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This Is Service Design Doing: Using Research and Customer Journey Maps to Create Successful Services Paperback – 1 Aug 2016
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About the Author
Marc Stickdorn is a trainer and consultant for service design thinking from Germany. With a background in strategic management and information systems, he supports organisations to build up knowledge in the field of service design and helps them to sustainably integrate service design into their structures. Marc guest lectures at various business and design schools and co-founded smaply, a software company developing web-based solutions to sustainably implement service design in organisations. Recently, he co-founded ExperienceFellow, a tool to gain genuine customer insights through mobile ethnography. Marc is editor and co-author of the seminal service design book This is Service Design Thinking.
Markus Edgar Hormess is a service innovator and organisational consultant from Germany. For years, the qualified scientist has worked in telecommunication, engineering, banking and IT fields, helping companies to innovate complex services while creating business value. He is co-founder and partner of WorkPlayExperience, and award-winning co-initiator of the Global Service Jam - the world’s biggest ever service design and design thinking event (so far), as well as two spin-off jams, the Global Sustainability Jam and the Global GovJam. Together with Marc and Adam he is teaching service design at leading universities and business schools – like the MBA program at IE Business School, Madrid, or the School of Architecture and Design in Oslo (AHO).
Adam Lawrence is a customer experience consultant, comedian and actor with a background in psychology and the global automotive industry. For years he has used expertise gained in the world of theater, film and storytelling to help organisations understand human needs, become more creative and innovate faster. Adam is co-founder of WorkPlayExperience, a service design company with a uniquely theatrical approach. He is the award-winning co-initiator of the Global Service Jam - the world’s biggest ever service design and design thinking event (so far), as well as two spin-off jams, the Global Sustainability Jam and the Global GovJam.
Jakob Schneider is an award-winning communication and service designer from Germany. He is partner and creative director of the design agency KD1. Among others, he won a Red Dot Award and the prestigious “Best of Show” award at the European Design Awards 2011. He guest-lectures service design at design schools, regularly gives talks and workshops on service design. He co-founded both Smaply and ExperienceFellow and is the leading designer of both companies. Jakob is designer, co-editor and co-author of the seminal service design book This is Service Design Thinking
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The book is a follow up from This is Service Design Thinking (Stickdorn and Schnieder) and delivers a practical framework for those looking to implement Service Design in their organisations. The new book does not replace the old one, nor is the earlier a prerequisite. While there is some overlap, that section is framed as an update based on the years of experience the authors have had in between the two tomes.
TISDD Service Design Framework
The focus of the book is to provide a framework for “doing” service design. Much of the content will be familiar to academics, business analysts and other practices as it borrows from across different disciplines. The book is divided into several sections.
The first section creates the framework. Why should organisations embrace service design, what it is and what are the basic tools and core activities of service design. It culminates in presenting the TISDD service design framework.
Four chapters then detail the four core activities and details the methods in each that make up process of service design. These are research, ideation, prototyping and implementation. Each chapter provides information around the different tools organisations can use to complete the process. The book is also supported by an on line library of 54 method descriptions that go into more detail. The next chapter describes the process that these activities can fit into.
For example the research chapter covers different methods of collecting qualitative and quantitative information. There are tips and techniques but the book is not a detailed guide to delivering each of the methods. It provides a description of them, a high level overview of what they do and how they can assist with the overall process. Some readers will be familiar with many of the methods, but the reader is rarely bored and it flows through the description quickly. At the end of each chapter is a series of case studies from different guest authors about their use of some of these methods, what they achieved and some pitfalls.
Odd man out or inspired example?
There is one section of the book that feels slightly out of place although this does not mean that it is not a valuable addition. In the implementation chapter there is a section by Minka Frackenpohl that compares the stages of architectural design to service design. The section delivers a useful compare and contrast to the two processes. In due course it might form part of a larger chapter that looks at best practices within different industries.
The final section contains practical advice around how to set up a service design practice in an organisation. It covers workshops, the environment that service design works best in and the final chapter gives some tips on how to embed service design into organisations. Again, each is supported with case studies from the independent contributors.
One of the features of service design thinking, according to the authors, is that all contributors are acknowledged. The editors have done this by including short biographies of the different contributors. This is a nice touch, they have also included a huge number of references as footnotes. This means that as you read the book you are able to quickly reference secondary information if you wish to side track yourself. The only issue with these is in the font size used, it is small.
Early in the book the authors look to explain service design in different ways:
As a mindset
As a process
As a toolset
As a cross disciplinary language
As a management approach
All of these are relevant and the only one that probably isn’t addressed in depth is the first, Service Design as a mindset. This may be have been covered in the first book. It would have been useful to include a section to explain this further. One might argue that the book as a whole aims to do this. However, for those just looking to understand what service design is, it is a small omission in what is a comprehensive book. For anyone looking to implement service design in their organisation it is well worth a read. The website that supports the book also promotes the editors training and consultancy services.