1. The document discusses how to encourage everyone to think and act like designers through open service design. It proposes using designers as coaches to guide others through the design process. 2. A case study is presented of a designer coaching the founder of an online performance arts networking service through the open service design process over 3 days across 2 months. 3. After working with the designer coach, the founder was able to communicate the service concept in detail visually and verbally, understand the project scope, and efficiently brief an external designer.

1. OPEN SERVICE DESIGNHOW TO ENCOURAGE EVERYONE TO THINK AND ACT LIKE DESIGNERS

2. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
GIULIA PIU - @giulipi
EVA GUERRA - @evastruz

3. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
MONEYSAVER
METHODOLOGY
SOCIALBENEFITS
IMMATERIAL
(PROCESSESAND
SERVICES)
INTEGRALNEED
PROBLEMSOLVER
DESIGN
IS also:
expen$ive
creat
ive a
nd
“artistic”
massproduc-
tion
MAT
ERIAL
(VISUAL
S AND
OBJECTS)
a luxury
second
ary
DESIGN
IS:
MONEYSAVER
METHODOLOGY
SOCIALBENEFITS
I
MMATERIAL
(PROCESSESANDSERVICES)
INTEGR
AL NEED
ex
pen$
ive
&
creativeandartistic
&
mass
prod
uction
&
MATERI
AL
(VIS
UALSAND
OBJECTS)
&
a luxury
&
second
ary
&
PROBLEM SOLVER
extended definition
of DESIGN
d e s i g n e r s
o t h e r
d
isciplines
businesse
s
communities
environment
industrial
graphics
fashion
architecture
communication
product
packaging
furniture
interior
transport
brand
web
interaction
thinking
services
EVOLUTION, PERCEPTION AND VALUE OF DESIGN

4. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
80%
ECONOMY IS
BASED

5. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
80%
ECONOMY IS POOR
BASED AND DELIVER

6. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?

7. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
OPENNESS ONE.
FROM
STAR-DESIGNERS
TO
CREATIVE PARTNERS

8. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
OPENNESS TWO.
COLLABORATION
AND
PARTICIPATION

9. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
OPENNESS THREE.
RECEPTIVE
BUSINESSES

10. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
OPEN SERVICE DESIGN IS A STRATEGY TO
ENGAGE BUSINESS AND CUSTOMERS
IN THE PROCESS OF DESIGNING
UNIQUE SERVICES THAT ARE
FEASIBLE AND VIABLE FOR THE BUSINESSES
AND DESIRABLE AND USABLE FOR THEIR CUSTOMERS.

11. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
HOW SERVICES ARE DESIGNED?
BUSINESS
IDEA
MARKET
RESEARCH
BUSINESS
MODELLING
MARKETING
STRATEGY
FINANCIAL
MODELLING
IMPLEMENTATION
WHAT

12. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
BUSINESS
IDEA
MARKET
RESEARCH
BUSINESS
MODELLING
MARKETING
STRATEGY
FINANCIAL
MODELLING
IMPLEMENTATION
BS
WHAT
WHO
D
CS
HOW SERVICES ARE DESIGNED?

13. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
SERVICE
BS
D D
CS
HOW SERVICES ARE DESIGNED?

14. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
BS
D
?
CS

15. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
BS
D
CS

16. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
NEW DESIGNER IMAGEDESIGNER’S TOOLS

17. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
TOOLKIT
D

18. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
FRAME
?
EXPLORE
!
IDEATE STRATEGY CO-DESIGN DELIVERY
BS
WHO
D
CS
WHAT
OPEN SERVICE DESIGN PROCESS: TOOLKIT

19. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
UNDERSTAND CLIENTS’
MOTIVATIONS AND
GOALS
FRAME
WHO ARE YOU?
WHICH RESOURCES DO YOU HAVE’?
WHAT ARE YOUR VALUES?
WHAT ARE YOUR OBJECTIVES?
WHAT ARE YOUR CONSTRAINTS?
BSD

20. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
UNDERSTAND
CUSTOMERS NEEDS,
WANTS AND DESIRE
WHAT ARE THE RISKS?
WHO ARE YOUR CUSTOMERS?
WHAT ARE THE OPPORTUNITIES?
?
EXPLORE
BS
D
CS

21. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
IDENTIFY THE
RIGHT CHALLENGE
AND DEVELOP
POSSIBLE SOLUTIONS
IDEATE
WHAT IS THE CUSTOMER EXPERIENCE?
WHAT IS THE CHALLENGE?
HOW CAN YOU SOLVE IT?
!
BSDCS

22. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
PLAN HOW TO
DEVELOP AN IDEA
STRATEGY
HOW MUCH IS IT GOING TO COST?
IS THE IDEA UNIQUE?
HOW BIG IS THE MARKET?
WHAT HAPPENS IF THE IDEA DOESN’T WORK?
BSD

23. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
QUICKLY SHAPE
AND TEST AN IDEA
CO-DESIGN
HOW CAN I BUILD A RELATIONSHIP WITH MY
CUSTOMERS?
HOW DO I MAKE THE IDEA TANGIBLE?
HOW CAN I REACH MY AUDIENCE?
BS
D CS

24. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
BRING THE IDEA
TO LIFE
DELIVERY
HOW DO I KNOW THE IDEA IS IMPLEMENTED
CORRECTLY?
WHO DO I NEED?
HOW LONG IS IT GOING TO TAKE?
BSD
CS

25. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
BRIEF
FRAME
?
EXPLORE
!
IDEATE STRATEGY CO-DESIGN DELIVERY

26. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
THE 10,000 HOUR RULE
MALCOM GLADWELL

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DESIGNER AS COACH

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CASE STUDY

29. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?

30. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
:INTERNET BASED SERVICE
TO CONNECT PEOPLE IN THE
PERFORMANCE ARTS
BUSINESS
IDEA

31. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
SERVICE DESIGN PROCESS
BUSINESS
IDEA
MARKET
RESEARCH
BUSINESS
MODELLING
MARKETING
STRATEGY
FINANCIAL
MODELLING
IMPLEMENTATION
BS
WHAT
WHO
D
CS

32. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?

33. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
WHAT WENT WRONG?

34. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
THE SERVICE HAS NOT BEING
DESIGNED BY ANYBODY!

35. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
:INTERNET BASED SERVICE
TO CONNECT PEOPLE IN THE
PERFORMANCE ARTS
BUSINESS
IDEA

36. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
FRAME STRATEGYEXPLORE IDEATE CO-DESIGN DELIVERY
OPEN SERVICE DESIGN PROCESS

37. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
WHAT ARE THE RISKS?
WHO ARE YOUR CUSTOMERS?
WHAT ARE THE OPPORTUNITIES?
?
EXPLORE
UNDERSTAND
CUSTOMERS NEEDS,
WANTS AND DESIRE
BS
D
CS

38. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
IDEATE
WHAT IS THE CUSTOMER EXPERIENCE?
WHAT IS THE CHALLENGE?
HOW CAN YOU SOLVE IT?
!
IDENTIFY THE
RIGHT CHALLENGE
AND DEVELOP
POSSIBLE SOLUTIONS
BSDCS

39. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
CO-DESIGN
HOW CAN I BUILD A RELATIONSHIP WITH MY
CUSTOMERS?
HOW DO I MAKE THE IDEA TANGIBLE?
HOW CAN I REACH MY AUDIENCE?
QUICKLY SHAPE
AND TEST AN IDEA
BS
DCS

40. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
!?
FRAME EXPLORE IDEATE STRATEGY CO-DESIGN DELIVERY
3 DAYS OF A DESIGN COACH
(throughout a period of two months)
+

41. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
BEFORE AFTER

42. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
SHE BECAME A DESIGN THINKER!
“It was very eye opening and helped me grasp the whole
concept and fine tune things in my mind. I felt like:
1. I could communicate the concept in detail both verbally
and visually.
2. I could understand clearly the scope and limitations of my
project.
3. It was also much faster to give to a designer and to get the
developers working based on the wire frames....”
Nada Sabet, Founder Meetphool

43. giulia piu & eva guerra open service design How To Encourage Everyone To Think And Act Like Designers?
THANK YOU!
WWW.BUSINESSDESIGNTOOLS.COM