This Is Service Design Doing: Applying Service Design Thinking in the Real World [1 ed.] 1491927186, 9781491927182

Table of contents :
Table of Contents
Preface
01 Why Service Design?
1.1 What Do Customers Want?
1.2 The Challenges for Organizations
United Breaks Guitars
Why I Choose Service Design
1.3 Why a Service Design Approach?
02 What Is Service Design?
2.1 Defining Service Design
2.2 Different Views
2.3 Origins and Progress
2.4 What Service Design Isn't
2.5 The Principles of Service Design, Revisited
Service design and service-dominant logic: A perfect match
The 12 Commandments of Service Design Doing
03 Basic Service Design Tools
Tools vs. Methods
3.1 Research Data
Assumption-based vs. research-based tools
3.2 Personas
Boundary objects
3.3 Journey Maps
Dramatic arcs
Steps, touchpoints, and moments of truth
3.4 System Maps
Stakeholder terminology
3.5 Service Prototypes
Service prototyping: This is how you learn, and always have
Physical evidences
3.6 Business Model Canvas
04 The Core Activities of Service Design
4.1 In Seach of a Process for Designing a Service
Iterative and adaptive design in a VUCA world
4.2 Core Patterns in the Design Process
Patience, young Padawan, your time will come
Adapt and iterative forward, or how to not go in circles
4.3 Introducing the Core Activities of the TISDD Service Design Framework
05 Research
Move Beyond Assumptions
5.1 The Process of Service Design Research
Overt vs. covert research
Generic stages of a customer journey
Problem space vs. solution space
05B Research Methods
5.2 Methods of Data Collection
Desk Research
Self-Ethnographic Approach
Participant Approach
Non-Participant Approach
Co-Creative Workshop
5.3 Methods of Data Visualization, Synthesis, and Analysis
05C Research Cases
5.4.1 Case: Applying Ethnography to Gain Actionable Insights
5.4.2 Case: Using Qualitative and Quantitative Research in Service Design
5.4.3 Case: Developing and Using Valuable Personas
5.4.4 Case: Illustrating Research Data with Journey Maps
5.4.5 Case: Current-State (As-Is) and Future-State (To-Be) Journey Mapping
06 Ideation
Where Ideas Come From
6.1 Ideas
6.2 Decisions
Abductive thinking
6.3 The Process of Ideation
Reflection out of action
The Kano model
06B Ideation Methods
6.4 Ideation Methods
06C Ideation Cases
6.5.1 Case: Opening the Design Studio to Your Customers
6.5.2 Case: Co-Design with Hybrid Methods
6.5.3 Case: Building on Solid Research
6.5.4 Case: Mixed-Method Ideation
6.5.5 Case: Supporting Creativity with Trigger Visuals
07 Prototyping
Reducing Uncertainty
7.1 The Process of Service Prototyping
Experiential aspects: Getting concrete
Wishlists and hostages
Two types of service prototyping: Direct experience vs. indirect imagination
Dealing with failure of prototypes and critique
07B Prototyping Methods
7.2 Prototyping Methods
From specialized approaches to your own living prototyping lab
07C Prototyping Cases
7.3.1 Case: Enabling Effective Co-Creation through Prototyping Minimum Viable Solutinos and Contextual Mock-ups
7.3.2 Case: Using Prototyping and Co-Creation to Create Ownership and Close Collaboration
7.3.3 Case: Enabling Staff and Stakeholders to Prototype for Continuous Evolution
7.3.4 Case: Minimum Lovable Products, Living Prototypes, and High-Fidelity Sketching in Code
7.3.5 Case: Using Role-Plays and Simulations in Large-Scale 1:1 Prototypes
7.3.6 Case: Using Multifaceted Prototyping to Create and Iterate Business and Service Models
08 Implementation
The Sharp End of Service Design
8.1 From Prototype to Production
Pilots: Prototypes or implementation?
8.2 Service Design and Change Management
8.3 Service Design and Software Development
8.4 Service Design and Product Management
8.5 Service Design and Architecture
08B Implementation Cases
8.6.1 Case: Empowering Employees for Sustainable Implementation of a Service Design Project
8.6.2 Case: Implementing Service Design to Create Experiences, Momentum, and Results in Sales
8.6.3 Case: Implementing Service Design in a Software Startup
8.6.4 Case: Creating Measurable Business Impact through Piloting and Implementing Service Design Projects
09 Service Design Process and Management
Managing Iterations
9.1 Understanding the Service Design Process: A Fast-Forward Example
9.2 Planning for a Service Design Process
9.3 Managing the Service Design Process
9.4 Examples: Process Templates
09B Service Design Process and Management Cases
9.5.1 Case: Creating Repeatable Processes to Continually Improve Services and Experiences at Massive Scale
9.5.2 Case: Managing Strategic Design Projects
9.5.3 Case: Using a Five-Day Service Design Sprint to Create a Shared Cross-Channel Strategy
10 Facilitating Workshops
Why Facilitate?
10.1 Key Concepts of Facilitation
10.2 Styles and Roles of Facilitation
10.3 Success Factors
10.4 Key Facilitation Techniques
10B Facilitating Workshops Methods
10C Facilitation Workshops Cases
10.6.1 Case: The Energizing Power of the Unfamiliar
10.6.2 Case: Pivot and Focus
11 Making Space for Service Design
Why Have a Dedicated Space?
11.1 Types of Spaces
11.2 Building the Space
11.3 Space or No Space?
11B Making Space for Service Design Cases
11.4.1 Case: Sending a Message in a Major Organization
11.4.2 Case: Sowing the Seeds of Innovation and Change
12 Embedding Service Design in Organizations
12.1 Getting Started
12.2 Scaling Up
12.3 Establishing Profiency
12.4 Design Sprints
12B Embedding Service Design in Organization Cases
12.5.1 Case: Including Service Design in Nationwide HIgh School Curricula
12.5.2 Case: Introducing Service Design in a Governmental Organization
12.5.3 Case: Increasing National Service Design Awareness and Expertise
12.5.4 Case: Integrating Service Design in a Multinational Organization
12.5.5 Case: Creating a Customer-Centric Culture through Service Design
12.5.6 Case: Building Up Service Design Knowledge Across Projects
Co-Authors
Main Authors
Index

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