Service Design Thinking
Service design uses a customer-centric and systemic perspective to uncover and create a competitive advantage. Service designers understand markets as a correlation of actors and factors where value is created – across industries, sectors, and departments.
This is a hands-on, learning by doing workshop that combines guided group activities with lectures illustrated by leading international case studies. This course puts into practice key service design tools in designing relevant service propositions that bring value both to customers and the business.
About the workshop:
The first step in service innovation is to understand your own business as a value-based platform. For that, a new point of view is needed. This intense course will provide you with the tools and guidance to understand your market as a system of value exchange, and to analyze your own current offering or product as a service experience that delivers value over time.
The second step of the process is to define value. As we move from product performance to client satisfaction, there is a shift from value on purchase to value in use. For that we need to shift how we define value, from problem-solving (need-based) to problem framing (outcome oriented). You will learn to define value based on the outcomes your customers want to achieve with behavioral methodologies.
The third step is to execute on service innovation by translating value into tangible service propositions, new services, or micro-services that unlock those outcomes. From strategy to tactical design, you will learn to visualize propositions, evaluate opportunity areas based on your (future) capabilities, identify interventions, and design experiences that create value for users, the organization, and the business.
Customer journey frameworks
- Service experience map:End-to-end customer experience framework. A tool to analyse the service from the customer perspective.
- User journey map:Visualisation of user journeys on the service experience map
- Blueprint:Comprehensive view of the service architecture, front-end and back-end.
- Context-based scenarios:Situations in which a (new) service could add value
- Jobs to be done:Method to create value based on customer pains and gains
- User typologies:Behavioural-based segmentation to design services and experience for extreme users.
Use case scenarios
- User stories:Context-based use case using a specific new service interaction or product feature.
- Storyboarding:Visual story that illustrate a specific use case scenario interacting with the (new) service.
This course is ideal for…
- Managers who wish to learn new approaches and tools to apply to their organization
- Design professionals with an interest on strategic design, service design or user experience
- Non-design professionals with or without design experience that have an interest in applying user-centred approaches for service innovation