4 November 2009

Answering the call to service design

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Good brand audit
Phi-Hong D. Ha, an interaction design and strategy consultant, discusses discusses the viability of the new field of service design with Steven Heller of AIGA Voice.

Isn’t all design a service to someone? Perhaps that can be debated. But currently the service design genre is receiving considerable attention and achieving currency. When Phi-Hong D. Ha, an interaction design and strategy consultant, was asked what is meant by “service” in today’s design world, she responded, “Service design is a collaborative process of researching, planning and realizing the experiences that happen over time and over multiple touch points with a customer’s experience.” And according to Liz Danzico, chair of the School of Visual Arts’ new MFA Interaction Design program, “Service design looks at customer needs and experiences in a holistic way.” Yet many service designers in the United States do not call themselves Service Designers. Much of the work done in this area is still referred to as “customer experience” or “user experience.” This is where Ha enters the arena. She was a senior user experience designer for Method, where she led the team in redesigning TED.com and TheApt.com. At Method she started championing the emerging field of service design, and she is currently on the faculty of SVA’s MFA in Interaction Design and a member of the Service Design Network.

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