MCBW 2021
D
I
UI
IC
E
S RV ES
L
B GREAT

Hi,
I’m Chris!
Since 2019 Principal UX Designer /
Solution Manager Service Design
@ Ergosign
Since 2001 Designing digital products / Services
Berlin

Service Design

“Products of economic activity that
you can’t drop on your foot, ranging
from hairdressing to websites.”
— The economist

“An orchestrated system, delivered
over time, that you can’t drop on your
foot, but there is physical evidence.”
— Someone at Adaptive Path

“A service is something that helps
someone to do something.”
— Lou Downe

Your organization provides services.
No matter what industry you are in.
No matter what you sell, you are provide
a service to individuals or companies.

COMPANY
CUSTOMERS
Touch Points

CUSTOMERS
CUSTOMERS
User
Experience

CUSTOMERS
Service
Experience
COMPANY

Service Design examines the touch
points,conversations, interactions,
operations, culture and structure of an
organization for their impact on the
service experience.

Service Design applies design methods
and craft to the de
fi
nition and
orchestration of service experiences.

SOCIETY ENVIRONMENT
CUSTOMERS
COMPANY
&
EMPLOYEES

It does for the customer what
they need it to do, in a way that
works for them.
It does not destroy the world we
live in, or negatively a
ff
ect the
society as a whole.
It’s pro
fi
table and easy to run for
the providing organisation.
Good services
— Lou Downe

Good services
are designed

16
Holistic People-centered Sequencial
Real Collaborative
Iterative
Service Design Principles

CUSTOMER
BUSINESS
EMPLOYEE
EMPATHY
TRIANGLE
A sustainable service needs
to empathize with…

CUSTOMER
BUSINESS
EMPLOYEE
EMPATHY
TRIANGLE
ENVIRONMENT
A sustainable service needs
to empathize with…

CUSTOMER
BUSINESS
EMPLOYEE
EMPATHY
TRIANGLE
SOCIETY
A sustainable service needs
to empathize with…

CUSTOMER
BUSINESS
EMPLOYEE
EMPATHY
TRIANGLE
PARTNERS
A sustainable service needs
to empathize with…

CUSTOMER
BUSINESS
EMPLOYEE
EMPATHY
TRIANGLE
ANYTHING
A sustainable service needs
to empathize with…

A Classic Service Design Approach
Blueprint
Vision
Touch Point
Design
Journey Ideation
Evolution Map
Research
validate
Data MVP
MVP

Design The Journey

Design The Journey
Actions on touch points
become a customer
Customer needs in key moments
Desired outcome
Future opportunities
Indicators for success
Product offers according to
evolving knowledge and needs

Design The Journey
Actions on touch points
become a customer
Customer needs in key moments
Desired outcome
Metric
KPIs
Growth of services according to
evolving knowledge and needs

Define
outcomes
What are the indicators
to fulfill the user needs?
01
Establish
metrics
Find data
source
Socialize
data
02 03 04
Select the right metric
to monitor success
along the customer
journey.
Find the data source
which provides useful
information.
The measured experience
needs to be reported to
the organization.
Measure to Iterate More Effectively

Design the Journey
Actions on touch points
become a customer
Customer needs in key moments
Desired outcome
Ressources
Indicator for success
Growth of services according to
evolving knowledge and needs
Greener alternatives

The conversation about environmental
responsibility is not easy…
Let’s take something you care about.

All Netflix users combined emit
as much carbon dioxide in one second as
driving a 🚗 3.8x around the world.

All Netflix users combined emit
as much carbon dioxide in one second as
driving a 🚗 3.8x around the world.
So how does that feel now?
That’s probably how your business perceives

Then try to use its momentum.

From insights to design solutions:
Imagine you need to design the experience
for a smart Korean BBQ restaurant

(C) Ssam Korean Barbeque

Insight:
Eating Korean BBQ is a
group thing.
(C) Ssam Korean Barbeque

Insight:
People can order using the
app on their smartphone.
(C) Ssam Korean Barbeque

Insight:
Not everybody considers
service as good if the
waiter approaches the
table every five minutes
to ask for orders.
(C) Ssam Korean Barbeque

Industry trend:
It is hard to find good
service staff.
(C) Ssam Korean Barbeque

Opportunity:
The experience should
be optimized for groups
along their journey.
(C) Ssam Korean Barbeque

Opportunity:
Let customers decide
when they like to be
serviced.
(C) Ssam Korean Barbeque

plan get there get table order
eat order more eat more pay
leave

Evidence B:
Plan a NGO

Design a people-centered
start-up (NGO).

As many good things -
it started by accident
Dave
Little
Dave
Tarek
Little
Tareks
Ummul
KITA

It’s based on passion,
characterised by somebody’s
roots.

$ 147 Bn
Total aid money
$ 36 Bn
25% of total money
Were pledged for
local organisations
Managed by over 50 big
NGOs and governments
$ 1,5 Bn
< 2% delivered
The world’s leading orgs fail
to locally distribute their fundings.

We do not accept
bureaucracy as an
inexpugnable
obstacle
NGO
It prevents us to deliver aid where it is
needed. We will empower localised aid
organisations of any size. Many small
initiatives organized as strong network,
will make big impact.
fai d
We do not accept
bureaucracy as an
inexpugnable obstacle

Throws all necessary information and
documents unsorted and unpolished
to faid. All formats and content types are
accepted as long as it communicates the
required information.
Changemakers Frontline Aid
Faid organizes volunteers with various
skills to convert the received material
into a useable format. Reports to
donors and distributes the received
funding to the supported projects.
Institutional Investors
Faid’s idea
in a nutshell
Individual Donors

PROJECT APPROACH
DISCOVERY
RESEARCH SYNTHESIS
Analize what’s there
Understand the
founder
Interviews with
potential donators
Interviews with
changemakers
Interviews with
volunteers
Insights / Opportunity
Areas
Customer Journeys
Insights & Opportunities
Report (PDF)
IDEATION
Ideate opportunities
STRATEGY
DESIGN VISION
STRATEGY
MVP Definition
Evolution map
Service strategy
Service strategy
Blueprint
DESIGN
Key Screens
Brand identity
Prototype of the
digital service for
volunteers and
changemaker
CONCEPT
Scribbles or wireframes
Scribbles
DETAIL DESIGN
Design realization
As a prototype
(Antetype)
Antetype Prototype
DEVELOPMENT
PROJECT MGT
Project management
for MVP realization
Project Management
40
PT

Language barrier
Technical barrier
Complexity
Inflexibility
No access to something
Ethics
What can exclude people
This project needed an
inclusive mindset

Change
maker
Fundings for their projects. They need support for the reporting.
They need support in other disciplines, like translation, legal issues,
design, marketing, etc. They need to track the project success and
define and adapt milestones. Their work with this people needs a lot of
empathy as they do not live complying with Western standards.
Sometimes there is no electricity, or connectivity. They face daily
threats like shootings or bombs. In some areas, their work is not
accepted and can be punished.
Local person who leads a project or initiative. A small
NGO which runs local projects. People of the same culture
who are the closest to the problem, know best theirs
needs. These local guys help to improve the life of their
fellows. If they are private individuals, it might be that they
have only few education, speak just local language.
No access to digital devices.
Needs
Characteristics
fai d

Private people who want to support changemakers with their
time and capabilities. They are financially independent and
the social work brings them fulfilment. Volunteers also
enjoy the community and culture at work when
volunteering. They usually commit to work for a certain
amount of time per week or month as they have full-time
jobs beside their engagement. Some of them use their
experience made at faid for further job application.
They make the faid community.
They work on tasks to support the changemakers.
The higher profiles who have some experience working at faid
receive some decisional power and also assure the quality of the
output of the lower profiles or newer volunteers.
Volunteer
Needs
Characteristics
fai d

59
They need to find a service, where they
find trustful information about projects they
want to support.
After their donation, the most wanted wish is
seeing the impact the donation made.
They are individuals who want to support meaningful
projects. They are usually well educated and financially
independent. They like to connect with the project of
their choice and follow up on the progress. They are
interested in seeing the impact of their donation.
They usually don’t trust in big organisations and prefer
smaller, more human institutions.
Individual
donors
Needs
Characteristics
fai d

60
They want to take advantage of the tax reduction their donation will have.
They need to make sure that their donation will not be misused.
They want to use their efforts for internal and external
marketing. Require constantly reports and proofs for the usage of they
funding and its impact. They sometimes would like to be involved in the
project work.
These institutions can be foundations, larger NGOs or
governments. Being larger organizations they lack in
agility and don’t show much empathy for the need of
local communities. They manage most of the global
charity money.
Institutional
donors
Needs
Characteristics
fai d

1
The geolocation where faid’s changemaker is mainly in are problem areas, like war
zones. The political situation is mostly unstable and there are many sources of
threats for the local communities. The future service needs to take the context of
the changemaker into account and show empathy for the situation they are in.
Insights
fai d

„Things we are taking for granted, like public places to gather,
are often not existing or too dangerous."
„In some regimes, it is forbidden for minorities to have fun.
People get in trouble, if they see them dancing or doing sports
together. "
„It is more likely that somebody has a mobile and internet
access, than having a working mail service. But a letter would
not be safe enough. “
"The usage of mail is not secure enough, as stolen it could unveil
personal data."
"There are restrictions by the secret police, governments or
other military groups, which put changemakers in certain
countries under high risk.“
„All personal data is very sensitive and should never be
published without clear confirmation, also not be accessible in
any imaginable way."
Always remember the
context
Conflict areas always require our
attention to safety
fai d

KICKSTARTER - DESIGN STRATEGY
Tarek
Founder
Stakeholder
Foundation
Technical
Lead
Volunteer
Designer
Very creative
PM
The guy who
wrote his thesis
about it.
Dave, father
of little Dave

KICKSTARTER - DESIGN STRATEGY

Oppor
Control checks and safeguards.
Inclusive design and thoughtful simplification
of complex bureaucracy .
Faid’s infrastructure can be used to collect
insights about local needs and share these with
organizations which do not have this access.
Become an exclusive provider of grassroots
initiatives for foundations
fai d 65
01
05
02
03
04
06
07

The community model describes the role profiles the service will require
and is based on the insights of the stakeholders’ descriptions.
The defined roles have different responsibilities which require
different skill sets and levels of experience.
fai d
Faid community
model

67
Shows the calendar of contacts to easily
book an appointment without back-and-
forth communication.
Puts a committee together to make
decisions democratically possible.
YouCanBook.me
Loomio Slack
General community communication tool
Chat tool for task-based communication
Exchange of personal experiences between
volunteers
fai d
External tools
The service records video messages
and translates the voice to text
with translation from arabic to
english
Lama
The service makes digital signing of
contracts possible.
DocuSign
This tool will be completely integrated
in the design of the platform, to make
use of its way to create forms for
custom reports.
KoboToolBox

Create tasks
Tasks
VOLUNTEER
CHANGEMAKER
Support request
PROJECT
Reports
MCS Reports
Information
Targets
Timeline incl.
milestones
Task history
Work
on tasks
Track project
Create reports
Fix problems
68
Main entities
PROJECT MANAGER

Revision
loops
VOLUNTEER
CHANGEMAKER
Send for approval
Task list
Support request
Publish
in project
PROJECT MANAGER
Notify
Create task
Revision
Assign to task
69
Task mgt.

COMMITTEE
IS A GROUP OF
FIVE PROJECT
MANAGERS
DISCUSS
LOOMIO SESSION
ORGANIZE COMMITTEE
VOTE
DEFINE CONSTRAINTS
RECOMMENDED
DECISION
PROJECT MANAGER
GENERAL MANAGER
SIGN OFF
APPLIES TO :
Volunteer application
Changemaker application
Project application
Escalation procedure
Decisions &
approvals

Enable Engage Disrupt
Faid connects volunteers with
changemakers.
Faid connects private donors with the
changemaker’s projects and provides a
direct channel for donations.
Collect and share local insights
with e.g. Olympic committee.
Faid changes the way how charity works
and how NGOs are organized.
Data-driven innovation
Include business volunteers
Reporting will be done by
changemakers through the service.
Weekly reports and MSC reports can be
submitted and will be completed by
faid's volunteers
HUMAN
ACTION
AUTOMIZATION
Service helps to track
projects.
Changemakers can submit
interviews with locals to collect
local insights.
The service offers private donors to
browse the projects on the website
and donate.
MVP
MISSION
Institutionalize
Faid prepares their projects according to
foundation standards to become an
exclusive provider for foundation’s
fundings.
IMPACT
Grow local projects and
volunteer network.
New incomes through private donors
and research data subscriptions.
Steadily collect bigger
fundings.
Disrupt the charity sector
The project onboarding supports all the
documents and details foundations
need to see later. Changemakers will be
consulted if this special funding fits
their needs.
Foundations will find all reported data
within the service, so there’s no need
for additional reporting.
Automized reporting to institutions
Service provides local
research data.
Faid’s evolution
fai d

For the changemaker we want to make it very clear how happy faid is with their overall
responsiveness and goodwill to get things done. There will be a „Trust indicator“, which shows the changemaker in their
profile how happy faid currently is with them. The indicator ends with the final termination of faid's support. With the
understanding for complicated times and the necessity to prioritize especially in tough times, we only start showing the
meter when collaboration doesn't work for some time. From that moment on the changemaker has it very clear how far
he wants to push the limits. A status change will be emailed as well, followed by a personal visit by the local inspector for a
better view on the situation.
WE
TRUST
IN YOU
WE STILL
TRUST.
PLS REPLY!
LET US
HELP
YOU
CONTACT
US OR WE
HELP
ELSEWHERE
YOU GOT 7
DAYS TO
REPLY
73
Trust indicator

If you want to support these
guys, drop me a message,
I’ll connect you.

Know Your Tools - They Are Powerful
Blueprint
Vision
Touch Point
Design
Journey Ideation
Evolution Map
Research
validate
Data MVP
MVP

Why is all this a job for designers?
We are empathic –
Our methods are people-
centric!
We visualize –
To create visions and
make the invisible tangible.
We are facilitators –
We make people
collaborate!

Can we promise profitability?

No – but we create added value,
which leads to profit and customer loyality.
We strive for relevant solutions and design
things to last.

MADE TO BE SHARED
GET IN TOUCH!
CHRISTIAN.LENZ@ERGOSIGN.DE