Service Design Trend Report / Summer 2016

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I’m Marc Fonteijn. In this episode we’re going to look back on
the first 10 episodes and see what patterns have emerged. If you haven’t had the time to watch all the
previous episodes but still want to know what the major trends are within service design. This episode is just for you. Since the start in April we’ve had many inspiring
and experienced minds on the show. People like Mark Stickdorn, Andy Polaine and
Dave Gray. We’ve talked about a range of topics like
customer performance and liminal thinking. But some topics just kept coming back throughout
all the different episodes. Topics that give us an insight into trends
that are currently shaping the service design field. Trends that we should all be aware of and
understand what questions we should be asking about them. The four major trends that we’ll be talking
about in this episode are the internalization of service design, the rise of service prototyping
and the increased focus on measuring value and impact and finally the transformation
of organizational culture. So let’s take a closer look at these trends. One by one. The trend is called internalizing service
design. There we go. Who are. Let’s make who are building capacity. Question mark right? Service design provides a way to deliver a
great customer experience and delivering a great customer experience is something that
more and more companies consider vital to their business. It’s a way to gain a competitive advantage. You want to keep the things close that are
vital to your business. So the number of companies that are building
internal service design and capabilities is growing rapidly. By internalizing service design capabilities
companies can benefit from the lessons they learned throughout multiple projects. The gained knowledge stays within the organization
and can be reused. So new projects deliver better results faster. This also means a change for service design
agencies. They have to acquire different skills in order
to support their clients who want to build service design capabilities from within. Throughout the episodes we’ve seen that there
was still a debate on the ideal way to fit service design within the structure of an
organization. Creating a new silo. B y setting up a service design department
probably isn’t the best way to go. The second trend is called The Rise of service
prototyping. And I think there is a huge potential for
prototyping services prototyping customer experiences et cetera. And I think there’s a lot to be learned there
and a lot to be developed in terms of tooling and methodologies and a lot to be explored
in terms of what is the effect of it. Prototyping is a key phase within the design
process. Testing ideas fast cheap and often is a great
way to prevent expensive mistakes later on in the process. The idea of prototyping services has been
around since the very first day of service design. But if you look at the number of tools and
methods that are out there you’ll notice that majority focus on research and concepting. We know a little about service prototyping. Recently though it seems that the body of
knowledge around service prototyping is growing. We learn about projects that test services
in just a few days. And learn about companies that go from cardboard
models to full scale service prototypes in a systematic and structured approach. Could it be that more service design projects
reach the stage in which the opportunity arises to prototype services. Or are service design studios just getting
better at selling the value of prototyping? One thing is for sure companies that are able
to turn service concepts into real world experiments will be able to move faster. They will know quicker of what makes an impact
on their customers and what doesn’t. And this brings us to the third trend. The third trend is increased focus on measuring
value and impact. And the discussion we’re already having and
this one is called linking improvement to value. Is there a question starter that goes along
with this one? I think this one. How can we? How can we what? How can we link service design customer experience
improvement to value? So I know we’ve touched on it before. Service design is often celebrated for the
fact that it helps companies to understand what people find desirable but as service
design and matures spreads throughout organizations. The investments get higher and so does the
demand for service design to be held accountable. More questions are being raised about the
value it actually creates and that’s a really good thing. If we want to be taken seriously by the rest
of the world like Lauren Currie said in her episode we need to get better at linking what
we do at the forefront of innovation to the impact it makes on people’s lives and the
value it creates for business. The portfolio of tools and methods within
service design that helped to address the business side of projects is growing. The business model canvas and the culture
map are great examples of that. But the service design community definitely
needs to put more effort into this. And there are some real challenges to overcome
here like the fact that the value of the work that it’s done at the forefront can sometimes
be only seen months or maybe even years later after a service design project has finished. Another thing is that service design projects
deliver short term results like an improved customer experience but often also contribute
to long term objectives like becoming a more customer centric company. So how do we take these results into account
and attribute them to these service design projects claiming the value that we’ve created. The fourth and final trend is the transformation
of organizational culture. So service design part of culture. It’s actually behavior and which is why I
really truly believe that when you’re in service design actually what you’re doing is you are
changing behavior. You are in change management but in a very
different way. Andy Polaine said in his episode. Service Design is end to end. It touches every aspect of a company. So to be able to design and deliver great
customer experiences consistently on a large scale running a service design project or
even setting up a service design department is just not enough. It often also requires a shift in the organizational
culture. As Dave Gray pointed out in his episode it’s
hard to change culture if you don’t understand the current enablers and blockers that facilitate
a certain behavior habits and norms. That where you need to start and don’t try
to change everything at once. It’s doomed to fail. Moving towards a customer centric culture
is just hard work. You’ll need to deal with the anti-bodies within
an organization that reject change. Starting small having a bigger vision and
support from the very high top seem to be the vital ingredient for success. This trend is closely related to the very
first one we’ve talked about the internalizaion of service design capabilities. As service design capabilities grow they need
a supporting culture in order to be utilized to their full potential. So as Arne van Oosterom said don’t start a
project. Start a movement. So that’s it these out of four major trends
that are shaping service design at this moment based on what we’ve learned from the first
10 episodes. What do you consider the most important trends
at this moment? Share your thoughts in the comments. What’s up with this? You mean this the rubber chicken. Yeah. You can catch a new episode of the service
design show every two weeks. So if you enjoyed this episode and like to
see more. Be sure to subscribe to the channel and check
out some of the past episodes. Thanks for watching and see you in the next


One Response

  1. Giorgio Galanti

    August 25, 2016 10:14 am

    This channel is awesome, great job guys!

    I do believe that right now one of the main issues for service designers is to show clients the business impact of a service design project. One of the reason i think is related to the fact that SD works on a different level of values that is not always possible directly translate in money value. I'm currently working on this topics trying to find patterns in successful pss or sd in order to understand if it's possible to create a tool to assess the business impact of a service design project.


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