BETAService Innovation CanvasManual

BETABETA?At this moment we are finishing the final version of the Service Innovation Canvas manual.

So before you, you are seeing the unfinished version. Why do we share it? Good question... At DesignThinkers Group we are always very keen to share publicly as much as possible.... sometimes maybe a little too keen ;-)

But in the end we received so many requests we just couldn’t keep it to ourselves anymore.... We hope you’ll enjoy it and find is useful.

The updated version will have more tools, more content... so more words basically... but it will look a lot prettier too!

Do you want to receive the final version? Just send us an email: info@designthinkersgroup.com

BETAService Innovation Canvas

WHYThe Service Innovation Canvas provides a framework for the use ofDesign-tools in a people centered process to develop innovativebusiness models. Compared with traditional business modeldevelopment processes this framework revolves around relationshipsand value exchange between multiple stakeholders. This approachcreates a broader and contextual view, opening the door to moreuntapped market spaces.

WHATThe Canvas is an iterative method to develop new product-servicepropositions and business models. The Canvas is the fi rst frameworkto seamlessly merge a design approach and a business approach.At the heart of the canvas is the `Value Network’, the ecosystem wherevalue is being generated. The ecosystem is at the centre of discoveringand developing new business opportunities. Creativity can fl ow freelywhilst the steps in the Canvas guides the users towards new insights,new value propositions and innovative business models.

BETADesignThinkers Group is one of the leading ‘design driven’ InnovationAgencies helping organizations around the world making the transitionfrom being strictly product orientated and sales driven, towards beingservice orientated and human centered. We help organizations designBrands, Product Service Systems and Cultures of Trust. To strengthentheir capability to innovate and enable the co-creation of value withall stakeholders.

www.designthinkersgroup.com

More information: info@designthinkersgroup.com

BETA

BETASTEP 1 Value Network Mapping

Who are the Stakeholders? And which values are being exchanged?

BETASTEP 1 Value Network Mapping

BETASTEP 1 Value Network MappingStakeholder Mapping

> Place your company (service, product, offering...) in the centre of the bullseye, circles of influence.

> list all Stakeholders (the organizations, companies, individuals, etc.) that have any relationship or influence to the central topic.

> Write them on sticky notes and place them on the map around the central topic. Place more influential Stakeholders close to the centre, the inner rings, and place less influential Stakeholders further from the centre, towards the outer rings).

BETASTEP 1 Value Network MappingValue Exchange Analysis

> First list the values of your topic (in the centre) which the stakeholders are exchanging. Then try to list, as much as possible, the values exchanged between the different Stakeholders.

Questions to ask

> What don’t you know? Are there any opportunities for new collaborations? Are the relationships balanced?

Suggested Tools: Value Network & Stakeholder Mapping

BETASTEP 2 Exploring

What is the context?

BETASTEP 2 ExploringWHY?

Try to come up with as many questions starting with “Why?” as possible.

e.g. Why do you do what you do?Why is it a good idea?WHO?

Then ask as many questions starting with “Who?” as possible.

e.g. Who are our customers?Who cares about what we do?Who are we doing it for?Who is helping us?Who else is doing it as well?

BETASTEP 2 ExploringWHAT?

Finally ask as many questions starting with “What?” as possible.

e.g. What are our customers really doing?What would we really like to do?etc.

Suggested Tools: Customer Journey Mapping (Current Situation)

BETASTEP 3 Expectations

What does your gut feeling say?

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BETAQuestion > I expect this service to...

My personal level................Customer experience level...................Financial level...................Technical level...............Organizational level.............Other.....................

STEP 3 Expectations$

basically: Question everything!

What does your gut feeling say?... really

What do you expect will happen? What are you hoping for? And what would you like to achieve?

BETASTEP 3 Expectations$

Go back to step 1 & 2QuestionDo the expectations make sense?

....... If not, adjust expectations

basically: Question everything!

BETASTEP 4 (Re) Designing

What is the offer?

BETASTEP 4 (Re) DesigningHow do steps 1,2,3 merge?

Question:

How are you going to co-create value with your stakeholders / customers?

WHAT IF.....Come up with “what if” scenario’s and Customer Journeys.

What are your customers trying to achieve? How can you help them to achieve these goals?

BETASTEP 4 (Re) DesigningPlay around with how value flows through the value network (Step 1)Challenge yourself, what if you customers would not pay for your service? Can you create another cash-flow?

Suggested Tools: Customer Journey Mapping (Future Situation) andScenario Building

BETASTEP 5 Business Modelling

What value do we exchange?

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BETASTEP 5 Business Modelling$

How do steps 1,2,3,4 merge?

Create alternative routes how money can flow through the value system

WHAT IF.....Come up with “what if” scenario’s and Business Models. How can you make it work?

Play around with how value flows through the value network (Step 1)Challenge yourself, what if you customers would not pay for your service? Can you create another cash-flow?Suggested Tools: Scenario Building and Business Modeling

BETASTEP 6 Building

How do we do it?

BETASTEP 6 Building> Create a first sketch of the service blueprint. How is the value creation supported by people, touchpoints, the organization, enabling systems?

Questions

> How can we prototype the service (in one day), getting as close to reality as possible?

> What are the organizational requirements --> culture, enabling systems, knowledge, skills, etc

Create a roadmap... short / medium / long term

Suggested Tools: Blueprinting, Prototyping, Roadmapping

BETASTEP 7 Business Modelling

What value do we exchange?

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BETASTEP 7 Business Modelling$

Take a few steps back... literally

Is everything still adding up, making sense? This step is about detailed Business Modelling

Restate your expectations from Step 3

on aPersonal level................Customer experience level...................Technical level...............Financial level...................Organizational level.............Cultural level.............Other.....................

BETASTEP 7 Business Modelling$

Play around with how value flows through the value network (Step 1)Challenge yourself, what if you customers would not pay for your service? Can you create another cash-flow?Suggested Tools: Scenario Building & Business Modeling

BETASTEP 8 Execulting

How do we operate it?

BETASTEP 8 ExecultingCreate a first Beta version of the service blueprint and go-to-market

Describe the complete organization

> How many people are working on it?> Who is doing what? > Which touchpoints are in place?> How is the service delivering real value?> How are you maintaining quality?

BETASTEP 8 ExecultingQuestion

What if something changes or you learn something new?

Describe a scenario of how the organization gets customer insights and uses it to respond / change / evolve?Which channels are in place to facilitate conversations with customers, between customers, between co-workers?

Suggested Tools: Service Blueprinting & Channel Mapping

BETASTEP 9 Reality Check

Does the service match the expectations?

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BETASTEP 9 Reality Check$Is everything still adding up, making sense? This step is about detailed Business ModellingQuestion

is the story in step 3 and 4 the same as in step 8?

.... Adjust expectations in step 3

Restate your expectations from Step 3on aPersonal level................Customer experience level...................Technical level...............Financial level...................Organizational level.............Cultural level.............Other.....................

BETASTEP 9 Reality Check$

Play around with how value flows through the value network (Step 1)Challenge yourself, what if you customers would not pay for your service? Can you create another cash-flow?Suggested Tools: Scenario Building & Business Modelling

BETASTEP 10 Reflecting

What did we learn and did we succeed?

BETASTEP 10 ReflectingWhat works?What doesn’t work?

All team members should share their feeling about the ideas and the process

Improve the canvas and other tools

START DOING IT

Use the service innovation canvas to tell and present the story in key words and powerful visualizations!

BETA

BETADo you want to receive the final version?

Just send an email to info@designthinkersgroup.com