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Service Design for Creating Attractive Services, and Trends in Design Thinking
Abstract
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.
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Service design is not a direct path but requires repeated creation and improvement in order to make progress. Suitable evaluation methods can be used to assess the results of each step (concept plan, mockup, prototype, etc.) to avoid moving in the wrong direction. This article introduces ideas and evaluation methods used in service design.
At NTT DATA, we do not limit ourselves to developing systems in response to RFPs (requests for proposals); we endeavor to create and commercialize innovative new services together with both client and partner companies in short periods of time. However, thinking about this work and proceeding with it involve a very different approach than that used in system development projects, and therefore, several departments within the company have been moving forward with a variety of initiatives to facilitate the process. This article introduces the initiatives related to the creation of new services at NTT DATA.
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.
AT NTT Communications, we are actively training user experience (UX) designers. The first step in this process involves examining the existing skills of UX designers within the company. Another key step is applying the CHEF model we developed for organizing the design processes, skillsets, and mindsets required for UX design work within the company. In this article, we present the results of these initiatives and our plans for future work.
NTT IT Corporation provides consulting services to help companies create services that will appeal to their customers. In this article, we introduce some of the methodologies employed by the ICT Design department to design services that capture people's interest. We also discuss points that need to be considered with respect to user interviews and our interpretations of them as well as the generation and evaluation of ideas.
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