Service design

• 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) solver 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