Establish the foundation for great products 

Lyft now provides public transit directions, bike share, and scooter rentals. They want to be known as the app people use to get from point A to B, whether or not you need a ride. Similarly, banks are acquiring and partnering with budgeting and credit management services to become thought of as the financial services partner for their customers.

Organizations are shifting from building products to providing solutions to problems. The enterprises winning in the market are creating customer-centric solutions. The secret to their success lies in the discipline of service design. Service design embraces the fluid relationship between customers and the goods and services they consume by thinking about the entire experience interacting with and around a product.

This white paper outlines how integrating service design into product development produces measurable results by bringing design thinking to improve the bottom line. Rather than chasing a vague series of metrics, focus on the full benefits a product can provide and measure each respectively. The discipline of service design seeks to understand the entire system around a product—including the people, products, related systems, interactions, workflows, back-end, and front-end processes connected to the digital product. The ways each of these aspects are connected, developed, and maintained makes a material impact on the customer experience.

Building a system-level perspective allows for greater insight into the unique risks associated with building or integrating a product into the existing environment (e.g., network considerations, data quality, and overall performance). Uncover the upstream dependencies and downstream impact the product has on the business and the customer. Through this, it is possible to turn risks that competing products might not account for into a competitive advantage.