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Majid Iqbal @mxiqbal
, 6 tweets, 2 min read Read on Twitter
30 years ago Herb Simon wrote: “Everyone designs who devises courses of action aimed at changing existing situations into preferred ones.” The upward spiral, the hook, and the swap are examples of courses of action aimed at changing an existing set of N values to a preferred set.
Strategy devises the course of action – the most prudent path – taking into account interests on both sides. Therefore, strategy is design. Moving the N values across the three levels or nine regions requires improvements to the qualities of outcome, price, and experience ...
... – the O, P, and E numbers. Those changes are made by devising courses of action that we have been calling performances and affordances, which are further broken down into courses of action that map to the 16 elements of design.
Thus the smallest of changes, whether to facilities and infrastructure, to policies and procedures, or to hardware and software, to give a few examples, are little vectors of improvement that add up to new net values that translate into movement on a map.
Design is the ultimate expression of strategy. The 16x frame and the O-P/E=N equation are useful in translating service strategy to #servicedesign.
Closing arguments in my book that attempt to answer the question: "What is service design?".

Coming soon to a bookstore near you, this September.
Thinking in Services, 2018, @bispublishers

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