This is service design doing 1st edition by Marc Stickdorn, Markus Edgar Hormess, Adam Lawrence, Jakob Schneider ISBN 1491927186 978-1491927182

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ISBN 10: 1491927186
ISBN 13: 978-1491927182
Author:  Marc Stickdorn, Markus Edgar Hormess, Adam Lawrence, Jakob Schneider

How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers. You’ll learn specific facilitation guidelines on how to run workshops, perform all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization.

Great customer experience needs a common language across disciplines to break down silos within an organization. This book provides a consistent model for accomplishing this and offers hands-on descriptions of every single step, tool, and method used. You’ll be able to focus on your customers and iteratively improve their experience.

Move from theory to practice and build sustainable business success.

This is service design doing 1st Table of contents:

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 Proficiency

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

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Tags: Marc Stickdorn, Markus Edgar Hormess, Adam Lawrence, Jakob Schneider, service design