***WATCH VIDEO: https://www.youtube.com/watch?v=_BiWguJ9F94***
Service design is a growing focus, and businesses large and small are trying to integrate it into both their design practice and business culture. An organization must learn what service design is and at the same time be inspired to adapt the way they work to implement service design best practices. While the changes required by service design seem like they would be rooted in design and user experience, it turns out that introducing service design into complex organizations is a business endeavor as much as it is a product and design one.
To be successful in building service design capacity, a business must first illustrate why it is valuable to the organization, how it benefits the customer, and what exactly “doing service design” means in a place that hasn’t done it before. Erik Flowers discusses building service design capacity at Intuit, blending the story of how it was implemented with practical insights into what has succeeded, what has failed, and how the company has grown along the way.