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Introduction to Service Design

Introduction to Service Design

The language we use when designing services. Presented as a Show the Thing at the Canadian Digital Service on 15th March 2018.



March 16, 2018


  1. Introduction to Service Design What it all means

  2. Problem Statement • The specific problem or user need •

    The result of the problem • The situation: why this is a priority • The opportunity: a result of the problem and situation
  3. Value Proposition • How the product solves the problem •

    What are the benefits of solving the problem • Why this is the best approach compared to other options
  4. Discovery phase 1. Identify your users and understand their needs

    2. Map the existing user journey 3. Analyze policies, laws and business needs 4. Decide the features for your minimum viable product
  5. Minimum viable product is a learning tool used to test

    core features with users
  6. Alpha phase 1. Design and build prototypes 2. Test prototypes

    with real users 3. Learn and iterate 4. Identify and understand the biggest risks
  7. A prototype should be quick, dirty and disposable

  8. Beta phase 1. Build a fully working version of the

    service 2. Improve by testing with users 3. Solve technical and process challenges 4. Measure success with data
  9. Use data to measure performance so you can analyse the

    effect of changes
  10. Live phase User needs, business needs, and the technical landscape

    will evolve over time. Keep improving your service based on: 1. user feedback 2. analytics 3. ongoing user research
  11. None