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DCSJ2021 Presentation - Intro to Design Thinking & Service Design
Design Thinking is an iterative PROCESS and MINDSET in which we seek to understand the
user, challenge assumptions, and redefine problems in an attempt to identify alternative
strategies and solutions that might not be immediately apparent.
Design Thinking is valuable because:
It pushes us to consider the bigger picture while focusing on addressing human needs
and experiences (not just business and technology requirements)
It generates solutions that are innovative, not just incremental
Iteration reduces the risk associated with launching new ideas, products, and services
1. Put Persons First
Be a champion for improving quality of life. Everything else is secondary.
2. Seek Diversity
Engage and work with a wide range of people – especially extreme users, positive
deviants, the overlooked, and the disenfranchised.
3. Collaborate Continuously
Involve and empower stakeholders throughout the entire process.
4. Keep an Open Mind
Accept that you don’t know everything and act like you know even less – because the
best insights and ideas often come from unlikely places.
5. Go Deep and Broad
The internal forces, human psychology, and relationships within an opportunity space
are just as important as the larger context, systems, and analogous experiences around.
6. Plan for the Futures
The only constant is change, so consider where world trends, emerging technologies, and
the ever-rising bar of stakeholder’s expectations will be in your intended time period.
7. Do More, Talk Less
Create, share, and engage in the real world. First-hand experiences, reactions, and
feelings are richer and closer to the truth than opinions..
8. Pursue Truth
Relentlessly examine and eliminate assumptions.
9. Iterate Forward
Embrace failure as a learning opportunity, not a setback.
10. Stay Optimistic
Progress is always possible.
11. Fear your Power
Recognize that decisions you make determine the kind of world we all live in.
GOOD DESIGN IS BOTH COMPREHENSIVE AND ETHICAL
“People don’t want to buy a quarter-inch drill,
they want a quarter-inch hole.”
— Theodore Levitt, Economist and Harvard Professor
Pricing Premium ($$$)
& James Gilmore
Service Design is the application and extension of Design Thinking towards the analysis,
design, and implementation of services
This includes the conceptualizing, definition, planning, and orchestration of the end-to-
end service experiences
Often, this requires examining the internal operations, culture, and structures of an
organization to understand how these forces impact the service experiences provided
(AS YOU CAN TELL BY NOW, IT’S NOT “CUSTOMER SERVICE”)
Understanding and providing the best
experiential path to reach a desired outcome
Opt-in countries? < 20%
Opt-out countries? > 98%
“Excuse me, Princess, can I
have your autograph?”
Death rates fell by 40% and
complications rates by almost a third.
10% increase in customer satisfaction
and fewer calls to the helpline
Entice Enter Engage Exit Extend
Entice Enter Engage Exit Extend
The 5 E’s of a Journey
The 8 P’s of Service Design
e.g., Providers, Recipients
e.g., Tangible, Digital
e.g., Ambience, Locations
e.g., Order of actions, Flow
e.g., Supports, Dependencies
e.g., Time, Money, Effort
e.g., Values, Expectations
e.g., Rules, Requirements
e.g., Inspire, Invite e.g., Welcome, On-board e.g., Consume, Core Value e.g, Checking out, Leave e.g., Memorabilia, Follow-ups