Today, design strategy focuses on “the product” and its digital interfaces. But this vantage point ignores a key component to company success: the customer’s end-to-end, cross-channel experience with your organization. Enter service design, a methodology created to bridge the gap between siloed product flows and customer realities. Service design flips our perspective to the outside-in: it offers techniques to chart the customer’s holistic journey, visualize friction, and uncover actionable insights that “UX” won’t see. In this talk, we’ll hear from the founders of Practical Service Design (http://www.practicalservicedesign.com), Erik Flowers and Megan Miller who will teach us about this emerging field of design, show what it looks like in practical application, and make the case that Silicon Valley desperately needs to adopt service design. Presented at PlanGrid during SF Design Week – June 20, 2017

1. Going beyond the product:
Designing for service
Erik Flowers & Megan Miller // Practical Service Design // June 20, 2017

2. Erik Flowers
@erik_flowers
Megan Miller
@meganerinmiller

4. What is Service
Design?

10. Designing for
Service

11. What does it mean to serve?
Perform and provide.
Facilitate, enable, and assist.

12. Designing for
Customer Benefit
End-to-end experiences that are
frictionless, cohesive, and designed
from the customer point of view.

13. Designing for
Organization Benefit
Improving our underlying support
structures, employee experiences,
and end-to-end understanding.

14. Designing for service
Practical application of design to
ensure successful delivery of the
customer and organizational benefits.

15. Setting the Stage

18. Front Stage - Visible to Customer
Channels, products, actors, touchpoints,
interfaces, interactions, conversations…
Back Stage - Not Visible to Customer
Processes, policies, actors, systems,
technology, infrastructures…

19. ...Behind the Scenes
Guiding principles, internal constraints,
regulations, legal requirements, organizational
structures, business culture…

20. Customer’s behind the scenes
Our behind the scenes
Frontstage
Backstage

22. Designing for service delivery

23. But, you don’t have to be a
“service provider” to
design for service.

24. So...

25. How is this
different than what
I am already doing?
“Service Design”

26. Service Design
is not UX.

27. We need to evolve our
practice as designers

28. Service Design
in Action

29. Building capability

30. In yourself…
Building capability

31. Core Capabilities
Empathy
Communication
Facilitation
Systems
thinking
Synthesis
Future
visioning
Storytelling
Visualization
Making

32. Mindset
End to End
Surface to
Core
Holistic
Strategic
Integrative
Co-Creative

33. Methods
Research
Synthesis
Mapping
Prototyping
Blueprinting
Storyboarding
Planning

34. In your organization...
Building capability

35. (Service)
Design Maturity
Culture
Practice
Process Discourse
Structure
Capacity

36. Case study
Designing for service
at Intuit

37. <Erik case study>

38. <Erik case study>

39. <Erik case study>

40. <Erik case study>

41. <Erik case study>

42. Case study
Launching Service Design in
Stanford University IT

51. The state of
Silicon Valley

53. Products are
service delivery vehicles

54. Organizations are structured
around product,
not service mission

55. Product-based org Service-based org

56. Provocations

57. How might we…
Bring service design to
our organizations?

58. How might we…
Evolve our design practice?

59. How might we…
Act end-to-end?

60. How might we…
Design for service?

61. Let’s keep talking!

62. @erik_flowers
@meganerinmiller
Follow us
www.practicalservicedesign.com
Download
the Guide
Join the
Community
Take the
class!
Practical Service Design

64. Let’s chat about all things
service design!