This Is Service Design Doing
Published on 2. January 2018
568 pages
978-1-4919-2715-1 (ISBN)
Description
How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers. You''ll learn specific facilitation guidelines on how to run workshops, perform all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization.
Great customer experience needs a common language across disciplines to break down silos within an organization. This book provides a consistent model for accomplishing this and offers hands-on descriptions of every single step, tool, and method used. You''ll be able to focus on your customers and iteratively improve their experience.
Move from theory to practice and build sustainable business success.
More details
Other editions
Additional editions
Marc Stickdorn | Markus Edgar Hormess | Adam Lawrence
This is Service Design Doing
Applying Service Design Thinking in the Real World
Book
01/2018
O'Reilly
€50.00
Shipment within 10-20 days
Content
- Intro
- Table of Contents
- Preface
- 01 Why Service Design?
- 1.1 What Do Customers Want?
- 1.2 The Challenges for Organizations
- United Breaks Guitars
- Why I Choose Service Design
- 1.3 Why a Service Design Approach?
- 02 What Is Service Design?
- 2.1 Defining Service Design
- 2.2 Different Views
- 2.3 Origins and Progress
- 2.4 What Service Design Isn't
- 2.5 The Principles of Service Design, Revisited
- Service design and service-dominant logic: A perfect match
- The 12 Commandments of Service Design Doing
- 03 Basic Service Design Tools
- Tools vs. Methods
- 3.1 Research Data
- Assumption-based vs. research-based tools
- 3.2 Personas
- Boundary objects
- 3.3 Journey Maps
- Dramatic arcs
- Steps, touchpoints, and moments of truth
- 3.4 System Maps
- Stakeholder terminology
- 3.5 Service Prototypes
- Service prototyping: This is how you learn, and always have
- Physical evidences
- 3.6 Business Model Canvas
- 04 The Core Activities of Service Design
- 4.1 In Seach of a Process for Designing a Service
- Iterative and adaptive design in a VUCA world
- 4.2 Core Patterns in the Design Process
- Patience, young Padawan, your time will come
- Adapt and iterative forward, or how to not go in circles
- 4.3 Introducing the Core Activities of the TISDD Service Design Framework
- 05 Research
- Move Beyond Assumptions
- 5.1 The Process of Service Design Research
- Overt vs. covert research
- Generic stages of a customer journey
- Problem space vs. solution space
- 05B Research Methods
- 5.2 Methods of Data Collection
- Desk Research
- Self-Ethnographic Approach
- Participant Approach
- Non-Participant Approach
- Co-Creative Workshop
- 5.3 Methods of Data Visualization, Synthesis, and Analysis
- 05C Research Cases
- 5.4.1 Case: Applying Ethnography to Gain Actionable Insights
- 5.4.2 Case: Using Qualitative and Quantitative Research in Service Design
- 5.4.3 Case: Developing and Using Valuable Personas
- 5.4.4 Case: Illustrating Research Data with Journey Maps
- 5.4.5 Case: Current-State (As-Is) and Future-State (To-Be) Journey Mapping
- 06 Ideation
- Where Ideas Come From
- 6.1 Ideas
- 6.2 Decisions
- Abductive thinking
- 6.3 The Process of Ideation
- Reflection out of action
- The Kano model
- 06B Ideation Methods
- 6.4 Ideation Methods
- 06C Ideation Cases
- 6.5.1 Case: Opening the Design Studio to Your Customers
- 6.5.2 Case: Co-Design with Hybrid Methods
- 6.5.3 Case: Building on Solid Research
- 6.5.4 Case: Mixed-Method Ideation
- 6.5.5 Case: Supporting Creativity with Trigger Visuals
- 07 Prototyping
- Reducing Uncertainty
- 7.1 The Process of Service Prototyping
- Experiential aspects: Getting concrete
- Wishlists and hostages
- Two types of service prototyping: Direct experience vs. indirect imagination
- Dealing with failure of prototypes and critique
- 07B Prototyping Methods
- 7.2 Prototyping Methods
- From specialized approaches to your own living prototyping lab
- 07C Prototyping Cases
- 7.3.1 Case: Enabling Effective Co-Creation through Prototyping Minimum Viable Solutinos and Contextual Mock-ups
- 7.3.2 Case: Using Prototyping and Co-Creation to Create Ownership and Close Collaboration
- 7.3.3 Case: Enabling Staff and Stakeholders to Prototype for Continuous Evolution
- 7.3.4 Case: Minimum Lovable Products, Living Prototypes, and High-Fidelity Sketching in Code
- 7.3.5 Case: Using Role-Plays and Simulations in Large-Scale 1:1 Prototypes
- 7.3.6 Case: Using Multifaceted Prototyping to Create and Iterate Business and Service Models
- 08 Implementation
- The Sharp End of Service Design
- 8.1 From Prototype to Production
- Pilots: Prototypes or implementation?
- 8.2 Service Design and Change Management
- 8.3 Service Design and Software Development
- 8.4 Service Design and Product Management
- 8.5 Service Design and Architecture
- 08B Implementation Cases
- 8.6.1 Case: Empowering Employees for Sustainable Implementation of a Service Design Project
- 8.6.2 Case: Implementing Service Design to Create Experiences, Momentum, and Results in Sales
- 8.6.3 Case: Implementing Service Design in a Software Startup
- 8.6.4 Case: Creating Measurable Business Impact through Piloting and Implementing Service Design Projects
- 09 Service Design Process and Management
- Managing Iterations
- 9.1 Understanding the Service Design Process: A Fast-Forward Example
- 9.2 Planning for a Service Design Process
- 9.3 Managing the Service Design Process
- 9.4 Examples: Process Templates
- 09B Service Design Process and Management Cases
- 9.5.1 Case: Creating Repeatable Processes to Continually Improve Services and Experiences at Massive Scale
- 9.5.2 Case: Managing Strategic Design Projects
- 9.5.3 Case: Using a Five-Day Service Design Sprint to Create a Shared Cross-Channel Strategy
- 10 Facilitating Workshops
- Why Facilitate?
- 10.1 Key Concepts of Facilitation
- 10.2 Styles and Roles of Facilitation
- 10.3 Success Factors
- 10.4 Key Facilitation Techniques
- 10B Facilitating Workshops Methods
- 10C Facilitation Workshops Cases
- 10.6.1 Case: The Energizing Power of the Unfamiliar
- 10.6.2 Case: Pivot and Focus
- 11 Making Space for Service Design
- Why Have a Dedicated Space?
- 11.1 Types of Spaces
- 11.2 Building the Space
- 11.3 Space or No Space?
- 11B Making Space for Service Design Cases
- 11.4.1 Case: Sending a Message in a Major Organization
- 11.4.2 Case: Sowing the Seeds of Innovation and Change
- 12 Embedding Service Design in Organizations
- 12.1 Getting Started
- 12.2 Scaling Up
- 12.3 Establishing Profiency
- 12.4 Design Sprints
- 12B Embedding Service Design in Organization Cases
- 12.5.1 Case: Including Service Design in Nationwide HIgh School Curricula
- 12.5.2 Case: Introducing Service Design in a Governmental Organization
- 12.5.3 Case: Increasing National Service Design Awareness and Expertise
- 12.5.4 Case: Integrating Service Design in a Multinational Organization
- 12.5.5 Case: Creating a Customer-Centric Culture through Service Design
- 12.5.6 Case: Building Up Service Design Knowledge Across Projects
- Co-Authors
- Main Authors
- Index
