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DCSJ2021 Presentation - Intro to Design Thinking & Service Design

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DCSJ2021 Presentation - Intro to Design Thinking & Service Design

  1. 1. INTROTODESIGNTHINKING &SERVICEDESIGN A COMPLICATED LIGHTNING TALK YOSEFSHUMAN.COM
  2. 2. DISCLAIMER:
  3. 3. WHATISDESIGNTHINKING? 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
  4. 4. THE DESIGN THINKINGPROCESS: “REFLECTING BRIDGE”MODEL YOSEFSHUMAN.COM/2019/09/05/A-NEW-MODEL-FOR-THE-DESIGN-THINKING-PROCESS
  5. 5. THE DESIGN THINKINGPROCESS: “REFLECTING BRIDGE”MODEL YOSEFSHUMAN.COM/2019/09/05/A-NEW-MODEL-FOR-THE-DESIGN-THINKING-PROCESS
  6. 6. 11DESIGNPRINCIPLES YOSEFSHUMAN.COM/2019/09/09/YOSEFS-11-DESIGN-PRINCIPLES 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
  7. 7. “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” — Theodore Levitt, Economist and Harvard Professor
  8. 8. COMMODITIES (Extracting) GOODS (Making) SERVICES (Delivering) EXPERIENCES (Staging) Pricing Premium ($$$) Market ($) Undifferentiated Differentiated Competitive Position Joseph Pine & James Gilmore WE’VEMOVEDINTOTHEEXPERIENCEECONOMY
  9. 9. SERVICEEXPERIENCE=VALUEPROPOSITION
  10. 10. What-is-Service-Design.com
  11. 11. What-is-Service-Design.com
  12. 12. WHATISSERVICEDESIGN? 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”)
  13. 13. Understanding and providing the best experiential path to reach a desired outcome X WHATISSERVICEDESIGN?
  14. 14. EXPERIENTIALPATHSTOADESIREDOUTCOME
  15. 15. Source: Adaptive Path (PRACTICAL)DEFINITIONS… (UX) (SD)
  16. 16. TOUCHPOINT<JOURNEY<ECOSYSTEM<DNA
  17. 17. 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 THERIGHTCHANGECANHAVEHUGEIMPACTS
  18. 18. THE8P’SOFSERVICEDESIGN People Places Props Process Partners Price Positioning Policies
  19. 19. THE5E’SOFAJOURNEY Entice Enter Engage Exit Extend
  20. 20. ExperienceDesignCanvasver.1 FromYosefShuman.com Entice Enter Engage Exit Extend The 5 E’s of a Journey The 8 P’s of Service Design People Props Places Processes Partnerships Price Positioning Policies 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
  21. 21. SERVICE“SWIMLANES”
  22. 22. Note: Links & resources coming soon…

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