Using Service Design Thinking to Make Awesome Products
Transcript of Using Service Design Thinking to Make Awesome Products
Using Service Design Thinking to
make Awesome Products
Lisa Overton
notrevol.wordpress.com@notrevol au.linkedin.com/in/notrevol
How are Services Different?Goods Dominant Logic v Service Dominant Logic
20th Century business practices built around Good Dominant Logic will not work in 21st Century service economies.“Services created in silos are experienced in bits”
- Polaine, Lovlie & Reason
• Specialist silos of activity • Integrated ecosystem• Transactional • Relationship• Focus on extracting value • Focus on exchanging value
• Discrete value chain • Value co-creation
• Make & distribute units of output
• Facilitate the creation of outcomes
Unpacking a Service Experience
So what is Service Design?
Service Design
CX
UX
IxD
Product Design
Marketing
Business Management
Change Management
Service Design makes smart use of networks of technology & people to simplify complex services and make them more powerful.
standard of living
1920s
Industrial Design
quality of life
2000s
Service Design
- Polaine et al
Service Design Mindset
interested
inspired
informed
influential
Informed ≠ expert
Output focus belies the importance of the journey Marie-Claire O’Grady
3rdView Consulting
Be comfortable with the complexity that comes from working with people.From Market Research
Hundreds of users to few key truths
To Insights Research
Few users to hundreds of insights
Service Design Principles
Design for People, not Statistics
Male Born 1948 English Wealthy Twice MarriedGrown Children Young Grandchildren Live in the
countrysideExtensively travelled Winter Holidays in the Alps Dog Lovers
Ozzy Osbourne HRH Charles, Prince of Wales
Service Design Toolkit• Stakeholder Maps• Shadowing• Customer Journey Maps• Contextual Interviews• A Day in the Life• Expectation Maps• Personas• Design Scenarios• Storyboards• Service Prototypes• Co-Creation• Service Blueprints
….. and many, many more
Personas: Human Face
Photo
Relevant Attributes
Motivation
Goals
Frustrations
Name
Quote
Short Description
Basic Facts
Avoid caricatures or identifiable people from fiction or real life
Represent a real group of people – be believable
Storyboard: Sequence Events
Storyboard: Sequence Events
Engage your whole Ecosystem
Engineers / Dev TeamMarketing TeamProvisioning TeamCare / Support TeamBilling Team
How much time do you spend with:
Know your stakeholders & engage them in Design
Resources“This is Service Design Thinking” by Marc Stickdorn & Jakob Schneider (2012)“Service Design: From Insight to Implementation”by Andy Polaine, Lavrans Lovlie & Ben Reason (2013)“Evolving to a New Service Dominant Logic for Marketing” in Journal of Marketingby Stephen Vargo & Robert Lusch (2004)“Service Dominant Logic: reactions, reflections & refinements”in Marketing Theory 6by Stephen Vargo & Robert Lusch (2006)POL*2015 | Service Design Thinking | Marc Stickdornhttps://youtu.be/m3QPFhX84PAPOL*2015 | Service Design Doing | Marc Stickdornhttps://youtu.be/g-Uto5cu3TUService Design – Are we still talking about this?https://youtu.be/B2LIAG8hz_M
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Customer Journey Map