This Is Service Design Doing

Applying Service Design Thinking In The Real World

Marc Stickdorn, Markus Hormess, Adam Lawrence, Jakob Schneider

Publisher: O'Reilly, 2018, 542 pages

ISBN: 078-1-491-92718-2

Keywords: Product Management

Last modified: July 8, 2018, 9:43 p.m.

A practitioners' handbook

Great customer experience needs a common language across discipline to break down the silos within an organization. Service design thinking — or whatever you might call what you're doing — provides a consistent model and toolset for accomplishing this. This book gives you a comprehensive introduction to the overall design of services (actually, of any product), detailed step-by-step descriptions of all the main activities, hands-on instructions for the most important service design tools and nethods, as well as many case studies of applied service design from all over the world.

You'll be able to focus on your users, customers, and employees to iteratively improve their experience. You'll learn specific facilitation guidelines on how to run workshops, use all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization. This book will help you to move from theory to practice as you connect experience to operations and to business success, building a customer-centric culture in your organization.

  1. Why Service Design?
    1. What Do Customers 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?
  2. What is Service Design?
    1. Defining Service Design
    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
  3. Basic Service Design Tools
    1. Research Data
    2. Personas
    3. Journey Maps
      1. A typology of journey maps
      2. Service blueprint
    4. System Maps
      1. Stakeholder maps
      2. Value network maps
      3. Ecosystem maps
    5. Service Prototypes
      1. Prototypes of (inter)actions, service processes, and experiences
      2. Prototypes of physical objects
      3. Prototypes of environments, spaces, and architecture
      4. Prototypes of digital artifacts and software
      5. Prototypes of ecosystems and business value
    6. Business Model Canvas
  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
  5. Research
    1. The Process of Service Design Research
      1. Research scope and research question
      2. Research planning
        • Research loops
        • Sample selection
        • Research context
        • Sample size
      3. Data collection
        • Research methods
        • Method triangulation
        • Data triangulation
        • Researcher triangulation
        • Indexing
      4. Data visualization, synthesis, and analysis
        • Visualizing data
        • Peer review and co-creation
        • Codifying data
      5. Using research outcomes
    2. 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
    3. 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
    4. Cases
      1. Case: Applying Ethnography To Gain Actionable Insights
      2. Case: Using Qualitative and Quantitative Research in Service Design
      3. Case: Developing and Using Valuable Personas
      4. Case: Illustrating Research Data With Journey Maps
      5. Case: Current-State (as-is) and Future-State (to-be) Journey Mapping
  6. Ideation
    1. Ideas
    2. Decisions
    3. The Process of Ideation
      1. Planning ideation
      2. Idea generation
      3. Idea selection
      4. Documentation
    4. 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
    5. Cases
      1. Case: Opening the Design Studio to Your Customers
      2. Case: Co-Design With Hybrid Methods
      3. Case: Building on Solid Research
      4. Case: Mixed-Method Ideation
      5. Case: Supporting Creativity With Trigger Visuals
  7. Prototyping
    1. The Process of Service Prototyping
      1. Decide on the purpose
        • Prototyping to explore
        • Prototyping to evaluate
        • Prototyping to communicate and present
      2. Decide on your prototyping questions
      3. Assess what to make or build
      4. Planning prototyping
        • Audience
        • Roles in the team
        • Fidelity
        • Prototyping context
        • Prototyping loops
        • Multitracking
        • Method selection
      5. Running prototyping sessions
      6. Data synthesis and analysis
      7. Visualizing prototyping data
    2. 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 Methods: Mood boards
      • General Methods: Sketching
      • General Methods: Wizard of Oz approaches
    3. Cases
      1. Case: Enabling Effective Co-Creation Through Prototyping Minimum Viable Solutions and Contextual Mock-Ups
      2. Case: Using Prototyping and Co-Creation to Create Ownership and Close Collaboration
      3. Case: Enabling Staff and Stakeholders to Prototype for Continuous Evolution
      4. Case: Minimum Lovable Products, Living Prototypes, and High-Fidelity Sketching In Code
      5. Case: Using Role-Plays and Simulations in Large-Scale 1:1 Prototypes
      6. Case: Using Multifaceted Prototyping to Create and Iterate Business and Service Models
  8. Implementation
    1. From Prototype to Production
      1. What is implementation?
      2. Planning for human-centered implementation
      3. Four fields of implementation
    2. Service Design and Change Management
      1. Know how people change
      2. Understanding what will change
      3. Beliefs and emotions
    3. Service Design and Software Development
      1. Basic factors
      2. Implementation
    4. Service Design and Product Management
    5. 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?
    6. Cases
      1. Case: Empowering Employees for Sustainable Implementation of a Service Design Project
      2. Case: Implementing Service Design to Create Experiences, Momentum, and Results In sales
      3. Case: Implementing Service Design in a Software Startup
      4. Case: Creating Measurable Business Impact Through Piloting and Implementing Service Design Projects
  9. Service Design Process and Management
    1. Understanding the Service Design Process: a Fast-Forward Example
    2. 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
    3. Managing The Service Design Process
      1. Iteration planning
      2. Iteration management
      3. Iteration review
    4. Examples: Process Templates
    5. Cases
      1. Case: Creating Repeatable Processes to Continually Improve Services and Experiences at Massive Scale
      2. Case: Managing Strategic Design Projects
      3. Case: Using a Five-Day Service Design Sprint to Create a Shared Cross-Channel Strategy
  10. Facilitating Workshops
    1. Key Concepts of Facilitation
      1. Consent
      2. Status
      3. Neutrality
    2. Styles and Roles of Facilitation
      1. Adopting a role
      2. Co-facilitation
      3. Can a team member be a facilitator?
    3. Success Factors
      1. Building the team
      2. Purpose and expectations
      3. Planning the work
      4. Creating a safe space
      5. Work modes in teams
    4. 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
    5. Methods
      • Three-brain warm-up
      • Color-chain warm-up
      • Warm-Up "Yes, and …" warm-up
      • Feedback Red and green feedback
    6. Cases
      1. Case: The Energizing Power of the Unfamiliar
      2. Case: Pivot and Focus
  11. Making Space for Service Design
    1. 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
    2. 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?
    3. Space or no Space?
    4. Cases
      1. Case: Sending a Message in a Major Organization
      2. Case: Sowing the Seeds of Innovation and Change
  12. Embedding Service Design in Organizations
    1. Getting Started
      1. Start with small projects
      2. Secure management buy-in
      3. Raise awareness
      4. Build up competence
      5. Give room to try
    2. Scaling Up
      1. The core service design team
      2. The extended project teams
      3. Choose a name that fits your culture
      4. Connect with the wider service design community
    3. Establishing Profiency
      1. Understand the design process
      2. Lead through co-creation
      3. Eat your own dog food
      4. Practice empathy
      5. Look beyond quantitative statistics and metrics
      6. Reduce fear of change and failure
      7. Use customer-centric KPIs
      8. Disrupt your own business
      9. Make design tangible
      10. Bring service design into the organizational DNA
    4. Design Sprints
    5. Cases
      1. Case: Including Service Design in Nationwide High School Curricula
      2. Case: Introducing Service Design in a Governmental Organization
      3. Case: Increasing National Service Design Awareness and Expertise
      4. Case: Integrating Service Design in a Multinational Organization
      5. Case: Creating a Customer-Centric Culture Through Service Design
      6. Case: Building Up Service Design Knowledge Across Projects


This is Service Design Doing

Reviewed by Roland Buresund

Good ******* (7 out of 10)

Last modified: Feb. 17, 2020, 10:41 p.m.

I had no high hope when I started reading this book, due to the hype about Service Design, but I was impressed by what I think was a practical description of different stages and considerations in Product Management, that could be utilsed and acted upon. Some insights were present, so that you really believed the authors knew what they were writing about.

A positive book, that in many ways even manages to avoid the dogma about their subject matter and acknowledges there are circumstances were other approaches may be valid.


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