This program is ideal for individuals who like to see what lies beyond the obvious. The knowledge that everything we interact with in our environment is interconnected, and the curiosity of understanding how everything is interconnected, is the foundation of a good System-and-Service designer.
Imagine a public transport. It comprises of ‘touch points’ such as busstops, buses, tickets, signage, on-line booking, conductors, bus seats etc that both commuters and operators interact with. All these touch points put together form what is called a System.
A System of multiple components/touch points is put together to offer a Service. It is the coordinated functioning of these touch points with one another that offer an efficient service to the consumer such as a bus transport system. The failure of any one of the touch points can lead to an inefficient delivery of Service.
Everyday we interact with multiple systems that offer services without which we would find it difficult or impossible to function. Take for example the garbage collection system; without efficient garbage collection and processing services, our cities would become a cesspool of filth and become unliveable. System Service Designers are trained to analyse and intervene to make our lives better by designing this system and service so it runs efficiently.
Before designing a product, we need to understand the position of the product in our environment. Questions such as what its function is, who will interact with it, how it is connected to other products around it, what should it look like and many more need to be asked and answered. A system service designers job then is to set the parameters that could enable a product designer to develop the physical manifestation within a system.
To reduce the environmental footprint of production and consumption patterns. For example, instead of an individual ownership of products like washing machines, consumers living in apartments could pay for a shared launderette service. If employed on a global level, product service systems can lead to reduced resource use and waste generation.
User Experience Design is focussed on one point of interaction (touch point) of the customer, typically a website or a mobile app. Customer Experience (CX) Design looks at tackling multiple touch points in a customer’s journey in a service. Service design considers everything that is being offered to a customer and does it from the perspectives of both the service providers and the service users.
We live in a world where we are dependent on systems and services be it in the retail or banking sector, transportation, communication or even health and wellness. The cell phone is a handy platform which allows us to interact with any of these systems and services thanks to an efficient user experience design interface. BSSD designers are trained to design systems that offer good and efficient user experience. Today there is an urgent need for such designers in every industry that provides a service.
Career opportunities within the traditional design industry include design consultancy, ethnographic research, service design, social innovation, retail design, brand design, business model innovation, art direction and positions as trend analysts, corporate coordinator and project managers.