KPIs
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Hello There! Preface
Where we come from: This book’s predecessor
Why this book is necessary
Who should read this book
Who we are
Who is allowed to write this kind of book?
How to co-create a book
1. Why Service Design?
What Do Customers 1 Want?
The Challenges for Organizations
Empowered customers
Silos
The need for innovation
Organizations are reacting
Why A Service Design Approach?
2. What is Service Design?
Defining Service Design
Other names
Different Views
Service design as a mindset
Service design as a process
Service design as a toolset
Service design as a cross-disciplinary language
Service design as a management approach
Origins and Progress
What Service Design Isn’t
It is not simply aesthetics or “putting lipstick on a pig”
It is not simply “customer service”
It is not simply “service recovery”
The Principles of Service Design, Revisited
The original
The new
3. Basic Service Design Tools
Tools vs. Methods
Research Data
Personas
A Portrait image
B Name
C Demographics
D Quote
E Mood images
F Description
G Statistics
Journey Maps
A Main actor
B Stages
C Steps
D Storyboards
E Emotional journeys
F Channels
G Stakeholders
H Dramatic arc
I Backstage processes
J What if?
A typology of journey maps
Service blueprint
System Maps
→ Stakeholder maps
→ Value network maps
→ Ecosystem maps
Stakeholder maps
Value network maps
Ecosystem maps
Service Prototypes
→ Purpose
→ Prototyping questions
→ Fidelity
→ Context and audience
→ Methods
Prototypes of (inter)actions, service processes, and experiences
Prototypes of physical objects
Prototypes of environments, spaces, and architecture
Prototypes of digital artifacts and software
Prototypes of ecosystems and business value
Business Model Canvas
1 Value propositions
2 Customer segments
3 Channels
4 Customer relationships
5 Key activities
6 Key resources
7 Key partners
8 Cost structure
9 Revenue streams
4. The Core Activities of Service Design
In Search of a Process for Designing a Service
Core Patterns in the Design Process
Divergent and convergent thinking and doing
Make sure you are solving the right problem before solving the problem right
All design processes are alike... different
Introducing the Core Activities of the Tisdd Service Design Framework
5. Research
Move Beyond Assumptions
The Process of Service Design Research
Research scope and research question
Research planning
Data collection
Data visualization, synthesis, and analysis
Using research outcomes
Methods
Methods of Data Collection
Desk Research Preparatory Research
Desk Research Secondary Research
Self-Ethnographic Approach Autoethnography
Self-Ethnographic Approach Online ethnography
Participant Approach Participant observation
Participant Approach Contextual interview
Participant Approach In-depth interview
Participant Approach Focus groups
Non-Participant Approach Non-participant observation
Non-Participant Approach Mobile ethnography
Non-Participant Approach Cultural probes
Co-Creative Workshop Co-creating personas
Co-Creative Workshop Co-creating journey maps
Co-Creative Workshop Co-creating system maps
Methods of Data Visualization, Synthesis, and Analysis
Building a research wall
Creating personas
Mapping journeys
Mapping systems
Developing key insights
Generating jobs-to-be-done insights
Writing user stories
Compiling research reports
Cases
Case: Applying Ethnography To Gain Actionable Insights
Key Takeaways
Case: Using Qualitative and Quantitative Research in Service Design
KEY TAKEAWAYS
Case: Developing and Using Valuable Personas
Key Takeaways
Case: Illustrating Research Data With Journey Maps
Key Takeaways
Case: Current-State (as-is) and Future-State (to-be) Journey Mapping
Key Takeaways
6. Ideation
Where Ideas Come From
Ideas
Decisions
The Process of Ideation
Planning ideation
Idea generation
Idea selection
Documentation
Methods
Ideation Methods
Pre-Ideation Slicing the elephant and splitting the ideation challenge
Pre-Ideation Ideas from journey mapping
Pre-Ideation Ideas from system mapping
Pre-Ideation “How might we …?” questions from insights and user stories
Generating Many Ideas Brainstorming and brainwriting
Generating Many Ideas 10 plus 10
Adding Depth and Diversity Bodystorming
Adding Depth and Diversity Using cards and checklists
Adding Depth and Diversity Ideation based on analogies and association
Understanding, Clustering, and Ranking Options Octopus clustering
Understanding, Clustering, and Ranking Options Benny Hill sorting (“Thirty-Five”)
Understanding, Clustering, and Ranking Options Idea portfolio
Understanding, Clustering, and Ranking Options Decision matrix
Reducing Options Quick voting methods
Reducing Options Physical commitment
Cases
Case: Opening the Design Studio to Your Customers
Key Takeaways
Case: Co-Design With Hybrid Methods
Key Takeaways
Case: Building on Solid Research
Key Takeaways
Case: Mixed-Method Ideation
Key Takeaways
Case: Supporting Creativity With Trigger Visuals
Key Takeaways
7. Prototyping
Reducing Uncertainty
The Process of Service Prototyping
Introducing an actionable framework for service prototyping
Decide on the purpose
Decide on your prototyping questions
Assess what to make or build
Planning prototyping
Running prototyping sessions
Data synthesis and analysis
Visualizing prototyping data
Methods
Prototyping Methods
Prototyping Service Processes and Experiences Investigative rehearsal
Prototyping Service Processes and Experiences Subtext
Prototyping Service Processes and Experiences Desktop walkthrough
Prototyping Physical Objects and Environments Cardboard prototyping
Prototyping Digital Artifacts and Software Rehearsing digital services
Prototyping Digital Artifacts and Software Paper prototyping
Prototyping Digital Artifacts and Software Interactive click modeling
Prototyping Digital Artifacts and Software Wireframing
Prototyping Ecosystems and Business Value Service advertisement
Prototyping Ecosystems and Business Value Desktop system mapping (a.k.a. Business Origami)
Prototyping Ecosystems and Business Value Business Model Canvas
General Method Mood boards
General Methods Sketching
General Methods Wizard of Oz approaches
Cases
Case: Enabling Effective Co-Creation Through Prototyping Minimum Viable Solutions and Contextual Mock-Ups
Key Takeaways
Case: Using Prototyping and Co-Creation to Create Ownership and Close Collaboration
Key Takeaways
Case: Enabling Staff and Stakeholders to Prototype for Continuous Evolution
Key Takeaways
Case: Minimum Lovable Products, Living Prototypes, and High-Fidelity Sketching In Code
Key Takeaways
Case: Using Role-Plays and Simulations in Large-Scale 1:1 Prototypes
Key Takeaways
Case: Using Multifaceted Prototyping to Create and Iterate Business and Service Models
Key Takeaways
8. Implementation
The Sharp End of Service Design
From Prototype to Production
What is implementation?
Planning for human-centered implementation
Four fields of implementation
Service Design and Change Management
Design involves desired behavior
Know how people change
Understanding what will change
Beliefs and emotions
Service Design and Software Development
How to create and maintain a meaningful development backlog
Basic factors
Implementation
Service Design and Product Management
Imagination phase
Definition phase
Realization phase
Support/use phase
Service Design and Architecture
Stage 1: Mindset change
Stage 2: Needs assessment
Stage 3: Creation
Stage 4: Testing
Stage 5: Building
Stage 6: Monitoring
On the other side: What can service design learn from architecture?
Cases
Case: Empowering Employees for Sustainable Implementation of a Service Design Project
Key Takeaways
Case: Implementing Service Design to Create Experiences, Momentum, and Results In sales
Key Takeaways
Case: Implementing Service Design in a Software Startup
Key Takeaways
Case: Creating Measurable Business Impact Through Piloting and Implementing Service Design Projects
Key Takeaways
9. Service Design Process and Management
Managing Iterations
Understanding the Service Design Process: a Fast-Forward Example
Planning and preparation
Research 11
Ideation 25
Prototyping 34
Implementation 41
Planning for a Service Design Process
Brief: Purpose, scope, and context
Preparatory research
Project team and stakeholders
Structure: Project, iterations, and activities
Multitracking
Project phases and milestones
Outputs and outcomes
Documentation
Budgeting
Mindsets, principles, and style
Managing The Service Design Process
Iteration planning
Iteration management
Iteration review
Examples: Process Templates
Cases
Case: Creating Repeatable Processes to Continually Improve Services and Experiences at Massive Scale
Key Takeaways
Case: Managing Strategic Design Projects
Key Takeaways
Case: Using a Five-Day Service Design Sprint to Create a Shared Cross-Channel Strategy
Key Takeaways
10. Facilitating Workshops
Why Facilitate?
Key Concepts of Facilitation
Consent
Status
Neutrality
Styles and Roles of Facilitation
Adopting a role
Co-facilitation
Can a team member be a facilitator?
Success Factors
Building the team
Purpose and expectations
Planning the work
Creating a safe space
Work modes in teams
Key Facilitation Techniques
Warm-ups
Timing
The room
Tools and props
Visualization
Post it or lose it: The expert’s guide to sticky notes
Space, distance, and positioning
Feedback
Changing status
Doing, not talking
Growing as a facilitator
Methods
Three-brain warm-up
Color-chain warm-up
Warm-Up “Yes, and …” warm-up
Feedback Red and green feedback
Cases
Case: The Energizing Power of the Unfamiliar
Key Takeaways
Case: Pivot and Focus
Key Takeaways
11. Making Space for Service Design
Why Have a Dedicated Space?
Types of Spaces
Mobile solutions: Kits, carts, and trucks
Temporary/remote: The pop-up
Temporary/in-house: The squat
Permanent/remote: The retreat or outpost
Permanent/in-house: The studio
Building the Space
Space
Walls
Division of the space
Sound
Flexibility
Furnishing
Connections
Low and high tech
Inspiration
Scars
Lay out the process?
Space or no Space?
Cases
Case: Sending a Message in a Major Organization
Key Takeaways
Case: Sowing the Seeds of Innovation and Change
Key Takeaways
12. Embedding Service Design in Organizations
Getting Started
How to introduce service design in an organization
Start with small projects
Secure management buy-in
Raise awareness
Build up competence
Give room to try
Scaling Up
How to set up a service design team in an organization
The core service design team
The extended project teams
Choose a name that fits your culture
Connect with the wider service design community
Establishing Profiency
How to lead organizations that integrate service design
Understand the design process
Lead through co-creation
Eat your own dog food
Practice empathy
Look beyond quantitative statistics and metrics
Reduce fear of change and failure
Use customer-centric KPIs
Disrupt your own business
Make design tangible
Bring service design into the organizational DNA
Design Sprints
How to set up service design as an ongoing activity in an organization
Research 30
Ideation 31
Prototyping 32
Implementation 33
Sprints in organizations
Cases
Case: Including Service Design in Nationwide High School Curricula
Key Takeaways
Case: Introducing Service Design in a Governmental Organization
Key Takeaways
Case: Increasing National Service Design Awareness and Expertise
Key Takeaways
Case: Integrating Service Design in a Multinational Organization
Key Takeaways
Case: Creating a Customer-Centric Culture Through Service Design
Key Takeaways
Case: Building Up Service Design Knowledge Across Projects
Key Takeaways
13. Co-Authors
14. Main Authors
A. This is Service Design Doing.
INDEX
