How to give your Service Design Projects more visibility: 5 Steps Measurement Mindset and Process-Part 1

Service Design, even though, being a valuable addition to the competitive strategy for the growth of an organisation, has struggled its way to prove its value in the business world; it has always been a challenge to define and justify the results of any service design solution to the stockholders in business.

Having attended several Service Design talks and meetups on the significance of Service Design in business, I have always witnessed a sad end when it comes to the evaluation of service design work. No efficient steps or framework for measurement have been devised which could then be applied by others.

Customer Experience has been a key area where service designing is really important. I would argue that both are different concepts, but that’s for some other time.

Keeping these challenges in mind and being a service creator, I have designed a process, which could help any organization device a framework for their service or business design efforts or solutions.

The process consists of a five step method to measure your service design efforts. This hopefully would serve as the key mindset for the companies to measure their design efforts output. The process has been well accepted by my colleagues who serve at leadership positions at various prestigious organisations and has been applied on projects in my previous experience: some modifications have been done keeping Service Design and Business Processes in mind.

Perform these steps in no specific order but it does makes sense to start from the first step.

Step 1: Ask the right questions:

Ask the questions that you want to measure on and achieve for your organisation as well as customer experience. (Think about matching value proposition of the company to the customer feedback that makes sense).

Step 2:Judge the usability of data: (Context is king here) as well as time relevance.

Think on the Business Goals to meet and the message that you want to convey to the end user. Make a mental note to keep the macro factors to impact in mind for e.g. the customer satisfaction rate, the social impact indicators: no of cancer patients who showed health improvement etc.

Step 3:  Categorise KPIs into buckets:

Form 3 buckets to list your measurement framework: value proposition perspective: business perspective: and impact perspective.

Value Perspective:

Off-course every other indicator plays an important part in providing value, however, the value proposition of the company can be termed into service as well as brand effectiveness. Factors to consider:Brand personality, Brand Value etc.

Business Perspective:

Qualitative: Behavioral Change Indicators: Emotions mapping etc.


  • Financial perspective: Financial rate of return(FROI) etc.
  • Marketing perspective: customer acquisition costs, market growth rate, Marketing rate of return(MROI), The 4 E’s of marketing (Experience, Everyplace, Exchange, & Evangelism).
    • Digital Impact(Marketing): No of Twitter posts, social media likes on Facebook, page visits, bounce rates, Customer Engagement,
  • Operational perspective: delivery in full on time rate, order fulfillment cycle time, Product quality score etc.
  • Customer perspective KPIs: Customer Acquisition, retention, and efficiency, Customer Satisfaction etc.

Impact Perspective:

This includes the bigger picture alignment. It is imperative to align measurement indicators with the bigger vision of the service or the customer experience and not just sales number and profit margin growth. Macro KPIs: Social Impact, Sustainability: Carbon footprint, Supply Chain Miles score etc.


Step 4: Measure on the designed framework for your project:

Tip: Don’t ask the customer what they want, they will never know exactly! Collect data based on the use of the service and measure.

Step 5:Re-iterate according to the customer feedback, business drivers and strategic goals to be achieved.

Visualise and match the KPIs as well as the result of the KPI measurement again on the value proposition (Step 1-Questions) and re-iterate the process and the KPI formulation in Step 2 & 3.




The tools are important in Service Designing but the mindset is equally important. Read what the Head of policy lab uk Andrea Siodmok has to say about it in her post “Why labs are as much about mindset as about tools” .

Data has played an important role in Service Designing previously in IT and there is an even greater need to include it in Service Design now. Something interesting running at policy labs on bringing data into policy making” – “Designing Data”.

If you noticed carefully that the term “Design” wasn’t anywhere in the measurement buckets and I reckon that to be a fair doubt. However, as somebody has said that design cannot be measured on one parameter; essentially, design is in the business case: its a form of strategy which can take any shape relevant to the context of the situation.

“Context is King” not Content and “Consistency” is the deity!

Finally,remember the five steps: Ask the right questions: Judge the usability of data: Categorize KPIs into buckets: Measure: Validate, and re-align.

How do you measure service design efforts output in your projects or company and what parts would you apply from the above process?


A cup of Strategy with a pinch of Design!

A cup of Strategy with a pinch of Design!

I feel that Strategy is really about Design; Designing a set of responses to a given set of Opportunities.


[image from JISC InfoNet]

Continue reading “A cup of Strategy with a pinch of Design!”


The creative confidence in presentation | how much would you pay for this?


Normal ingredients, but great presentation. The market and the businesses dwells upon such creativity for both to grow, period. Seems synonymous with Apple’s selling strategy! Isn’t it? So how much would you pay for it?



“The receding world and innovation amidst austerity”

In these times of great rumble, nerve shaking calamities, picturesque downfalls of big businesses and of-course, the great euro zone crisis. Innovation found its way yet again, in the minds of those, who once were pioneers in their fields but had subsided due to the fast moving businesses and piercing competition and those who had yet to make their mark in the open world. For instance, Mark Zuckerberg‘s Facebook, which was a college project, made its way to be a billion dollar venture. This was not only an innovation in the social networking world but also a profitable business which led to increase in the employment rates, once under the mar of recession.
This was one example, however, still under growth, motivated  new entrepreneurs to bring their fresh ideas in the market, which was  undergoing multiple jolts of debt increase and obsoleteness of ideas, and brought a spark in the minds of thinkers and dreamers. Furthermore, it became imperative to bring these ideas to practicality and also to rescue the shoddy business practices and redesign them.
It was now necessary, there being a need for fresh ideas and new processes, to bring businesses to stability and to lift  falling economies from further recession. It was time, the advent of combining design with business acumen become a necessary evil. Although, many had considered design to be specific to designers only, and  an amalgamation of these two was thought to be unwise, nonetheless, such an amalgamation gave rise to new concepts; some named it “creative intelligence” while others denoted it, “Design Thinking“.

Enlightened by the need, Businesses have started acquiring people with a creative bent of mind, who could show resilience, invent mass appealing products, and design cost reducing efficient processes. Now, many companies have started pursuing the path of Design thinking and some of them have even gone to extents in making it their soul USP, for promoting their ideology. For instance, Tata Nano, a small four seater car from Tata Motors,  a product brought to reality after Ratan Tata(MD of Tata group) witnessed  an Indian family perched perilously on a scooter in a rainstorm, poses a strong example in support of companies practicing the concept .

Additionally, Companies such as “Fast Company” and “IDEO” are following and promoting this concept, and have even produced  exemplary solutions and ideas utilizing it.Below is that creative process.

The creative process stands on five under mentioned pillars


Each pillar involves several steps, to be performed, in order to achieve the desired solution.

The success of businesses by using these concepts and processes ,in my opinion , depends upon how seriously people in business such as entrepreneurs, marketers, corporate managers want to see their dreams,
ambitions and off course their business, soaring !

All the more, this gives rise to another big dilemma that “will it be the next big thing in running businesses in the future”?


Characteristics of the Creative Leader (versus Authoritative Leader)

Leadership On Stage

Explore the ways, you can reap the benefits of creative  leadership, by being one! Click the link below to find out.

Characteristics of the Creative Leader (versus Authoritative Leader).