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Concept Tailor: A Tool for Iteratively Designing Service Concepts Using Storyboards
Abstract
To develop services that are attractive to users, it is important to refine the service design iteratively by obtaining evaluations of the service from users from the earliest stages. NTT Service Evolution Laboratories has developed Concept Tailor, which supports iterative design and applies a rule that divides service concepts into four stages. This article introduces the process of realizing a service concept using this tool.
... These Feature Articles introduce various initiatives in service design within the NTT Group. In "Concept Tailor: A Tool for Iteratively Designing Service Concepts Using Storyboards" [5], we introduce the Concept Tailor tool developed by NTT Service Evolution Laboratories. This tool supports the process of obtaining user evaluations of and refining a service concept iteratively. ...
Terms such as service design and design thinking are receiving a lot of attention as methodologies for producing attractive services, and the NTT Group is tackling this issue from various perspectives. This article introduces these initiatives, first discussing what design is, then describing how service design and design thinking fit within current design trends. Finally, it introduces three key concepts on which NTT Service Evolution Laboratories places particular focus: human-centered design, user experience design, and participatory design.
Current trends in service design research include case studies and similar approaches that aspire to reveal what the practice of service design looks like. The understanding of how service design is performed can serve as a base for future research into more specific research endeavours. One area where knowledge is said to be lacking is service prototyping, part of which knowledge this paper attempts to contribute. The main data source for the paper is findings from in-depth interviews with six practicing service designers from some of the more well-known design agencies. The informants consider service prototyping to be a very important part of their work that allows them to learn and communicate about design ideas. The practitioners' account of how they work with prototypes indicates that service prototyping has different meanings and that the practice of prototyping is very diverse. The interviews also uncover a number of areas that, according to the designers, might prove extra challenging for service prototyping to be successful. This research shows that there is much potential in the not yet fully formed practice of service prototyping.
Official Guidebook to Keio SDM: System and Design Thinking for Creating Innovation
- T Maeno
- T Yasui
- S Shirasaka
- Y Tomita
- K Ishibashi
- T Iwata
- H Yagita
T. Maeno, T. Yasui, S. Shirasaka, Y. Tomita, K. Ishibashi, T. Iwata, and
H. Yagita, "Official Guidebook to Keio SDM: System and Design
Thinking for Creating Innovation," Nikkei Business Publications,
Tokyo, Japan, 204.