ISS 2020 Vision Future of Service Management | Page 53

New processes and operating models will emerge as a framework for future service strategy
that will rely more heavily on the following:
1. Discover: Using observational methods such as focus groups, interviews,
shadowing, horizon scanning, behavioural mapping and meta-data tracking to
explore needed design attributes of the service.
Observation
Ideation
2. Define: Using ideation methods such as contextual interviews, brainstorming,
mindmapping, visual prompting, role playing, morphological analysis, visioning,
scenario planning, backcasting, assumption plotting, problem framing and
reverse thinking to generate design concepts and specify performance
standards.
3. Develop: Using co-creation methods such as storyboarding, participatory
design workshops, rapid service/experience prototyping and evidencing to
evaluate design function.
4. Deploy: Using distribution methods such as service blueprinting, stakeholder
mapping, ecosystem canvasing and experience indexing to launch service
design.
Co-creation
Distribution
Service design delivers a way of thinking that can handle complex, systemic challenges while
aligning with how people want to “use/consume” things. It represents a necessary next
step in Service Management. 60 It is a frame of mind and a set of processes that is flexible
enough to give designers and service practioners opportunities for innovation that have not
been previously available and go beyond the user experience. Service design is situated at
the centre of an organizations culture, value proposition and authenticity (vision, mission,
transparency, etc.). Within these parameters come an organization’s brand, business model
and functional utility of their service offerings in the market (see figure 20).
Figure 19: Service design process (Source: Design Council)
60 Hohnen, M. ISS 2020 Vision: Future of Service Management, 2016
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