SCAD SERV753 - Service Innovation & Enterprises

1. Design Toolkit Analysis
SERV753 / Service, Innovation & Enterprises
Rich Ekelman, Lou Fink, Lauren Peters, Lindsay Vetell / Professor Robert Bau - Winter 2013

2. Review and analyze ten toolkits for design
thinkers & service designers:
TOOLKITS
Blue Ocean Strategy (BO) Business Model Generation (BMG)
Human Centered Design (HCD) This Is Service Design Thinking (TSD)
Gamestorming (GS) Design For Growth (DG)
Design For Intent (DI) ServiceDesignTools.Org (SDT)
101 Design Methods (DM) Double Diamond (DD)

3. Initial Group Discussion
• Who uses these toolkits?
• What are the factors of a successful toolkit?
• What was the author’s intended use for each?

4. Toolkit Bi-Polar Opposites
BO HCD GS DI DM BMG SDT DG TSD DD
Intended Use Toolkit Outcome
Simple Complex Optimization Transformation
Convergent Divergent
Creating Collecting Innovation Incremental change
Linear Thinking Lateral Thinking Business Context Community Context
Novice User Expert User
Passive Active

5. Segmentation Grid v1.0
How does each tool influence the entirety of its Toolkit?
Rating System 0-3 / 0 - No influence, 1 - Minimal Influence, 2 - Medium Influence, 3 - High Influence

6. Spider Diagrams v1.0
BO HCD GS DI DM BMG SDT DG TSD DD
WHO IS THE TOOLKIT’S INTENDED AUDIENCE?
Researchers Laymen Researchers Laymen Researchers Laymen Researchers Laymen
Business Creative Business Creative Business Creative Business Creative
Corps Consultancies Corps Consultancies Corps Consultancies Corps Consultancies
Government Non-Profit Government Non-Profit Government Non-Profit Government Non-Profit
Agencies Organization Agencies Organization Agencies Organization Agencies Organization
Researchers Laymen Researchers Laymen Researchers Laymen Researchers Laymen
Business Creative Business Creative Business Creative Business Creative
Corps Consultancies Corps Consultancies Corps Consultancies Corps Consultancies
Government Non-Profit Government Non-Profit Government Non-Profit Government Non-Profit
Agencies Organization Agencies Organization Agencies Organization Agencies Organization
Researchers Laymen Researchers Laymen
Business Creative Business Creative
Corps Consultancies Corps Consultancies
Government Non-Profit Government Non-Profit
Agencies Organization Agencies Organization

7. 2x2 Positioning Maps
BO HCD GS DI DM BMG SDT DG TSD DD
What to expect beforehand: What to expect while using:
Facilitated Flexible
process use
Intuitive Learned Passive Active
easy to use needs prior engagement engagement
knowledge
Unbound Rigid
process use

8. Spider Diagrams v2.0
BO HCD GS DI DM BMG SDT DG TSD DD
CREATIVE BUSINESS CREATIVE BUSINESS
AGENCY CLIENT AGENCY CLIENT
Strategist PROJECT Strategist Analyst
Analyst
tools
Project Project Project
Project
Manager Manager Manager
Manager
Design Design Operations
Operations
Lead Lead Manager
Manager MAPPING
tools RESEARCH
tools
Strategist Analyst Strategist Analyst
Project Project Project Project
Manager Manager Manager Manager
Design Operations Design Operations
Lead Manager Lead Manager

9. Segmentation Grid v2.0
BO HCD GS DI DM BMG SDT DG TSD DD
MOST TOOLKITS CONTAINED 12 TYPES OF TOOLS
OBSERVATIONAL GENERATIVE ATTITUDINAL STORYTELLING VIZUALIZATION REFRAMING METRIC & TEAM BUILDING PROTOTYPING FUTURE SYNTHESIS/ IMPLEMENTATION
RESEARCH RESEARCH RESEARCH & MAPPING EVALUATION & PROJECT & TESTING ENVISIONING/ CONVERGENCE
MANAGEMENT TREND
Double 16 Total Tools
Diamond 6% 6% 6% 0% 13% 6% 19% 6% 19% 0% 19% 0%
This is
Service
34 Total Tools
Design 21% 8% 12% 8% 21% 9% 0% 6% 9% 6% 0% 0%
Design 23 Total Tools
For Growth 13% 13% 4% 13% 13% 9% 4% 13% 4% 0% 4% 9%
Service
Design
56 Total Tools
Tools 7% 7% 4% 27% 20% 2% 0% 0% 21% 4% 5% 36%
Business
Model 44 Total Tools
Generation 2% 11% 9% 16% 7% 14% 0% 11% 12% 9% 0% 9%
101 design 98 Total Tools
methods 7% 5% 9% 5% 22% 4% 6% 3% 7% 6% 14% 12%
Design For 102 Total Tools
Intent 25% 2% 3% 3% 1% 0% 5% 0% 60% 3% 0% 0%
Game 88 Total Tools
storming 0% 11% 2% 2% 16% 17% 4% 27% 2% 6% 5% 8%
Human
Centered 54 Total Tools
Design 5% 2% 21% 7% 13% 9% 4% 0% 7% 2% 6% 24%
Blue
Ocean
15 Total Tools
0% 27% 0% 0% 2% 27% 7% 13% 0% 7% 0% 0%

10. Toolkit Pros vs Cons
HUMAN CENTERED SERVICE DESIGN
DESIGN FOR INTENT BLUE OCEAN STRATEGY DESIGN FOR GROWTH
DESIGN TOOLS.ORG
Pros Cons Pros Cons Pros Cons Pros Cons Pros Cons
Good tools for Lacks project Vast amounts Lacks a larger Many No Excellent for Does not offer Builds Lacks a
building management of conditional structure from accessible overarching discovering a means to understanding means of
empathy, tools test methods. which to build ways to tell structure. new business prototype and and context recognizing
context and off of visual stories. opportunities test concepts. that informs and analyzing
understanding. Does not offer Accounts for observations & Lacks the and reframing the design trends.
a means of ways to conditional Great ability to existing Lacks a process.
Easy to measuring discreetly test tests. visualization manage a businesses, means to Is a very linear
understand trends that which factors tools for all process. products, and implement a Provides many process that
visualization could effect make the Many tools are levels of processes. radical new ways to to requires step
tools. their design in greatest too open to design. Does not offer innovation. visualize by step
the future. impact in a interpretation. metrics for Good project iterative developments.
Focused user's Offers many evaluation. management concepts.
implementing Lacks the experience. tools for Hi to tools.
a design. ability to be Lo-Fi Provides
generative in Prototyping. Project
it's research. Management
tools.
BUSINESS MODEL
101 DESIGN METHODS GAMESTORMING DOUBLE DIAMOND TISDT
GENERATION
Pros Cons Pros Cons Pros Cons Pros Cons Pros Cons
Provides easy Lacks a Strong Lacks Strong project Lacks the Offers a wide Does not offer Very adaptive Completely
to understand method for methods for contextual management ability to array of tools. an over toolkit that offers lacks a metric
tools for transformative teambuilding research tools. abilities. account for arching many ways to for concept
visualization reframing. trends. Great as a methodology. innovate from evaluation.
and mapping Offers many Prototyping Creates very reference trends,
process and Offers a great tools that allow and testing defined stages Does not book. Lacks metrics generative
insights. deal of tools, a business methods are with ability to demonstrate a for process research, and
but does not audience to minimal. remove the means for Provides many evaluation. reframing a
Offers many suggest an work "Fuzzy" front implementatio techniques for problem.
tools for overarching differently as a end of design. n or observational Does not
synthesizing system in creative team. storytelling. research. criticize or Able to
solutions via which to use Accessible. praise any breakdown a
analyzing them. tools offered. very complex
research organization.
insights.

11. Reflection
• By trial and error, we were able to determine the best methods of analyzing the toolkits.
• Understanding the toolkit in context changed the meaning and values of each.
• Surprisingly, several toolkits were not created for a designer audience.
• We are now able to view each toolkit objectively and realize the macro to micro uses.

12. Thank you!
SERV753 / Service, Innovation & Enterprises
Rich Ekelman, Lou Fink, Lauren Peters, Lindsay Vetell / Professor Robert Bau - Winter 2013