| 000 | 13371 a2200157 4500 | ||
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| 020 | _a9789352136841 | ||
| 082 |
_a658 _bSTI |
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| 100 |
_aStickdorn, Marc & Others _993239 |
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| 245 | _aThis service design doing : applying service design thinking in the real world a practitioners handbook | ||
| 260 |
_aMumbai _bShroff Publishers and Distributors Pvt. Ltd. _c2023 |
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| 300 | _axxiii,541p. | ||
| 505 | _aContents 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 | ||
| 890 | _aIndia | ||
| 891 | _aFD | ||
| 942 | _2ddc | ||
| 999 |
_c71112 _d71112 |
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| 650 |
_aHuman settlement _aQuantitative research _aData mining _aInformation visualization _aService industries--Management _aCustomer services _aHuman-computer interaction _aDesign services |
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