You will learn to succintly describe the concept of a service in two-word phrases (base values), construct and deconstruct value propositions in a special format (stereotypes), and to distinguish different kinds of services across a spectrum. You will then learn to see the designs of services through three bifocal lenses: motivations & expectations, arrangements & agreements, and outcomes & experiences.
Next, you will learn to use four simple questions – who, why, how, and what – to systematically inquire about the need for a service and the ability to fulfill it. You will learn to qualify the answers using when and where to frame the service as a set of four promises. You will then see the eight feedback loops found in every service, thereby viewing even the simplest of services as a system that adapts to changes in demand or supply.
You will examine a case in which there aren’t simple solutions for a service failing to meet the expectations. You will learn to use the 16x frame – a 4×4 matrix of the 16 elements of design found in every service – to analyze the problem, identify fail points and fault lines. You will develop two kinds of checklists: (1) Design audit for existing services (2) Research plan for new service development.
Day 4 (Extended Version Only)
You will identify changes to the design to improve the qualities of outcomes, experiences, and price. You will then revise the story threads. You will then use the embedded logic of the 16x frame to solve the puzzle again. From the revised frame you will generate a new narrative that communicates a significantly improved design.
Then onwards you will have new levels of appreciation for the thinking that goes into goods designs. In the process you will upgrade your skillset to cover trickier problems (e.g., customers and users not only not the same but also with conflicting interests), in dynamic environments (i.e., continuous integration and continuous deployment), in markets where pricing is a critical success factor.