合作的眉角，讓每個環節上的服務提供者都能準確到點的傳遞價值給顧客與使用者。

期待服務設計師能不斷演化自己的角色，創造不同的意義。

|本文| NickLeon在這篇文章中，帶我們探討「服務設計到底是一門新的計中的角色或意義有哪些演化？」這些疑問將是本篇文章要闡述的重點。

當今的經濟發展面臨許多空前挑戰，諸如環境壓力、都市化、高齡化人口、種種不平等現象與過時的金融體系等，政府花了許多力氣在今天的公共服務與公眾利益上，卻鮮少面對未來將帶來巨大影響的社會及環境挑戰；相反的，最具創新的企業正在以不同的方式改變我們的生活（有好有壞），他們為了生存下去必須創新，而設計師們即為創新能量來源之一。

「設計師有更重要的角色可以扮演，但要能把握這些機會，必須認清自己有更大的責任要扛。

」Nick提到以下幾點，攸關設計師需提升哪些方面的能力、改變哪些心態與做事方法，才能面對未來的挑戰 設計師普遍認為自己的任務就是解決問題，為消費者或客戶創造價值，卻很少靜下來思考，自己的所作所為是否創造了更多的問題？因此未來的設計師在做的每一個「選擇」，都必須以價值為基礎，從各種層面去評估設計對社會、環境產生的影響，而不僅僅是關於「創造」價值，也就是說，設計師要有能力塑造策略，而不是只是產品型態、服務接觸點的表現或工作流程。

#1以價值為基礎 我是標題我是標題 除了某些例外（編譯註1），設計師通常在設計服務的過程中扮演較次要的角色，例如設計服務接觸點、特定產品與互動介面、溝通、行銷、空間等，因為角色能力的限制，致使無法掌握最終交付的整體顧客體驗(包含產品、服務、場景、流程等)。

作為一位服務設計師，必須以終為始、有清楚目的地以設計服務體驗，能明確指出需要哪些系統、流程與組織的支持才能交付所設計的體驗，這也考驗設計師是否能建立更多的專業知識，例如：系統設計、組織行為、策略設計、設計管理。

#2設計顧客體驗必須以終為始，而不是讓它隨機發展 Nick在前面提到，設計師的決策必須以價值為基礎，因此必須考量所有牽涉到的利害關係人，尤其是傳遞服務價值的人。

「為使用者創造價值很重要，但為價值傳遞者提供價值也同樣重要！」設計師不但本著為服務使用者設計，為「服務提供者」設計也同等重要，因為以下四點若失敗，也無法產生好的服務體驗： 1.「服務提供者」能夠以豐富服務主張和服務接收者體驗的前提下，主動在服務傳遞過程中，貢獻自己的價值 2.「服務提供者」相信服務對於使用者或社會有內在價值，能讓他們完全享受於服務當中 3.「服務提供者」能感受組織與管理者的重視，增強個人動機與自尊心 4.「服務提供者」的個人價值觀與組織價值觀是一致的 #3讓服務提供者能幫助設計師傳遞價值 為了能因應這些挑戰，服務設計師必須強化以下四種技能， 1.系統設計：能夠將解構當前的服務與使用者體驗，然後重新結構，進而改變使用者的生活型態或是組織型態 2.組織行為：了解組織型態和行為，創造新的工作流程與模式，讓組織能為使用者體驗負責。

3.商業模式創新(策略設計)：服務主張必須能有相對應的商業模式，來協助創造、傳遞服務價值。

4.設計管理：服務接觸點會牽涉各種不同層面(產品，視覺傳達、數位互動設計、空間、地點、流程、人員等)，因此服務設計師必須是設計管理的專家，專注於整體的使用者體驗，並與其他領域專家一同達成共同目標。

#4設計師需要具備的新技能 設計師需要能「跨界」與設計、商業、工程不同專業的團隊合作，也意味著以往的工作流程與協作方式必須改變，才能設計出好的產品服務與好的商業模式。

編譯註1：文章為2014年所撰寫 #5跨界合作與改變 文章標題：服務設計的當務之急（TheServiceDesignImperative） 作者：NickLeon，RCA服務設計學程負責人 原文出處：TouchpointVolumn.6No.12014April,TransformationthroughServiceDesign 策劃/責任編輯：沈美君(DianeShen) 編譯：湯士賢(ChrisTang) #一起閱讀#服務設計#精神食糧#服務設計學思達 SharethisHeadline ShareonLinkedin ShareonTwitter ShareonFacebook Sharewithe-mail AllHeadlines RelatedHeadlines SDNGlobalNews CallforPapers:TouchpointVol.13No.2 16February2022 TheCallforPapersforournextissueofTouchpointisopen!Submityourabstractby12March2022andhelpustoadvancetheservicedesignfieldanditspractices.We’relookingforwardtomanyinspiringcontributions! Continuereading SDNChapters MassiveChange–Life-CentredDesign 16November2021 Recently,TouchpointpublisherProf.BirgitMagersatdownwithdesignpioneerBruceMautodiscusshisrecentthinkingaboutenterprisedesign,thesignificanceofcanoe-buildingandlife-centreddesign. 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