Human-Centered Service Design By Ideo U – Free Download Course By Ilya Prokopoff & Melanie Bell-Mayeda
Service design is the craft of tying together human, digital, and physical interactions over time to create a truly differentiated experience for your customers. Delivering great service can be challenging, but you can use design thinking to understand people’s needs, look holistically at customer interactions, and constantly iterate your way forward. Service is where your organization meets the world. Learn to design moments that people will remember.
Build differentiation, loyalty, and long-term business value by meeting your customers’ needs and exceeding their expectations.
Better understand the interactions people have with your company and surface problem areas and opportunities through a customer journey map.
Focus your efforts by choosing the most impactful moments to design.
Enable others to understand and execute your vision with a service blueprint.
What You’ll Learn:
Week 1: Introduction
Get an introduction to the ways service is thought about today and the qualities that define good service.
WATCH A SNEAK PEEK
Human-Centered Service Design—A sneak peek of the course
3 VIDEO LESSONS
Service Surrounds Us—It’s all service—and we can design it
Four Qualities of Great Service Organizations—Balanced, intentional, and human-centered moments that matter
A Mentor Moment with Ilya—Getting started on service projects
We’ve crafted a series of project challenges for you to choose from, all designed to be the right size and scope for this course. You’ll practice your selected challenge during the course and later you can bring your learning into your own work.
Think of some of your best and worst service moments. What effect they have on you in the moment?
What can you learn from an organization that you personally believe offers great service? What qualities do they possess?
What do you think will be difficult about the design process? What do you think will be easier?
Week 2: Expand the Journey
Learn how to see service as a customer journey that unfolds over time and pick moments that matter for your organization.
3 VIDEO LESSONS
Understanding the Journey—An introduction to journey maps
A Mentor Moment with Coe Leta—Gathering insights for your service
Tips to Pick What Matters—The moments to design
Build Your Journey Map—Research your service, gather insights about it, and apply those to create a journey map.
In a service you recently experienced, what did the before and after moments look like for you? What were your emotions before and after?
What tips or stories do you have when it comes to observing, interviewing, or gathering insights?
Think about a customer service moment that you’ve had recently. Was there a specific moment that really impacted you? How did the moment make you feel?
Week 3: Make Moments Real
Brainstorm ways to bring your service moments to life and build a prototype to learn more about a particular moment.
6 VIDEO LESSONS
A Mentor Moment with Melanie—Bringing others in
Generating New Ideas—Sacrificial concepts
Generating New Ideas—Extreme prompts
Generating New Ideas—Constraints
Make it Tangible—Prototyping and measuring services
A Mentor Moment with Susan—Prototyping service
Prototype Your Service—Prototype a moment of your service, get feedback, and iterate if necessary.
What do you find is the hardest part of getting others to participate in service brainstorms and prototypes?
Week 4: Share the Vision
Learn how to organize the components of a service into a service blueprint and share the vision of your service with other stakeholders.
3 VIDEO LESSONS
A Mentor Moment with Melanie and Ilya—Staying the course
Designing the Visible and Invisible—Creating a blueprint for your service
Communicating the Vision—Beautiful ways to tell the story
From Journey Map to Blueprint—Expand your journey map into a service blueprint by considering the components required to bring your moments to life.
Did you receive any feedback during the prototyping phase that helped you move forward or that stymied you?
How might you involve others into the design process at this stage?
What are some examples of compelling ways that an organization has communicated a vision to you?
Week 5: Conclusion
Learn why constant iteration is a fundamental element of service design, and create a service design project plan summarizing your key takeaways and highlighting your plans for the future.
2 VIDEO LESSONS
A Mentor Moment with Melanie and Ilya—Parting thoughts
Stay Flexible—Service is a tool, a prototype, a journey
Service Design Project Plan—Synthesize what you’ve learned and plan your next steps.
What is one learning or mindset you’re most excited to bring into your daily projects? How do you think it will affect your work?
What are some ways in which this course has changed your view on Service Design? How will you use your new perspective, or how have you already started using it?