SDN Team
Author - SDN Team

We asked leading practitioners giving talks and workshops at the Service Design Global Conference to answer the 3 key questions. Today we asked Jess McMullin, founder of Situ Strategy, to give us his take.

1) Can you explain what service design is? And how your company implements it / uses that field?

A service is when one person or organization acts to create value for another--a customer, client, or citizen. Services increasingly involve multiple interactions in various media over time, such as digital or in-person. 

Service design seeks to understand the holistic service experience through those connected interactions, and to know what is meaningful and valuable to people from the service. Service design teams then improve it by orchestrating the series of interactions to be more valuable-ideally to both the customer and the provider. The best service design practices look at individual services, broad service portfolios, and the entire service ecosystem to provide the needed context to make the best decisions.

With my clients our focus is on value--how do we make something work better for people, and how to make it work better for the organization.

2) What do you believe is the greatest opportunity for your company using service design? 

The greatest opportunity for our clients as they use service design as a trojan horse for the deep organizational transformations required to compete both today and tomorrow. Understanding the desired service experience creates a touchstone and a lens to view different elements of the organization and align around creating a positive experience. 

3) Can you share three tips for implementing service design in their own practice? 

  1. Start with lived experience--get out into the field and see how services work today.
  2. Codesign solutions with customers and with staff to build buy-in and generate more robust ideas.
  3. Think of a given service as a gateway to trigger organizational change and transformation.

 

 

Jess McMullin is the founder of Situ Strategy, a human-centred management consultancy, and the Centre for Citizen Experience, an action, education, and advocacy firm that helps government work better for people. At the heart of his work, he partners with leaders and teams to create the capability and cultures needed to tackle complex adaptive challenges.

Read Jess McMullin 's full biography here.

And find out more about his SDGC16 talk "From Service Design to Service Transformation"  here.

Related Community Knowledge

Meet the service designer Patti Hunt:  Meet the service designer

Patti Hunt: Meet the service designer

Patti Hunt is the founder and director of MAKE Studios, a service innovation company based in Hong Kong. For this edition of the Touchpoint Profile, she had a chat with Jesse Grimes, the journal’s Editor-in-Chief, about her work with multi-national corporations, NGOs and start-ups in the Asia-Pacific region, as well as the unique challenges posed by practicing service design in Hong Kong.

Continue reading
Meet the service designer Eleonora Carnasa: Meet the service designer

Eleonora Carnasa: Meet the service designer

Eleonora Carnasa is a Bulgaria-based service designer and founder of Fabrica 360, a design and innovation agency. In this profile, she had a chat with Jesse Grimes, Touchpoint’s Editor-in-Chief, about her efforts to grow service design in Eastern Europe.

Continue reading
Meet the service designer Luis Alt: Meet the service designer

Luis Alt: Meet the service designer

Established in 2010, Livework’s São Paulo outpost is a service design pioneer in one of the world’s top-ten largest economies - Brazil. Since then, the team has worked with an enviable roster of clients, but also experienced the challenges of carrying out service design before it became widely recognised. In this edition of the Touchpoint Profile, Editor-in-Chief Jesse Grimes speaks to Luis Alt, one of the studio’s founders.

Continue reading
Meet the service designer Meet the service designer: Anna-Sophie Oertzen

Meet the service designer: Anna-Sophie Oertzen

Anna-Sophie Oertzen is a PhD Candidate exploring how co-creation with different actors may be used to design and deliver profitable, user-centric services. For that, Anna-Sophie uses her business background specialised in marketing, strategy and innovation, her experience in conducting user research, and her practical service design knowledge.

Continue reading