Contents
01 WHY SERVICE DESIGN?
1.1 What do customers want? 3
1.2 The challenges for organizations 6
1.2.1 Empowered customers 6
1.2.2 Silos 7
1.2.3 The need for innovation 10
1.2.4 Organizations are reacting 11
1.3 Why a service design approach? 14
02 WHAT IS SERVICE DESIGN?
2.1 Defining service design 19
2.2 Different views 21
2.2.1 Service design as a mindset 21
2.2.2 Service design as a process 21
2.2.3 Service design as a toolset 21
2 .2.4 Service design as a cross-disciplinary language 22
2 .2.5 Service design as a management approach 22
2.3 Origins and progress 23
2.4 What service design isn't 24
2.4.1 It is not simply aesthetics or "putting lipstick on a pig" 24
2.4.2 It is not simply "customer service" 24
2.4.3 It is not simply "service recovery" 24
2.5 The principles of service design, revisited 25
2.5.1 The original 25
2.5.2 The new 26
03 BASIC SERVICE DESIGN TOOLS
3.1 Research data 36
3.2 Personas 41
3.3 Journey maps 44
3.3.1 A typology of journey maps 50
3.3.2 Service blueprint 54
3.4 System maps 58
3.4.1 Stakeholder maps 59
3 .4.2 Value network maps 62
3.4.3 Ecosystem maps 62
3.5 Service prototypes 65
3.5.1 Prototypes of service processes and experiences 67
3.5.2 Prototypes of physical objects 70
3.5.3 Prototypes of environments, spaces, and architecture 71
3.5.4 Prototypes of digital artifacts and software 72
3 .5.5 Prototypes of ecosystems and business value 74
3.6 Business Model Canvas 76
04 THE CORE ACTIVITIES OF SERVICE DESIGN
4.1 In search of a process for designing a service 83
4.2 Core patterns in the design process 85
4.2.1 Divergent and convergent thinking and doing 85
4.2.2 Make sure to solve t he right problem before solving the problem right 86
4.2.3 All design processes are alike ... and different 88
4.3 Introducing the core activities of the TiSDD service design framework 91
05 RESEARCH
5.1 The process of service design research 100
5.1.1 Research scope and research question 100
5.1.2 Research planning 102
Research loops 102
Sample selection 103
Research context 104
Sample size 104
5.1.3 Data collection 105
Research methods 107
Method triangulation 107
Data triangulation 108
Researcher triangulation 110
Indexing 110
5.1.4 Data visualization, synthesis, and analysis 111
Visualizing data 111
Peer review and co-creation 113
Codifying data 113
5.1.5 Using research outcomes 114
5.2 Methods of data collection 117
Desk research: Preparatory research 118
Desk research: Secondary research 119
Self-ethnographic approaches: Autoethnography 119
Self-ethnographic approaches: Online ethnography 120
Participant approaches: Participant observation 120
Participant approaches: Contextual interview 121
Participant approaches: In-depth interview 122
Participant approaches: Focus groups 123
Non-participant approaches: Non-participant observation 123
Non-participant approaches: Mobile ethnography 124
Non-participant approaches: Cultural probes 124
Co-creative workshop: Creating personas 125
Co-creative workshop: Journey mapping 126
Co-creative workshop: System mapping 126
5.3 Methods of data visualization, synthesis, and analysis 127
Building a research wall 128
Creating personas 128
Mapping journeys 129
Mapping systems 130
Developing key insights 131
Generating jobs-to-be-done insights 131
Writing user stories 132
Compiling research reports 132
5.4 Cases 134
5.4.1 Case: Applying ethnography to gain actionable insights 136
5.4.2 Case: Using qualitative and quantitative research in service design 139
5.4.3 Case: Developing and using valuable personas 142
5.4.4 Case: Illustrating research data with journey maps 146
5.4.5 Case: Current-state (as-is) and future-state (to-be) journey mapping 149
06 IDEATION
6.1 Ideas 158
6.2 Decisions 160
6.3 The process of ideation 163
6.3.1 Planning ideation 163
6.3.2 Idea generation 165
6.3.3 Idea selection 167
6.3.4 Documentation 169
6.4 Ideation methods 177
Pre-ideation: Slicing the elephant and splitting the ideation challenge 177
Pre-ideation: Ideas from journey mapping 178
Pre-ideation: Ideas from system mapping 179
Pre-ideation: "How might we ... ?"
questions from insights and user stories 179
Generating many ideas: Brainstorming and brainwriting 180
Generating many ideas: 10 plus 10 180
Adding depth and diversity: Bodystorming 181
Adding depth and diversity: Using cards and checklists 182
Adding depth and diversity: Ideation based on analogies and association 182
Understanding, clustering, and ranking options: Octopus clustering 183
Understanding, clustering, and ranking options: Benny Hill sorting ("Thirty five") 184
Understanding, clustering, and ranking options: Idea portfolio 185
Understanding, clustering, and ranking options: Decision matrix 185
Reducing options: Quick voting methods 186
Reducing options: Physical commitment 186
6.5 Cases 188
6.5.1 Case: Opening the design studio to your customers 190
6.5.2 Case: Co-design with hybrid methods 193
6.5.3 Case: Building on solid research 196
6.5.4 Case: Mixed-method ideation 200
6.5.5 Case: Supporting creativity with trigger visuals 203
07 PROTOTYPING
7.1 The process of service prototyping 212
7.1.1 Decide on the purpose 212
Prototyping to explore 212
Prototyoing to evoluate 213
Prototyoing to communicate and present 213
7.1.2 Decide on your prototyping questions 214
7.1.3 Assess what to make or build 216
7.1.4 Planning Prototyoing 218
Audience 218
Roles in the team 219
Fidelity 220
Prototyoing context 221
Prototyoing loops 223
Multitracking 224
Method selection 224
7.1.5 Running prototyping sessions 226
7.1.6 Data synthesis and analysis 228
7.1.7 Visualizing prototyping data 228
7.2 Prototyping methods 231
Prototyping service processes and experiences:Investigative rehearsal 232
Prototyping service processes and experiences: Subtext 232
Prototyping service processes and experiences: Desktop walkthrough 233
Prototyping physical objects and environments: Cardboard prototyping 234
Prototyping digital artifacts and software: Rehearsing digital services 235
Prototyping digital artifacts and software: Paper prototyping 235
Prototyping digital artifacts and software: Interactive click modeling 236
Prototyping digital artifacts and software: Wireframing 236
Prototyping ecosystems and business value: Service advertisement 237
Prototyping ecosystems and business value: Desktop system mapping (a.k.a. Business Origami) 238
Prototyping ecosystems and business value: Business Model Canvas 239
General methods: Mood boards 239
General methods: Sketching 240
General methods: Wizard of Oz approaches 240
7.3 Cases 244
7.3.1 Case: Enabling effective co-creation through prototyping minimum viable solutions and contextual mock-ups 246
7.3.2 Case: Using prototyping and co-creation to create ownership and close collaboration between the designers, project group, and staff 252
7.3.3 Case: Enabling staff and stakeholders to prototype for continuous evolution 256
7.3.4 Case: Minimum lovable products, living prototypes, and high-fidelity sketching in code 259
7.3.5 Case: Using role-plays and simulations in large - scale 1:1 prototypes 252
7.3.6 Case: Using multifaceted prototyping to create and iterate business and service medels 264
08 IMPLEMENTATION
8.1 From prototype to production 272
8.1.1 What is implementation? 272
8.1.2 Planning for human-centered implementation 274
8.1.3 Four fields of implementation 274
8.2 Service design and change management 275
Knowing how people change 275
Understanding what will change 276
Beliefs and emotions 277
8.3 Service design and software development 280
8.3.1 Basic factors 280
8.3.2 Implementation 283
8.4 Service design and product management 289
8.5 Service design and architecture 298
8.5.1 Stage 1: Mindset change 299
8.5.2 Stage 2: Needs assessment 300
8.5.3 Stage 3: Creation 301
8.5.4 Stage 4: Testing 302
8.5.5 Stage 5: Building 302
8.5.6 Stage 6: Monitoring 303
8.5. side: What can service design 304
8.6 Cases 306
8.6.1 Case: Empowering employees for sustainable implementation of a service design project 308
8.6.2 Case: lmplementing service design to create experiences, momentum, and results in sales 313
8 .6.3 Case: Implementing service design in a software startup 317
8.6.4 Case: Creating measurable business impact through piloting and implementing service design projects 322
09 SERVICE DESIGN PROCESS AND MANAGEMENT
9.1 Understanding the service design process: a fast-forward example 330
9.2 Planning for o service design process 337
9.2.1 Brief: Purpose, scope, and context 337
9.2.2 Preparatory research 338
9.2.3 Project team and stakeholders 339
9.2.4 Structure: Project, iterations, and activities 343
9.2.5 Multitracking 352
9.2.6 Project phases and milestones 353
9.2.7 Outputs and outcomes 355
9.2.8 Documentation 356
9.2.9 Budgeting 358
9.2.10 Mindsets, principles, and style 360
9.3 Managing the service design process 361
9.3.1 Iteration planning 361
9.3.2 Iteration management 363
9.3.3 Iteration review 367
9.4 Examples/process templates 369
9.5 Cases 376
9.5.1 Case: Creating repeatable processes to continually improve services and experiences at massive scale 378
9.5.2 Case: Managing strategic design projects 381
9.5.3 Case: Using a five-day service design to create a shared cross-channel strategy 384
10 FACILITATING WORKSHOPS
10.1 Key concepts of facilitation 392
10.1.1 Consent 392
10.1.2 Status 393
10.1.3 Neutrality 393
10.2 Styles and roles of facilitation 394
10.2.1 Adopting a role 394
10.2.2 Co-facilitation 395
10.2.3 Can a team member be a facilitator? 396
10.3 Success factors 397
10.3.1 Building the team 397
10.3.2 Purpose and expectations 397
10.3.3 Planning the work 398
10.3.4 Creating safe space 399
10.3.5 Work modes in teams 404
10.4 Key facilitation techniques 407
10.4 .1 Warm-ups 407
10.4.2 Timing 408
10.4.3 The room 408
10.4.4 Tools and props 409
10.4.5 Visualizotion 409
10.4.6 Post - it or lose it: The expert's guide to st icky notes 410
10.4.7 Space, distance, and positioning 411
10.4.8 Feedback 412
10.4.9 Changing status 413
10.4.10 Doing, not talking 415
10.4.11 Growing as facilitator 415
10.5 Methods 416
Three-brain warm-up 417
Color-chain warm- up 417
"Yes, and ..." warm-up 418
Red and green feedback 418
10.6 Cases 420
10.6.1 Case: The energizing power of the unfamiliar 422
10.6.2 Case: Pivot and focus 424
11 MAKING SPACE FOR SERVICE DESIGN
11.1 Types of spaces 430
11.1.1 Mobile solutions: Kits, carts, and trucks 430
11.1.2 Temporary/remote: The pop-up 430
11.1.3 Temporary/in-house: The squat 431
11.1.4 Permanent/remote: The retreat or outpost 432
11.1.5 Permanent/in-house: The studio 432
11.2 Building the space 434
11.2.1 Space 434
11.2.2 Walls 434
11.2.3 Division of the space 435
11.2.4 Sound 437
11.2.5 Flexibility 437
11.2.6 Furnishing 437
11.2.7 Connections 438
11.2.8 Low and high tech 438
11.2.9 lnspiration 438
11.2.10 Scars 439
11.2.11 Lay out the process? 439
11.3 Space or no space? 441
11.4 Cases 442
11.4.1 Case: Sending a message in a major corporation 444
11.4.2 Case: Sowing the seeds of innovation and change 447
12 EMBEDDING SERVICE DESIGN IN ORGANIZATIONS
12.1 Getting started 455
12.1.1 Start with small projects 456
12.1.2 Secure management buy-in 457
12.1.3 Raise awareness 458
12.1.4 Build up competence 459
12.1.5 Give room to try 459
12.2 Scaling up 462
12.2.1 The core service design team 462
12.2.2 The extended project team 462
12.2.3 Choose a name that fits your culture 463
12.2.4 Connect with the service design community 464
12.3 Establishing proficiency 467
12.3.1 Understand the design process 467
12.3.2 Lead through co- creation 468
12.3.3 Eat your own dog food 468
12.3.4 Practice empathy 468
12 .3.5 Look beyond quantitative statistics and metrics 468
12.3.6 Reduce fear of change and failure 469
12.3.7 Use customer-centric KPls 469
12.3.8 Disrupt your own business 469
12.3.9 Make design tangible 470
12.3.10 Bring service design into the organizotional DNA 470
12.4 Design sprints 473
12.5 Cases 478
12.5.1 Case: Including service design in nationwide school curricula 480
12.5.2 Case: Introducing service design in a governmental organization 484
12.5.3 Case: Increasing national service design awareness and expertise 487
12.5.4 Case: Integrating service design in a multinational organization 491
12.5.5 Case: Creating a customer-centric culture through service design 495
12.5.6 Case: Building up service design knowledge across projects 499