Note: this article describes design as a discipline. To learn more about my own approach please see “Design applied to the Experience of Employees”.
“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 glue that connects various types of Design (Interaction, Experience, Product, Graphic) to the business world (Strategy, Value Proposition Design)
It leads to a more Holistic perspective:
- From individual touchpoints to a complete user journey through multiple channels
- From products to product-service offerings
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, a Mindset, set of Tools & Practices . It is co-authored by more than 50 respected designers.