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What are the best tools and methods for creating and communicating a compelling service design vision?

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Service design is the process of designing and delivering services that meet the needs and expectations of customers, users, and stakeholders. A service design vision is a clear and inspiring statement of what the service aims to achieve, how it will benefit the users and the organization, and what values and principles will guide its development and implementation. A service design vision can help align the team, communicate the purpose and direction of the service, and generate ideas and feedback. But how can you create and communicate a compelling service design vision that engages and motivates your audience? In this article, we will explore some of the best tools and methods for crafting and sharing your service design vision.

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Stacey Lin

Lead Designer and Associate Creative Director @Reinvent the World | ADP List Mentor
Daniel Tuitt

Innovation Strategy | Service Designer | Business Designer

1 Define your vision

The first step to creating a compelling service design vision is to define what you want to achieve with your service, who you are designing for, and what value you are creating for them. You can use different methods and frameworks to help you articulate your vision, such as the Service Proposition Canvas, the Value Proposition Canvas, or the Service Vision Statement. These tools can help you identify and prioritize the needs, goals, and desires of your users, as well as the benefits, features, and differentiators of your service. You can also use research insights, personas, scenarios, and user journeys to inform and enrich your vision.

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Daniel Tuitt

Innovation Strategy | Service Designer | Business Designer
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In my example, it is important to have alignment with the right stakeholders from the start. Defining a vision is crucial when creating and communicating a compelling service design vision. It sets the foundation for the entire design process and helps in developing a shared vision based on the organization's existing strategy. This ensures that every design decision and metric is in line with the organization's overall goals.

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Daniele Catalanotto

Making Service Design easy for everyone.
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A good story can become a strong vision for a new service you are designing. I would recommend that you build a story that follows a specific person (real or a persona based on the research you've done) and shows the change your service has in that person's life. Such a story can take many forms. - If you are in a hurry: a poster with a photo of the character. - If you want to get very emotional and have more time: a short video with a good voice-over and stock footage to visualise the words. The story should answer the question: What's the change we want to bring in the lives of the people we serve? For example, start with: "Because I've joined the service I know feel [emotion here] and this has changed [practical aspect]..."

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Grant Carlile ??

?? Designer, building through aligned growth
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Defining vision takes time - so start. Gather by writing, clipping, and photographing what reminds you of your vision. Gathering these elements into one place creates the opportunity to put them into groupings and name those groups - from there, define what they all collectively mean to you.

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Jane C.

Senior CX Lead | Founder | Behavior Economics Exec @Havard Business | Design Thinking Practitioner | Service Design Lead
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Vision map and HMW exercise would help to define a group vision. Articulate the identified problems on a 2x2 prioritization matrix will also help business determine the short term strategy and the long term vision.

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2 Visualize your vision

The next step to creating a compelling service design vision is to visualize it in a way that makes it tangible, understandable, and appealing. You can use different techniques and formats to illustrate your vision, such as sketches, storyboards, prototypes, mockups, or videos. These visualizations can help you communicate the key elements and aspects of your service, such as the user experience, the service concept, the value proposition, or the brand identity. You can also use metaphors, analogies, or stories to convey the meaning and emotion of your vision.

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Daniel Tuitt

Innovation Strategy | Service Designer | Business Designer
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From past examples, helping different stakeholders and users align to a clear vision through visualising artefacts as a service designer. Creating different scenarios through storyboards and journeys that highlight key moments that improve the user's experience from a relational, emotional and social impact.

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3 Test your vision

The third step to creating a compelling service design vision is to test it with your target audience and stakeholders. You can use different methods and channels to gather feedback and validation on your vision, such as interviews, surveys, focus groups, or workshops. These tests can help you evaluate the feasibility, desirability, and viability of your service, as well as the clarity, relevance, and impact of your vision. You can also use metrics, indicators, or criteria to measure the success and performance of your vision.

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4 Refine your vision

The fourth step to creating a compelling service design vision is to refine it based on the results and insights from your tests. You can use different tools and approaches to improve and iterate on your vision, such as the Service Blueprint, the Business Model Canvas, or the Lean Startup Method. These tools can help you identify and address the gaps, risks, and opportunities in your service, as well as the assumptions, hypotheses, and experiments that you need to validate. You can also use feedback loops, co-creation sessions, or agile methods to involve and collaborate with your users and stakeholders in the refinement process.

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5 Communicate your vision

The fifth step to creating a compelling service design vision is to communicate it effectively to your internal and external audience. You can use different strategies and media to present and share your vision, such as pitches, presentations, reports, or websites. These communication methods can help you convey the essence and value of your service, as well as the rationale and evidence behind your vision. You can also use storytelling, narration, or emotion to engage and persuade your audience.

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Stacey Lin

Lead Designer and Associate Creative Director @Reinvent the World | ADP List Mentor
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When presenting a service vision, it is important to give context. What are the challenges? Who are the stakeholders involved? How does the service come to life? In my experience, I find using visual methods of telling the story to be the most effective. A user journey with storyboard elements can be really effective at showing both the front stage and backstage actions. Other ideas include making a quick and simple video using low fidelity prototypes or quick and dirty animations. The important thing to remember is that you are communicating the story of the service clearly and bringing it to life for your audience.

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6 Implement your vision

The final step to creating a compelling service design vision is to implement it in the real world. You can use different tactics and resources to execute and deliver your service, such as roadmaps, action plans, or budgets. These implementation methods can help you define and prioritize the tasks, milestones, and deliverables that you need to achieve your vision. You can also use governance, monitoring, or evaluation systems to ensure the quality, consistency, and sustainability of your service.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best tools and methods for creating and communicating a compelling service design vision?

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1 Define your vision

2 Visualize your vision

3 Test your vision

4 Refine your vision

5 Communicate your vision

6 Implement your vision

7 Here’s what else to consider

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