Learning Objectives

• Apply design thinking to services, systems, and strategy
• Understand service design and system thinking
• Use DT for social innovation
• Weeks 1-9: Complete design thinking skills

1. Service Design

• Service Blueprint: Visual map showing service process, frontstage and backstage actions, and support systems
• Touchpoint Analysis: All points where user interacts with service
• Moment of Truth: Critical interactions that define user perception

2. Systems Thinking in Design

• Feedback Loops: How changes ripple through system
• Leverage Points: Where small changes create big impact
• Unintended Consequences: Anticipating negative side effects

3. Social Innovation Applications

• Healthcare (patient experience, service delivery)
• Education (learning experience, accessibility)
• Financial inclusion (banking for unbanked)
• Sustainability (behavior change, circular design)

Q1: What is a service blueprint?

Visual map showing the service journey, user actions, frontstage employee actions, backstage actions, and support processes. Reveals dependencies and opportunities. Q2: What is a touchpoint?

Any point of interaction between user and service (website, app, call center, physical location, email). Each touchpoint is an opportunity to delight or frustrate. Q3: How does systems thinking complement design thinking?

Design thinking focuses on user experience. Systems thinking considers broader context, feedback loops, unintended consequences, and leverage points. Together they create more sustainable solutions. Q4: What is a Moment of Truth in service design?

Critical interactions where users form lasting impressions of the service. Example: checking into a hotel (front desk) or receiving a diagnosis (doctor's office). Q5: How is design thinking applied in healthcare?

Patient journey mapping (from symptom to treatment), redesigning waiting room experience, improving communication between providers and patients, designing medical devices for actual use contexts. Join Discord PreviousImplementation & StorytellingNextBuilding Creative Culture