Foreword by Professor Fred Collopy

Chapter 1 Getting ready (download chapter here)

Case 1 Turning data about phone usage into a resource at 3
Case 2 Staging a different conversation about digital services at Microsoft

Method 1 Self-reflection (PDF, 3.2MB)

Chapter 2
Contexts, strategies, value creation

Case 3 Turning sofabeds into resources and rethinking travel experiences at Airbnb
Case 4 Agile organizing for democracy by reconfiguring resources through NYCVotes

Method 2 Visualizing drivers of change (PDF, 3.3MB)
Method 3 Mapping innovation ecosystems (PDF, 2.7 MB)

Chapter 3
Behaving and experiencing

Case 5 Changing nurses’ care-giving practices at Kaiser Permanente
Case 6 Changing behaviours through amplifying positive deviance in Danish prisons

Method 4 Mapping the user experience (PDF, 3.3 MB)
Method 5 Creating a persona/storyworld (PDF, 3 MB)

Chapter 4
Exploring and analyzing

Case 7 Using thick data about how children play to reframe business opportunities at LEGO
Case 8 Playing with cultural probes to generate new concepts in fast-moving consumer goods

Method 6 Segmenting by meaning (PDF, 2.8 MB)
Method 7 Opportunity mapping (PDF, 2.7 MB)
Method 8 Problem/proposition definition (PDF, 3.3 MB)

Chapter 5
Inspiring and generating

Case 9 Prototyping value-in-use by storytelling at Google
Case 10 Recombining socio-cultural capacities through tinkering and improvisation at Frugal Digital

Method 9 Sketching (PDF, 3.1 MB)
Method 10 Telling stories (PDF, 3.4 MB)

Chapter 6
Prototyping and playing design games

Case 11 Combining existing concepts and activities with new ways of doing things through design games at MindLab
Case 12 Prototyping a new after-sales service at Mercedes-Benz

Method 11 Planning prototyping and design games (PDF, 3.1 MB)
Method 12 Service blueprinting (PDF, 3 MB)

Chapter 7
Understanding impact

Case 13 Focusing on outcomes to design a business-to-business marketing solution
Case 14 Using data to develop eco-driving behaviours at Fiat

Method 13 Creating an outcomes framework (PDF, 3.6 MB)
Method 14 Defining design principles (PDF, 2.3 MB)

Chapter 8
Organizing for service innovation

Case 15 Building service transformation capabilities at Capita
Case 16 Developing agile innovation teams in financial services at Barclays

Recipes for designing innovative services