VISUALIZATIONS AS TOOLS FOR RESEARCH: SERVICE DESIGNERS ON VISUALIZATIONS

Abstract

Service design is a relatively new design field not explored in research as extensively as other design disciplines. One of the distinguishing practices is the extensive use of visualization techniques in early stages of the design process. This article explores what service designers say about how and when visualizations are used in the user research phase of service design projects. Data was collected through 14 interviews with practicing service designers. It was found that all of the interviewees use visualization techniques in their work process, and that these are used extensively in the research phase of service design projects. Visualizations are used in the research phase as tools for translating raw data into insights and as a way to communicate insights. We conclude that service designers use visualization techniques to interpret user research, and that they highlight characteristics of a service-dominant logic.