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Majid Iqbal @mxiqbal
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Just in time for the holidays! This book will change the way you see the design of services.

Thinking in Services: Encoding and Expressing Strategy through Design…
For 30 years since G. Lynn Shostack’s seminal HBR article, the designs of services have been seen through swim lane diagrams with a frontstage/backstage dichotomy.
Now new kinds of services (and millions of them if you think of cloud computing and IoT) tease and taunt us with a fast expanding problem space, in which constructs of consumer marketing (from 80s and 90s) are simply not enough.
It is not enough (or Ok) to talk about services as complex systems if your blueprints and journey maps are lacking, by not covering the whole design, and not showing structures and dynamics.
Every service has a metaphysical structure of 32 parts, made of eight feedback loops. That is how you see services as systems and complex products. Do you see that in your 2019 designs?
And oh by the way, do you realize that customers have their own backstage from where needs emerge? Your traditional blueprint and journey map can’t even define with clarity and depth what happens on the provider’s backstage!
This week I taught eight design professionals how to see any service as a system of by making them actually draw the eight feedback loops on a cube. That way they will never forget!
Then they see each feedback loop as a who-why-how-what narrative. Each narrative is exactly four sentences long. Woven together these eight threads form a single story of 16 sentences, covering the service as a whole. Each sentence is a declarative statement. Four promises.
One of the criticisms of current best practice at even storied agencies (industy and government) is that #servicedesign has come to mean “great UX for services, leveraging digital”.
You can learn to see them with a little bit of child-like imagination (and perhaps the concept of a bill of materials explosion :-)
This new way of seeing design is what some us are calling Design Signal Processing. @aloknandi @tceb62 and others have also visualized design as code. Designcoding. Designcoders.
Oh wow! What wonderful feedback on the master class I just taught last week in Amsterdam! -->…

Thank you @seaseNL for such kind words. It is also that you and the others came with an open mind and were willing to learn.
“What a great gift was this masterclass. For the first time since I have followed a training that will have an effect on my future way of working! Compliments to Majid Iqbal and the others for three, mind-bending days!” ~@seaseNL [Translated from Dutch]
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