We have seen service design change. Over the last ten years we have worked on a fair share of projects. These projects ranged from increasing the reach of a local Amsterdam butcher to helping startups like Munnypot and large organisations like Aegon. However, we have seen a shift occurring in the last year or two. Increasingly, organisations have started to see the value of service design and show a growing desire to embed service design as a core capability. Where earlier projects were focused on operationally designing or improving services, they now tend to take shape as strategic endeavours to make sure our clients are able to design and improve services on a continuous basis. We were lucky enough to be involved in such endeavours with some of our clients, including a leading European bank, a health insurance company, a telecom provider, an energy utility company and the Dutch railways.
In this blog, we will be sharing a strategic framework that we created to help organisations embed service design at scale; the Service Design Maturity Model. We will shortly elaborate on the different maturity stages. The next blogs which will follow soon, will be deep-dives on each of the maturity stages and will provide some thoughts on our biggest learnings using the framework.