THE SERVICE DESIGNER'S
SURVIVAL GUIDE TO

INTERNAL STARTUPS 

 
Service Designers are not always familiar with lean startup methods. Here's how you can combine both worlds and thrive

These are my everyday tools. I have developed them over years of consulting and design work with global design teams.

 

From my first clients in a local agency, to my work in global consulting group Idean/CapGemini Invent, these are my tools of choice.

It is a streamlined combination of methods that will keep you user-centric, turbocharge your data-driven design skills, make teams accountable and keep management happy.

DATA DRIVEN
SERVICE DESIGN

Goals, Tracking, Research, Hypothesis, Moments, Relationship, Milestones — That's it.

Yellow Mobile Case

The very hard-to-swallow pill is that project owners are attached to their ideas.
Service designers often commit to making those ideas work. That's a mistake.
 

Instead, focus to validate what people want from you — and how to convince clients to be wise and change their minds

STEP BY STEP

 

INTERNAL STARTUP DESIGN SPRINT

Client profile

ig company or medium-sized company trying a new idea

Team

Small cross-functional teams, "two-pizza teams". Project owners, Visual designer, Developer, Service Designer.

Duration

4-6 weeks, depending on the complexity of the project

Deliverables

Problem identification — qualitative & quantitative 

Value proposition design

Prototyping solutions

Problem-solution fit — qualitative & quantitative validation

 

Next steps

Product-maket fit — quantitative validation

Business model fit — quantitative validation

EMPATHIZE, DIGITIZE,

HYPOTHIZE

First, observe your target users in their natural habitat. Discuss problems and current solutions: empathize with their contexts, discover their common sense. 

 

Meanwhile, study their digital footprint (search behaviors, analytics, screen recordings). All that, together, allow you to formulate strong hypotheses. 

UNIQUE VALUE PROPOSITION

Workshop with your team unique value propositions. They all have the same root: the service you're willing to build. Other than that, they should be different solutions to different problems. Not too far from one another, but contrasting enough so that you understand the different possibilities they open.

In the end of this process, you should have a service idea with a number of features outlined.

TEST

REVALIDATE

ITERATE

Take the service designed from your value propositions and test them. Do not settle for more qualitative studies. Build a façade and test in the open. The statistical relevance will be strong advocates for what the interviews point to. 

BUILD A MOMENT-BASED CUSTOMER JOURNEY

With your service prototypes at hand, layout a customer journey anticipating what users want and feel at each step of the process.

Sprinkle the magic dust: add meaningful moments to make your service count.

PLAN HOW YOUR RELATIONSHIP GROWS

You now need to plan the progress of the relationship to each client — what happens after the first, second, third interaction to each customer, and how to direct them towards the higher value segment.

REPORTING MILESTONES: SCALING IDEAS

You are now able to create your innovation management model. It's a model that came from the operations, budgets, and impact your company makes.

It's your blueprint for your portfolio management, your internal startup culture, your innovation management policy and accounting. 

 
 
 
 
 
 

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©2020 by Lutav | Sérgio Tavares, ph.D.