Service Design and its Impact on Digital Experiences

Overview

In a time of unprecedented disruption and change, this e-Master Class provides an introduction to the application of design thinking and service design in unlocking innovation, anticipating disruption and creating better digital customer experiences. 

It combines human centred design methodologies with tools for research, creativity and prototyping new services.

The course aims to give you the tools to:
●    Reconnect, reframe and reinvent the relationship with your audiences
●    Design new experiences that capture the capability of technology and the data of users to create highly personalised digital content
●    Take a consumer-centred viewpoint and imagine new digital possibilities to construct the way forward

Who it is for:

●    Programme managers
●    Project managers
●    Chief creative producers
●    Heads of innovation
●    Heads of marketing
●    Heads of strategy

Topics covered:

●    Introduction to service design, the why and the what
●    Gaining user insight – human-centred research methods, service safaris
●    Experience mapping – joutlining the journey, finding the pain points and opportunities
●    Develop the battle cry - writing the brief for change, develop the call to action

Skills learnt:

Artificial Intelligence: Using data and AI for next generation services
Audience Needs: User led, identifying needs and desires
Business: New business models for services
Diversity: Understanding the needs of diverse audiences and partificpants
Innovation: Service design is a powerful took for customer led, co-created innovation
Social Media: Network, social connectivity and communities
Storytelling: Strong emphasis on storytelling, prototyping and development of propositions
Strategy: Creating a strategy, execution and metric for projects and shaping strategic vision

Schedule:

Day 1: From 9:30am to 12:30pm on Zoom

Module 1: Discovery and learning to think as a start-up 
●    Overview of service design in the context of digital content post-covid - trends and examples
●    Define a challenge and opportunity to reconnect to new consumers
●    Who are you designing for? New generations, new channels, new experiences
●    Starting with current broadcasting experience - deconstruct the current customer journey to find the pain points and new opportunities for innovation 
●    Define the opportunity that your new start-up will work on - develop the battle cry 

9:45 to 10:00
Introduction to service design, value and practice  

10:00 to 10:15
Exercise: Setting up our teams - developing our challenge projects   

10:15 to 10:45
Discovery - understanding our audience and human-centred research methods, service safaris, jobs to be done, using data and experiential research methods. Social Media and online research methods.   

10:45 to 11:00
Exercise: Develop customer/stakeholder personas. Focus on an individual we will design for - what is their context, what do they want to do?    

11:00 to 11:15
Experience mapping. What is a customer journey? Where are the events and touch points? See the journey from their point of view and identify how the people, process and systems interact to create the digital experience.    

11:15 to 11:30
Break    

11:30 to 11:50
Exercise: Journey mapping follows our target personas through their life and captures their pain and joy so that we can solve pain points and identify innovation.    

11:50 to 12:05
Exercise:  Pain points and opportunities. Analyze the journey - where are the pain points and opportunities for innovation?

12:05 to 12:15
Develop the battle cry - writing a brief to define the opportunity and craft the message of the problem to be solved. Develop the internal pitch for transformation: the battle cry for digital     

12:15 to 12:30
Show and tell - round teams sharing of progress so far   

Day 2: from 9.30 to 12.30 on Zoom

Module 2: Definition and design
●    Using creative design techniques (co-creation, brainstorming and concept creation) we will generate new ideas and a target vision for your start-up digital experience 
●    Identify how to prototype, test and learn from consumers to improve your digital experience prior to delivery – bringing concepts to life, storyboarding, sketching and mock ups to visualise ideas and be ready to test with ourselves and end users
●    Creating a blue-print for delivery and preparing for organisational transformation 
●    Make your pitch     


9:30 to 9.45
Creativity - how to generate ideas

9.45 to 10:00
Exercise: Ideation session

10:00 to 10:15
Exercise: Idea sharing and voting

10:15 to 10.45
Design your go to journey - map your new ideas and create the new journey

10.45 to 11:00
Break 

11:00 to 11:15
User testing: share your ideas with another team

11:15 to 11:45
Blueprints, prototyping and storytelling. Making ideas real and preparing for delivery

11.45 to 12:00
Presentation planning - storyboard the journey, plan your new service presentation

12:00 to 12.30
Make your pitch and reflections 

Please note that at certain points during these sessions trainees will be asked to work together in groups in breakout rooms on Zoom, as well as Miro which is the online collaborative whiteboarding platform that allows teams to work effectively together, from brainstorming with digital sticky notes to planning and managing agile workflows.

Meet your faculty

Clive Grinyer

Head of Service Design at the Royal College of Art

Clive is an acknowledged expert in service design, design thinking and digital and technology innovation who has led award-winning design teams for companies around the globe. Clive started in design consultancy Ideo in London and San Francisco before co-founding design company Tangerine with Martin Darbyshire and future Apple design chief and RCA Chancellor Jony Ive. He went onto build and lead design teams for Orange, Samsung and Cisco and was Director of Service Design at Barclays.

As Director for Design at the Design Council, he created the Design Demand programme taking design into over a thousand UK companies and as a consultant has worked with the Cabinet Office Policy Lab and at Nesta. He has been a visiting lecturer at the RCA since 2017. In 2018 Clive was named in Creative Review's Top 50 as 'a passionate advocate for the transformational potential of design for some three decades.

Clive speaks at national and international conferences, writes articles and blogs and has published Smart Design, a book on design and technology. He was a trustee of the Royal Society of Arts and is Chair of the DBA Design Effectiveness Awards.