- it is the patchwork background that makes service design such powerful
- focuses on finding the right problem to solve
- starts by identifying user needs first
- built on research & testing, not on authority
- no strong pressure on making it right the first time
- we can evolve & move on towards better solution
- focuses not only on creating value for the customer, but also for surrounding ecosystems
- the process is not linear
- builds on top of deepening, exploratory loops — iterations
- Two main spaces, illustrated by Double diamond
- Problem
- Identifying & defining the right problem
- Solution
- Developing the right solution to the problem
- not (only) solving customer problems, it designs value propositions, processes & business models
- is:
- human-centered (internally & externally)
- collaborative — by using stakeholder co-creation
- iterative — exploratory, adaptive & iterative towards implementation
- sequential — visualized and orchestrated as a sequence of interrelated actions
- real — researched and prototyped in reality
- holistic — should address the needs of all stakeholders through the entire service across the business