100 examples of good service design for non-designers / Daniele Catalanotto / Episode #137

Ever wanted to have a good service design case study?

What about 100? Coming up! Read on to learn more.

I still struggle when someone asks me for a case study. Because services play out over time with many micro interactions across time it's hard to capture the entire thing in one case study.

So why don't we take a different approach?

What would happen if we tear a service apart and look at those smaller interactions rather than the entire thing?

Would that help to identify best practices and elements of good service design?

We'll that's exactly what Daniele Catalanotto did... and he turned the principles which he found into a book.

This book is a much needed contribution to our field. It sort of shows very directly the outcome of good service design. Without bothering you with how that outcome came to be. Very different from the books on tools and methods or the ones that describe the high level strategic perspective.

Daniele's book helps to solve one of the biggest challenges in our work... how to make tangible what service design is for.

So how do you identify these principles? What should you look for? And what is it that you actually capture? Daniele shares his entire process in this episode.

And let me tell you that something magical happens when you start noticing and collecting these principles.

Your not only building a valuable resource library which you can easily reference later when you're looking for inspiration.

Maybe the most important part is that you start training your mind to instinctively recognize the elements of a good (and bad) service design.

This is as close to a superpower as you'll get. At least I :)

Throughout the conversation we joke about having a "pinterest for services". Which actually might not be such a bad idea.

--- [ GUIDE ] -—

00:00 Welcome to episode 107

01:40 Who is Dan

03:20 60 second rapid fire

05:40 Why talking about value matters

08:30 Feeling valued

09:30 The stigma around business

11:00 Object value pricing

13:15 The basis of value pricing

15:00 Creating alignment around a goal

18:10 What is important to you

19:10 The dangerous separation between business and design

21:00 Challenger sales

24:10 Setting a benchmark

27:00 Prototyping with numbers

29:45 Giving guarantees

31:40 Pricing experiments

35:20 When do you start charging

38:00 Do this in every sales conversation

40:45 Look for win-wins

42:30 Recommended resources

43:30 Get in touch with Dan

43:55 Final thoughts

--- [ LINKS ] ---

- https://www.linkedin.com/in/danielecatalanotto/

- Episode #91 with Daniele: https://www.youtube.com/watch?v=br1j61UEDnA

- The book: https://store.swissinnovation.academy/service-design-principles-101-200

- Service Design: From Insight to Implementation (book) - https://amzn.to/3cC37dn

--- [ HOW TO EXPLAIN SERVICE DESIGN ] ---

Learn what it takes to get your clients, colleagues, managers, CEOs and even grandmas as excited about service design as you are.

https://servicedesignshow.com/free-course