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This Is Service Design Doing.

By: Contributor(s): Material type: TextPublisher: Sebastopol : O'Reilly Media, Incorporated, 2018Copyright date: ©2018Edition: 1st edDescription: 1 online resource (569 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781491927151
Subject(s): Genre/Form: DDC classification:
  • 658
Online resources:
Contents:
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.
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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.

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