This book is a practical guide that explores how startup entrepreneurs and business leaders, who hold no design degrees, can integrate service design into their development cycles to create sustainable, desirable, and profitable new services.
In the first part, Tenny explores the reasons why startups need to move away from the make and sell, industrial logic we've been exploiting over the last century. To take its place, he proposes a new service-oriented mindset that carries the idea of learn, use, and remember users' journeys. He also discusses the challenges our industrial society is facing and how the combination of design with a service-oriented mentality can be key to help new and existent businesses make this shift.
In the second part, he will take you on a journey through the MVS - Minimum Valuable Service - model. This model can seamlessly integrate service design into the Lean startup or any Agile development cycle. It adds the human values needed to foster service innovations within the Lean's scientific approach. In this part of the book, you will learn tools, methods, and practices that will help you get your hands dirty with design.
PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.
This guy is smart enough to realize that Design Thinking didn't really start a few years ago, and goes back a long way. He details the history of design, and how it got relegated to aesthetics.
He acknowledges the value of Lean Startup, but takes us many steps beyond that; into a set of empathic processes that help us develop things in a much more collaborative way. From his viewpoint, the Lean Startup MVP is much too late in the game to start building prototypes! Life is about services, not products. Even products are really services!
I found this book clear, actionable, and applicable as a brilliant addition to Lean Startup/Design Thinking type methods, and also stands on its own. This book should give you some real insights towards a deeper wisdom of how to design products and services that are truly useful, efficiently and wisely.
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