This Is Service Design Doing summary

Understanding Service Design

In This Is Service Design Doing by Adam Lawrence and Marc Stickdorn, we are introduced to the concept of service design, which is the activity of planning and organizing people, infrastructure, communication, and material components of a service to improve its quality and the interaction between the service provider and its customers. The authors emphasize that service design is not just about creating a new service, but also about improving existing ones.

The book begins by explaining the four key principles of service design: user-centered, co-creative, sequencing, and evidencing. These principles form the foundation for the rest of the book, guiding the reader through the process of service design. The authors stress the importance of understanding the customer's perspective and involving them in the design process.

Tools and Methods for Service Design

Lawrence and Stickdorn then introduce a wide range of tools and methods that can be used in service design. These include customer journey mapping, personas, service blueprints, and prototyping. Each tool is explained in detail, with practical examples and case studies to illustrate their application. The authors emphasize that these tools are not just theoretical concepts, but practical instruments that can be used to improve services in real-world situations.

One of the key aspects of service design is the idea of prototyping. The authors argue that prototyping is not just about creating a physical model, but about testing and refining the service itself. They introduce the concept of 'service prototyping' and explain how it can be used to test and improve services before they are fully implemented.

Implementing Service Design in Organizations

After introducing the tools and methods, Lawrence and Stickdorn move on to discuss how service design can be implemented within organizations. They emphasize the importance of a customer-centric culture and the need for cross-functional collaboration. The authors argue that service design is not the responsibility of a single department, but a collective effort that involves everyone in the organization.

They also discuss the role of leadership in driving service design initiatives. They argue that leaders need to create an environment that encourages experimentation and learning, and that supports the customer-centric culture. The authors provide practical advice on how to create this kind of environment, including the use of storytelling and the celebration of small wins.

Embedding Service Design in Organizations

In the final section of the book, Lawrence and Stickdorn discuss how service design can be embedded within organizations. They argue that service design is not a one-time project, but an ongoing process that requires continuous improvement. They introduce the concept of the 'service design organization' and explain how it can be used to institutionalize service design within an organization.

They also discuss the role of measurement and evaluation in service design. They argue that organizations need to develop new metrics that focus on the customer experience, rather than traditional operational metrics. The authors provide practical advice on how to develop these new metrics and how to use them to drive continuous improvement.

Conclusion

In conclusion, This Is Service Design Doing by Adam Lawrence and Marc Stickdorn is a comprehensive guide to the theory and practice of service design. The book provides a detailed overview of the key principles, tools, and methods of service design, and offers practical advice on how to implement and embed service design within organizations. It is an essential read for anyone interested in improving the quality of services and the experience of customers.