SERVICE DESIGN BEYOND SERVICE DESIGN THINKING
The Smithsonian Institution’s National Portrait Gallery plans to host a summer-long event called “The Tolerance Project” in the Washington D.C area in 2013. The goal of this project is to commemorate the 50th Anniversary of Dr. Martin Luther King’s “March on Washington” and his famous “I Have a Dream” speech. The administrators of NPG came to my design school seeking innovative and durable ideas for The Tolerance Project. The leading professors co-founded an interdisciplinary design studio with students from Industrial Design and Graphic Design and tried to introduce the methodology of Service Design to their students to obtain a more holistic and integrated design solution for both NPG and its visitors. However, the challenge of this design project seemed to be beyond the imagination of the design professors, spurring participants to work even hard to identify innovative design methods for this project. This presentation will explore and demonstrate what kind of design strategy should be used when designing a special event with a focus on engaging participants rather than just providing them with physical objects. Specific examples of how to approach ideal design methodologies will be illustrated.