"anticipatory design" entries
Designing on a system level
Andy Goodman on service design, embeddables, and predictive analytics.
I recently sat down with Andy Goodman, designer and group director of Fjord’s US studios. Goodman has been designing and managing design teams around the globe for the past 20 years. Goodman is a contributor to Designing for Emerging Technologies — our conversation covers embeddables, wearables, and predictive analytics. To kick off the conversation, I asked Goodman to define “service design”:
“It’s well-known that if you ask a service designer to define “service design,” you get 10 different answers. For me, it’s really about thinking on a system level about design … It’s thinking about how systems, and not just computer systems, but how human systems and computer systems and physical systems all interact with each other. You need to be thinking not about individual moments; you need to be thinking about journeys and flows, and thinking about how a human being will naturally, without even thinking about it, move from one context to another using different devices, using physical objects, being in physical spaces. For me, it was very appealing, this idea that you can design more than just interactions in a way, more than just interactions on a screen. You can actually design other things that are more about the way we live and work and play.”