Inputs to value design:

1. Service architecture
2. 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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