the slides for the masterclass Design Thinking/ Service Design that DesignThinkers and Zilver organise. See also http://www.mastersofdesignthinking.com/

2. WELCOME

3. SERVICE
DESIGN?

4. WHAT
IS
IT?

5. SERVICE DESIGN, WHAT IS IT?
IT AIN T NEW, HONEY….
The great economic law is this: services are exchanged for
services...it is trivial, very commonplace; it is nonetheless, the
begining, the middle, and the end of economic science."
"
- Fredric Bastiat 1848
The integrated design of material components (products) and
immaterial components (services) can be documented and
codified using a service blueprint to map the sequence of
events in a service and its essential functions in an objective
and explicit manner.
- Shostack 1982

6. SERVICE DESIGN, WHAT IS IT?
THERE ARE MANY INTERPRETATIONS...
FROM VERY PRACTICAL TO VERY HOLISTIC...
ONE IS NOT MORE ‘TRUE’ THAN THE OTHER…
IN FACT THEY NEED EACHOTHER…
BUT IT REALLY HELPS TO KNOW WHICH END OF
THE SPECTRUM YOU’RE TALKING ABOUT.

7. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

8. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

9. DESIGNING FOR SERVICES. EG A WEBSITE FOR A
SERVICE PROVIDER. THIS OFTEN REQUIRES A MORE
INTEGRATED APPROACH THAN SEEN IN REALITY.

10. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

11. OFTEN FOCUSSED ON AFTER SALES SERVICE. BUT
THERE IS MUCH MORE! THE ENTIRE CUSTOMER
JOURNEY OFFERS OPPORTUNITIES FOR SERVICE!

12. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

13. HOT TOPIC: TU DELFT, CRISP, FES, PIEKEN IN DE DELTA,
THE INTERNET OF THINGS. PRODUCTS AND SERVICES
ARE INTERTWINED, OFTEN VIA IT TECHNOLOGY

14. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

15. THIS REQUIRES A TRULY MULTIDISCIPLINARY
INTEGRATED RESEARCH, DESIGN AND IMPLEMENTATION
APPROACH. DESIGN SUPPORTS HUMAN INTERACTION

16. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

17. CONNECTING VARIOUS STAKEHOLDERS, SERVICES,
PARTNERS, LOCATIONS, TOUCHPOINTS INTO AN ECO-
SYSTEM WHERE VALUE IS CREATED

18. PRACTICAL
SERVICE DESIGN, WHAT IS IT?
HOLISTIC

19. THE SERVITISATION OF VALUE: FROM OWNERSHIP TO
GETTING JOBS DONE. TOUCHPOINTS ENABLE VALUE CO-
CREATION. PRODUCTS SUPPORT SERVICES

20. SERVICE DOMINANT LOGIC
OLD PARADIGM: SERVICES ARE WHAT’S LEFT OVER IF YOU
REMOVE ALL PRODUCTS
THIS IS PRODUCT DOMINANT LOGIC
NEW PARADIGM: EVEN PRODUCTS ARE PART OF A SERVICE
IN THE END
THIS IS SERVICE DOMINANT LOGIC
Vargo & Lusch 2004, http://www.sdlogic.net/publications.html

21. SERVICE DOMINANT LOGIC
VALUE IN EXCHANGE VS VALUE IN USE
TEMPORAL, RELATIONAL VALUE CONSTELLATIONS
Norman, R. and Ramírez, R. (1993) Designing interactive strategy: From value chain to value constellation. Harvard
Business Review, 71 (4): 65-77.

22. SERVICE DESIGN ACCORDING TO
SERVICE DOMINANT LOGIC=
DESIGNING ECO-SYSTEMS OF
CONNECTED PRODUCTS, SERVICES,
COMMUNICATIONS AND
ENVIRONMENTS, WITH PEOPLE AND
FOR PEOPLE, THAT ENABLE THE CO-
CREATION OF VALUE.

23. SERVICES
DESIGNEN

24. HOW DO
YOU DO
THAT ?

25. 5ply service ecosystem generator
customer journey map
service touchpoint map
capabilities and collaborations
business model/business case
enabling systems
DEVELOPED WITH GRAHAM HILL

26. ply1
5ply service ecosystem generator
customer journey map:
What are the customer’s jobs
and outcomes in time?
How are the different stages
of the journey experienced by
the customer?
DEVELOPED WITH GRAHAM HILL

27. ply2
service touchpoint map
what touchpoints would
enable the customer to reach
her outcomes?
What is the gap between the
organisation’s current
touchpoints and ideal
touchpoints?

28. ply3
5ply service ecosystem generator
capabilities and collaborations
What capabilities and
collaborations are required, to
create the desired service
touchpoints, to meet the
customer’s desired outcomes?
Hoe do these match with the
organisation’s current
capabilities and
DEVELOPED WITH GRAHAM HILL
collaborations?

29. 5ply service ecosystem generator
ply4
business model/business case
What business model does the
organisation need to create a
service that matches the
previous layers? What
business cases can be
developed?
DEVELOPED WITH GRAHAM HILL

30. ply5
5ply service ecosystem generator
enabling systems
What technologies, logistics,
knowledge and IT systems do
we need to support the
service eco-system?
DEVELOPED WITH GRAHAM HILL

31. A QUICK INTRO
TO THE ‘HOW’
OF SERVICE
DESIGN

32. 1 MINDSET
1 METHOD
1 TOOL

33. DESIGN THINKING
CONTEXT MAPPING
CUSTOMER JOURNEY MAPPING

34. MINDSET: DESIGN THINKING

35. THERE IS NO FIXED DESIGN THINKING PROCESS. DESIGN
THINKING IS ABOUT COGNITIVE FLEXIBILITY: THE ABILITY
TO ADAPT THE PROCESS TO THE ISSUE.

39. METHOD: CONTEXT MAPPING
• looking into insights into user's lives, to get a grip on their
future behaviour.
• exploring two levels of abstraction:
• 1. motivations behind behaviour (why do people do what they
do)
• because products and services should answer embedded
needs and motivations, not simply facilitate behaviour
• 2. future consequences of these motivations (what will
people do in the near future)
• because we are talking about research for design,
innovation, development, of new products and services for
new, or undiscovered needs.

40. METHOD: CONTEXT MAPPING
contextmapping research:."
1. ask for an example out of the daily life of the participant
2. ask about the emotions surrounding that event: what did you
think about it? did you like the activity? did you like the result?
how did you feel while doing this? did you miss anything?"
3. take the participant into a more aspirational, future oriented
state: "what would you like the experience to be? what would
the ideal look like? if you had unlimited time and money, what
would you to make this experience better for you?
4. let the participant draw, visualise, make things."

41. TOOL: CUSTOMER JOURNEY
MAPPING
SEE:
http://www.slideshare.net/
brandriveninnovation/
consumer-journey-mapping

42. 10 TIPS VOOR SERVICE DESIGN
1. YOU DON’T DESIG NSERVICES BY YOURSELF
2. THE USER IS CENTRAL
3. OVERSEE THE ENTIRE CONSUMER JOURNEY
4. SERVICES ARE CONTEXTUAL
5. WORK MULTI-DISCIPLINARY
6. INVOLVE STAKEHOLDERS AND SPECIALISTS IN THE PROCESS
7. ITERATE AND PROTOTYPE
8. DEVELOP NEW BUSINESSMODELS
9. USE THE ORGANISATIONS CULTURE AS FOUNDATION
10. VISUALISE

43. There's a Service Design Network in the Netherlands
http://www.servicedesignnetwerk.nl
And an international one (SDN)
http://www.service-design-network.org
You'll find a good list of consultancies and other useful links at Jeff Howard's Blog
http://designforservice.wordpress.com/
You'll find many practitioners at (service designers, design thinkers, etc)
http://www.wenovski.com
Ther's a great glossary at
http://servicedesign.org/
An amazing collection of tools at
http://www.servicedesigntools.org/
A list that represents a summary of the past thirty years of service design literature:
http://www.howardesign.com/exp/service/

44. DESIGNING SERVICES WITH INNOVATIVE METHODS" IS NOW AVAILABLE
AS AN E-BOOK (29 EURO'S)
ORDER IT VIA
http://www.ellibs.com/book/9789525018424
THIS IS SERVICE DESIGN THINKING
BY MARC STICKDORN AND OTHERS
A VERY GOOD COMPLIATION ON THE CURRENT STATE OF SERVICE DESIGN
http://thisisservicedesignthinking.com/
BRAND DRIVEN INNOVATION
BY ERIK ROSCAM ABBING
ORDER IT VIA
http://www.amazon.com/Brand-driven-Innovation-Required-Reading-
Range/dp/294041128X/ref=sr_1_1?
ie=UTF8&s=books&qid=1288735093&sr=1-1