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TABETA? EAt this moment we are ﬁnishing the ﬁnal version of the Service InnovationCanvas manual.So before you, you are seeing the unﬁnished version. Why do we share it? BGood question... At DesignThinkers Group we are always very keen toshare publicly as much as possible.... sometimes maybe a little tookeen ;-)But in the end we received so many requests we just couldn’t keep it toourselves anymore.... We hope you’ll enjoy it and ﬁnd is useful.The updated version will have more tools, more content... so more wordsbasically... but it will look a lot prettier too!Do you want to receive the final version?Just send us an email: email@example.com
TAService Innovation CanvasWHY EThe Service Innovation Canvas provides a framework for the use ofDesign-tools in a people centered process to develop innovativebusiness models. Compared with traditional business modeldevelopment processes this framework revolves around relationships Band value exchange between multiple stakeholders. This approachcreates a broader and contextual view, opening the door to moreuntapped market spaces.WHATThe Canvas is an iterative method to develop new product-servicepropositions and business models. The Canvas is the ﬁ rst frameworkto seamlessly merge a design approach and a business approach.At the heart of the canvas is the `Value Network’, the ecosystem wherevalue is being generated. The ecosystem is at the centre of discoveringand developing new business opportunities. Creativity can ﬂ ow freelywhilst the steps in the Canvas guides the users towards new insights,new value propositions and innovative business models.
TADesignThinkers Group is one of the leading ‘design driven’ Innovation EAgencies helping organizations around the world making the transitionfrom being strictly product orientated and sales driven, towards being Bservice orientated and human centered. We help organizations designBrands, Product Service Systems and Cultures of Trust. To strengthentheir capability to innovate and enable the co-creation of value withall stakeholders.www.designthinkersgroup.comMore information: firstname.lastname@example.org
TASTEP 1Value Network Mapping B EStakeholder Mapping> Place your company (service, product, offering...) in the centre of thebullseye, circles of inﬂuence.> list all Stakeholders (the organizations, companies, individuals, etc.) thathave any relationship or inﬂuence to the central topic.> Write them on sticky notes and place them on the map around the centraltopic. Place more inﬂuential Stakeholders close to the centre, the innerrings, and place less inﬂuential Stakeholders further from the centre,towards the outer rings).
TASTEP 1Value Network Mapping B EValue Exchange Analysis> First list the values of your topic (in the centre) which the stakeholdersare exchanging. Then try to list, as much as possible, the valuesexchanged between the different Stakeholders.Questions to ask> What don’t you know? Are there any opportunities for newcollaborations? Are the relationships balanced?Suggested Tools: Value Network & Stakeholder Mapping
TASTEP 2Exploring B EWHY?Try to come up with as many questions starting with “Why?” as possible.e.g. Why do you do what you do?Why is it a good idea?WHO?Then ask as many questions starting with “Who?” as possible.e.g. Who are our customers?Who cares about what we do?Who are we doing it for?Who is helping us?Who else is doing it as well?
TASTEP 2Exploring B EWHAT?Finally ask as many questions starting with “What?” as possible.e.g. What are our customers really doing?What would we really like to do?etc.Suggested Tools: Customer Journey Mapping (Current Situation)
TA STEP 3$ Expectations B E What does your gut feeling say?
TA STEP 3$ Expectations B E What does your gut feeling say?... really What do you expect will happen? What are you hoping for? And what would you like to achieve? Question > I expect this service to... My personal level................ Customer experience level................... Financial level................... basically: Question everything! Technical level............... Organizational level............. Other.....................
TA STEP 3$ Expectations B E Go back to step 1 & 2 Question Do the expectations make sense? ....... If not, adjust expectations basically: Question everything!
TASTEP 4(Re) Designing B EHow do steps 1,2,3 merge?Question:How are you going to co-create value with your stakeholders /customers?WHAT IF.....Come up with “what if” scenario’s and Customer Journeys.What are your customers trying to achieve? How can youhelp them to achieve these goals?
TASTEP 4(Re) Designing B EPlay around with how value ﬂows through the value network (Step 1)Challenge yourself, what if you customers would not pay for your service? Canyou create another cash-ﬂow?Suggested Tools: Customer Journey Mapping (Future Situation) andScenario Building
TA STEP 5$ Business Modelling B E What value do we exchange?
TA STEP 5$ Business Modelling B E How do steps 1,2,3,4 merge? Create alternative routes how money can flow through the value system WHAT IF..... Come up with “what if” scenario’s and Business Models. How can you make it work? Play around with how value ﬂows through the value network (Step 1) Challenge yourself, what if you customers would not pay for your service? Can you create another cash-ﬂow? Suggested Tools: Scenario Building and Business Modeling
TASTEP 6Building B E> Create a ﬁrst sketch of the service blueprint. How is the value creation supportedby people, touchpoints, the organization, enabling systems?Questions> How can we prototype the service (in one day), getting as close to reality aspossible?> What are the organizational requirements --> culture, enabling systems,knowledge, skills, etcCreate a roadmap... short / medium / long termSuggested Tools: Blueprinting, Prototyping, Roadmapping
TA STEP 7$ Business Modelling B E What value do we exchange?
TA STEP 7$ Business Modelling B E Take a few steps back... literally Is everything still adding up, making sense? This step is about detailed Business Modelling Restate your expectations from Step 3 on a Personal level................ Customer experience level................... Technical level............... Financial level................... Organizational level............. Cultural level............. Other.....................
TA STEP 7$ Business Modelling B E Play around with how value ﬂows through the value network (Step 1) Challenge yourself, what if you customers would not pay for your service? Can you create another cash-ﬂow? Suggested Tools: Scenario Building & Business Modeling
TASTEP 8Execulting B ECreate a ﬁrst Beta version of the service blueprint and go-to-marketDescribe the complete organization> How many people are working on it?> Who is doing what?> Which touchpoints are in place?> How is the service delivering real value?> How are you maintaining quality?
TASTEP 8Execulting B EQuestionWhat if something changes or you learn something new?Describe a scenario of how the organization gets customer insightsand uses it to respond / change / evolve?Which channels are in place to facilitate conversations withcustomers, between customers, between co-workers?Suggested Tools: Service Blueprinting & Channel Mapping
TA STEP 9$ Reality Check B E Does the service match the expectations?
TA STEP 9$ Reality Check E Is everything still adding up, making sense? This step is about detailed Business Modelling B Question is the story in step 3 and 4 the same as in step 8? .... Adjust expectations in step 3 Restate your expectations from Step 3 on a Personal level................ Customer experience level................... Technical level............... Financial level................... Organizational level............. Cultural level............. Other.....................
TA STEP 9$ Reality Check B E Play around with how value ﬂows through the value network (Step 1) Challenge yourself, what if you customers would not pay for your service? Can you create another cash-ﬂow? Suggested Tools: Scenario Building & Business Modelling
TASTEP 10Reﬂecting B EWhat did we learn anddid we succeed?
TASTEP 10Reﬂecting B EWhat works?What doesn’t work?All team members should share their feeling about the ideas and the processImprove the canvas and other toolsSTART DOING ITUse the service innovation canvas totell and present the story in key wordsand powerful visualizations!