THE SERVICE INNOVATION PROCESS
We employ a broad Service Innovation Process that combines elements of the Emergent NPD Process with a series of key Service Design steps (some of which draw from our Experience Design practice). We use this process for the research, conceptualization, definition, design, development, and delivery of all new service offerings. This ensures that a structured and systematic approach is followed and that all the work is carried out in an effective and robust manner.
Within the broader Service Innovation Process, Emergent NPD Phases 1, 2, and 3 are completed first, and then the work of Phase 6 is undertaken concurrently with the Service Design process.
Phase 1: The Context — Characterizing the Market Environment
Phase 2: The Insights — Discovering User Needs
Phase 3: The Strategy — Speaking to the Market
Phase 4: The Plan — Crafting the Go-To-Market Strategy
THE SERVICE DESIGN PROCESS
The Service Design Process involves seven primary steps, namely:
- Create a framework definition for the service model.
- Create a service experience design for the service delivery.
- Define the service augmenters and how they will be used.
- Test, validate, and refine the service model and its SX Design.
- Document the final service model, including the final framework definition and SX Design
(this documentation is to be used for training purposes).
- Support the training of Trainers who will ultimately train those who are to deliver the service.
- As needed, support the roll-out of the service to help monitor its results, and help adjust it further if needed.
Each of these steps are explained in further detail below.
We manage the process of moving from one phase or step to the next using this Service Innovation Process. These phases and steps are carried out sequentially but left "open" so as to integrate new insights gained throughout the process. In particular, the strategy work of Phase 3 is a "living" artifact that continues to evolve as it is informed by subsequent work.