Hi there. It's so great to be here with you for this service design webinar.

maybe the one thing that you should know about me is that I have this belief that it's fucking easy to learn service design. And I think that's why we are here today, is to learn more about service design, to get better in this field of service design.

And because I believe it's so easy to learn services, I have a bit of a crazy dream. Even my wife doesn't know about that. It's a bit of a secret, crazy dream that I have. And this secret, crazy dream that I have is that in my lifetime I get to motivate, excite 8 million people about services at.

It's a crazy theory. I know. But I'm sure I will receive a lot of help and I already have to reach that goal. And why 8 million? Because I live in Switzerland, and Switzerland is about 8 million people. So will it be amazing to reach out to 8 million people about services? I like the size of my country.

That will be a dream. And as I said, the goal for me is to make this feel like a conversation, like a conversation in a bar with a mate without, the fancy academic and boring stuff, but more, have you had a conversation with someone who had maybe a beer or two? And it's a little bit tipsy, so he'll just catch the crap out and go right into the interesting.

And exactly. So that's the dream that I have. But there are a lot of you are already helping. And I want to thank you for that support, especially. I want to thank these people. These are the people who are today in the webinar and that's have supported my work through the Swiss Innovation Academy, for example, by buying a book or a template.

And these guys, these people made it possible for me to do today's an event that is completely free. So these are the sponsors of the event. And so I want to say a little thank you to Natalia, to Zach, to Deidre, to Gavin, to Anastasia, to Jennifer Tova, Sherry Jovana, Pamela, Steve, Ellie, Daniel. Yu Paolo, Tudor Miel, Julia Anai and Ja Jamie.

These are all the people that are doing a lot for the services and community, so they deserve a shout out and maybe even a chat. I see that we're still speaking in a chat. We now have a bit of a sense of from where we come all from. And now I would love you to of one person that you're thankful for because either she made you discover service design or it's someone that does a lot for the community.

I think it's a lovely thing to see in the pop, in the chat, pop up all these names of lovely people and we also can have kind of this Thankfulness moment before we get right into it. So a lot of people helped. And we have a plan for today. The plan is very simple. We're gonna, I'm gonna present you a few of my favorite service design principles, and then I'll answer a few community questions that I received via or the Swiss Innovation Academy website about services.

So let's jump right into this. Before that a little note a little note about how we gonna do this. It will, we do this like a trailer, like these movie trailers where a lot of, a lot happens in 30 seconds or two minutes, and it gets you a sense of the movie, of the action, but it doesn't reveal everything.

But it gets you motivated to then go. The, or more of the movie or decide that this wasn't something for you. And that's exactly what I'd like to do today. So for each answer, I leave to a community question. I give a lot of information with links and stuff like that, that you then can explore after the webinar.

But if you say, Hey, this wasn't useful. No problem. You didn't lose a lot of time. So that's really how we gonna do that in there. And yes, Daniel, you can be surprised to have your name in the chat in on the slides. You really helped a lot. So your name deserves to be on these slides, so thank you so much.

So introduction is all set. We now have a lot of people in the room. Thanks again, all to to join this event. And now let's talk about my favorite service design principles. Anyway it's sometimes a bit hard because it's like babies. I have a 300 of them, maybe even more and I have to pick just a few for the time we have, but I'll do that today with just a few of my favorite service design principles.

And you might ask Bethany what's that crazy service design principle thing? And it's quite simple. The way I conceive it, the way I see it, is a service design principle is an idea, a tip, and advice or a principle that helps you to improve the human experience. And that can be improving the experience of a service, improving the experience of a product, or improving the experience of an organization.

But if you want to go even further, I think you can also just improve the human experience between you and your friends, you and your family. Having a dinner party in a way is also a service. And I think these elements can all be improved. And these services and principles are just that simple tips, simple things that you can use to improve a human experience.

So what are the ones the lovely ones that I would like to share with you today? The first one is one, which is a little bit below the belt. At least that's a way I would say it in French. It's about toilets. And there is a big question in the toilet industry, if we can say it like that. Or at least in the big places like airports and so on, where they have to do a lot of cleaning.

And the question is, how can we reduce the cost of cleaning? And if you put most people on that task, they will say, oh, let's put an ai, oh, let's put a robot that does it all alone. Maybe we have to install some fancy new arenas. They have a lot of ideas, but usually the ideas cost a lot of, take, a lot of time to implement.

But there is a few crazy people in Amsterdam who tried something, which is weird, but it works. What do they do in the urinals? They put a little fly sticker, a sticker where there was a fly on it and they put it in the middle on of urinal. And what happens, guys like me, we still are little children in our hops.

So when we are on the toilets, or at least in the journal we tend to play firefighter with our thing. And so if we have something to aim for, which is here, that case, this little fly sticker, we just end up playing and peeing right on that spot. And what happens a lot less spill happens, and therefore a lot less cleaning needs to happen.

And they even looked at the data and it seems that this little trick helps to reduce the costs of cleaning the toilets by 8%. Which is crazy, if you think 8% with just a sticker and getting a sticker, it's pretty damn cheap. So there is something that we can learn here sometimes to reduce costs.

We can just put a little fly sticker, get people in a playful mode, and then they aim at the right thing and our service is now clean and easier to clean. That's one. I told you a little bit below the belt, but quite inspiring and it shows that little things can have a big impact. And this principle has the number 68 because it comes from the book service design principles, one to one.

And this second one is coming from the book service and Principles 101 2 200, which is a second edition that came out just in the early of this year. And one of the thing that I like is this principle that says, show me what you want to do for me. And it's inspired by a little a little Googling that I made back in the days about the tool.

I was searching for a storyboard tool and I fall on this tool, which is called plot. And they do one thing, which is really well, they say for who this is and for who this is not, or what they don't do. For example, they say very clearly here, if you have to work offline, please don't work with. This is not the right tool for you.

So pretty simple. This idea of telling people what you want to for them, and then you only get the right customers that you really can serve well in your service or in your product. And you can do that in very visual ways like that. Or with a little bit of a provocative jokes like I do on the System Innovation Academy website.

For example. Here I have this quote where I say, Ling, innovation skills is fucking easy. And then I have this second sentence that says, this should get the ADEs out of the room. Because the way I teach service design is not at all something that academic people would like. And by doing this, but with this kind of a provocative quote and then highlighting that this isn't for academics in a bit of a provocative way, I'm sure that I only get people in that are not looking for the most academic stuff, but are looking for, a playful time and a playful conversation.

So that's another very simple tip that shows that, sometimes in service design, we just have to do a bit of marketing communication well at the start, so that then we can show people at the best of our ability. And now a third one, a third favorite service design principal he have, and that's one that comes from a community member which who is called Gate Market.

And he told me this story about his Spotify playlist where, he sometimes plays a song just for fun, these meme songs that you get on the internet. That kind of fun. But or to use to, to make a. But then the problem is that Spotify looks at his history and then says, oh, you liked this weird song, so we are gonna recommend more of these weird songs.

And so his recommendations got all screwed up by this one time where he played this funny song in the office. And that brings us to this service design principle that might come out in the next book, which is, let me remove things your AI shouldn't use for recommendations. And it's something that some companies already do.

For example, Amazon already allows you to go in your search history and say, oh please, I'm gonna remove this element so that the recommendation engine of Amazon doesn't recommend stuff like that. For example you could remove a gift that you made for your wife so that you don't get a lot of recommendation about rings because you don't need one anymore, you're already married.

So this is the kind of stuff here we go in a bit more digital area where we see that services then can also help in digital service. So these are three of my favorite all time favorite service design principles. And now I'd like to go a bit over the  that I received from the community. And these are service design questions that I received either via LinkedIn or via messages or via the Swiss Innovation Academy website directly.

And so what I will share with you is question, and then you'll see on my screen that I will share a few notes. And these notes are already public. And you'll get the link at the end of the session so that you don't have to take your notes yourself and you get all the links and all the resources that I've told all receive them in a summary email that you'll receive after the event.

So let's get into. Service and questions. So what are the questions that people will ask? We have a first question from Christine Christiana, not Christina Christiana. And Christina asks, how can I create a compelling and professional digital portfolio as a service designer? And this is a question that comes up a lot.

So let's me take out my notes and show you that. So how can I build a service design portfolio? It's a good question, especially if you wanted to start a career in service design. And I have a few tips based on my own experience, and these are based on the fact that I also had to get the job as a service designer and create my own portfolio.

And the way I did it and which helped me land jobs is this one. So basically I did Google Slides presentations because they have this. Lovely thing where you can make them very interactive, but at the same time put them attached in an email as a pdf who just like a good old pdf. So it's of like a mix of of the new and the traditional.

And the way I've structured that is with this six elements. So it, I'm showing a few projects in that portfolio. And obviously I can't show it right now because of, NDAs and stuff. But I can give you like the biggest elements in here. And the big elements are these challenge I always try to describe in a form of a question, like, how might we, or how can we, something that's left like that.

What was the problem we were trying to solve? Then I'm giving just a bit of information, about what was the context that made this project specially difficult or interesting. Then because people are looking to hire me and not just understand why the project was screwed. Let see, I make a list of the tasks and activities on which I personally worked on, Mike saying user research, prototyping, and so on, all at that time.

Also, it's great to show with them visually and then we go on the kind of learning aspect. We show less of the ego. The tasks are very ego-centric. What do I do? And then I have a part where in each project I show the team and I saw that I show people that I wasn't alone working on that project, but indeed there was a whole team.

And then I can show my part. Was this one, was I a leader or was I just someone working on the prototyping side? What was my role in that? I think it shows that humility, but also it shows that you understand that projects only happen when there is a big team and when everybody gets involved, which is always a good piece for recruiters to know that you are team.

And then we get into deep stuff, which is failures. think it's quite provocative, but again, it breaks this kind of ego thing, which portfolios are all about where we just show all what went well. And here I think it's, at least for me, it was interesting to show like one thing that didn't go so well.

And again, it shows humidity. It shows that you are able to be self-critical and you are able to see that, it's not always easy and and all sunshines. And at the end I have for each project, a little learning where I say, okay, what do I take out with me for another project?

And these elements are for me the format of one little project. But basically, it's super short because the idea is that for each point here, I would have just one little sentence to keep it and interest. If you want more about service design portfolios, we have a lot of extra tips in this video that I made from the service design show the host is Mark made and he also has written a well documented blog post that you can find here in the notes.

And to make it simple, he says a few things. One, which is show how you approach it. The challenge show that you learn quickly and adapt. I think the failure aspect really helps on very interesting, he speak about the stakeholder side, show how you put together all the different stakeholders because services design is really helping stakeholders together bring your, show, your critical thinking and show what's the specific thing that you brought with your personality.

So that's it, for this question from Christiana. Again, thank you Christiana, for asking this question. You will receive these notes by email just later, but this is just one of the questions. So let's jump into next question. And in the meantime, if you have other questions that pop up in your mind, please leave them already in the chat because this will help me gather a lot of questions for maybe another session or for the end of this webinar where we might have a bit of spare time for more questions.

Now we have another question from Rama Rama, sorry, which is how to practice and not give up on service design. So you are a service designer and you recognize that, it's a long journey and it has ups and downs like any love story, and therefore you ask yourself, okay, how can I. Keep on practicing and stay motivated and keep on not giving up on, on this kind of love relationship that I have with services.

And one quote that I these days is this one. I don't know who wrote that first, but the idea is you are what you do every day. And here for me, what's in interesting is wherever you are in your journey as a service designer, if you practice service design every day. You are not giving up, you are still becoming a better service designer and practicing your skill as a service designer or as a service and enthusiast might be just five minutes per day, but that's already a lot because if you cut that over the years, you will get a lot of experience and you will stay motivated because you see this track record where you see, hey, for one year, every day I did something. Even if it's five minutes, because, in every job, even in a perfect service design job, you still get a lot of crap to do.

Like a lot of admin things, a lot of project management things. And you might feel like, oh, I'm not doing the task that I really like and therefore try to put an everyday five minutes, two minutes, one minute maybe of one service design task that you. Because in the end, the context doesn't matter.

If you don't feel like it, you just have to do five minutes. It's okay. If your job isn't really about services and yet because you junior or maybe in your country, there isn't a lot of services and opportunities, you still can practice every day. And if you don't have much time because you just got a baby, you still can go to the toilets.

At least you should. And therefore you could take an extra minute on your toilet break to read something about service design or write something or try something. And that brings me to this point where I think the daily routine is something very important. Where will you. This practice time in your day?

Is it after you brush your teeth? Is it when you go into toilets? Is it right when you wake up? I think having cine, which is very clear and usually made in a sandwich, was another routine. Like I brush my teeth, so I will, I read something about services then, or I go to the toilet and I'll explore a new tool.

For service designers, these are then very simple things because every time you'll go to the toilet, automatically you'll take your phone out and you'll go through your list of tools and you'll learn something. You'll practice something. And if you want to go further in that, I had to say, Hey, that's a cool idea.

I like this. You have practicing every day, but have a kind of a plan for that. I've created this thing which is called service design . It's inspired by how in martial arts you improve your skills and which are simple movements that you can do at home every day. And here, it's exactly the same thing.

It's little cards, which give you simple exercises that you can't do in between five to 30 minutes. And for example, it's, imagine a hotline that doesn't suck. Search on Twitter. Why hospital sucks. Do a mystery shopping experience. And this service design cat thing, it's freeing.

You can go and there, I think lot learn from that. You can use. Ok. If you want to go. Further, if you are someone who lost me few books that I could recommend on that is one is add. This will help you to learn how you can build better habits and longstanding bits. Really helpful if you want to go further with that.

And the other one is great because this will teach you why it matters, to stick to this love story that you have with service design and why it matters to stick with it for years. So that was it for this question from Rama who said how to practice and not give up. Basically do it every day because you are what you do every day.

We have now another question from the committee, which comes from Lydia, who asks, how can I create my own service design principles? You might have read this book or another one which is called Service Design Principle. And you think, Hey, I can do that too. And exactly, you should, because it's not so difficult in a way.

And again, I have a few notes that I'd like to share with you about. And reminder, you'll get all these notes at the end by email Also, basically, one thing that I notice is service design principles are really important, at least to me because there is this lovely quote from this guy ammo, Bronson Alco, who says, observation more than books and experience more than persons are the prime educators.

And I think by being a better observer of what happens in services and taking notes about these and turning them into services and principles, you will become a better service designer or someone who can create better services. And to start your own service design principle library in a way. I think the first thing to note is to find your style, because there are different ways to do it.

There are people who do it a bit every day. People who say, I'm gonna put a chunk of time, like a week off to work on that. There are people who need the help of other people to get started and so on. So here you'll find, On this link and mini course, it's super simple with a little personality decrease, which will help you discover what type of service design principle creator you are.

And then it gives you tips on how to get started if you are not, for example, if you are projective, it gives you then, okay there is a things that you can build on what you might like. And then it gives you a list of tools and resources that might help you with that mindset that you have.

And then the one thing that really helps is to put all of your principles in the same place. And this doesn't matter where it's, but just put them all in the same place. The way things you have is have a few on your notes, have a few in your sms, have a few WhatsApp group, have a few in your Slack channel.

Try to be consistent and have them all in the same location. What appear obviously is to use a tools that's mobile, that works on mobile, that on desktop so that you can use it everywhere, but also it can be just pen and paper that you always have with you. Okay. So I see we have a issue with the sound.

I'll try tried to correct that. Thank you for the feedback. So that's really helpful. So let's see if we're, now let me tell if it's better, like thing like this. Is it better for you guys?

Okay. I think it feels like better. So Joel says it's either he says it's better or he's having issues too. Tell me if you have also, if now the sound is better and in the meantime I'll have a bit of an eye on the chat to see if this has fixed the issue for you guys and I'll continue. So we said, create a one place where you put all your principles or all your observations and if you want the receiving a template that you can get to make your life easier.

And the way I usually start for taking notes about an experience that I find interesting like the fly sticker is to take a photo. I'll take a photo of the fly sticker and put it in a note somewhere. And this then helps me, get in the mood and understand, okay, what was really interesting here, what was the visual element that helps me to remember this?

And also helpful, you can write down the source for later, where it happened and so on, so that once you have the time, you can then go in it and do a bit more of a thinking about this. And here you'll see that you have a links. These bring you to videos and other articles that I wrote about these elements so that you can go even deeper.

And, that's then the questions for me where how do you really write a service design principle? You have this observation that you made, you think it's interesting, transform that into something that is something that you can share with teammates and and friends and colleagues. So the way I do it and this is based on observation of myself, where, so there is a pattern in what I'm writing and the pattern goes like that.

The first thing is I try to set the scene, let people imagine what happened, tell how I feel, starting with emotion. Oh, I was busy in an airport. I was stressed. This happened. Then I showed the emotion out and the evidence. I was stuck. It was terrible. Because then people empathize with the situation and then you can show what happens with you.

And often you just have to translate what is absurd here, or what is smart here? And show why this makes sense for us. And then also show the opportunity. And sometimes we just need to reflect a bit larger than what the one situation that we had. For example with the principle that we saw before about gai things, if we took just this example of Spotify, which was just about don't recommend music to me that I just listened once.

That's too narrow as a principle. But if you go a bit wider and you say, Hey, don't recommend things let me tell you what not what you shouldn't recommend to me, that's a bit wider, but not too wide. Make a smart ai, which is, okay, great, very philosophical, but not helpful at the moment.

So it's about finding, a bit of a larger reflection, but not going all over the top. And what helps is then also to ask a question at the end, to then help people churn the learning into something actionable. And then if you are really into it I have a few more notes in here.

You can go over that. It will show you how it should design principle title, because often the title really changes the story. And how to find, again this right depth of informa. Here again, there is a video attached that you can then look at your own pace, but how can you create your own service design principles?

That's the question from Lidia. Very simple. Start small, start in one place and start in a place where usually it's your phone. Take a picture, take a little note, and you already will see that. You will make a lot of very interesting observation. And from there you can then look at what's your personality type and then create a system around that.

Okay, so now we have a question from Sara. Sorry if I mispronounce your names. But the question is really right and the question is how can we get more companies to open up more junior, mid-level positions for people transitioning into a service design career? And I don't have a magic answer, but I have a few thoughts that I can share with you about that.

So the question is for me, Maybe I would like to build it provocative and reverse the question first. I do, we really need more junior position because my belief is that it's not so much about the title. Practicing service design and service design skills can be done in basically any job, and I think you can be a great secretary who uses service design principles to make your work better.

I think you can be a pastor and may and use service design principles and create a better community. So I'm not sure we need more junior positions, but I think we need to be able to reflect and think, oh, I can use these skills even if I don't have the job title, I can allow myself to do practice, service design even if nobody cares about it.

And I think that's like the rigorous question that I will. Love to ask, but now let's come back to the real question, which was, okay, how can we get more junior rules and often, at least in the design industry, marketing industry, and so on, what happens is that a lot of these junior position levels are in agencies because agencies need a lot of talent and don't have the money to pay well.

So they are really attracted to junior level people. And maybe one of the thing that's could help is to have more services and agencies because this will then have help us have much more people into the field and with a practice from the agency part. And then once people get more senior, they can then transition maybe in the in-house.

But again, I'd love to to part this this ation to use Arna. When we say how can we get more companies to open up for junior world and so on maybe we don't need, you can't just practice the skills already where you are. And maybe we should allow ourselves to do that. And in the best of the world, obviously we would love to have more agencies in service design so that we then also have more junior level positions opening up.

Okay, so we still have a few questions, and this one is from Mariana again, also a community member who sent her question early. And the question is, how to implement a service you deliver correctly. So how can you, this service correctly? And One thought that I have about this is about the kind of testing side to be sure that what you have implemented really is correct.

The best way is, at least to me, is to continue to test it regularly because then you will see does it still bring value to the users? Does it still help the team and do they not have the solution and does it help the company still make profit and be sustainable? If this is still true and you continue to test that, it's that you're on the right path, and if you see progress on these elements, then it's that you're implementing it right.

But outside of that, there is maybe one reflection that can help is to think about the delivery of a service, like the delivery of a software. Many software companies run, like alpha versions, better versions, and they improve the, their product over time. And you can think about the delivery of a service like that first ship, the minimum of your service in an alpha version, which is a bit buggy, which is not perfect and not everything works well, but you'll learn.

And from there make another version, which is a bit better. Then you can't. If you're interested in this implementation side of things, there is a few resources that can help. The first one is public service design. I guide for the application of service design public organizations. It's a big guide.

You have a lot of information there about the delivery phase. And then you have another resource by the Australian Government Digital Transformation Agency which is just about the delivery process of service design. So you can check these two resources. I think they might be quite helpful.

Okay, we are, I told you, we are in this kind of a trailer where it's a bit of an information overload with each question because there might be some questions that you don't care about. So I'm gonna go quite fast for you. And if it's a question that you really cared about, you thought, oh, there wasn't enough yet, you still will get the notes at the end and you be able to continue to explore this question.

So again, Maria asked two questions, and this is the second one, which is, how can I evaluate the value or the purpose of a service? And here I would suggest, it's, Starting with the question, what do you measure? What is the metric that will help you? And that's very different for any service, to know what's how you can evaluate, think.

You first need to know what you want to evaluate. And if you want to know that the service is going well, you need to know. What's the best metric for that? I've made a list of 150 innovation metrics. It's again, a free thing that you can check out. Maybe you'll find one metric there that inspires you and that you can use.

There is a lot of metrics out there. You might know the nps, which is the net promoter score, which is a very simple one question thing to see if the quality or if people would recommend your service. And that's one way to see if a service has purpose. But one thing that I won't say that I want to say here is that service quality is something that you can measure.

In fact you'll see here in the lens. But they receive an equation that has been made by some academy people about how you can measure the quality of a service. And then on the Wikipedia page, we'll see here you have a lot of About full surveys that you can do to measure the Quality Innovate Company in a very quantitative.

But maybe it's not about a classical metric. Maybe you say, oh, our service is not about so much about the money or about the level of recommendation but it's about the change that we can create. And for that many nonprofits use a way to realize how much success, how much impact their services have with a tool called most significant change.

And that's something that is quite interesting because it, instead of looking at numbers, it looks at stories and it asks people, what is the biggest thing that changed for you with this service in a way? So definitely check that out. If you are maybe a bit like me. I'm not so much a big number guy. I'm not the quant guy, so I'm not the biggest expert on that.

But I really love this thing here, which to me feels very right, which is looking at what has really changed. In the lives of people and see these stories because stories sometimes have just so much more power than one metric or a little graph that goes up.

So that's it for this form Mariana. And the question was, how can we add values of service? Choose your metric, right? Remember that we can measure the quality of a service. Don't get scared by people who tell you no, it's not possible to measure it, so forget about it. And the other thing is sometimes it's not about measuring a number, but more about recording, collecting the stories of change.

And that can be also very inspir inspirational and show you that your service has really value and really a purpose. Now a question from za, which asks, how do you communicate the value of service design to non designers? I've, we formulated the question a little bit that how can you pitch service design?

How can you show the world that this is a good thing? Again, a lot of resources here if I'm gonna go back in this trailer mode where I'm gonna show you a lot. But the other thing first is one that got often forecasting forgotten, which is ize before you pitch. In service design we say our job is to not propose solutions.

It's rather to empathize with people and then see what matters to them and then just help them with that. And that's exactly the thing that you should do before you try to convince someone about service design. Ask them, What are the problems you have at the moment? What are the challenges?

You have? What are the dreams you have at your work? At the moment they will give you a lot of information. Then you can ask also, Hey, what type of person are you? Are you more numbers guy? Or what do you like? Oh, what's the last thing that convinced you? And then they will tell you, oh, I read this story and it really changed my life.

Or we saw this report with all this data and it really changed our review on how we do business. Then, okay, this is the numbers guys, so I will have to use numbers and ask them about their culture. Get to know their culture, how do they speak? Do they say fucking shit and dumb things like that from time to time, and therefore you should allow yourself to do it too.

Or is this more a very corporate setting where people are very they really look at how they think, say things that they. Want to use the right and precise. Once you know that, then you usually already know how to pitch service design because it'll be obvious because they will tell you a problem and you say, Hey, the solution is service design.

But he's a numbers guy, so I need a number to show him that service design is a solution to test problem. But if you don't know after empathizing how you can pitch service design here, a few ideas. The one, one is tell a story. There is this beautiful story. It's a short of three minutes that has been made by the guys and people at Fjord, and it asks these questions in some way, which is why do you always go to that particular coffee shop?

And it gives the answer, and it's a short story that tells really well why service design matters and just share it or learn the story and adapt it to your complex. And then share it. Verbal, if you're speaking with numbers, people, show them real numbers of measured impact here.

Have a made a little website back in the days, which was a collection of case studies that I found over the internet, which showed the impact that the work had. And this could be inspiring, maybe finding a case study which shows that hey, service design or a services design related way of working worked well for someone.

So it might work for us. And if you are now more into kind of oh, I'm really serious about selling this service design thing, both internally or externally, maybe you want to build your own agency or consultancy mark again, the guy from the service design show has a full course which helps you to sell service design.

I didn't follow the course myself, but I know mark quite well and he's a lovely guy. I wouldn't recommend the course per se. I recommend Mark because I think he's a great guy and I'm sure this course will be as lovely and smart as he's, and if he wants even more, hear a few notes that I collected from

She made a article which is about how to sell service design. One thing that I take from her way is show what service design is paid for, show okay, it's great for moment where we say, but can it help costs, can it help cut costs? I think this is a great way to show like the real value of service.

Want more content, even more, trail. I'm giving you a bit of an informational but if that's the thing, you want to go in more deeply, again, you have a bit of a video here that you can explore on that topic again this one is again for Mark, because Mark does a lot of good stuff around service.

Is that your question was how do you communicate the value of service design to non designers? The first thing I would say is empathize with them. Learn their problems, learn their ways. And once you know that it's gonna be quite evident, how are you gonna sell it to them?

And customs asks, I think last question for today. How do you help your clients to see the benefits of design principles when they are heavily driven by delivery timelines? You might be in a bigger organization where there is so much going on. There is so much pressure that we don't have the time to speak about service design principles or design principles.

But before I answer your question I see two, two parts in that if you think service design principles are, the simple tips and ideas like the ones that I shared today, then it's pretty easy to get people excited because these are very simple things that you can apply tomorrow.

And so it's not a big conversation to have because you can just say, Hey, this works for someone, let's try it and we'll see if it works. So it's more like proposing to try something in here. But But then the other part, if you say service design principles are more about, this kind of general guidelines that we follow to create a consistent way of delivering a good experience In that case I will start again with a question to the people you want to convince.

And the question will be, why did you create brand colors, a logo selected a specific type phase to use in your communication? Why did we do that in our organization? And then they will answer and they will, might answer a few things like, Hey it's obvious because it helps us to stay co between channels.

It helps us to drive costs down because we don't have to start from squash every time when we do communicate. And, people recognize us more easily, which is a good. And that's exactly the answer. Why principles, even for service design or design in general, are really helpful because they help us stay co, they help us drive costs down.

Because once you have a recipe of how you want your service to be and what are the principles you want to follow, it's gonna be easier. And people will also recognize, oh, this is a service experience that that's Nestle. Oh, that's Swiss, that's this organization. And then people recognize that.

So start with the question, get people to answer the question and then build on that. Again, obviously there is a caveat here. Sure it takes a one time big investment at the start to decide which are these design principles or design principles that you want to follow and that fit your organization.

But once that is done then it gets easier. It's it's like in, in marketing, you have to do a rebranding. It takes some time and money, but then back gets easier after the fact. I hope this one helps from the chat. I see that it seemed to, to to be helpful. So if we summarize that one how do you help your clients to see the benefit of design principles?

I don't try to show them the benefits. I ask them the, what are the benefits of having guidelines in another field, and then we can translate these benefits and say, Hey, if it works for marketing, let's try it for customer experience, because it works in that field. It's the same thing.

Okay. We still have a few minutes, so we still have 10 minutes left and we'll finish exactly on time because I'm a Swiss guy so I have to start on time and finish on time. What I will do now is I will go over the chat. To see your questions and we'll I will try to answer a few. I'm gonna take this one, let me share that one with you.

Let's take, let me take out my screen, which is Umla. Hi Dan. I'm sure a lot of us feel like out place or unqualified while practicing service design. So how to tackle the imposter syndrome? Good question, because I still have that thing. I felt one day, I thought, oh, once I will write a book about it, I will, I will not have that that feeling anymore.

It didn't work. I wrote another second book, still didn't work. I thought, oh, when I will teach at big universities it's, I will then feel like didn't work either. Having, like big brands for which I worked didn't help either. The one thing that helps me, and that's the one thing that I do, is I collect stories of change.

I collect the stories of people who tell me, Hey, we did this project together, this changed, it helped me so much. Thank you mate. And I make a little folder with screenshots of all these messages. And when I'm really down I just go there and say, oh, no, what I do has value. Oh people the work I do, and they see it matters for them.

And then I heal a bit my imposter syndrome like that. The other way I do it is then have like a ritual where I go over these things even when I'm not down. So just to start the day on a good mood and stuff like that. Imposter syndrome, it's in a way it's a blessing because it keeps you.

Motivated to change and learn. This also occurs because it's demotivating in a way. So keeping the stories and the testimonies of people, an email, a little conversation where people say, Hey, this was so helpful. This is something that helps me to remember. Oh, I'm not so bad at the work.

It's okay. So thanks for the question. That Deepak that was a really good question. And now let me see if I can pop up another question. And this one I think is from Kevin. The question is question of design principles. Are they intended as metaphors or literal principles? Example, uol cleaning cost feels very specific, but with the generic, try the simple things first.

And that's I intend them sometimes as both, and that's where I'm still evolving in my writing. I have to say, they started to be very literal, really just about, this is about the thes, use that path on your yours. But the more I got into them, the more I discovered that there is like a secret message behind them where what I noticed is that usually these principal are an observation of a service or an experience.

And from that observation, we can learn something and then it can change even more the way we do things. So for example, in, if I had to write this principle today, I think I would change a bit the title into, bring the little child back into the service, or I think it's there. It's more about this element of, like the hidden child, the one that most people don't talk about use that, the fact that men when they pee, they play with their dick, they play firefighter with a dick.

That's a hidden truth, but it's a funny element and and here, therefore I will go with that element. So these principles, they evolve over time. My understanding also evolve evolves over time. So to answer it in a short way they are meant as both literal. Like the example could be could be very specific, cut a u put a sticker on the ual, or they could be a bit broader and say, Hey, how does that help you specifically in a more general way.

I hope that helps. Kevin, but thanks for the question. We still have five minutes left, so I'm gonna continue so we have something from ever Aldo. And the question is, as a professional was experienced, been in other design fields transitioning to UX design? I reframe previous projects in a UX context, I believe something similar could be used for service design.

Indeed. I think if you transition to a new field, no, don't forget about the fields that you came from. There's still a lot and I think that's it's of a secret. You can say it like that. We, I try to get people excited about service design, but what's the big difference about UX and service design?

Like 99% of it is basically the same thing. And a lot can what of what you have learned in one field Bit Marketing bit. Yeah. UX bit architecture, bit psychology, project management. You can bring that back in your own, in your new practice. And if something isn't clear for you at that moment, just use these skills from from your past experiences because they still matter.

Service design steals a lot of tools from auto fields and there are just a few tools which are very specific. You Personas for example, is something that we use in marketing, something that we use in graphic design, something that we use in service design in ux. It's used everywhere. So there is no way to think oh, now I'm a service designer, so I have to throw everything in, in, in the trash that I learned before.

But you really can build on that. I hope, I'm not sure I really answered your specific question, but I tried at least to go on, on, on that direction. Okay. Now we still have three minutes left, so let's continue. Thank you so much for putting all the questions. I will try to keep the remaining questions of the session for maybe next webinar session.

If you would love next webinar session, just tell me do another one in the chat so that I know that this has value for you. So we have here a message for Dvia, I think which says, how can we co-create project specific service design principles? Here, what I would suggest to you is, something very simple is get everyone in a room that you want from this project and ask them, okay, what's important to us at the end?

How do you see let's imagine now it's the end of the project. What helped us get there? What are the things ideas, the tips that we followed that made it a good project? This is one way to do it. Another way to do it is, use the principles that you find from other people. You might Google design principles.

There is a lot of websites that shared design principles from other organizations. And you can basically steal them and say, Hey, let's make a bit of a shopping session. And you look at how other people what are their design principles and then, say, oh, these are relevant to us.

These are not relevant to us. These we don't understand. And make a bit of a list and then make a voting session where, say, with which. Three most important ones. And then you'll gradually come to principles that matter for your specific context, but based on the experience of others, which might be helpful, a way that others do it also is using this kind of stuff like the bookstore design principles.

I've made even a template, which is our new world where you have all these principles as little cards that you can use to as a team say, oh, this is important to us. This is something that we could use to improve our service. This is not helpful. And so this might be also another way to do it, but this is obviously a shameless plug to get all of the money from you, but you can do basically the same by looking at the principles of other people or coming up with them by.

Okay. And I have the last question because we have one minute left, which is from Bku. How can we get involved in the service design community? And I'll keep that short. Service design practical service design. This is a one thing that you can Google. There is a very lovely Slack community service design network.

They have a very lovely slack community and there is a big community out there of people with within the service design network. So check these out. And there is another community which is on the service design sorry, on the Swiss Innovation Academy. And this brings me exactly on the next spot of my slide.

Thank you for watching. And the second join the community. There is a community that I'm slowly building, which is the Service Design Principles Club, where I try to experiment and find new principles with other people from all around the world. Like one that you had that I showed in this presentation.

It's a free thing that you can join where you see my drafts. You can share your own drafts, share your own ideas. We can build on them to find as a community new service design principles. So how you can get involved, join at least this community, but also join the other communities if you'd. Okay.