Summary: Service Design changes the way you think about business. No longer can companies focus their efforts on process improvements. Instead, they must engage the customer in use of their product/service rather than analyzing tasks for improvement. We no longer build and hope that there is a demand. We must create demand through our product/service and Service Design Thinking is the enabler of this process. It changes our mindset of thinking about design at the end of the supply chain to make it look good and add few appealing features (all within budget). Instead, it moves design and the user themselves to co-create or co-produce the desired experience to the beginning of the supply chain. My blog and podcast for next few months will focus on these features with Business Strategists, Design Thinkers, Appreciative Inquiry Coaches, Architects and of course Lean Thinkers. I could not think of a better way to start this series than having a podcast with co-author Marc Stickdorn of This is Service Design Thinking. About: Marc Stickdorn graduated in Strategic Management and Marketing and worked in various tourism projects throughout Europe. Since 2008 Marc is full-time staff at the MCI – Management Center Innsbruck in Austria, where he lectures service design and service innovation. His main areas of interest are service design and strategic marketing management particularly in a tourism context. This involves research such as the development of a mobile ethnography application for mobile phones, the Customer Journey Canvas and various publications and presentations. Marc is co-founder and consultant of “Destinable – service design for tourism” and guest lecturer at different business and design schools. His Websites: http://thisisservicedesignthinking.com/ http://www.servicedesignresearch.com Related Information: Define the Expectation, Delight the Customer Lean Engagement Team Book Released Appreciative Inquiry instead of Problem Solving Prototypes provide a Pathway for Connecting with Customers
