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KW 1/19: Service Design-Buch und Drinks 13.

In der KW 41/18 habe ich das Buch „This is Service Design Thinking“ vorgestellt und nun folgt das Buch „This is Service Design Doing“, deren Autoren bei unseren „Service Design Drinks“ im Januar 2019 referieren.

Was ist (Service) Design Thinking und warum beschäftige ich mich damit?

Design Thinking ist ein strukturierter Prozess, um Probleme zu lösen, Ideen zu finden sowie um Produkte, Dienstleistungen, Innovationen oder Geschäftsmodelle zu entwickeln, die sich an den tatsächlichen Bedürfnissen der Kunden orientieren und diesen auch frühzeitig einbinden. Wenn man mit dieser Innovations-Methode den Schwerpunkt auf die Entwicklung oder Verbesserung von Geschäftsmodellen oder Dienstleistungen (Services) legt, dann spricht man von Service Design.

Bei den Modellen von "Design Thinking" und "Service Design" ist die Vorgehensweise sehr ähnlich, wie beim Content-Marketing. Am Anfang muss ich herausarbeiten, was meine Zielgruppen interessiert, wobei "Personas" und „Customer Journey Mapping" helfen. Mit diesen Erkenntnissen generiere ich Ideen, wie mein Content helfen kann, deren Probleme zu lösen. Um meine Ideen zu testen, entwickle ich einfache Prototypen und nutze das Feedback meiner Zielgruppen, um mich kontinuierlich zu verbessern.

Ende 2015 hat der Unternehmensberater Stefan Wacker in Nürnberg eine Online-Plattform und Veranstaltungs-Reihe zu „Service Design“ initiert und mich gefragt, ob ich ihn dabei unterstütze. Seitdem bin ich unter anderem Mit-Organisator der vierteljährlichen Vortrags-Reihe Service Design Drinks und der jährlichen Weiterbildung Service Design Summit.

Das Buch „This is Service Design Doing - A Practitioners’ Handbook“:

Great Customer Experience needs a common Language across Disciplines to break down Silos within an Organization. Service Design Thinking - or whatever you might call what you’re doing - provides a consistent Model and Toolset for accomplishing this. This Book gives you a comprehensive Introduction to the overall Design of Services (actually, of any Product), detailed step-by-step Descriptions of all the main Activities, hands-on Instructions for the most important Service Design Tools and Methods, as well as many Case Studies of applied Service Design from all over the World.

You’ll be able to focus on your users, customers and employees to iteratively improve their Experience. You’ll learn specific facilitation Guidelines on how to run Workshops, use all the main Service Design Methods, implement Concepts in Reality and embed Service Design successfully in an Organization. This Book will help you to move from theory to practice as you connect Experience to Operations and Business Success, building on Customer-centric Culture in your Organization.

Der Inhalt:

1. Why Service Design? - 1.1 What do Customers want?

1. Why Service Design? - 1.2 The Challenges for Organizations

  • Empowered Customers
  • Silos
  • The need for Innovation
  • Organizations are reacting

1. Why Service Design? - 1.3 Why a Service Design Approach?

2. What is Service Design? - 2.1 Defining Service Design

2. What is Service Design? - 2.2 Different Views

  • Service Design as a Mindset
  • Service Design as a Process
  • Service Design as a Toolset
  • Service Design as a cross-disciplinary Language
  • Service Design as a Management Approach

2. What is Service Design? - 2.3 Origins and Progress

2. What is Service Design? - 2.4 What Service Design isn’t

  • It is not simply aesthetics or „putting Lipstick on a Pig“
  • It is not simply „Customer Service“
  • It ist not simply „Service Recovery“

2. What is Service Design? - 2.5 The Principles of Service Design, revisited

  • The Original
  • The New

3. Basic Service Design Tools - 3.1 Research Data

3. Basic Service Design Tools - 3.2 Personas

3. Basic Service Design Tools - 3.3 Journey Maps

  • A Typology of Journey Maps
  • Service Blueprint

3. Basic Service Design Tools - 3.4 System Maps

  • Stakeholder Maps
  • Value Network Maps
  • Ecosystem Maps

3. Basic Service Design Tools - 3.5 Service Prototypes

  • Prototypes of Service Processes and Experiences
  • Prototypes of physical Objects
  • Prototypes of Environments, Spaces and Architecture
  • Prototypes of Digital Artifacts and Software
  • Prototypes of Ecosystems and business Value

3. Basic Service Design Tools - 3.6 Business Model Canvas

4. The Core Activities of Service Design - 4.1 In search of a Process for designing a Service

4. The Core Activities of Service Design - 4.2 Core Patterns in the Design Process

  • Divergent and convergent Thinking and Doing
  • Make sure to solve the right Problem before solving the Problem right
  • All Design Processes are alike … and different

4. The Core Activities of Service Design - 4.3 Introducing the Core Activities of the TiSDD Service Design Framework

5. Research - 5.1 The Process of Service Design Research

  • Research scope and research question
  • Research Planing
  • Research Loops
  • Sample Selection
  • Research Context
  • Sample Size
  • Data Collection
  • Research Methods
  • Method triangulation
  • Data triangulation
  • Researcher triangulation
  • Indexing
  • Data Visualization, synthesis and analysis
  • Visualizing Data
  • Peer review and co-creation
  • Codifying Data
  • Using Research outcomes

5. Research - 5.2 Methods of Data Collection

  • Desk Research: Preparatory Research
  • Desk Research: Secondary Research
  • Self-ethnographic Approaches: Auto Ethnography, Online Ethnography
  • Participant Approaches: Participant Observation, Contextual Interview, In-depth Interview, Focus Groups
  • Non-Participant Approaches: Non-Participant Observation, Mobile Ethnography, Cultural Probes
  • Co-Creative Workshop: Creating Personas, Journey Mapping System Mapping

5. Research - 5.3 Methods of Data Visualization, synthesis and analysis

  • Building a Research Wall
  • Creating Personas
  • Mapping Journeys
  • Mapping Systems
  • Developing Key Insights
  • Generating jobs-to-be-done Insights
  • Writing User Stories
  • Compiling Research Reports

5. Research - 5.4 Cases

  • Case: Applying Ethnography to gain actionable Insights
  • Case: Using qualitative and quantitative Research in Service Design
  • Case: Developing and using valuable Personas
  • Case: Illustrating Research Data with Journey Maps
  • Case: Current-state (as-is) and future-state (to-be) Journey Mapping

6. Ideation - 6.1 Ideas

6. Ideation - 6.2 Decisions

6. Ideation - 6.3 The Process of Ideation

  • Planing Ideation
  • Idea Generation
  • Idea Selection
  • Documentation

6. Ideation - 6.4 Ideation Methods

  • Pre-Ideation: Slicing the Elephant and splitting the ideation Challenge
  • Pre-Ideation: Ideas from Journey Mapping
  • Pre-Ideation: Ideas from System Mapping
  • Pre-Ideation: „How might we …?“ Questions from Insights and User Stories
  • Generating many Ideas: Brainstorming and Brainwriting
  • Generating many Ideas: 10 plus 10
  • Adding depth and diversity: Bodystorming
  • Adding depth and diversity: Using Cards and Checklists
  • Adding depth and diversity: Ideation based on analogies and Association
  • Understanding, clustering and ranking Options: Octopus Clustering
  • Understanding, clustering and ranking Options: Benny Hill sorting („Thirty five“)
  • Understanding, clustering and ranking Options: Idea Portfolio
  • Understanding, clustering and ranking Options: Decision Matrix
  • Reducing Options: Quick Voting Methods
  • Reducing Options: Physical Commitment

6. Ideation - 6.5 Cases

  • Case: Opening the Design Studio to your Customers
  • Case: Co-Design with hybrid Methods
  • Case: Building on solid Research
  • Case: Mixed-Method Ideation
  • Case: Supporting Creativity with trigger Visuals

7. Prototyping - 7.1 The Process of Service Prototyping

  • Decide on the Purpose
  • Prototyping to Explore -Prototyping to Evaluate
  • Prototyping to Communicate and present
  • Decide on your prototyping Questions
  • Assess what to make or build
  • Planing Prototyping
  • Audience
  • Roles in the Team
  • Fidelity -Prototyping Context
  • Prototyping Loops
  • Multitracking
  • Method Selection
  • Running Prototyping Sessions
  • Data synthesis and analysis
  • Visualizing prototyping Data

7. Prototyping - 7.2 Prototyping Methods

  • Prototyping Service Processes and Experiences: Investigative Rehearsal

  • Prototyping Service Processes and Experiences: Subtext
  • Prototyping Service Processes and Experiences: Desktop Walkthrough
  • Prototyping Physical Objects and Environments: Cardboard Prototyping
  • Prototyping Digital Artifacts and Software: Rehearsing Digital Services
  • Prototyping Digital Artifacts and Software: Paper Prototyping
  • Prototyping Digital Artifacts and Software: Interactive click Modeling
  • Prototyping Digital Artifacts and Software: Wireframing -Prototyping Ecosystems and Business Value: Service Advertisement
  • Prototyping Ecosystems and Business Value: Desktop System Mapping (a.k.a. Business Origami)
  • Prototyping Ecosystems and Business Value: Business Model Canvas
  • General Methods: Mood boards
  • General Methods: Sketching
  • General Methods: Wizard of Oz approaches

7. Prototyping - 7.3 Cases

  • Case: Enabling effective co-creation through prototyping Minimum Viable Solutions and Contextual Mock-up
  • Case: Using prototyping and co-creation to create Ownership and close Collaboration between the Designers, Project Group and Staff
  • Case: Enabling Staff and Stakeholders to prototype for continuous Evolution
  • Case: Minimum lovable Products, living Prototypes and high-fidelity sketching in code
  • Case: Using role-plays and Simulations in large-scale 1:1 Prototypes
  • Case: Using multifaceted prototyping to create and iterate Business and Service Models

8. Implementation - 8.1 From Prototype to Production

  • What is Implementation?
  • Planing for human-centered Implementation
  • Four Fields of Implementation

8. Implementation - 8.2 Service Design and Change Management

  • Knowing how People Change
  • Understanding what will Change
  • Beliefs and Emotions

8. Implementation - 8.3 Service Design and Software Development

  • Basic Factors
  • Implementation 

8. Implementation - 8.4 Service Design and Product Management

8. Implementation - 8.5 Service Design and Architecture

  • Stage 1: Mindset Change
  • Stage 2: Needs Assessment
  • Stage 3: Creation
  • Stage 4: Testing
  • Stage 5: Building
  • Stage 6: Monitoring
  • On the other Side: What can Service Design learn from Architecture?

8. Implementation - 8.6 Cases

  • Case: Empowering Employees for sustainable Implementation of a Service Design Project
  • Case: Implementing Service Design to create Experiences, Momentum and results in Sales
  • Case: Implementing Service Design in a Software Startup
  • Case: Creating measurable Business Impact through piloting and implementing Service Design Projects

9. Service Design Process and Management - 9.1 Understanding the Service Design Process: a fast-forward Example

9. Service Design Process and Management - 9.2 Planing for a Service Design Process

  • Brief: Purpose, scape and context
  • Preparatory Research
  • Project Team and Stakeholders
  • Structure: Project, Iterations and Activities
  • Multitracking
  • Project Phases and Milestones
  • Documentation
  • Budgeting
  • Mindsets, Principles and Style

9. Service Design Process and Management - 9.3 Managing the Service Design Process

  • Iteration Planing
  • Iteration Management
  • Iteration Review 

9. Service Design Process and Management - 9.4 Examples/Process Templates

9. Service Design Process and Management - 9.5 Cases

  • Case: Creating repeatable Processes to continually improve Services and Experiences at massive Scale
  • Case: Managing Strategic Design Projects
  • Case: Using a five-day Service Design Sprint to create a shared cross-channel Strategy

10. Facilitating Workshops - 10.1 Key Concepts of Facilitation

  • Consent
  • Status
  • Neutrality

10. Facilitating Workshops - 10.2 Styles and Roles of Facilitation

  • Adopting a Role
  • Co-Facilitation 
  • Can a Team Member be a Facilitator?

10. Facilitating Workshops - 10.3 Succes Factors

  • Building the Team
  • Purpose and Expectations
  • Planning the Work
  • Creating safe Space
  • Work Modes in Teams

10. Facilitating Workshops - 10.4 Key facilitation techniques

  • Warm-ups
  • Timing
  • The Room
  • Tools and Props
  • Visualization
  • Post-it or lose it: The expert’s Guide to sticky Notes
  • Space, Distance and Positioning
  • Feedback
  • Changing Status
  • Doing, not talking
  • Growing as a Facilitator

10. Facilitating Workshops - 10.5 Methods

  • Three-brain warm-up
  • Color-chain warm-up
  • „Yes, and …“ warm-up
  • Red and green Feedback

10. Facilitating Workshops - 10.6 Cases

  • Case: The energizing Power of the unfamiliar
  • Case: Pivot and Focus

11. Making Space for Service Design - 11.1 Types of Spaces

  • Mobile Solutions: Kits, Carts and Trucks
  • Temporary/Remote: The Pop-up
  • Temporary/In-house: The Squat
  • Permanent/Remote: The retreat or outpost
  • Permanent/In-house: The Studio

11. Making Space for Service Design - 11.2 Building the Space

  • Space -Walls
  • Diversion of the Space
  • Sound
  • Flexibility
  • Furnishing
  • Conections
  • Low and high Tech
  • Inspiration -Scars
  • Lay out the Process? 

11. Making Space for Service Design - 11.3 Space or no Space?

11. Making Space for Service Design - 11.4 Cases

  • Case: Sending a Message in a Major Coporation
  • Case: Sowing the Seeds of Innovation and Change 

12. Embedding Service Design in Organization - 12.1 Getting started

  • Start with small Projects
  • Secure Management buy-in
  • Raise awareness
  • Build up Competence
  • Give Room to try

12. Embedding Service Design in Organization - 12.2 Scaling up

  • The Core Service Design Team
  • The extended Project Team
  • Choose a Name that fits your Culture
  • Connect with the Service Design Community

12. Embedding Service Design in Organization - 12.3 Establishing Proficiency

  • Understand the Design Process
  • Lead through co-creation
  • Eat you own Dog Food
  • Practice Empathy
  • Look beyond quantitative Statistics and Metrics
  • Reduce Fear of Change and Failure
  • Use Customer-centric KPIs
  • Disrupt your own Business
  • Make Design tangible
  • Bring Service Design into the organizational DNA

12. Embedding Service Design in Organization - 12.4 Design Sprints

12. Embedding Service Design in Organization - 12.5 Cases

  • Case: Including Service Design in a nationwide School Curricula
  • Case: Introducing Service Design in a Governmental Organization
  • Case: Increasing national Service Design Awareness and Expertise
  • Case: Integrating Service Design in a multinational Organization
  • Case: Creating a Customer-centric Culture through Service Design
  • Case: Building up Service Design Knowledge across Projects

Website zum Buch: www.thisisservicedesigndoing.com

Service Design Drinks 13

Die 12 Gebote des Service Design Doings zur Praxis von Co-Creation in agilen Organisationen
Wenn wir das erste Mal auf Service Design treffen, auf Design Thinking, Service Marketing, UX Design oder (Customer) Experience Design – oder wie auch immer wir das nennen wollen, was wir tun – , dann sehen wir Tools, Workshops und Post-Its. Vor allem Post-Its, Unmengen von Post-Its! Aber die erfolgreiche Wertschöpfung durch Service Design passiert eben nicht auf dem Papier. Stattdessen muss ein Wechsel in der Organisationskultur stattfinden. Für den braucht es dann natürlich die richtigen Workshops. Und Post-its.

Und mit den Post-Its neue Methoden in dieser immer schneller werdenden Welt. Selbst die größten Organisationen werden jetzt agiler und beginnen co-kreativ zu arbeiten. Indem sie iterative Methoden einsetzen, eine Experimentier-Kultur einführen und versuchen, neue informelle Strukturen wie z.B. „communities of practice“ zu schaffen. Auf PowerPoint-Folien mag das alles ganz einfach aussehen, das „Doing“ allerdings ist ein hartes Stück Arbeit!

Die Speaker
Auf der Basis ihres Mitwirkens an dem oben vorgestellten Buch „This is Service Design Doing“, an dem Markus Hormeß und Adam Lawrence als Co-Autoren über drei Jahre mit über 300 weiteren Autoren gearbeitet haben, werfen die beiden mit uns einen Blick auf den Aufbau von „communities of practice“ und auf ihre Arbeit in laufenden Projekten in großen – auch in Transformation befindlichen – Unternehmen. Ihre „12 Gebote des Service Design Doings“ veranschaulichen sie durch interaktive Übungen, spannende Anekdoten aus ihrer internationalen Design Praxis und aus ihren Erfahrungen beim Global Service Jam. 


Markus und Adam sind die Co-Founder von WorkPlayExperience, einer internationalen Service Innovation und Experience Agentur aus Nürnberg. Sie sind beide Lehrbeauftragte für Service Design an der IE Business School in Madrid und Co-Initiatoren des Global Service Jam – des (zumindest bis jetzt) weltweit größten Service Innovation Events.


Was: Service Design Drinks Nürnberg #13
Wer: Service Design Nürnberg
Wann: Dienstag, 22. Januar 2019, 18.30 Uhr
Wo: Design Offices Nürnberg City, Königstorgraben 11, 90402 Nürnberg
Eintritt: kostenfrei
Infos: Flyer, Website-Event, Facebook-Event, Facebook-Seite, Xing-Event, Xing-Gruppe, Twitter-Account (#sdnue)


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