From communication design to activity design Service encounter as critical point for system interface design

Introduction: In the growing service sector, communication issues are a part of the service design process; considering service as a complex social and communication interface, the design and evaluation of its interaction quality requires new conceptual models (Mantovani) able to control the system complexity. The service analytical model we are proposing could be a potential tool for communication designer to better face the design of service communication interface. Method: Considering services as situated (Suchman) social and communication systems, we have selected activity theory as reference model for service evaluation model, because of its systemic and artefact-mediated conception of activity. The derived model looks at moments of encounter and comparison between supplier’s and user’s activity systems as the main source of evaluation. The methodology foresees three main phases: 1. Re-building of user’s and supplier’s activity systems (Engeström); 2) evaluation of service interaction and communication through analytical filter through external (evaluator) and internal observation (user and supplier). 3) Comparison of the separated evaluations. Results: At the moment we are testing the methodology on a domotic project where the acceptance of innovative behaviour should be based on adequate service system interpretation. The foreseen result should be a complete and systemic evaluation of service effectiveness for three main reasons: 1. the activity systems analysis provides the evaluator with necessary knowledge to identify possible origins of situated misunderstandings; 2. the use of analytical filters built on specific elements of the activity systems involved 3. the subjective perception of action is balanced by external observation. Discussion: In order to evaluate the quality of service interface, it’s necessary to define a conceptual model that looks at communication and activity effectiveness in a systemic way. This consideration should imply a role change: communication designer becomes a sort of activity system designer enriching his cultural background and tools with activity analytical instruments. Service as a situated action The widespread shift of product-oriented firms towards the introduction and integration of services within their business, implies an increase of complexity in the design and management processes which asks for new disciplinary perspectives and competencies. The service, representing the tool that increases and materialises the possibilities of physical products to create relationship and support action, becomes the basis of the companies value creation strategy [Normann, 1999]. There is then a shift from a “...design/sale of only “physical” products, to the design/sale of a system of products and services all able to satisfy a specific customer’s need...” [Manzini e Vezzoli, 2000] that originates a service economy, where communication issues can be often considered as a part of the whole service design process. The design and evaluation of services, considered as interaction spaces characterised by new complex social and communication interfaces, requires new conceptual models [Mantovani, 1995], able to control this new system complexity. This paper tries to answer to this growing necessity proposing a service design approach that can help companies and designers to face this shift and manage this new kind of complexity, mainly looking at services in their social and systemic dimension; in particular the service model we are presenting, could be a potential analytical tool for communication design practitioners to improve the design of service communication interfaces. Our design approach looks at services as purposeful action and has adopted two main research frameworks: the theory of the situated action [Suchman, 1987] and the Activity Theory [Engeström, et alii, 1999].