This high energy 2-day course from August 30th – 31st 2018, will give you a deeper level of understanding of the design thinking principles, mindset & framework. The course is structured around a hands-on approach to enable ‘Learning-by-Doing’. The service design thinking tools we work with during these two days include: Stakeholder Mapping, Value Network Mapping, Personas, Customer Journey Mapping (Customer Insights), Service Scenario Mapping, Job To Be Done and Prototyping.
On the first day, we will go through a short and interactive introduction to Service Design Thinking. What is it, where does it come from and why now? What are the challenges? What are the main ‘Schools of Thought’ within Service Design? What are the key case studies? Where can you find more information?
‘LEARNING BY DOING’
The major part of the two days, however, will be spent on hands-on work on the case using the different tools. It will involve ‘learning by doing’ and include a focus on Customer Journey mapping. This approach also embraces the customers Job-to-be-done, while empathising with the customer’s needs and emotions.
YOU WILL PRACTICE THE FOLLOWING TOOLS:
Stakeholder Mapping provides you with an overview of the ‘eco-system’ that you are exploring. Stakeholders are people, teams or organizations that directly or indirectly exchange ‘value’. The exchange of value is used as the basis to explore the underlying services provided by the stakeholders
Value Network Mapping creates insight in the exact values that are being exchanged between stakeholders. Using this tool, you already will get a more detailed insight into the services being provided by the stakeholders
Personas are used as the basis for Customer Journey Mapping. Finding out about the objectives, behavior, attitudes of people is very important for developing improvements or innovations of the services provided.
Customer Journey Mapping allows us to further step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part at the different stages of their journeys. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, objectives, experience and desired outcomes. It will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome?
A customer journey map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organisational structures and context. The tool can be used with customers or management, employees and other stakeholder.
This qualitative design research tool will provide you with customer insights to improve the customer’s experience. The toolkit will be handed out after the training so you can start applying the tool immediately in your context.
Service Scenarios are used to visualize how a (newly designed) service is being experienced from a customer point of view. Simple visualization techniques are being introduced.
Prototyping is done to be able to test a service concept in a ‘low tech’ environment with relevant stakeholders. Prototyping can be done by building artifacts from cardboard or paper or by using Lego. Also, role play is a powerful way of prototyping.
All tools will be handed out after the session and are free of use.
Robert Bloom, highly experienced trainer and senior facilitator with a mulit-disciplinary background that spans corporate, consulting, not-for-profit and government. Robert has a Masters in Business Administration at the Executive Level. He has been facilitating workshops and training for DesignThinkers in both Africa and the Middle East. Robert is passionate about human centered design and the art and science of innovation.
Colin Skelton, Colin followed a passion and vocation in exotic theater, studying, researching, practicing and facilitating various forms of theater and performance art. Colin completed a Master’s degree in Dramatic Art (MADA) at Wits University. He has since,focused on applying and facilitating principles of performance and creativity, in organisational and business contexts. As a creative facilitator, his work includes a range of complimentary, proactive methodologies and innovation tools. He is inspired by Design Thinking as an effective process that stimulates innovation and creative growth in people and organisations.