As part of the ongoing promotion of his new book Drive, Dan Pink gives an interview discussing some of the underlying theories and principles which he has repackaged as a management book. I’m looking forward to reading the book which comes out here in the UK at the end of this month. Dan is also due to speak at the RSA in a couple of weeks time which again I’m very much looking forward to.
I think this publication is very exciting for those of us involved in motivation research and for forward thinking business managers at whom this book seems to be aimed. Based on both this interview and his Ted talk last year Dan seems to be leveraging, at least conceptually, Hullian Drive Theory which allows him utilise the straightforward metaphor and illustrate the important point that motivation is about energisation of human behaviour. This theory whilst hugely influential in the field of motivation and educational psychology is largely discredited now by the more recent interpretation that it does not fully accomdate explanation of Avoidance behaviour. To put more simply, Drive Theory does not explain risk taking or more intrinsic forms of pleasure seeking behaviour. For a discussion on Approach-Avoidance behaviour and freely downloadable research papers see http://www.psych.rochester.edu/research/apav/.
It’s nice though to see Pink make mention of Autonomy as a component of motivation and a factor which forms a big part of Deci and Ryan’s Self Determination Theory which I have been leveraging heavily in my own work on designing motivation. I feel that their Organismic theory of motivation is far more adaptable and useful as an explanation for motivation than Drive Theory mentioned above. The question of how designers can utilise an organismic theory of motivation is the subject of my recent chapter contributed to the This is Service Design Thinking publication. It’s perhaps apt that Self Determination Theory and Service Design Thinking share the same acronym as they are well placed to conceptualise and design for intrinsic, rather than extrinsic forms of motivation.
It’s nice to see the mention of a sports person as a metaphor for motivated behaviour and I would hope that this reoccurs throughout the book, as someone who has myself become so interested in motivation by approaching it (no pun intended ) from a sports psychology and elite performance background.
Davos 15km - P. Vordenberg - teamtoday.org
I agree ultimately with Pink’s sentiment that people generally need more feedback, annual reviews and even biannual reviews are not going to motivate employees in the best possible way. But I’m a bit confused then as towards the end of the above interview he is so quick to dismiss (or avoid) addressing the work on Anticipated Feedback (Bandura) as a motivator. The original research on this can be found here, but it basically suggests that anticipated social feedback (as a feed-forward mechanism) is a major primary motivator in individuals. Again, put more simply, this is the notion that if you can visualise a positive response to your work you are more likely to be motivated towards and successful in accomplishing it. This is also another reason why I think Service Design Thinking with its emphasis on visualising complexity to understand it and adapt it is so well placed to understand and promote motivation. I’d hoped that in the current era of social media and game changing, hierarchy busting, technology and given that he is speaking to a blogger for a video that is being posted on YouTube Pink might have addressed this more fully…
Either way I think this publication signals that 2010 will be the year that Motivation really hits the mainstream, similarly perhaps to how ‘Design Thinking’ hit the mainstream last year off the back of Brown and Martin’s publications. Much like with those two volumes though, one could imagine that the release of Pink’s book signals that there will be an increase in demand amongst senior management for creative and innovative practitioners who not only understand motivation but also who possess the tools to create and facilitate motivating systems, products and services.
What do you think? Do you think 2010 will be the year of motivation or are there other emerging trends and topics that trump motivation in the understanding and design for behavioural change?
I am currently writing a short chapter for the forthcoming Service Design textbook This is Service Design Thinking. In the spirit of co-creation and participatory design which this publication is attempting to embody I would be very interested to hear what you think about my introduction and the scope of the chapter I am writing. I would really welcome your feedback and suggestions. Presently, it reads as follows:
Motivation has been described as the “energisation and direction of human behaviour” (Reeve, 2005). A fundamental concept in the understanding, regulation and support of human behaviour, Motivation has been debated and discussed for time immemorial. From Confucian and Sanskrit philosophy in the East to that of the Greek political philosophers and Christian biblical scholars in the West: The symbiotic relationship of the individual and their environment and attempts to understand the governing principles of this relationship have been one of the most central questions to ‘energise and direct’ humanity’s thoughts, beliefs and creativity. Defining not only the social structures of the societies in which we live but the political, educational and creative philosophies that govern and sustain them.
Mook (1987) provides a fuller account of the historical evolution of Motivation and in turn the recursive nature of Motivation within society. History builds a case for how significantly a society or community’s conception of ‘motivation’ underpins its philosophical and political stance and behaviour. For example Pre-Enlightenment era Europe was governed by the Christian church and thus the values of the church transcended national boundary, in much the same way that for example modern day Islam and Judaism often transcends or paradoxically in the case of countries such as Iran and Israel respectively, epitomises national or political identity.
There is little escaping the fact that our motivations or how we explain and conceptualise them digs deeper into our own psyche and that of our societies than very often as designers we are prepared or entitled to look. Furthermore, if Design Thinking and Service Design hold the key to solving larger more complex social problems as (Burns, Cottam, Vanstone, & Winhall, 2006),Brown (2009), Martin (2009), Loevlie (2009) and Miller and Rudnick (2009) have claimed, do we need to start being more capable and comfortable at asking those questions and visualising and conceptualising the responses?
This chapter seeks to explore as succinctly as 8000 characters allows what modern day psychology and its literature can contribute to overcoming these sometimes uncomfortable ethical, political and social conceptualisations and how, in addition to existing and established Service Design tools and processes, it might be able to support us ‘design thinkers’ as we seek to ‘energise and direct’ human behaviour through the design and creation of innovative products, systems and services.
Thank you all in anticipation of your help and really looking forward to hearing from you, either via Twitter or via the comments form below:
This is a fairly comprehensive presentation of the underlying philosophy and research behind my masters work in helping designers visualise and support motivation in the design of everyday products and services. I’ve obviously talked about the development of this work extensively on this blog so I’d like to take the chance to thank all of you who have visited and contributed comments and support – its helped me refine and adapt my ideas thus far and I really appreciate it!
I’m hoping to add an audio summary of the presentation at some point, but otherwise the presentation gives an overview of the foundations of my framework of motivation in design, the research behind it and then a few examples of products and services that have either been directed by this conceptualisation or whose success as ‘motivational platforms’ can be interpreted by using the framework.
People may also recognise a few of the case studies from the Nordic Service Design Conference – thanks to the presenters their for their explanations, this presentation also served as an opportunity for me to pass on what I’d learned and enjoyed from that conference to my colleagues at the HCDI at Brunel.
As ever comments and questions are gratefully appreciated and if you are interested in finding our more or understanding how this framework can be applied to your own design or service propositions then please get in touch.
Apologies for the recent blogging hiatus, in large part due to the launch last week of The Ergonomics Real Design Exhibition at the Design Museum which I have been working on over the last year and half. I’m also recently back from the excellent Nordic Service Design Conference in Oslo. I will post more on both of those things in due course. In the meantime, I’ve also been working on my MPhil in Intrinsically Motivating Design and recently developed a model that I hope to validate as a tool to help designers design Intrinsically Motivating and behaviourally self sustaining systems, services and products. I’ve posted this on Wenovski as well so apologies for the cross posting if you’ve already seen it there. I’d really welcome your feedback on this and if you have any questions or would be interested in offering me an opportunity to validate the model then give me shout either in the comments below or at hello@fergusbisset.com.
My research into Human Motivation and its relationship with design has seen me exploring a lot of organismic theories of human behaviour, those are the theories that suggest we are naturally predisposed or energised to grow or seek new challenges, affiliation or environments in order to remain healthy, happy and fulfilled.
Obviously not everyone is in agreement on the underlying mechanisms of human motivation and behaviour, there are many models, but these are issues that we as designers revisit often in the form of the well intentioned but hideously over-cited and rarely understood Maslow’s Hierarchy is based on such a humanist/organismic perspective.
My own research is exploring a newer an more updated model of which I attach an early draft below, one that also represents the iterative and dynamic nature of human behaviour – something that is overlooked in Maslow’s version.
My model and the research that underpins it (predominantly Deci and Ryan’s Self Determination Theory) indicates that in order to remain psychologically fulfilled we need to balance three psychological needs for AUTONOMY (Self Reflection, Independence, Empowerment), RELATEDNESS (Socialisation, Care and Concern for and from others), COMPETENCE (Feelings of efficacy, self control and accomplishment).
Deci and Ryan’s premise (and mine) is that only by balancing and fulfilling these core psychological needs will we be truely HAPPY and HEALTHY. My model attempts to illustrate how these INTRINSIC (some might say INNATE) psychological needs are often balanced against EXTRINSIC design factors and criteria and just as with Maslow’s Hierarchy if we want as designers to design systems and services that leave us feeling fulfilled they will need to address all of these INNATE HUMAN with EXPLICIT DESIGN capabilities and specifications.
If an intentionally or accidentally designed system cannot SELF REGULATE, or as you say Arne, “balance” EXTRINSIC and INTRINSIC demands it ultimately will become unsustainable.
To help make this idea more explicit I will elaborate – much of industrial design is focussed on the SENSORY features of products, services and systems, whilst interaction design and ’soft design disciplines’ are interested in COGNITIVE levels of interaction. Recently of course, as most of us here will be aware Design has begun to shift towards more ORGANISATIONAL or ‘Service’ perspectives in an attempt to satisfy the ‘NEEDS’ of its users and customers. Or perhaps if I put it more cynically – in an attempt to continue to generate value for stakeholders in the design process. This shift in the focus of design, as is well documented, has occurred as a result of technology that initially enable ‘interfaces’ and more recently high levels of social connectivity and networking.
With my model, I hope to help move design one step closer to exactly the call you’ve made here Arne, by helping designers to understand how their expertise in manipulation of SENSORY, COGNITIVE and ORGANISATIONAL affordances and data can be better focussed on meeting users genuine SOCIAL, COMPETENCE and AUTONOMY needs and in turn designing systems that are by consequence self motivating, sustaining and perhaps as you allude here ‘caring’.
Thanks to Andy Polaine for sharing this tremendous insight in response to my post yesterday. It’s fair to say that those students studying Service Design at Luzern are in great hands.
In his comments he wrapped up a lot of the wider tensions within the Service Design community about the relationship between academia and practice that I know are hot topics of discussion at London events such as Service Design drinks and Service Design thinks at the moment, as well as clearly the Service Design Network Conference held this week.
Indeed, a lot of the background to this post and my own work is fuelled by an urge to bridge some of this tension – between theory and practice as Andy put it – this is synthesis in the truest sense of the word.
For anyone interested further background to these issues can be found here and here.
If I created a strawman yesterday in my discussion of what was said at the Service Design Conference then I apologise. I suppose the essence of what I was attempting to highlight was that despite any personal philosophical or pragmatic differences of opinion that might exist within the community, there appears to be two prevalent ways in which designers classify users. One is to see users as reactive i.e. responsive to extrinsic constraints and the other is to see them as proactive i.e. energised by internal ideas and ambitions (goal oriented).
The reality seems to be that we as humans fluctuate between these states probably faster than we’ll ever be able to measure or generalise accurately (its not going to stop me trying ) and thus we as Service Designers rely on the ethnographic approaches Andy mentions or laboratory based scientific experiments that are well documented in scientific journals to attempt to understand behaviour.
Whether designers are fully concious of the fact that they are making these judgements about users is another issue open to debate and discussion. Indeed, the oft cited definition of Design Research is “to make explicit what is otherwise implicit in the everyday practice of design.” Thus by raising this discussion, I was simply attempting to raise this question within the minds of us designers about how we implicitly view the user we are designing for? As I mention above the answer appears to be as either ‘passive’ or ‘active’ depending on circumstance, context or which particular part of the design or use phase we might be referring to.
Education systems are interesting service examples themselves in how they attempt to balance between encouraging creativity and intrinsically motivated behaviour whilst also controlling these processes with structured curriculum and routines. Indeed, any service we can think of will attempt to strike a balance between generating and controlling value (or creativity, or energy, or money) for all the stakeholders involved.
As Andy clarified in his comment on the last post, Birgit Mager was talking at the Service Design Network Conference about users behaviour being a function of Attitude and The Environment. On further research this would appear to also share perspective with that of the Theory of Planned Behaviour (Ajzen, 1988) which is also based on Theory of Reasoned Action (Ajzen and Fishbein, 1980).
This classifies user behaviour as a product of:
Attitude (Autonomy)
Social Pressure (Relatedness)
Perceived Behavioural Control (Competence)
What I’m interested in as part of my masters is how we can design systems and services that enhance user perception of these three inherent human psychological capabilities. Doing so successfully or even unsuccessfully will result in behavioural change, but doing so successfully and encouraging users to reflect on these capabilities will result in sustainable behavioural change (at least that’s the theory).
I’m incredibly fortunate that through this platform and as a result of contributions such as Andy’s I can also modify my own attitude and perceived competence as a result of being able to relate my work to you all.
Andy is right though we need to do more to work together and bridge the gaps between academia and professional practice. I don’t plan to stay in academia forever but whilst I’m still here I’d be interested to hear from you all… do you have any questions about Motivation? Is there something that you as a practitioner are working on and feel like you could use a bit of academic insight or research on? Please get in touch here, via twitter or through the comments link below.
As I have reported elsewhere I have never truly been comfortable with the concept of User Needs, as a justification or hypothesis for why any designer should be designing something. I get really uncomfortable when otherwise perfectly valid design decisions get glossed with the immeasurable concept of “user need fulfilment”. I get annoyed when otherwise perfectly unjustified design decisions get accepted on account of ‘user need fulfilment’.
Greatest Goal II by Scottwills on Flickr (CC)
These concerns have come to the fore, with the news that Birgit Mager was citing a rough approximation of Kurt Lewin’s field theory http://3.ly/BfAE (thanks Dan for the clarification) in her Service Design Network Conference presentation. Her version of it (via @apolaine) apparently read something like:
“Birgit Mager: “B=(A:E) – behaviour is a function of attitude and environment” #sdnc09“
Whilst Andy warned against me taking this too seriously, I have number of concerns at such an idea being used as representative of a Service Design approach (at least as I perceive it). Simply, for the passivity and clinical (read robotic) view it offers of user motives and behaviour. I think my concerns were shared a little later by @iterations:
“@apolaine Don’t we know most of this stuff from Social Psychology? Any special twist of these ideas in relation to Service Design? #sdnc09“
Good question Ralf, particularly in light of the follow up summary of Birgit’s presentation, Service Designers can and should be digging a little deeper than this in their attempt to understand and influence user behaviour.
“Birgit Mager: “Service Design and Behavioral Change: 1. Understand the current behavior, the motives, gains and consequences.” #sdnc09 again via @apolaine
Put simply, these interpretations of Birgit’s presentation infer an incredibly passive view of the user and of user capabilities: That if we dangle a big enough carrot in front of users (the motives and gains) or hit them with a big enough stick (the consequences) we will be able to sustainably and successfully influence their behaviour.
Whilst I’m relying on a few tweets for my evidence and should probably exercise caution against dangerous oversimplification, Birgit does appear to express that the user has “an attitude” and the environment has influence on user behaviour, both statements with which I agree. My interpretation is that as Service Designers we should seek to understand a user’s current attitude and the experiences that have created their behaviour, before unlocking and empowering their experience and capabilities through co-design activities. This is, in my view the so-called ’service-design twist’.
To quote Dorynei (2001):
“In current research the concept of a need has been replaced by the concept of a goal.” (p.25)
And further to quote Locke and Latham (1990).
“The more specific [that goal] the easier it is to monitor it.”
“The more challenging [that goal] the greater the satisfaction it presents.”
“The more personally relevant [that goal] the more engaged the user participation in fulfilling it.”
“The more attainable [the goal] the more sustained the human behaviour will be towards achieving it.”
This is not a new concept and I wouldn’t claim to be experienced in defining co-creative activity. But the concept of articulating user requirements through goal-oriented activity is more up to date than the idea of the environment being the primary influence on human behaviour – a world view which is 40-60 years old, depending on your interpretation. Interestingly, of a similar era to the concept of ‘user needs’ and Mr Maslow’s Hierarchy. The concept of goals and outcomes cropped up in an online discussion with @designthinkers this morning and helped spur me into sharing this post and some of my on going research into motivation:
@designthinkers: ”Being successful in life is being able to keep setting new goals for yourself, and enjoying the road trying to get there”
Service Design as an approach, is not 40-60 years old and in order to be successful as a profession itself, perhaps needs to continue to evolve the way it visualises and attempts to understand user behaviour and the processes that regulate it.
What do you think, is the environment the primary influence on human behaviour? Or is it a person’s attitude? Are these entities distinct?
As a designer which one would you prefer to focus on with the aim of creating sustainable behavioural change?
As I’ve reported here before I’m in the middle of an MPhil researching the role of motivation in design and how designers can identify and design to encourage motivated behaviour of a suitable nature. I use the term ‘designer’ loosely as I’m not for one minute proposing that Motivation is something that can be prescribed or even should be. At this stage I am in the process of articulating and visualising from my research to date, what motivation looks like or how people might recognise motivation. Some of you may have seen the Motivational Personas I put up a week or so back – thank you so much to all who commented and contributed their thoughts ideas and experience – I’m very grateful! I’m continuing to develop those.
Motivational Framework v0.1 cc Fergus Bisset (click for larger version)
In parallel to those personas, I’m also keen to develop a “Conceptual Framework of Motivation” and begin to elaborate the different levels on which motivation might be observed in oneself or in others. As most behavioural psychologists would doubtless testify, recognising one’s behaviour is the first step to modifying it.
There appears to be a bit of divide in the behavioural design community as to whether people need to recognise either their existing or desired behaviour in order to change it. Some designers and academics arguing that it may be more effective to change behaviour through design without the user having to be aware of it. I had an animated conversation about this over a beer with Frankie Roberto and Dan Lockton. Like I say this is contentious area, but I’m at this stage putting myself fairly firmly in the camp that believe that if behavioural change is to be sustainable, users have to be aware and undertake deliberate and conscious modification of it. Whilst there are doubtless good arguments for the designer as behavioural ‘god’, and I’m more than happy to hear them and discuss them if you wish to share. I find those arguments somewhat belittling of the people that they aim to ‘help’, the typical line in such circumstances being: “that users aren’t always capable of recognising or understanding their ‘needs’ or ‘capabilities’ “. There was a nice quote via Cassie Robinson on this today:
“Accept me as I am & you’ll make me worse. Treat me as what I’m capable of becoming & you’ll help me to become her”
That is not to say that designer’s should shirk all the responsibility onto the user, indeed with reference to the above it perhaps becomes the designer’s responsibility to help that self-reflective process and aid the user in realising their capabilities. The motivational state should be a shared and negotiated agreement between designer, artefact and user, not a diktat by any of those parties. This also means that the designer has an active role and isn’t just subservient to user demands or “lack of vision or creativity“.
Irrespective of this argument and whether user, designer, user-designer or any other stakeholder in the process you will still need to be able to identify, model and measure motivation or any other form of human behaviour for that matter, if you want to change it. I see my motivational personas as aiding identification, whereas I see the attached model, what I’m calling a Motivational Framework as the next step towards being able to model or synthesise motivated behaviour within the wider context of the product or service lifecycle. This understanding is perhaps fundamental to the process of increasing motivational awareness, capability and thereafter designing to empower users in their motivational capabilities.
I would really welcome any feedback you might have on this, particularly in relation to how this might fit into or overlap with your existing creative practice or world view – and I would especially like to hear from you if it seems incompatible with your own views or established methodology.
Nina Simon responded yesterday to my recent post on visualising participatory processes. What she said has been rattling around in my head for the past day and certainly resonates with my own experience of working with museums and cultural institutions. You can read her kind words and insight in this link: here. But Nina’s point as I interpret it is that:
The institution maintains and always seeks to assert its didactic, aesthetic or intellectual superiority on the user, because ultimately that is its business, in the industrial era sense of the word. If it failed to do so effectively people might not return…
Musee Beaux Arts - Brussels - cc John & Mel Kots - Flickr
My own interviews and conversations with visitors to museums and exhibitions in the past year as part of my work on the Ergonomics Real Design Project seems to indicate that more often than not this isn’t a problem. In other words, it is exactly this superiority or dominance of the institution over the individual that attracts people to come and visit the museum. People come to appreciate the superior knowledge, history, ability or experience the museum celebrates.
Anecdotally, I have also observed the almost reverential manner in which many visitors approach the museum, almost as if it was a sort of pilgrimage or chance to surround oneself in higher level knowledge and understanding without any real wish, belief or ambition to participate in the creation of that knowledge or understanding. Visiting an art gallery for example, to observe and appreciate art but not with the aim of understanding how to paint, simply just to be closer to the product of ‘those that can’.
This too happens in design, people buy artefacts or “follow” design and designers with a reverential or ecclesiastical fervour – surrounding themselves and ‘enhancing’ their experience of life with the beauty, satisfaction and the enhanced function afforded by good design. One need only look as far as ‘Apple Fanboys’ or early adopters of technology to see examples of this behaviour.
Whilst this is perhaps a fundamental and arguably necessary facet of organismic human behaviour, my own recent exploration of Participatory Methods is with a view to questioning whether such an imbalance in the roles of institution and visitor, or in the case of design, designer and user are in the long term sustainable?
Are these new participatory ways of business going to have a better impact on human and environmental equality than the established industrial era way of doing business?
It strikes me that this situation of the museum being more dominant than the user breeds either a dependency or a ‘learned helplessness’ in the visitor towards the museum. How much are they internalising or questioning the value of the artefacts they are presented with? The same is true in relation to users of products, how well are their capabilities being supported? Should people not be left feeling empowered with rather than dependent on the products or services they use or consume?
Taken to it’s extreme and in relation to the museum again, this potentially results in people feeling like they can’t learn how to paint because, they aren’t good enough because of a culture where only ‘genius painters’ are celebrated or where people feel they can’t impact on the environment because they feel insignificant and unempowered. This is also something of an individual trait that I discussed recently in relation to whether or not you possess an entity or incremental world view. But it can also be argued that this ‘learned helpless’ or entity world view is simply a product of unfulfilled psychological needs.
Nina’s Museum 2.0 blog and forthcoming book ask, can increased user participation and empowerment be injected into the established service that the museum provides?
Many service designers have asked the same question of design recently. Service designers have also looked to more holistic metrics of ROI, such as Livework’s use of Triple Bottom Line in their work with Streetcar, to advocate for and validate these more user-centric methods and egalitarian metrics of business success. I believe that given how many museums already have established education and ‘community outreach and involvement’ programmes the transition to a genuinely participatory museum culture is possible.
What it might require however, is the same paradigm product to service shift (i.e. entity to incremental or iterative mindset) that is occurring in the industrial design community. From my perspective that requires designers and design methods that prioritise and campaign for the equality of stakeholders – treating both institution and visitor, and designer and user equally.
As I’ve mentioned a few times this blog is in part a platform from which to share my experiences and progress as I complete my MPhil in Design Research at Brunel University in West London. Things have been progressing well on that front recently. I’ve just completed a paper with Nicola Combe that’s been provisionally accepted for the UK Ergonomics Society Conference next year on improved visualisation of Ergonomic tools to support Inclusive Design. More on that in due course. In the meantime, and after a year of mostly reading, I’ve also begun the first phase of synthesising some of my research into Motivation and it’s role with design.
This first step sees me go back to elucidate some of the observations that lead to my interest in Motivation in the first place. I want to understand what motivates people’s behaviour in relation to their use of products, systems and services. I feel designers have a duty to better support individuals motivational capabilities. The first phase of beginning to synthesise and communicate this has seen me draft some early personas of motivated behaviour.
Hopefully you will recognise some of the attitudes and motivational states represented as well as levels of engagement that these personas are supposed to represent. As most designers are aware personas are a fantastic tool for visualising users and service stakeholders behaviour. I hope that this early draft will both help you all understand a bit more about what I am investigating as well as help you visualise how we as humans direct our focus and energies (our motivation) towards, people, products and services we interact with everyday.
Motivation Personas (click for larger version)
It builds on Self Determination (or Cognitive Evaluation) Theory (SDT) as proposed by Deci and Ryan. I’ve chosen this theory as it has strong links with Anders Ericsson and Herbert Simon’s theories of expert behaviour which I appreciate. Simply, these are theories that argue that expert behaviour is a product of Deliberate Practice. It’s this theory that has given rise to the “10,000 hour rule” which whilst controversial I like because it implies, much like SDT that anything is possible if you are prepared to deliberately work for it.
I will elaborate my justifications and hopefully explain more fully my own feelings about these theories in due course. But in the mean time I would really appreciate feedback on the personas – do you find this way of conceptualising motivation valuable?
- Is this a new insight to you or do you feel it’s old hat?
- Can you understand the document, in what way does it require further elaboration?
- Does the document and the role of motivation seem a valuable concept to you?
You can use the comments box at the bottom of the post or by clicking here. Or contact me directly. Thanks for your time in reading the post and I look forward to hearing from you.
Lauren’s Flickr photos also give you an insight into the week. Whilst thoughts on the week, particularly the conference on Monday, from one of the keynote presenters Nico Morelli can also be found here.
I’m going to elaborate some of my own thoughts from the presentations on Monday in subsequent posts, particularly the presentations of Arne and Marc and that of Renato Troncon on the role of aesthetics and philosophy in Service Design. However, in the rest of this post I want to share some pictures and a brief summary of the workshop I was participating in.
The workshop was run by Arne, Marc and Mikko Koivisto co-editor of the book Designing Services With Innovative Methods. Whilst the primary aim of the workshop was to empower attendees in their understanding and use of service design methods, the chosen context in which to do so was a local health care clinic in the town of Kuopio where the workshop was being held.
Patients at the Viretori Clinic
This clinic known as the Viretori, provides elderly people the opportunity to come and receive basic health care checks, administered by students at the University thus serving as a training and educational service for students as well as providing a medical one for elderly members of the community.
Educational and Healthcare Services All in a Oner!!
The identified problem was with a lack of engagement in services offered by the clinic to the elderly people of the town. This of course was having a knock on effect on the students education and motivation to participate in the initiative.
One of the exciting features of the workshop was the opportunity to explore Marc Stickdorn and his colleagues at MCI’s new mobile based tool for logging customer journeys. This Android based software allows you to log and rate touch points as you walk through the journey, then download them and catalogue them when you are back in the studio – really innovative and exciting stuff!
Using MCI's ServiceFellow Mobile Service Touchpoint Logging Software
It wasn’t all hi-tech though, with traditional methods and collaboration very much the point of the exercise. These were a great opportunity to get to know our Finnish hosts better as well as get to know the meriad of nationalities attending the conference courtesy of the Nokia Only Planet project.
Plotting User Journeys the old fashioned post-it note way!
The one and half day workshop culminated with the presentation of the group’s concept, which following interviews and observation of the users and service environment suggested empowering the elderly users with more ownership of the clinic, it’s presentation and activities. Our recommendations and reflections on the process were presented to all the conference participants on the final day and will also be put to the management of the clinic in the near future.
Presenting the Results (courtesy of Marc Stickdorn)
Altogether the week was an immensly enjoyable one, both for the networking opportunities it presented and new friends made, but also for the chance to explore service design within a hugely diverse group and learn from the results. Thanks again to all those involved.
Certified... (Again courtesy Marc Stickdorn)
I’ll be posting some further thoughts from the Kuopio experience in due course.
) from a sports psychology and elite performance background.
