Lean Service Design Trilogy

We live in a service centric world. Even companies to include most manufacturers are defined not by their products but the services they offer.

Can we continue to give away services to sell products?
Has production capacity slowed that we now have excess overhead?
Are we so efficient in our services, that we have excess capacity?
Is it time that we design around our services?
Is it time to discover, how to develop our services into a profit center?

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Lean Service Design changes the way you think about business. No longer can companies focus their efforts on process improvements. Instead, they must engage the customer in use of their product/service rather than analyzing tasks for improvement. We no longer build and hope that there is a demand. We must create demand through our product/service and Lean Service Design is the enabler of this process. It changes our mindset of thinking about design at the end of the supply chain to make it look good and add a few appealing features (all within budget). Instead, it moves design and the user themselves to co-create or co-produce the desired experience to the beginning of the supply chain.

Lean Service Design Trilogy

The umbrella of Lean offers Service Design a method of entry into a well-established market. Lean has been very successful in Services and Design through traditional practices. The leap of faith that must occur is to move away from these traditions and institute a wider scope of Design to Services. The Design Thinking concepts that are most commonly associated with IDEO seem to provide the clearest understanding.

Above is a Venn Diagram on how I view the three disciplines of Lean, Service, and Design. I have included SDCA, PDCA, EDCA as a way to demonstrate the use of Lean in Services and Design. I like to use the term EDCA learned from Graham Hill to designate the Explore aspect of Lean. I view it as more of Design Type thinking content that allows for that collaborative learning cycle with a customer. SD-Logic is the short term for Service-Dominant Logic and my blog posts, The End of Best in Market and Path to Participation discuss this view in more detail.

Training is offered as part of Business901 Members Content

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Program Outline:

Week 1: The 5 Lean Principles are discussed not in your typical Lean point of view of reducing waste. We view this as knowledge building exercise with continuous improvement through iterative cycles of learning.

Week 2: Services are discussed in the concepts of gaps and how to recognize, measure and improve them as part of everyday work.

Week 3: How do you innovative within the confines of every day work? Design Thinking concepts are introduced and blended with the other components.

Week 4: Team Engagement and empowering people to put these concepts into practice. You’re the teacher now. How can you engage, implement and spread these ideas.

Time is spent on application and ways to apply Lean tools in a new context. We will not be attempting to teach you individual tools rather expose you to the use of tools through SDCA, PDCA, and EDCA and give you resources to dig deeper into a tool if needed. We encourage membership in the Lean Marketing Lab to expose you to additional sources of information.

You will be given access to the program within 24 hours. It is designed to be a 28-day program. Training is immediately applicable to your business.

This course is ideally suited for…

Product Managers
Value Stream Managers
Sales and Marketing
Small Business Owners
Consultants
Lean Practitioners
Design Thinkers
Architects
Professional Services
Service Designers

Training is offered as part of Business901 Training Content

Sign up Now for Lean Service Design Trilogy Workshop

Bring this Workshop on-site!

This is a 35 minute presentation on the principles that the trilogy is based on. Lean Service Design Trilogy eLearning course is highly influenced by Service Design Thinking and Lean as the business process. We will use the Lean methods of SDCA, PDCA and EDCA as they relate to each discipline and the path between Service through SD-Logic (The Service-Dominant Logic of Marketing) to Design.