Using Service Design Thinking to

make Awesome Products

Lisa Overton

notrevol.wordpress.com@notrevol au.linkedin.com/in/notrevol

How are Services Different?Goods Dominant Logic v Service Dominant Logic

20th Century business practices built around Good Dominant Logic will not work in 21st Century service economies.“Services created in silos are experienced in bits”

- Polaine, Lovlie & Reason

• Specialist silos of activity • Integrated ecosystem• Transactional • Relationship• Focus on extracting value • Focus on exchanging value

• Discrete value chain • Value co-creation

• Make & distribute units of output

• Facilitate the creation of outcomes

Unpacking a Service Experience

So what is Service Design?

Service Design

CX

UX

IxD

Product Design

Marketing

Business Management

Change Management

Service Design makes smart use of networks of technology & people to simplify complex services and make them more powerful.

standard of living

1920s

Industrial Design

quality of life

2000s

Service Design

- Polaine et al

Service Design Mindset

interested

inspired

informed

influential

Informed ≠ expert

Output focus belies the importance of the journey Marie-Claire O’Grady

3rdView Consulting

Be comfortable with the complexity that comes from working with people.From Market Research

Hundreds of users to few key truths

To Insights Research

Few users to hundreds of insights

Service Design Principles

Design for People, not Statistics

Male Born 1948 English Wealthy Twice MarriedGrown Children Young Grandchildren Live in the

countrysideExtensively travelled Winter Holidays in the Alps Dog Lovers

Ozzy Osbourne HRH Charles, Prince of Wales

Service Design Toolkit• Stakeholder Maps• Shadowing• Customer Journey Maps• Contextual Interviews• A Day in the Life• Expectation Maps• Personas• Design Scenarios• Storyboards• Service Prototypes• Co-Creation• Service Blueprints

….. and many, many more

Personas: Human Face

Photo

Relevant Attributes

Motivation

Goals

Frustrations

Name

Quote

Short Description

Basic Facts

Avoid caricatures or identifiable people from fiction or real life

Represent a real group of people – be believable

Storyboard: Sequence Events

Storyboard: Sequence Events

Engage your whole Ecosystem

Engineers / Dev TeamMarketing TeamProvisioning TeamCare / Support TeamBilling Team

How much time do you spend with:

Know your stakeholders & engage them in Design

Resources“This is Service Design Thinking” by Marc Stickdorn & Jakob Schneider (2012)“Service Design: From Insight to Implementation”by Andy Polaine, Lavrans Lovlie & Ben Reason (2013)“Evolving to a New Service Dominant Logic for Marketing” in Journal of Marketingby Stephen Vargo & Robert Lusch (2004)“Service Dominant Logic: reactions, reflections & refinements”in Marketing Theory 6by Stephen Vargo & Robert Lusch (2006)POL*2015 | Service Design Thinking | Marc Stickdornhttps://youtu.be/m3QPFhX84PAPOL*2015 | Service Design Doing | Marc Stickdornhttps://youtu.be/g-Uto5cu3TUService Design – Are we still talking about this?https://youtu.be/B2LIAG8hz_M

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Customer Journey Map