Role 2: The Sensemaker
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 Sensemaker
Three core capabilities to build and master:
Uncovering and contextualizing insights across all research methods and sources
Framing/reframing assumptions, hypotheses, problems, and opportunities
Defining possible service outcomes/futures
Five valuable toolkits to dip into:
Format: Author(s) > Project phase(s)
LUMA Workplace (2020) > Understanding
IDEO (2020) > Inspiration
Kumar (2013) > Frame Insights + Frame Solutions
Stickdorn et al. (2018) > Research
Hines & Bishop (2015) > Forecasting + Visioning
Eight useful methods and tools to apply (not exhaustive by any means):
Observations to Insights
User Journey Map
Generating Jobs-to-be-Done Insights
Semantic Profiles
Frame Your Design Challenges
Design Principles Generation
Align on Your Impact Goals
Foresight Scenario
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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