Answering the call to service design
Isnâ€™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 â€œserviceâ€ in todayâ€™s design world, she responded, â€œService design is a collaborative process of researching, planning and realizing the experiences that happen over time and over multiple touch points with a customerâ€™s experience.â€ And according to Liz Danzico, chair of the School of Visual Artsâ€™ new MFA Interaction Design program, â€œService design looks at customer needs and experiences in a holistic way.â€ 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 â€œcustomer experienceâ€ or â€œuser experience.â€ 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 SVAâ€™s MFA in Interaction Design and a member of the Service Design Network.
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