This is Service Design Thinking

Basics-Tools-Cases

Marc Stickdorn, Jakob Schneider, Marc Stickdorn, Jakob Schneider

• Publisher: BIS Publishers
• Year: 2012
• eBook ISBN: 9789063693169
• Edition: 1
• Topic: Business
• Subtopic: Consumer Behaviour
• Index: Business

This is Service Design Thinking introduces an inter-disciplinary approach to designing services. Service design is a bit of a buzzword these days and has gained a lot of interest from various fields. This book, assembled to describe and illustrate the emerging field of service design, was brought together using exactly the same co-creative and user-centred approaches you can read and learn about inside. The boundaries between products and services are blurring and it is time for a different way of thinking: this is service design thinking. A set of 23 international authors and even more online contributors from the global service design community invested their knowledge, experience and passion together to create this book. It introduces service design thinking in manner accessible to beginners and students, it broadens the knowledge and can act as a resource for experienced design professionals. Besides an introduction to service design thinking through five basic principles, a selection of individual perspectives demonstrate the similarities and differences between various disciplines involved in the design of services. Additionally, the book outlines an iterative design process and showcases 25 adaptable service design tools, exemplifying the practice of service design with five international case studies. The book concludes with an insight into the current state of service design research and sets service design thinking in a philosophical context. In collaboration with: (in alphabetical order) Kate Andrews (UK), Beatriz Belmonte (E), Ralf Beuker (GER), Fergus Bisset (UK), Kate Blackmon (UK), Johan Blomkvist (SE), Simon Clatworthy (NO), Lauren Currie (UK), Sarah Drummond (UK), Jamin Hegeman (USA), Stefan Holmlid (SE), Luke Kelly (NL), Lucy Kimbell (UK), Satu Miettinen (FI), Asier Pérez (E), Bas Raijmakers (NL), Jakob Schneider (GER), Fabian Segelström (SE), Marc Stickdorn (A), Renato Troncon (IT), Geke van Dijk (NL), Arne van Oosterom (NL), Erik Widmark (S)

Applied Service Design

Cases

Service design thinking in practice

NL Agency and DesignThinkers

Arne van Oosterom on service design for a governmental organisation

Mypolice And Snook

Sarah Drummond and Lauren Currie on service design for a public organisation

Hello Change And Funky Projects

Beatriz Belmonte and Asier Pérez on service design for an application process

upmc And Carnegie mellon university

Jamin Hegeman on service design for a hospital

SEB And Transformator

Erik Widmark on service design for a bank

The following five cases exemplify differing processes and approaches of designing services in practice. The examples intentionally range from private to public services, from company internal to external projects and from small to large scale ventures in order to demonstrate various capabilities of service design thinking. How does your process look like?

NL Agency and DesignThinkers

NL Agency (Dutch Ministry of Economic Affairs)

NL Agency is a department of the Dutch Ministry of Economic Affairs that implements government policy for sustainability, innovation, and international business and cooperation. It is the contact point for businesses, (knowledge) institutions and government bodies for information and advice, financing, networking and regulatory matters.

NL Agency strives to achieve a strong innovative business community in a safe and supportive, sustainable society and promotes sustainable economic growth by building a bridge between the market and government, at both national and international levels. NL Agency provides companies, (knowledge) institutions and government authorities with advice, knowledge and financial support.

DesignThinkers

DesignThinkers is a co-operative organisation consisting of several associates. We build our organisation on the basis of freedom, trust and equality. These principles infuse a great sense of responsibility and entrepreneurship among all the people working at DesignThinkers.

DesignThinkers believes in the importance of creative thinking, facilitating ongoing conversation and learning by doing. We are a new marketing agency for a new era. We build communities, develop strategies and campaigns, design and implement innovative products and services.

Businesses, (knowledge) institutions and government bodies

NL Agency’s primary target groups are businesses, (knowledge) institutions and government bodies. Private individuals are therefore not a primary target group of NL Agency.

The target groups of NL Agency and related services that were investigated in these series of Customer Journey LAB Workshops are small-and medium-sized companies in the Netherlands – either companies that are looking for opportunities to export their services or products abroad, or companies that are looking for funds to speed up their innovation process, or companies that want to protect the product or service they have developed.

How to create a client oriented service organisation

The different divisions that together make up NL Agency all deliver different services to different kinds of organisations in the Netherlands. Municipalities, small, medium and large companies, and all kinds of other organisations make use of the services provided by NL Agency.

The different divisions, however, are mainly set up around the services they deliver and not so much around the customers they provide their services to. To stay competitive and survive the changes that organisations like NL Agency are presently facing, they need to reassess the way they are structured, function and build relationships with customers. Closing the “reality gap” between the organisation and people (employees and customers alike) should be the number one priority. And for this they need a new set of skills, methods and tools.

Arne van oosterom Explains

Designthinkers’ Process

NL Agency needs to design and implement systems that will allow their organisation to have meaningful and ongoing conversations with customers, using the insight they gain to improve and innovate in an on-going iteration. And this all starts by taking a good look at the organisation from the outside. There are no magic tricks. But it seems common sense to start with the people you work with and your customers. To facilitate this ongoing conversation, DesignThinkers developed the Customer Journey LAB.

The Customer Journey LAB is an ongoing iterative method, developed by DesignThinkers using service design and design thinking methodologies, to build a culture of trust and adaptability, which is the most important step to building a relationship with your customer and maintaining a strong, long-term, almost irreplaceable competitive edge. It is an effective way to gain insights and improve your customers’ experiences.

Exploration: discovering the customer’s emotions

Service design methodologies and in this case the Customer Journey LAB tools made NL Agency look from a customer perspective at the services they provide. The “emotional journey” of a customer making use of the different services provided key indicators where services needed to be improved or completely renewed.

The objective for this LAB environment was to generate ideas that would improve the experience customers have when using NL Agency services. The focus has been on the front-end channels and touchpoints the customers encounter when working or getting in contact with NL Agency. This way you’ll discover the landscape you are in from the customer perspective.

In order to make this article more of a guide into the application of scientific methodologies to design and in order to respect our client’s privacy we focus in this article on giving you a comprehensive description of the tools we used in this Customer Journey LAB environment for NL Agency.

Context and stakeholder mapping: “The Bullseye”

Context or stakeholder mapping is a tool DesignThinkers use as a first step in setting up the Customer Journey LAB environment. Getting a complete picture of what is going on in the mind of customers is of vital importance to understand their behaviour.

We list all stakeholders and we order the hierarchy in circles of influence around the centre, where you are: “The Bullseye”. When working with customers you’ll have the customer in the centre. We des...

Table of contents

• What is Service Design?
• Who are these Service Designers?
• How does service design work?
• What are the tools of Service Design?
• Applied Service Design
• Deep Service DesignThinking
• Appendix