Don't Build in a Bubble: The First Step to Designing a Service People Actually Want

You’ve probably heard the buzz around terms like "design thinking" or "service design" and wondered what it's all about. You're here because you're over the old way of doing things in your industry and feel it's time to do things differently, to turn your field on its head, one small innovation at a time.

This is your guide to getting started.

What is Service Design, Exactly?

At its core, design thinking is about creating a service where the customer experience is the absolute priority. Every time you create a process, a document, or an offering, you ask yourself one key question: "Will the outcome improve the customer's experience, understanding, useability and efficiency?"

It’s a mindset shift. You stop looking at a problem as an expert who already has the solution. Instead, you put on your designer hat and focus first on deeply understanding the problem from the customer's point of view. Success is no longer defined by your solution, but by the customer's experience.

The Critical First Step Most Entrepreneurs Miss

When creative, intelligent people get an exciting idea for a new service, the first instinct is often to build it. I know because I did it too.

My first digital service was a concept I loved. The excitement was so much that I raced out, registered a trademark, and perfected the service, the brand, and the look. But I never stopped to ask potential customers what was keeping them awake at night. I launched the beautiful product, and the customer response was lukewarm, at best.

Please, let me help you sidestep my mistakes. Today, I never start a new design project without extensive customer interviewing. A service design process always starts and ends with the customer.

The "Double Diamond": Why You Must Start with the Problem

A classic illustration from design thinking is the "Double Diamond," created by the British Design Council. It shows that the design process has two parts: defining the problem and developing the solution. The most important rule is that you must start with the problem first.

Most traditional experts do the opposite. They jump over the problem discovery phase and head straight for a solution. The result is often more of the same old, same old. Design thinking dares you to question what you think you know and focus on what you don’t.

How to Conduct Powerful Customer Interviews

Where do you find people to interview?

Your interviewees don't have to be current customers. They can be people who have used services in your industry, or even people who haven't for specific reasons. If you don't have customers yet, you're in a fantastic position with a clean slate.

If you're nervous, start with friends and family to build your confidence. Then, make a list of people who would be interesting case studies and reach out with a coffee-shaped invitation. Asking always opens up the possibility of refusal, but you'll never know if you never ask.

What do you talk about?

Your goal is to get people to tell you their stories. You need to dig beyond the surface to find the real emotion. Listen to the facts of their experience, but then dig deeper to uncover what truly frustrated them and what they felt the problem was. Ask them how they would have preferred it to be solved. Boom, you have found the heart of the problem.

What happens after the interviews?

Immediately after each interview, document your notes and insights while they're still fresh. After several interviews, you will start to notice emerging themes. Once you've finished all your interviews, you'll have the full picture and be ready to move to the next stage of your journey.

There is a service out there for you that will inspire you, reinvigorate you, and give deep meaning to your work. This is the fabulous first step.

Want to dive deeper with me? Book a discovery call to decide the next step.