3.4 Co-Design Principles

Service Design and Co-design can help you develop extremely relevant digital experiences.

Service Design and Co-design can help you develop extremely relevant digital experiences. It is a process that involves you as much as your customers: embedding design thinking in your processes will make your customer's experience much better by focusing on their needs.

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Service Design and Co-design can help you develop extremely relevant digital experiences. It is a process that involves you as much as your customers: embedding design thinking in your processes will make your customer's experience much better by focusing on their needs.

Service Design in the Era of Experiential

Service Design consists of designing an experience around the needs of your target audience by collaborating with them and trying to understand what their needs are.

This has become an extremely important process in the post-COVID era, in which applying innovation at the core of your business while keeping a human-centred design and applying co-design principles are the best way for staying competitive and resilient.

Design-Led Digital Experiences

Design is the driving force behind good digital experiences. At the DTTT, we believe IBM's Design Thinking course (free and online) provides a good overview of how to create great experiences to cover your customer needs, giving you an introduction to different ways of thinking to solve these.

Below you can see the key pillars from IBM Design:

The Loop. During this stage you have to:

  • Observe. Immerse yourself in the real world.  
  • Reflect. Come together and look within.
  • Make. Give concrete form to abstract ideas.

The Principles. See problems and solutions as an ongoing conversation.

  • A focus on user outcomes. Drive business by helping users achieve their goals.
  • Restless reinvention. Stay essential by treating everything as a prototype.
  • Diverse empowered teams. Move faster by empowering diverse teams to act.

The Keys. Lead teams to great user outcomes using our scalable framework for team alignment.

  • Hills. Align teams on meaningful user outcomes to achieve.
  • Playbacks. Stay aligned by regularly exchanging feedback.
  • Sponsor users. Invite users into the work to stay true to real world needs.

What if we totally re-imagined the experience we're trying to create?

A great example of the application of co-design principles is the destination of Les Iles de la Madeleine in Stage 12 of Digital Transformation. Through the application of co-design principles and open innovation, they created an attractive destination with heightened awareness.

They managed to achieve this through regular meetings, continuous innovation and collaboration between industry and destination.

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Service Design and Co-design can help you develop extremely relevant digital experiences. It is a process that involves you as much as your customers: embedding design thinking in your processes will make your customer's experience much better by focusing on their needs.

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