Ying HU*, Yinman GUO and Renke HE
The 3rd International Conference for Design Education Researchers, Chicago, USA, 28-30 June, 2015, ISBN 978-952-60-0069-5 (vol. 1–4), Volume 1 DOI: 10.13140/RG.2.1.1200.7520, PP214-229
Abstract: Since people pay more attention to intangible services, service design has emerged as an approach to creating compelling and valuable user experiences. In order to understand the service design process and find out more efficient way for education, this paper presents an observational study of the ideation process in team-based service design. Eighteen participants undertook a creative design on a new reading service. Through protocol study and data visualization, their design process and interaction have been analysed quantitatively and qualitatively. As a result, difference mechanism of solving design problems between novice and expert has been identified. And evidence of team-based ideation in service design has been discovered. For education, the results provide guidance for how to train novices’ thinking and reflecting towards an expert and how to set up team to achieve a high-quality outcome.