The relatively new field of service design developed as a counter approach to product design, and it incorporates elements of other human-centered design approaches. But the mindsets and methodologies of service design—which focus on the definition of people’s journeys and the co-creation of the underlying ecosystems that are necessary to deliver them—create a fundamentally different design practice. Through an examination of recent research proving the business value of journeys over individual touchpoints, a look at how ecosystems have the power to transform organizations, and a discussion of case studies proving the value of this holistic approach, Kerry will help you understand why service design is the most important design field to embrace for achieving business success. We’ll also review Kerry Bodine & Co.’s latest research on an emerging role that’s critical to both designing and managing customer journeys and ecosystems that drive sustained business value.
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