I have just had an interesting phone conversation with a potential new client curious about how Service Design and co-design can help organisations facing accelerated change in all areas they do business.
In enlightened organisations, those that are using design to help them create great customer experiences, which create loyalty and trust and therefore repeat business, the sources of innovation have become more open, as organisations search for new ways to create innovative products and services that create value for customers.
** “Co-design is the new change management, and service design is the new management consultancy”
Global companies as diverse as Lego, Apple, eBay and Proctor and Gamble have succeeded in embedding co-design – as a creative way of tapping into the tacit knowledge of users, customers, experts and employees. Co-design is a collaborative process, which aims to seek insights that can capture the ‘spark’ for innovative new ideas that, through a series of creative workshops, can be managed, nurtured and refined, before being communicated more widely to business stakeholders.
Service Design offers business a collaborative framework to understand, explore and identify new opportunities to create value for the business and for the customer.
“Change management is about managing resistance to imposed change. Co-design is about defusing resistance before it occurs.”
As an innovation consultant phrased it at Ignite Bristol recently, designing with people rather than for them using co-design “means that there is nothing to resist…”
So consider Service Design next time you are thinking about how to create sustainable competitive advantage, using the best ‘knowledge assets’ that you already have access to… people!
Recommended Further reading: Co-Creation’s 5 guiding principles
Lucy Kimbell’s blog Design leads us where exactly?
** from Joel Bailey’s blog (link broken)
ⓒ richard louis arnott 2010