CONSULTING – MANAGED SERVICES – EDUCATION
SERVICE DESIGN
‘Transforming Moments of Truth’
The emergence of design thinking (‘DesTech’) as a recognised capability to generate competitive advantage is increasingly seen in organisation projects relating to service (and product). ‘DesTech’ is an interdisciplinary approach straddling customer value proposition, brand, business model, market strategy and operational strategy to maximise business value. Our remit extends the definition of customer to include internal as well as external in relation to services and ‘products’ provided by functions and/or teams.
Our DesignLab experts utilise a playbook of various tools and methods, backed up with design thinking, to deliver solutions to organisations’ desire to sustain market leadership or initiate transformation. By employing various defined principles, we provide end-to-end support to cocreate answers to ‘moments of truth’ UX/PX challenges.
Often, our project work can include, for example, ‘service safaris’, customer journey and expectation mapping, purchase profiling, design scenarios, prototyping, blueprints, lifecycling, roleplay and storyboarding – providing a roadmap to success. We should not underplay the importance of leveraging existing organisation resource and/or expertise.
We also provide deep design thinking, focusing on the behavioural science behind purchase, the motivation to interact and the rationale for customer retention.
From an organisation perspective, design thinking for internal functions has grown, in part driven by shared service models. The principles are just as important for functions in determining their ‘fitness for purpose’ – what we term the value-based function.
FUTURES THINKING
Whilst most design work can be based in the here and now – it is important to anticipate new or emerging trends and expectations. Futures thinking is about providing a parallel future storyboard – visioning possible ‘horizon views’.
Here, we provide clients with a structured iterative process to generate realistic market scenarios that underpins the thinking linking to market intelligence, strategy, business model(s) and value propositions, often centred around the use of a business model canvas linked with our proprietary ‘Performance Values’ toolkit.
‘FutureFit’ is the name given to our bootcamp programme that looks to instil techniques and embed a culture of future-facing thinking within the organisation, to promote better decision-making and engagement of management and workforces. This sounds easy, but in practice requires discipline and an embedded process that constantly challenges the day-to-day routine of ‘keep the lights on’ and/or ‘business as usual’ focus. This is particularly true in accelerating digital-enabled innovation, or other rapid response, across the enterprise.
Case Studies:
See also:
Customer Value Proposition/CM Strategy
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