Inputs to value design:
- Service architecture
- Connections design
Once the organisation understands where to focus, new islands of capabilities start to form. These in isolation are useful as single functions, but the real power is addressing how these separate functions can be joined – connections if you like.
With all the elements in place now is the time to review the distribution of values across the outcomes of the P3 model:
- Wellbeing
- Engagement
- Co-created
It could well be that the organic process has produced a real focus in a certain area, for example, engagement for highly commercial organisations where a desire is to first sell the product. This final part of the service design process does not artificially redesign or distribute values, but you need to be certain that one of the three outcomes has not been squashed by the process.
Stand back and look at the total service. Using the table below, check for where the values are featured for each connection. There is no hierarchy or order – depending on the organisation vertical, certain values will be more appropriate:
Creating wellbeing |
Driving engagement |
Enabling co-creation |
Meaningful |
Habits |
Third parties |
Benefitting |
Loyalty |
Local |
Motivating |
Time |
Discovery |
Serenity |
Friction |
Sharing |
Tracking |
Desirability |
Prerequisites |
Reporting |
Frequency |
Product |
Efficacy |
Newness |
Ambassadors |
Creating wellbeing example
Value |
Action |
Type |
Description |
Meaningful |
Create |
Emotional |
Experiences that fulfil needs in a personal way eg savings goals |
Benefitting |
Architect |
Emotional |
Service that facilitates others to benefit indirect eg charitable cause |
Motivating |
Generate |
Rational |
Provides ongoing inspiration for achieving an objective eg fitness programme |
Serenity |
Provide |
Emotional |
Reduce anxiety and build resilience by developing fully considered services eg bills forecast |
Tracking |
Enable |
Rational |
Progress over time with appropriate nudges eg smart meter history |
Reporting |
Architect |
Rational |
Changes to individuals and that of a community eg running club |
Efficacy |
Ensure |
Rational |
Feedback of intervention effectiveness to continue improving platform eg publishing offers redemption |
Revising and testing
Now is the time to revisit the architecture. Ask yourself if you have a good spread of values that are both rational and emotional. As a minimum, you should aim for a least five values in total with representation from well-being, engagement, and co-creation.
If this is not the case go back to the connections stage (joining the islands) and work through the four levels with the value tables from above in front of you.
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