How to encourage everyone to think and act like designers? This is the question we tried to answer during the talk that Giulia Piu (@giulipi) and myself gave at the Service Design Network Conference in Berlin, Germany.

1. How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

2. giuLia Piu @giulipi
Eva guErra @evastruz
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

3. evolution, perception and value oF design
communication
Brand product
weB packaging industrial
interaction Furniture grapHics
tHinking interior FasHion
services transport arcHitecture
ers
i gn ot
d es he
money saver r
d
is
ci
y
e
pl
ar
iv
in
nd
er
n$
y
lv
g
es
lo
& eco
e
o
MONEY SAVER
ms
o
xp
d
&
Ho e
Bl
s
e
t
o
R
me ME VE
pr
TH OL
MS
expen$ive
OD
ronment
OL LE
O GY OB cr
& PR ea
“a tive ar
y
ExtENDED DEfINItIoN rt an nd
a luxury
ist d co
DESIGN se
of DESIGN
ic”
creative and artistic
IS alSo: DESIGN
(p & IAL IN ria
l IS: al
int
ER D TE te nd
ma ls a ts)
ux
im roce M AT S ANES) GR ua Jec
ur
y
IM ESSE VIC
mass produc-
tion
s
AL (vi oB
eg
SOCIAL BENEFITS
ma ss OC SER NE
(PR ED
ra
& isu er
te es
ma
ln
(v at
nvi
ria an
social BeneFits
&
m
ee
l d se
ss
d
rv
e
al ial
ice
b
pr
s)
us
s
od
an
in
d
uc
es
oB
tio
s
Je
e
s
n
cts
)
ies
commu nit
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

4. 80%
economy is
Based
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

5. 80%
economy is poor
Based and deliver
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

6. giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

7. openess one.
FroM
sTar-dEsignErs
To
crEaTivE ParTnErs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

8. openess two.
coLLaBoraTion
and
ParTiciPaTion
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

9. openess 3.
rEcEPTivE
BusinEssEs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

10. 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.
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

11. How services are designed?
wHat
BusinEss MarkET BusinEss MarkETing FinanciaL
iMPLEMEnTaTion
idEa rEsEarcH ModELLing sTraTEgy ModELLing
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

12. How services are designed?
wHat
BusinEss MarkET BusinEss MarkETing FinanciaL
iMPLEMEnTaTion
idEa rEsEarcH ModELLing sTraTEgy ModELLing
wHo
Bs
cs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

13. How services are designed?
Bs cs
d d
sErvicE
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

14. ?
Bs cs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

15. Bs cs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

16. nEw dEsignEr iMagE
designer’s tools
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

17. TooLkiT
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

18. open service design process: toolkit
wHat
? !
FraME EXPLorE idEaTE sTraTEgy co-dEsign dELivEry
wHo
Bs
cs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

19. FraME wHo arE you?
wHaT arE your vaLuEs?
wHaT arE your oBJEcTivEs?
wHicH rEsourcEs do you HavE’?
wHaT arE your consTrains?
understand clients’
motivations and
goals
d Bs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

20. EXPLorE
wHo arE your cusToMErs?
? wHaT arE THE oPPorTuniTiEs?
wHaT arE THE risks?
understand
customers needs,
wants and desire
Bs cs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

21. idEaTE
wHaT is THE cHaLLEngE?
! How can you soLvE iT?
wHaT is THE cusToMEr EXPEriEncE?
wHy is iT uniQuE?
identiFy tHe
rigHt cHallenge
and develop
possiBle solutions
cs d Bs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

22. sTraTEgy
is THE idEa uniQuE?
wHaT is THE MarkET?
How MucH iT’s going To cosT?
wHaT HaPPEns iF THE idEa doEsn’T work?
plan How to
develop an idea
d Bs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

23. co-dEsign
How do i MakE THE idEa TangiBLE?
How can i rEacH My audiEncE?
How can i BuiLd a rELaTionsHiP wiTH My
cusToMErs?
Quickly sHape
and test an idea
d cs
Bs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

24. dELivEry
wHo do i nEEd?
How Long is iT going To TakE?
How do i know THE idEa is iMPLEMEnTEd
corrEcTLy?
Bring tHe idea
to liFe
d Bs
cs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

25. ? !
FraME EXPLorE idEaTE sTraTEgy co-dEsign dELivEry
BrieF
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

26. THE 10,000 Hour ruLE
malcom gladwell
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

27. designer as coacH
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

28. case study
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

29. giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

30. BusinEss
idEa :internet Based service
to connect people in tHe
perFormance arts
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

31. service design process
wHat
BusinEss MarkET BusinEss MarkETing FinanciaL
iMPLEMEnTaTion
idEa rEsEarcH ModELLing sTraTEgy ModELLing
wHo
Bs
cs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

32. giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

33. wHat went wrong?
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

34. service Has not Being
designed By anyBody!
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

35. BusinEss
idEa :inTErnET BasEd sErvicE
To connEcT PEoPLE in THE
PErForMancE arTs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

36. THE dEsign ProcEss For BusinEssEs
FraME EXPLORE IDEATE sTraTEgy CO-DESIGN dELivEry
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

37. EXPLorE
wHo arE your cusToMErs?
? wHaT arE THE oPPorTuniTiEs?
wHaT arE THE risks?
understand
customers needs,
wants and desire
cs Bs
d
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

38. idEaTE
wHaT is THE cHaLLEngE?
! How can you soLvE iT?
wHaT is THE cusToMEr EXPEriEncE?
wHy is iT uniQuE?
identiFy tHe
rigHt cHallenge
and develop
possiBle solutions
cs d Bs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

39. co-dEsign
How do i MakE THE idEa TangiBLE?
How can i rEacH My audiEncE?
How can i BuiLd a rELaTionsHiP wiTH My
cusToMErs?
Quickly sHape
and test an idea
cs d
Bs
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

40. ? !
FraME EXPLorE idEaTE sTraTEgy co-dEsign dELivEry
+
3 days oF a design coacH
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

41. BeFore aFter
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

42. 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
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?

43. THank you!
www.Businessdesigntools.com
giulia piu & eva guerra open service design How To EncouragE EvEryonE To THink and acT LikE dEsignErs?