When I first heard about Global Service Jam (GSJ) in February I got really excited by the concept, a global event evolved around service design that anyone can sign up to. An event format that involve the participants to try out the methods and processes, transforming the new knowledge into practice directly. The field of Service innovation is a hot topic where the government launches their strategy for increased service innovation in the beginning of this year. Within the strategy there is a chapter of how service design could be used as a process for increased service innovation. The Jam came on a perfect time where we created a platform to experiment with the service design process to explore how it can be used and in what team constellation. We saw this as a great opportunity to market the service design methods and approached organizations as Almega, SVID even some people at the government. In the end we got official support from Almega, Venture Cup and Drivhuset.
With just a month to set up an event we started to scout for participants and mentors. We manage to create a well balanced working group with Ingo a PhD at Chalmers, Olle a creative process facilitator, Haris a B&D student focusing on Service Design. Due to that the majority of our participants of the Jam didn’t have any experience in the design field and service design we decided to create a work process over the weekend. In this way the participant and the different team had the opportunity to get and give feedback to each other in every stage, learning for each other and share their insights and difficulties. One week before event we prototyped the work process to see how it felt and if the time boxing felt ok.
The Global Service Jam attracted 1263 people in over 50 cities around the world the results in 203 projects! Multiplying the participants for the hours they were work together, we get about 50,000 working hours, or more than 8 years! In Gothenburg there were 17 jammers from three different countries with a wide background where only five participants had previous design experience.
We wanted to provide an environment and a process for the jammers that emphasize:
- Iterative work process, test, refine, test, refine.
- Thinking with your hands, quickly prototype the ideas and thoughts.
- Human centre, start from the human needs and desires.
The process we used was:
We kick started the jam with some icebreakers for the jammers to get to know each other. After the icebreaking session and team building it was time for the GSJ opening video from the founders:
The video followed by a brainstorming session to open up the theme (super) heroes. The sessions was time boxed really tight to create lateral focus with all the team members, step by step evolving the vague ideas around (super) heroes to form a service vision, focus and target group.
We started with a brief introduction on field research where the teams worked out what they wanted to know more about, where to go and what to ask. The time on the streets was divided up in two parts, first just to try out their research approach. After some time meet up to reflect on how it was going, share insight and other general reflections on what work and don’t work.
The field research was followed by another brainstorming session to clarify the findings and to start building up the service through customer journey maps. When the service later on was more framed we started the prototype session with a 10min super quick prototype to make the service tangible. The task was risky, but all the group manage to quickly frame their service to create really simple paper prototypes. After a feedback session with the other groups another run of prototype was made. By the end of the day all the teams had their service vision, customer journey, some blueprints and service prototype.
The last day of the jam was mainly focused on the costumer journey and how to communicate and visualize the service. The intention was to make the presentations movies, send them to someone that hasn’t been involved with the jam to give some feedback for a one run of iteration.
(There is a short presentation over the different projects by me at 6:20)
By the end of the day all the teams had made their presentation videos and it was time for the local prize ceremony.
The local winner of Global Service Jam Gothenburg was a close call and went to SuperHero app team with the motivation:
”Thoroughly and generally impressed with the work you have done during the weekend. It’s a very simple idea, and the team has taken this idea from an idea stage and has come really far over these few hours. It’s a meaningful service that could be used for a lot of different purposes. – Venture Cup
The prize was sponsor by Drivhuset and will provide the winning team with office space and courses to further develop the service. As a bonus they also got a wonderful picture of the stars.
Now the weekend is over and the response from the jammers was really positive and constructive. The jam also provided us with a platform to try out design thinking and service design processes and tools with an audience that hasn’t been exposed to the theme before. It showed that the tools are really effective as platforms to visualize and share ideas, insights and information in multidisciplinary teams, tools and processes that facilitates the communication within the team.
”I learned a lot of working with people with totally different backgrounds, how it can change the process and how you have to change yourself”
”I learned the difference between product design process and service design process”
”I learned that people can do amazing things together under pressure”
”I learned to become quick and dirty”
Early, quick and simple testing of ideas speed up the process and make the ideas tangible for constructive feedback that creates a momentum for the project to go forward in leaps.
“I liked that it came so many different people…”
”I liked the creative environment that it wasn’t a clean office environment where you aren’t allowed to put your feet in the sofa”
”I wish we could have gone even further with the process designing business models around the services”
This year Global Service Jam is now over, but the work continues to inform and spread the word of service design.
The next event in line is global sustainability jam in October 2011, so if you are interested to know more, participate or support the event contact us for further information.