One step beyond
Reality hits when Design Thinking enthusiasts start working with post-its (or Miro boards nowadays) to design service innovations. Once the enthusiasts have prototyped and tested their (riskiest) assumptions, they are not ready at all. The real work starts when they, for example, have to align stakeholders across the organisation to co-create, develop, implement and scale products and services. As Robert Brunner, founder of the San Francisco design firm Ammunition stated, “It [went] from ‘Wow, design can save the world!’ to ‘Shit, this is hard.” (source). It takes much more effort, beyond prototyping and testing to make a real impact with customer-centric design.
The new way to go
This is why we took a critical look at the Design Thinking and Service Design frameworks we used in the past. We created a new framework based on all our experience translating service design strategies and concepts into real desirable touchpoints and products.
Bye Double Diamond!
Say hi to the Double Diamond, Double Donut 💎💎🍩🍩