Design without customer research is like baking without a recipe. As important as doing research is analysing the outcome carefully. By thorough analyses we'll know where to begin, what to target at and with what kind of steps to proceed. Gut feelings may work, but it's a lottery.
Creativity is not a proprietary right of a few "idea slings". Every each one of us has it, and one of the tasks of a design thinker is to dig it up and guide it to a right direction. In the world of design thinking (call it service design if you prefer) creativity has a role of a tool's.
What’s that with service design and design?
To make it simple we can consider that service design is about designing the immaterial, while “regular” design concentrates on physical products.
Both domains of design can be approached pretty much the same. Service design is usually described as a path that contains an array of service moments at service touchpoints. How a person interacts with the service and how pleasant the whole journey is. Consumer experience.
With a physical product things are quite similar, although we like to talk about user experience. In both cases a good consumer/ user journey is pleasant and uninterrupted, while a troublesome, badly designed path ends up in the opposite.
By proper means of design we can not only affect to the consumer experience, but also to the structures of a company and its service culture.
Calculating the benefits of design culture update in a company may be challenging, but is worth trying. According to a research committed by Design Council in London, investing in design grew the turnover of the companies 20 times, return four times and export five times higher. Think.