This article describes Design as a broad discipline. For my perspective on how Design can be applied in AgriFood, please see the home page.
“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Thinking like a designer can transform the way organizations develop products, services, processes, and strategy. This approach, which IDEO calls design thinking, brings together what is desirable from a human point of view with what is technologically feasible and economically viable. It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.Tim Brown, CEO of IDEO on Design Thinking
Service Design is the integration of all design practices: product and interaction design, graphic design, user research, process design, strategic design, etc.
It leads to a more Holistic perspective:
- From individual touchpoints to a complete user journey through multiple channels
- From products to product-service offerings, which impacts all other disciplines like operations management, marketing, business development, customer service, etc
As defined in my Design Bible, the 6 Principles of Service Design are:
Human-Centered: Consider the experience of all the people affected by the service
Collaborative: Stakeholders of various backgrounds and functions should be actively engaged in the service design process
Iterative: Service design is an exploratory, adaptive, and experimental approach, iterating toward implementation.
Sequential: The service should be visualized and orchestrated as a sequence of interrelated actions.
Real: Needs should be researched in reality, ideas prototyped in reality, and intangible values evidenced as physical or digital reality.
Holistic: Services should sustainable address the needs of all stakeholders through the entire service and across the business.
The book below provides practical tips on everything it takes to be a good service designer, it has free methods online, which help in setting up sessions or workshops for user-research, ideation, validation etc
Design is defined and discussed as a: Process, Mindset, Set of Tools and practices. It is co-authored by tens of world-renown designers.