Grokking the Fundamentals

Photo by 童 彤 on Unsplash

Thinking in Services: Grokking the Fundamentals is an opportunity to deepen your understanding of services in terms of what they are, what they can be, and why they even exist; why they fail in unexpected ways. For that you will learn to see the designs of services with new eyes and new perspectives.

Whether you participate from the point of view of a customer or a service provider (in industry, government, or nonprofit), at the end of a three-day program, you will be able to, better than before:

  • communicate the concept of a service with clarity and depth
  • apply systems thinking to service design
  • analyze problems, identify fail points and fault lines
  • systematically improve designs

Whether your goal is to get better at developing ideas and concepts for new services, or at improving the designs of existing ones, you will learn with a small group of peers and professionals, going through a series of short lessons and exercises. The standard version of the program spans three consecutive days. The extended version spans four days: two consecutive days in two separate weeks with a break in between.

Day 1
You will learn to succintly describe the concept of a service in two-word phrases (base values), construct and deconstruct value propositions in a special format (stereotypes), and to distinguish different kinds of services across a spectrum. You will then learn to see the designs of services through three bifocal lenses: motivations & expectations, arrangements & agreements, and outcomes & experiences.

Communicating the concept of a service with clarity and depth.

Day 2
Next, you will learn to use four simple questions – who, why, how, and what – to systematically inquire about the need for a service and the ability to fulfill it. You will learn to qualify the answers using when and where to frame the service as a set of four promises. You will then see the eight feedback loops found in every service, thereby viewing even the simplest of services as a system that adapts to changes in demand or supply.

Applying systems thinking to service design.

Day 3
You will examine a case in which there aren’t simple solutions for a service failing to meet the expectations. You will learn to use the 16x frame – a 4×4 matrix of the 16 elements of design found in every service – to analyze the problem, identify fail points and fault lines. You will develop two kinds of checklists: (1) Design audit for existing services (2) Research plan for new service development.

Analyze problems, identify fail points and fault lines

Day 4 [Only for the Extended Version]
You will identify changes to the design to improve the qualities of outcomes, experiences, and price. You will then revise the story threads. You will then use the embedded logic of the 16x frame to solve the puzzle again. From the revised frame you will generate a new narrative that communicates a significantly improved design.

Systematically improve designs

Then onwards
Then onwards you will have new levels of appreciation for the thinking that goes into goods designs. In the process you will upgrade your skillset to cover trickier problems (e.g., customers and users not only not the same but also with conflicting interests), in dynamic environments (i.e., continuous integration and continuous deployment), in markets where pricing is a critical success factor.

New eyes, new perspectives

Translated from Dutch: What a GREAT gift this Masterclass was. For the first time since I attended training that will have an effect on my future way of working! Congratulations to Majid Iqbal and the others for three mind-bending days! ~ Ankie Swakhoven.

Materials
You will receive a copy of the Thinking in Services book by Majid Iqbal, a workbook with exercises and templates, and the Story Boards cards – useful in setting up the 16x frame as a canvas for a collaborative design effort anywhere there is table space. 

Sign up
Sign up now for the next available event. Tickets are on sale now for the standard version in sunny Stockholm (3-days, single week). If that isn’t good enough for you, then the extended version in Washington DC (4-days over 4-week period).