From what I read and experienced so far at my MDes journey with Service Design is that at the core of Design Thinking the designer, client and everyone involved in the process has to be comfortable with not knowing the outcome right from the start. Based on my interactions over the years with various clients around the world, I believe that for clients to be at peace with not knowing the outcome in advance most of them would need to be fully knowledgeable of the process itself and the logic behind the direction(s). If not knowing the outcome is scary enough for most, not knowing the process that gets them to this mysterious outcome will escalate the situation a nightmare status. This might lead to the project not being approved.
What's interesting is that most clients will not admit their fear of the unknown as the reason for not approving the project. They would use excuses such as budgeting, timing, limited resources (not enough team members to be involved in this project; all busy with other pending projects), and more, just to save face.
After all, the Service Design process is very much human-centred; and that includes the manager’s own experience, not just the end users.
Not All Managers Want to Know Details
That being said, not all CEOs, directors and business owners are interested in knowing the entire process. Some won’t have the time. Others might feel overwhelmed. Therefore, service designers and innovation facilitators need to put more effort into designing how to inform and excite the management team about the next two or three steps at the most but with sharp insights about the value of each step and possible findings to keep them in the loop. That kind of gradual engagement can build the right momentum for the management team to continue the project with more comfort and interest. Of course, not all managers think alike. Designers should be ready to give more or less information based on the manager’s behaviour and attitude towards the project. After all, the Service Design process is very much human-centred; and that includes the manager’s own experience, not just the end users.
Loaay Ahmed (MDes, FRSA)
Strategic business therapist, academic and founder of The Outsider's Perspective. Loaay has decades of experience in guiding his clients, small and large, on how to navigate their business challenges. Through the 1-hour consultation, coaching and mentoring sessions called Strategic Business Therapy, you can address your business challenges in a one-to-one setup. SBTs are practical and effective. Book a free first session.
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This post first appeared on MDes.org, a website Loaay Ahmed dedicated to his writings during his Service Design Innovation masters degree studying years.
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