Articulate what service design is and approach delivery as a whole-system practice to coordinate frontstage and backstage actions across every channel and touchpoint.
Make the business case for service design in both private and public sectors.
Map a service at three altitudes: zoom out with customer lifecycle maps for end-to-end strategic goals; map the current-state ecosystem of actors, devices, dependencies, and value exchanges; and create service blueprints.
Map a Value Proposition Canvas to achieve service-customer fit.
Use the Business Model Canvas and the Business Objectives & Context Canvas to anchor design decisions in organizational priorities and KPIs.
Build user journey maps and use them as decision-making documents.
Build a research foundation with essential service design methods, such as ethnography, structured user interviews, and service safaris, and combine customer research with industry, technology, and ecosystem research.
Use Business Origami to physically prototype the actors, channels, and interactions of a service, then iterate.
Design service artifacts (tangible like apps and brochures, and intangible like personalized greetings), build experience prototypes, and then run service staging with role-play, storytelling, and theatrical walkthroughs at real scale.
Create role-based personas grounded in real research.
Apply the 5 Whys method to drill past surface symptoms to the root cause of customer pain points.
Lead collaborative design across disciplines by running service design workshops, facilitating with empathy maps, De Bono's 6 Thinking Hats, and ten practical rules, and driving idea generation through brainstorming, braindumping, brainwriting, and brainwalking.
Engage stakeholders strategically across the entire service design process.
Evaluate live service performance with the Google Ventures HEART framework and supplement with NPS, satisfaction surveys, diary studies, and customer eavesdropping.
Practice lean service design by combining service design with agile and lean workflows.
Build service design maturity in the organization.
