Service design and delivery : how design thinking can innovate business and add value to society

104 Pages·2015·2.87 MB·English

by  Kurokawa

THE BUSINESS Service Design and Delivery K Service Systems and Innovations in
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Business and Add Value to Society A Jim Spohrer and Haluk Demirkan, Editors
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BUSINESS STUDENTS
This book explains the design thinking approach both for
Curriculum-oriented, born-
designing new services and delivering the services. This
digital books for advanced
approach itself can be applied to areas other than pure
business students, written
services, because it contains the innovative and intrinsic
by academic thought
ingredients that can be applied to any human activity.
leaders who translate real-
The book will cover topics such as mindset and prepara-
world business experience
tion for service design as well as prototyping and testing
into course readings and
Service Design and
reference materials for the service design. Introduction on design thinking is
students expecting to tackle discussed and design thinking toolkits are provided—a
management and leadership useful tool for the reader to implement. Both IDEO’s Design Delivery
challenges during their Thinking for Educators Toolkit and Innovation Leadership
professional careers. Board’s Playbook for Strategic Foresight and I nnovation are
How Design Thinking Can
discussed in detail.
POLICIES BUILT
BY LIBRARIANS Toshiaki Kurokawa is an ICES (http://www.standards- S Innovate Business and Add
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one-time fee education about standardization, ICT Deployment includ- N
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maintenance fees graduated from University of Tokyo in computational D
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mathematics and has been engaged in research and E
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engineering at Toshiba, IBM, SCSK Corporation, and IV
The Digital Libraries are a Kanazawa Institute of Technology. He has published ER
comprehensive, cost-effective 14 books in Japan and has spoken at worldwide events. Y
way to deliver practical He has also published numerous papers on education
Toshiaki Kurokawa
treatments of important about standardization, ICT, and design thinking in such
business issues to every journals as Science & Technology Trends—Quarterly Review.
student and faculty member.
For further information, a
free trial, or to order, contact: 
[email protected] Service Systems and Innovations
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Jim Spohrer and Haluk Demirkan, Editors
ISBN: 978-1-60649-784-5
Service Design and
Delivery

Service Design and
Delivery
How Design Thinking Can
Innovate Business and Add Value
to Society
Toshiaki Kurokawa
Service Design and Delivery: How Design Thinking Can Innovate Business
and Add Value to Society
Copyright © Business Expert Press, LLC, 2015.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the prior
permission of the publisher.
First published in 2015 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-60649-784-5 (paperback)
ISBN-13: 978-1-60649-785-2 (e-book)
Business Expert Press Service Systems and Innovations in Business and
Society Collection
Collection ISSN: 2326-2664 (print)
Collection ISSN: 2326-2699 (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd.,
Chennai, India
First edition: 2015
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
Abstract
This book explains the design thinking approach both for designing new
services and delivering the services. This approach itself can be applied
to areas other than pure services, because it contains the innovative and
intrinsic ingredients that can be applied to any human activity. Chapter 1
introduces mindset and preparation for service design.
Introduction on design thinking and design thinking toolkits are
provided in Chapter 2, which you can try in your service. Both IDEO’s
Design Thinking for Educators Toolkit and Innovation Leadership Board’s
Playbook for Strategic Foresight and Innovation are discussed in detail.
Chapter 3 provides a societal approach which is often neglected in
the service design. A short break is provided at Chapter 4, entitled “Inter-
mezzo,” summarizing the contents of preceding chapters and presenting
additional and refreshing perspectives on service design with the design
thinking approach.
Prototyping and testing the service design is the theme of Chapter 5.
Chapter 6 provides some case studies so that you can check what you have
learned. I picked up real cases from local areas.
In Chapter 7, we summarize the contents of this book. The summary
and conclusion can be used as a quick reference for the contents of the book.
Keywords
case study, design thinking, design thinking mindset, design thinking
toolkits, IDEO, Playbook for Strategic Foresight and Innovation, proto-
typing, service delivery, service design, service evaluation, service science,
societal approach

Contents
Foreword �����������������������������������������������������������������������������������������������ix
Acknowledgments �����������������������������������������������������������������������������������xi
Chapter 1 Introduction .....................................................................1
Chapter 2 Design Thinking Approach ...............................................9
Chapter 3 Societal Approach ...........................................................47
Chapter 4 Intermezzo—Looking Back at What You
Have Learned .................................................................51
Chapter 5 Prototyping and Work-Out of Your Service ....................57
Chapter 6 Case Studies ....................................................................65
Chapter 7 Summary and Conclusions .............................................79
References ���������������������������������������������������������������������������������������������85
Index ���������������������������������������������������������������������������������������������������87

Foreword
Helping the reader to design a service with the design thinking approach
is the purpose of this book. Service design + design thinking would be a
unique and fruitful combination as you will experience with this book.
I expect a wide range of readers as most authors do, however, my
main target would be those who are thinking of providing their own
services; they are the primary readers. College students who intend to
start their service either for private business or for social activities are
typical examples of such readers. Business people in various professions
are also the target readers as providing service is one of main activities in
manufacturing, engineering, education, consulting, and so on.
Design thinkers, design engineers, and design professionals who are
interested in making and delivering services are another group of readers.
They can check how their capabilities can be applied to service areas with
this book.
Casual readers who are just interested in service design or design think-
ing are also welcome since I was one such several years ago. Curiosity is
a good guide to start a new endeavor that may bring you new exciting
experiences.