Design thinking is a creative process for problem solving. It is a human centred approach that encourages businesses to equally focus on their customer and business needs.
The Double Diamond is a simple way of conveying the key stages of a design process;
“In all creative processes a number of possible ideas are created (‘divergent thinking’) before refining and narrowing down to the best idea (‘convergent thinking’), and this can be represented by a diamond shape. But the Double Diamond indicates that this happens twice – once to confirm the problem definition and once to create the solution. One of the greatest mistakes is to omit the left-hand diamond and end up solving the wrong problem.
In order to discover which ideas are best, the creative process is iterative. This means that ideas are developed, tested and refined a number of times, with weak ideas dropped in the process. This cycle is an essential part of good design.”
The Design Council
Service design is a holistic way of looking at modern day problems, simply put, it’s the big picture. It can be used to improve an existing service or create a new service from scratch.
Service design applies different frameworks and methodologies to deep dive into the tools, people and processes that make up a service. It organises all these components to identify the core pain points, with the aim of delivering mutually beneficial outcomes to both customer and enterprise.
By taking a comprehensive view of products and service, it enables you to identify how best to differentiate and commoditise your offering. When two identical coffee shops are side by side on the high street, service design thinking is what makes you choose, and return to, one over the other.
For more information on Service Design methodologies visit https://www.thisisservicedesigndoing.com/methods
Experience mapping is a way of visualising all components of a user experience. It uncovers your customer needs and where they are most dissatisfied, then presents a framework to ideate against.
“[It] is the process of capturing and communicating complex interactions in order to illuminate the complete experience a person may have with a product or service.”
The beauty of this process is the coming together of cross functional team who collaboratively define solutions and create shared goals. By documenting the entire experience, each individual is able to better understand their role and impact on the user experience.
An experience map may include insights from customer feedback, business data and highlight areas of opportunity. It is a strategic tool that can be used to capture complex customer interactions and present to senior leadership teams, or simply a way to build knowledge and consensus amoung teams.