Role 1: The Empathizer
Based on my consulting and teaching experience, service designers perform seven critical roles on complex, multi-faceted innovation projects: The Empathizer, The Sensemaker, The Creator, The Maker, The Navigator, The Storyteller, and The Servant Leader (Bau, 2013, 2020). For the sake of brevity, each role is explained using three capabilities. For each capability, the service designer carries out specific activities, applies specific methods and tools, and makes specific deliverables/assets.
Let’s take a deep dive into the role of The Empathizer
Three core capabilities to build and master:
Understanding complex (eco)systems and problems
Understanding organizations and competitive landscapes
Understanding actors and activities in context
Five valuable toolkits to dip into:
Format: Author(s) > Project phase(s)
LUMA Workplace (2020) > Looking + Understanding
IDEO (2020) > Inspiration
Kumar (2013) > Know Context + Know People
Stickdorn et al. (2018) > Research
Hines & Bishop (2015) > Framing + Scanning
Eight useful methods and tools to apply (not exhaustive by any means):
ERAF Systems Diagram
Ten Types of Innovation Diagnostics
Cultural Web
Business Model Canvas
Walk-a-Mile Immersion
POEMS
Abstraction Laddering
Problem-Sizing Canvas
References
Bau, R. (2013, October). What it takes to become a superb service designer. SX 2013 [Adaptive Path’s Service Experience conference], San Francisco, CA.
Bau, R. (2020). Service design to the rescue. The critical roles service designers play in organizational change. Touchpoint, 11(3), 74–79.
Hines, A. & Bishop, P. (2015). Thinking about the future. Guidelines for strategic foresight (2nd ed.). Hinesight.
IDEO. (2020). Design Kit.
Kumar, V. (2012). 101 design methods: A structured approach for driving innovation in your organization. Wiley.
LUMA Workplace. (2020). Methods.
Stickdorn et al. (2018). This is service design doing: Applying service design thinking in the real world. O’Reilly Media.
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