In 2004 heeft Birgit Mager een eerste gedachtegang over Service Design op papier gezet. Een uitstekende kennismaking met Service Design! Ze beschrijft 10 jaar Service Design:
- de groei van diensten
- de rol van design om tot integrale concepten te komen
- inzicht in enkele methoden,en enkele perspectieven op de toekomst
Het lezen meer dan waard!
Prof. Birgit Mager studied morphologic psychology at the University of Cologne. Then she operated as an organisation- and staff developer in the area of Human Resources Development at Hewlett Packard. As a director for staff- and organisation development she conducted a restructuring process for the Muehlens KG at Cologne. As an independent consultant she specialised on the service industry.
Since 1995 she is responsible for the area of »Service design« at the Köln International School of Design. She published numerous articles and books about service design and teached as a guest lecturer at the Polytechnicum, Hong Kong and is a member of several juries and diverse board of trustees.
Designed service – Service Design – an innovative field of work in design
Annually, the German manufactoring industry invests on average per employee approximately 2000 Euro in research and development. In the service sector the investments amount to approximately 65 Euro per employee and year! Therefore, disfunctionality and formlessness are not unusual in this sector: endless waits, broken appointments, unfriendliness, unreliability as well as the torture of formalities that seem absurd determine the everyday service from the customer’s point of view. And the suppliers of service moan about the customer’s lack of price willingness, about unreliable loading factors and unmotivated service employees. In order to change these conditions, new focal points have been created in research and development since the mid-90s.
Just like the subject area of »Service Design« in Cologne. Service design considers services as products which have to be designed and developed systematically, just as it is done with concrete products. Just as in the case of real objects, it is about the design of functionality and form – but simply about the one of invisible products, namely of service. It is about the development of innovative and customer-orientated strategies, about the elaboration of efficient and functional work courses and about the designing of a perfect interface to the client. Especially the consequent examination and analysis of the service products from the customer’s perspective, the work from »front stage« to »back stage« is a powerful and effective methodology to achieve great changes with often simple means. And at this client interface the original design competency gets somewhere – namely when it comes to the question how to make invisible service products visible in the whole process of consumption for the client as well as the employee.
In numerous industry projects, for example with Siemens, Provinzial Insurance or SwissCom Mobile, the theoretical and methodical concept of service design proved itself and developed further – and this development gains dynamism. In addition, various large research projects by order of the BMBF and the Land NRW contribute to further development and establishing of the area of »Service design«. It is to help that the consumption of service can soon profit from good design just as the consumption of concrete products.
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