Touchpoint Editor's Letter: From Design to Implementation
I wrote this Editor's Letter to introduce Touchpoint Vol. 10 No. 1, with the topic 'From Design to Implementation'
With this issue of Touchpoint, we celebrate a milestone tenth year of publication. And rather than choosing a simple theme, we decided to tackle one of the trickiest problems of service design: How does service design continue delivering value through to implementation? In other words, what happens after that second diamond?
If you’re a service designer with either ten years (or even one year) of service design experience, there’s a good chance you recognise a troubling pattern. There are too many examples where service design fails to follow through to implementation: customer journeys gather dust on a wall, or service prototypes that fall by the wayside once the realities of the business become clear during development. If you feel you can’t point to enough real world services you’ve helped design, you’re not alone. But fear not, the community has come together in this issue to hopefully provide some advice and insights.
Tackling the challenge from the strategic front, Daniel Gomez Seidel has modified IDEO’s ‘Human-Business-Technology’ model by adding ‘Organisation’. By addressing the internal capacity of an organisation to deliver new products and services, he gives service designers a new way to ensure successful implementation of their work. Munich-based Tina Weisser, working with Professors Birgit Mager and Wolfgang Jones, has harnessed the findings from a three-year international study, and proposed a ‘KUER’ implementation model for service design. And right down at the operational level, Tim Macarthur shares how inspiration from Lean and Kanban can be applied to get service design delivery right.
Tim’s efforts for the service design community don’t end with this issue’s article, however. He’s among a dedicated team who are busily preparing to host the SDN’s 11th annual Service Design Global Conference, which will be held in Dublin on 11-12 October (with side events on 10 October). And underlining the importance of the theme of this issue of Touchpoint, SDGC18 itself will be titled ‘Designing to Deliver’. Tickets are already on sale and selling faster than ever before. You’re cordially invited to join the global SDN community in the autumn, to dive further into this fascinating challenge.