5 steps for applying design thinking to enterprise service creation

Summary:Just as we have design thinking behind mobile apps, it's time to incorporate more design thinking into enterprise services.

Design thinking is permeating through many of the processes of the business world, and this type of thinking demands that usability and elegance come first and foremost in product and service creation, even before the back-end technical details are worked out. Why not bring design thinking to service creation as well?

Network-Lattice photo by Joe McKendrick
Photo credit: Joe McKendrick

Design thinking is certainly behind the mobile app model, and the resulting interfaces are clean and consistent across all apps in the Apple and Android app stores.

Why not apply design thinking to internal enterprise services? In his latest post, Hilton Menezes urges that more design thinking be incorporated into service creation and deployment.

For enterprise services and apps, the result will be more highly satisfied and engaged users. Hilton proposes that service design teams, consisting of "professionals with experience in business analysis, process design and information technology,"

The service design process should include the following five steps, he says:

  1. Understand your customers:  "For example, in a service to support decision making, it is essential to know the indicators and where data are, and understand the process, the dynamics and frequency that are required in a process of decision making," Hilton says.
  2. Draw the service: Visualization is important. Apply visual drawings, diagrams and storytelling to vividly illsutrate what the service will deliver.
  3. Prototype the service: Show how the service will flow through wireframes, videos and diagrams.
  4. Design the project: Map out all the elements that the service will support, including processes, people and technology.
  5. Deploy the service.

Topics: Enterprise Software, IT Priorities


Joe McKendrick is an author and independent analyst who tracks the impact of information technology on management and markets. Joe is co-author, along with 16 leading industry leaders and thinkers, of the SOA Manifesto, which outlines the values and guiding principles of service orientation. He speaks frequently on cloud, SOA, data, and... Full Bio

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