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This Is Service Design Doing

Book Description

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.

Table of Contents

  1.  
  2. KPIs
  3. More Online …
  4. Hello There! Preface
    1. Where we come from: This book’s predecessor
    2. Why this book is necessary
    3. Who should read this book
    4. Who we are
    5. Who is allowed to write this kind of book?
    6. How to co-create a book
  5. 1. Why Service Design?
    1. What Do Customers 1 Want?
    2. The Challenges for Organizations
      1. Empowered customers
      2. Silos
      3. The need for innovation
      4. Organizations are reacting
    3. Why A Service Design Approach?
  6. 2. What is Service Design?
    1. Defining Service Design
      1. Other names
    2. Different Views
      1. Service design as a mindset
      2. Service design as a process
      3. Service design as a toolset
      4. Service design as a cross-disciplinary language
      5. Service design as a management approach
    3. Origins and Progress
    4. What Service Design Isn’t
      1. It is not simply aesthetics or “putting lipstick on a pig”
      2. It is not simply “customer service”
      3. It is not simply “service recovery”
    5. The Principles of Service Design, Revisited
      1. The original
      2. The new
  7. 3. Basic Service Design Tools
    1. Tools vs. Methods
    2. Research Data
    3. Personas
      1. A Portrait image
      2. B Name
      3. C Demographics
      4. D Quote
      5. E Mood images
      6. F Description
      7. G Statistics
    4. Journey Maps
      1. A Main actor
      2. B Stages
      3. C Steps
      4. D Storyboards
      5. E Emotional journeys
      6. F Channels
      7. G Stakeholders
      8. H Dramatic arc
      9. I Backstage processes
      10. J What if?
      11. A typology of journey maps
      12. Service blueprint
    5. System Maps
      1. → Stakeholder maps
      2. → Value network maps
      3. → Ecosystem maps
      4. Stakeholder maps
      5. Value network maps
      6. Ecosystem maps
    6. Service Prototypes
      1. → Purpose
      2. → Prototyping questions
      3. → Fidelity
      4. → Context and audience
      5. → Methods
      6. Prototypes of (inter)actions, service processes, and experiences
      7. Prototypes of physical objects
      8. Prototypes of environments, spaces, and architecture
      9. Prototypes of digital artifacts and software
      10. Prototypes of ecosystems and business value
    7. Business Model Canvas
      1. 1 Value propositions
      2. 2 Customer segments
      3. 3 Channels
      4. 4 Customer relationships
      5. 5 Key activities
      6. 6 Key resources
      7. 7 Key partners
      8. 8 Cost structure
      9. 9 Revenue streams
  8. 4. The Core Activities of Service Design
    1. In Search of a Process for Designing a Service
    2. Core Patterns in the Design Process
      1. Divergent and convergent thinking and doing
      2. Make sure you are solving the right problem before solving the problem right
      3. All design processes are alike... different
    3. Introducing the Core Activities of the Tisdd Service Design Framework
  9. 5. Research
    1. Move Beyond Assumptions
    2. The Process of Service Design Research
      1. Research scope and research question
      2. Research planning
      3. Data collection
      4. Data visualization, synthesis, and analysis
      5. Using research outcomes
    3. Methods
    4. Methods of Data Collection
      1. Desk Research Preparatory Research
      2. Desk Research Secondary Research
      3. Self-Ethnographic Approach Autoethnography
      4. Self-Ethnographic Approach Online ethnography
      5. Participant Approach Participant observation
      6. Participant Approach Contextual interview
      7. Participant Approach In-depth interview
      8. Participant Approach Focus groups
      9. Non-Participant Approach Non-participant observation
      10. Non-Participant Approach Mobile ethnography
      11. Non-Participant Approach Cultural probes
      12. Co-Creative Workshop Co-creating personas
      13. Co-Creative Workshop Co-creating journey maps
      14. Co-Creative Workshop Co-creating system maps
    5. Methods of Data Visualization, Synthesis, and Analysis
      1. Building a research wall
      2. Creating personas
      3. Mapping journeys
      4. Mapping systems
      5. Developing key insights
      6. Generating jobs-to-be-done insights
      7. Writing user stories
      8. Compiling research reports
    6. Cases
      1. Case: Applying Ethnography To Gain Actionable Insights
      2. Key Takeaways
      3. Case: Using Qualitative and Quantitative Research in Service Design
      4. KEY TAKEAWAYS
      5. Case: Developing and Using Valuable Personas
      6. Key Takeaways
      7. Case: Illustrating Research Data With Journey Maps
      8. Key Takeaways
      9. Case: Current-State (as-is) and Future-State (to-be) Journey Mapping
      10. Key Takeaways
  10. 6. Ideation
    1. Where Ideas Come From
    2. Ideas
    3. Decisions
    4. The Process of Ideation
      1. Planning ideation
      2. Idea generation
      3. Idea selection
      4. Documentation
    5. Methods
    6. Ideation Methods
      1. Pre-Ideation Slicing the elephant and splitting the ideation challenge
      2. Pre-Ideation Ideas from journey mapping
      3. Pre-Ideation Ideas from system mapping
      4. Pre-Ideation “How might we …?” questions from insights and user stories
      5. Generating Many Ideas Brainstorming and brainwriting
      6. Generating Many Ideas 10 plus 10
      7. Adding Depth and Diversity Bodystorming
      8. Adding Depth and Diversity Using cards and checklists
      9. Adding Depth and Diversity Ideation based on analogies and association
      10. Understanding, Clustering, and Ranking Options Octopus clustering
      11. Understanding, Clustering, and Ranking Options Benny Hill sorting (“Thirty-Five”)
      12. Understanding, Clustering, and Ranking Options Idea portfolio
      13. Understanding, Clustering, and Ranking Options Decision matrix
      14. Reducing Options Quick voting methods
      15. Reducing Options Physical commitment
    7. Cases
      1. Case: Opening the Design Studio to Your Customers
      2. Key Takeaways
      3. Case: Co-Design With Hybrid Methods
      4. Key Takeaways
      5. Case: Building on Solid Research
      6. Key Takeaways
      7. Case: Mixed-Method Ideation
      8. Key Takeaways
      9. Case: Supporting Creativity With Trigger Visuals
      10. Key Takeaways
  11. 7. Prototyping
    1. Reducing Uncertainty
    2. The Process of Service Prototyping
      1. Introducing an actionable framework for service prototyping
      2. Decide on the purpose
      3. Decide on your prototyping questions
      4. Assess what to make or build
      5. Planning prototyping
      6. Running prototyping sessions
      7. Data synthesis and analysis
      8. Visualizing prototyping data
    3. Methods
    4. Prototyping Methods
      1. Prototyping Service Processes and Experiences Investigative rehearsal
      2. Prototyping Service Processes and Experiences Subtext
      3. Prototyping Service Processes and Experiences Desktop walkthrough
      4. Prototyping Physical Objects and Environments Cardboard prototyping
      5. Prototyping Digital Artifacts and Software Rehearsing digital services
      6. Prototyping Digital Artifacts and Software Paper prototyping
      7. Prototyping Digital Artifacts and Software Interactive click modeling
      8. Prototyping Digital Artifacts and Software Wireframing
      9. Prototyping Ecosystems and Business Value Service advertisement
      10. Prototyping Ecosystems and Business Value Desktop system mapping (a.k.a. Business Origami)
      11. Prototyping Ecosystems and Business Value Business Model Canvas
      12. General Method Mood boards
      13. General Methods Sketching
      14. General Methods Wizard of Oz approaches
    5. Cases
      1. Case: Enabling Effective Co-Creation Through Prototyping Minimum Viable Solutions and Contextual Mock-Ups
      2. Key Takeaways
      3. Case: Using Prototyping and Co-Creation to Create Ownership and Close Collaboration
      4. Key Takeaways
      5. Case: Enabling Staff and Stakeholders to Prototype for Continuous Evolution
      6. Key Takeaways
      7. Case: Minimum Lovable Products, Living Prototypes, and High-Fidelity Sketching In Code
      8. Key Takeaways
      9. Case: Using Role-Plays and Simulations in Large-Scale 1:1 Prototypes
      10. Key Takeaways
      11. Case: Using Multifaceted Prototyping to Create and Iterate Business and Service Models
      12. Key Takeaways
  12. 8. Implementation
    1. The Sharp End of Service Design
    2. From Prototype to Production
      1. What is implementation?
      2. Planning for human-centered implementation
      3. Four fields of implementation
    3. Service Design and Change Management
      1. Design involves desired behavior
      2. Know how people change
      3. Understanding what will change
      4. Beliefs and emotions
    4. Service Design and Software Development
      1. How to create and maintain a meaningful development backlog
      2. Basic factors
      3. Implementation
    5. Service Design and Product Management
      1. Imagination phase
      2. Definition phase
      3. Realization phase
      4. Support/use phase
    6. Service Design and Architecture
      1. Stage 1: Mindset change
      2. Stage 2: Needs assessment
      3. Stage 3: Creation
      4. Stage 4: Testing
      5. Stage 5: Building
      6. Stage 6: Monitoring
      7. On the other side: What can service design learn from architecture?
    7. Cases
      1. Case: Empowering Employees for Sustainable Implementation of a Service Design Project
      2. Key Takeaways
      3. Case: Implementing Service Design to Create Experiences, Momentum, and Results In sales
      4. Key Takeaways
      5. Case: Implementing Service Design in a Software Startup
      6. Key Takeaways
      7. Case: Creating Measurable Business Impact Through Piloting and Implementing Service Design Projects
      8. Key Takeaways
  13. 9. Service Design Process and Management
    1. Managing Iterations
    2. Understanding the Service Design Process: a Fast-Forward Example
      1. Planning and preparation
      2. Research 11
      3. Ideation 25
      4. Prototyping 34
      5. Implementation 41
    3. Planning for a Service Design Process
      1. Brief: Purpose, scope, and context
      2. Preparatory research
      3. Project team and stakeholders
      4. Structure: Project, iterations, and activities
      5. Multitracking
      6. Project phases and milestones
      7. Outputs and outcomes
      8. Documentation
      9. Budgeting
      10. Mindsets, principles, and style
    4. Managing The Service Design Process
      1. Iteration planning
      2. Iteration management
      3. Iteration review
    5. Examples: Process Templates
    6. Cases
      1. Case: Creating Repeatable Processes to Continually Improve Services and Experiences at Massive Scale
      2. Key Takeaways
      3. Case: Managing Strategic Design Projects
      4. Key Takeaways
      5. Case: Using a Five-Day Service Design Sprint to Create a Shared Cross-Channel Strategy
      6. Key Takeaways
  14. 10. Facilitating Workshops
    1. Why Facilitate?
    2. Key Concepts of Facilitation
      1. Consent
      2. Status
      3. Neutrality
    3. Styles and Roles of Facilitation
      1. Adopting a role
      2. Co-facilitation
      3. Can a team member be a facilitator?
    4. Success Factors
      1. Building the team
      2. Purpose and expectations
      3. Planning the work
      4. Creating a safe space
      5. Work modes in teams
    5. Key Facilitation Techniques
      1. Warm-ups
      2. Timing
      3. The room
      4. Tools and props
      5. Visualization
      6. Post it or lose it: The expert’s guide to sticky notes
      7. Space, distance, and positioning
      8. Feedback
      9. Changing status
      10. Doing, not talking
      11. Growing as a facilitator
    6. Methods
      1. Three-brain warm-up
      2. Color-chain warm-up
      3. Warm-Up “Yes, and …” warm-up
      4. Feedback Red and green feedback
    7. Cases
      1. Case: The Energizing Power of the Unfamiliar
      2. Key Takeaways
      3. Case: Pivot and Focus
      4. Key Takeaways
  15. 11. Making Space for Service Design
    1. Why Have a Dedicated Space?
    2. Types of Spaces
      1. Mobile solutions: Kits, carts, and trucks
      2. Temporary/remote: The pop-up
      3. Temporary/in-house: The squat
      4. Permanent/remote: The retreat or outpost
      5. Permanent/in-house: The studio
    3. Building the Space
      1. Space
      2. Walls
      3. Division of the space
      4. Sound
      5. Flexibility
      6. Furnishing
      7. Connections
      8. Low and high tech
      9. Inspiration
      10. Scars
      11. Lay out the process?
    4. Space or no Space?
    5. Cases
      1. Case: Sending a Message in a Major Organization
      2. Key Takeaways
      3. Case: Sowing the Seeds of Innovation and Change
      4. Key Takeaways
  16. 12. Embedding Service Design in Organizations
    1. Getting Started
      1. How to introduce service design in an organization
      2. Start with small projects
      3. Secure management buy-in
      4. Raise awareness
      5. Build up competence
      6. Give room to try
    2. Scaling Up
      1. How to set up a service design team in an organization
      2. The core service design team
      3. The extended project teams
      4. Choose a name that fits your culture
      5. Connect with the wider service design community
    3. Establishing Profiency
      1. How to lead organizations that integrate service design
      2. Understand the design process
      3. Lead through co-creation
      4. Eat your own dog food
      5. Practice empathy
      6. Look beyond quantitative statistics and metrics
      7. Reduce fear of change and failure
      8. Use customer-centric KPIs
      9. Disrupt your own business
      10. Make design tangible
      11. Bring service design into the organizational DNA
    4. Design Sprints
      1. How to set up service design as an ongoing activity in an organization
      2. Research 30
      3. Ideation 31
      4. Prototyping 32
      5. Implementation 33
      6. Sprints in organizations
    5. Cases
      1. Case: Including Service Design in Nationwide High School Curricula
      2. Key Takeaways
      3. Case: Introducing Service Design in a Governmental Organization
      4. Key Takeaways
      5. Case: Increasing National Service Design Awareness and Expertise
      6. Key Takeaways
      7. Case: Integrating Service Design in a Multinational Organization
      8. Key Takeaways
      9. Case: Creating a Customer-Centric Culture Through Service Design
      10. Key Takeaways
      11. Case: Building Up Service Design Knowledge Across Projects
      12. Key Takeaways
  17. 13. Co-Authors
  18. 14. Main Authors
  19. A. This is Service Design Doing.
  20. INDEX
    1. A
    2. B
    3. C
    4. D
    5. E
    6. F
    7. G
    8. H
    9. I
    10. J
    11. K
    12. L
    13. M
    14. N
    15. O
    16. P
    17. Q
    18. R
    19. S
    20. T
    21. U
    22. V
    23. W
    24. X
    25. Y
    26. Z