Design thinking

Service Design







Connecting customer centricity with business success

Service Design is the application of design practice to the other 80% of the economy.

Professor Nick Leon, Head of Service Design at Royal College of Art

The claim has gained a lot of traction around the globe, although it is not a new idea, appearing in Harvard Business Review 30 years ago. Over the past 20 years, Service Design has become an emerging academic field and the International Service Design Network was set up ten years ago. 2013 was the year when Service Design became a widely recognized method for improving the customer experience; here are four key opportunities we see for 2014.

1. Measure experience

A clear definition and measurement system are key to anchoring development and keeping track of performance. The process of identifying experience KPIs in itself is a valuable step forward and can help to engage across departments and units. Best is a combination of subjective, behavioral and business metrics.

2. Think about life

Consider the total experience, not channels or products. Map the value ecosystem around the customer and re-image how you add value, learn and innovate. Picture life-time-value and share this across the organization.

3. Be more proactive

Don’t just listen to your customers, do the dishes with them. Identify more rich, relevant and actionable insights based on real world observations and interactions. Experiments are better than surveys.

4. Speed up evolution

Get to version 3 without delay. Create a collaborative and participatory environment, focus on effectiveness and tighter scope, iterate fast and engage early on. Growth needs agility to evolve and adapt rapidly.