DESIGN THINKING &
SERVICE DESIGN
A Stra-Le proposal for 360-degree change in the service world
A Stra-Le proposal for 360-degree change in the service world
A Stra-Le proposal for 360-degree change in the service world
“Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.”
“Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.”
“Design is what links creativity and innovation. It shapes ideas to become practical and attractive propositions for users or customers. Design may be described as creativity deployed to a specific end.”
(George Cox)
(George Cox)
(George Cox)
When one thinks of the concept of creativity, the thought runs to an Olympus populated by artists, musicians, inventors and revolutionaries, apparently a very exclusive private club.
But this is not the case; creativity is a skill that can be developed and nurtured to improve performance, quality, and job satisfaction.
Working on creativity enhancement means increasing the chances of personal and organizational success and defeating the famous evil: “We’ve always done it this way!”
Creativity booster is a pathway for developing individual, team and organizational creativity.
Design Thinking
Design Thinking is a set of methods, approaches and skills for managing innovation and the development of new products and services that puts people at the center.
The realization of competitive differentials today comes exclusively from innovation.
Therefore, management has become innovation, and if the enterprise does not put people at the center, it is unlikely to be able to design products and services that generate the famous WOW effect (Noriaki Kano).
Design thinking should not be thought of as a tool: it is also a tool, but it would be simplistic to reduce it to just that.
It is–as Kottler said so many years ago of marketing–a philosophy, an approach, a culture that places at the center of the experience (customer experience) the customer as man, understood in Normann’s understanding of his psychological capacity for interaction, judgment and behavior.
The Service Design
The literal translation of Design is “planning,” but the word Design in Italian has taken on, thanks to the great tradition that has developed in our country since the post-war period, a meaning sometimes related to more aesthetic and fashionable aspects.
Actually, going back to the English definition, design has a very practical goal: to create products or services that are useful, easy to use, and beautiful, with the focus on the customers – or in the case of in-house services, on users –because you have to start right from the customer in order to make something that is useful to them.
The course is aimed at managers and specialists from both IT and business functions, such as division managers or marketing managers.
Understand the importance of Design as a major success factor, especially in innovative services
Understand the importance of a customer centric approach to the design of new products and services and embrace the key elements of this approach
Know the fundamental tools and structured method of Service Design
The double diamond theory
The double-diamond model, developed by the Design Council, summarizes four basic steps for the study of products and services:
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discovery
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definition
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design
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realization
User Experience
User experience (UX) refers to what a person experiences when using a product, system, or service.
The user experience concerns aspects:
Experiential
Affective
The attribution of meaning and value attached to the possession of a product and interaction with it
Personal perceptions on aspects such as usefulness, ease of use, and efficiency of the system
Cognitive Ergonomics
Cognitive Ergonomics refers to the study and evaluation of the cognitive processes (perception, attention, memory, thinking etc…) involved in the interaction between the individual and technology, as well as the design activity (or design support) that takes these processes into account. It aims to adapt environments, tools and products to the cognitive abilities and skills of users, that is, to their minds.
The methodology is highly experiential, so participants have the opportunity to experience firsthand the effectiveness of the logic of Design Thinking and, through the use of Stra-Le formats, can familiarize themselves with key tools, such as:
Customer Journey Map
User person
Concept
Service Blueprint
Business Model Canvas
LEARNING BY DOING
TRAINING
APPROACH
It is a highly experiential course that espouses the philosophy of learning by doing
Trains in the logic of User Centered Design and strengthens self-awareness with respect to one’s User Centered Strategy
The approach combines elements of cognitive psychology and engineering design
LEARNING BY DOING
It is a highly experiential course that espouses the philosophy of learning by doing
TRAINING
Trains in the logic of User Centered Design and strengthens self-awareness with respect to one’s User Centered Strategy
APPROACH
The approach combines elements of cognitive psychology and engineering design
