Designing Interactions Review: Part 6 & 7

6 Services
Modern cell phone service– menu & address book

Services, like products that contain technology, offer a challenge and opportunity for design. They used to be facilitated by people, but now they are often enabled by technology, meaning that the human/technology interactions need to be designed.


a. Takeshi Natsuno

“We have successfully introduced the Internet way of thinking rather than the telecoms way of thinking to implement this service.”

Examples of i-mode phone top left: First generation
top right: Second generation bottom left: Third generation
bottom right: Fourth generation

Takeshi Natsuno, Managing Director in charge of strategy for the i-mode cell phone service from DoCoMo in Japan, explains the phenomenal success of his venture. i-mode gained 33 million subscribers in Japan during the first three years of operation, combining phone services with internet access.

b. Chris Downs, Lavrans Løvlie and Ben Reason


20131008_224054“Service Ecology” poster for Fiat Multi+ actors

20131008_224110“Service Ecology” poster for Fiat Multi+ relationships

Chris Downs, Lavrans Løvlie and Ben Reason are founders of the London-based service design consultancy Live|Work. They explain their philosophy and process for designing services, describing service ecologies. These consist of tangible touch-points that make up the total experience of using the service.

7 The Internet

20131008_224216 Representation of the structure of the Internet

a. Professor Terry Winograd


Google homepage June 2005

Professor Terry Winograd teaches computer science at Stanford. He was advisor to Larry Page when Larry and Sergey Brin were developing their first prototypes, before they founded Google. He gives an overview of the development of the Internet, and explains the reasons behind the extraordinary success that Google has enjoyed.

b. Larry Page & Sergey Brin
20131008_224343 20131008_224440 20131008_224455

They were engagingly modest about their designs, but it was already obvious that they had successfully resisted the dot-com madness and had created a search engine that would change the world.

Google Truths
1. Focus on the user & all else will follow
a. The interface is clear & simple
b. Pages load instantly
c. Placement in search results is never sold to anyone
d. Advertising on the site must offer relevant content & not be a
2. It’s best to do one thing really, really well
3. Fast is better than slow


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