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Innovate For Real & Maximum Impact: Strategic Service Design
Big ideas may spark out of the blue but real impactful innovation doesn’t happen overnight. Within an organisation, it is important to build an innovative culture of problem-solving skills and methodologies on analysing new insights.
Design thinking helps you go about doing things differently—not solving a problem the same way every time. Finding new solutions to address daily problems and issues surrounding our society and everyday life can bring about real and meaningful social change.
Examine Service Methodologies & Apply the Right One for Your Organisation
Join this interactive 2-day workshop to acquire skills and techniques to apply the service design process to creatively solve human-centric problems. Uncover the design thinking mindset and apply the right service methodology for your organisation. Explore the problem space with an empathy mindset. Adopt research processes and methods, and persona and empathy mapping to identity the ‘People Problem’. Discover latest ideation tools and techniques from organisations’ best practices and principles. Prototype service concept through a variety of formats and test service concept with users for feedback. Develop mock service blueprint using 5Ps of service delivery method.
What is Service Design?
Examine the who, what, why and when of service design
Exercise: Choose a live social impact design challenge to work on
Learn key problem finding techniques to solve the right service design problem
Exercises: Persona creation and customer journey mapping
Exploring Strategic Service Design
Develop insights that unlock key opportunity spaces for innovation
Exercises: 5 Whys insight generation, abstract laddering, insight clustering, “How Might We” statements
Innovative Ideation for Impact
Examine varying techniques for ideation and creating new service concepts or evolving existing services
Exercises: Idea sketching techniques, Crazy 8’s, “What If” idea cards, behavioural intervention ideas, concept posters, elevator pitch
Service Design Vision & Circular Design Principles
Explore the creation of service visions for organisations and governing design principles
Exercises: Creating a service vision and design principles for your service
Prototyping your Service Concept
Take service ideas from Concept Posters into a low-tech artefact to test with potential users
Exercises: Storyboarding, prototype creation via role-playing/physical building and sketching
Testing your Service Concept with Users
Examine live real-time user testing of prototypes via qualitative research testing of ideas created
Creating Service Blueprints
Examine the pragmatic ‘delivery’ side of creating and executing the service
Exercises: Development of the mock service blueprint using 5Ps of service delivery method and get real-time feedback
Benefits of Attending
- Explore how services are created, delivered and experienced through a sustainability lens
- Discover circular design, regenerative approach to services and service methodologies
- Assess research processes and methods: One-on-one interviews, contextual inquiries, service safaris
- Create persona and empathy maps to unpack key behaviours: Needs, wants, motivators, barriers
- Develop behavioural profiles for the service using customer journeys and user stories
- Optimise research themes into insights and powerful opportunity spaces for innovation
- Refine ideas, service concepts and prioritisation, and create concept posters and elevator pitch
- Learn how to set a service vision and uncover Rahms 10 design principles for application
- Examine how to create design principles with a sustainability focus for organisation’s service
- Adopt the makers mindset and prototyping methodologies to bring innovations come to life
- Deep dive on how to do storyboarding and build the innovation experience using the prototype
- Conduct user research by creating hypothesis and discussion guide to gather user feedback
- Test service concept via mock interviews to explore user feedback on prototypes created
- Examine the pragmatic delivery of creating and executing the service through service blueprint
Dan is an internally renowned strategist and innovation designer with over 21 years international experience in Sydney, New York and London working on some of the world’s most famous brands including Nike, adidas, Emirates, Samsung, Canon, Mercedes and Heineken. Dan has worked on innovation and service design projects for Nike across Europe including Nike’s digital membership service, Nike Training Club app and Nike+ running service.
Dan leads The Diner, Leo Burnett’s business and service design practice which was recently named Australia’s 4th most innovative company in the prestigious AFR Innovation Awards. He is a big believer in designing for positive cultural and human impact and has recently developed a bespoke Design Sprint methodology incorporating behavioural science, sustainability methods and world-class ideation techniques to create breakthrough service design solutions.
Dan has recently created new business models and service designs for Canon, including new Canon Kyoyu (peer-to-peer camera sharing marketplace), Canon PrintNow (on-demand printing service) and CocktailPorter.com.au (Australia’s first subscription-based cocktail kit service).
Dan is also passionate about building creative confidence and problem-solving skills amongst youth and runs Design Thinking Workshops at schools and community centres in Australia for children aged 10-18.
Who Should Attend
Senior Level Executives responsible for Planning, Development, Innovation, Experience, Service, Design or those who are developing service design solutions within their organisations.
An action-packed day where we deep dive into the service design process and apply problem finding, creative problem-solving and ideation techniques to a live design challenge chosen by delegates.
Session 1: What is Service Design - Why we do it, how it works and where it sits within broader Design practice?
This session will examine the who, what, why and when of service design. Exploring how services are created, delivered and experienced by your customers through a sustainability lens. Delegates will choose a live social impact design challenge to work on for the remainder of the workshop in teams.
- The origins and evolution of human-centred design and service design
- The design thinking mindset
- Introduction to circular design and regenerative approach to services
- Service methodologies (4D process and others) and applying the right one for your organisation
- Exercise: Picking a service design problem
Session 2: Problem Framing - Uncovering and framing the ‘People Problem’
A problem well-defined is a problem half-solved. For this session, delegates will learn key problem finding techniques and how to ‘empathise’ with consumers to solve the right service design problem. Delegates will also explore key research techniques to uncover the real ‘People Problem’ with commercial and not-for-profit case studies.
- Explore the problem space with an empathy mindset
- Stakeholder mapping
- Research processes and methods: One-on-one interviews, contextual inquiries, service safaris
- Persona and empathy map creations to unpack key behaviours: Needs, wants, motivators, barriers
- Developing behavioural profiles for the service
- Customer journeys and user stories
- Exercises: Persona creation and customer journey mapping
Session 3: Exploring Strategic Service Design
Building on research themes gathered, we will develop insights that unlock key opportunity spaces for innovation within the new or existing service. The development of ‘How Might We’ statements becomes the rocket fuel for your ideation stage for the service.
- Turning research themes into insights and powerful opportunity spaces for innovation
- Framing the opportunity via ‘How Might We’ point of view statements
- Exercises: 5 Whys insight generation, abstract laddering, insight clustering, “How Might We” statements
Session 4: Ideation for Impact – Creating, innovating and refining service concept
Learning from the best-in-class services and brands, we will examine varying techniques for ideation and creating new service concepts or evolving existing services. Starting with divergent idea generation and then converging ideas to land on key concept posters.
- Brainstorming and ideation best practices and principles
- Latest ideation tools and techniques from the world’s best service focused companies and organisations
- Refining ideas, service concepts and prioritisation
- Creation of concept posters and elevator pitch
- Exercises: Idea sketching techniques, Crazy 8’s, “What If” idea cards, behavioural intervention ideas, concept posters, elevator pitch
A highly collaborative day where we start putting the service design process into action around creating the service concept, prototyping and creating the front and backend delivery side of the service.
Session 5: Service Design Vision & Circular Design Principles
This session will explore the creation of service visions for organisations as well as governing design principles to be applied to create more regenerative services and business models. This serves as the conceptual guidelines of the experience as well as the assessment criteria for the service.
- Setting a service vision
- Rahms 10 design principles
- How to create design principles with a sustainability focus
- Exercises: Creating a service vision and design principles for your service
Session 6: Prototyping your Service Concept
This session will take service ideas from concept posters into a low-tech artefact to test with potential users, an iterative process where the innovations come to life through a variety of formats.
- The makers mindset and prototyping methodologies
- Storytelling canvas
- Storyboarding and building the innovation experience
- Building your prototype
- Exercises: Storyboarding, prototype creation via role-playing/physical building and sketching
Session 7: Testing your Service Concept with Users
This session examines live real-time user testing of prototypes via qualitative research testing of ideas created. Delegates will learn how to conduct user research and what to look out for to ‘pivot’ an innovation based on user feedback.
- User testing research techniques
- Creating hypothesis for research
- Discussion guide creation
- Mock interviews to explore feedback on prototypes created
Session 8: Creating Service Blueprints
This session examines focuses on the pragmatic delivery side of creating and executing the service through development of the service blueprint.
- Understanding the 5Ps of service delivery
- Creation of ‘front of house’ and ‘back of house’ elements
- Exercises: Development of the mock service blueprint using 5Ps method
Session 9: Presenting Service Concepts
Delegates (in groups) will present their service concepts to the rest of the delegates and get spontaneous feedback to their concepts and approach to solving the problem.