Role 1: The Empathizer

Based on my consulting and teaching experience, service designers perform seven critical roles on complex, multi-faceted innovation projects: The Empathizer, The Sensemaker, The Creator, The Maker, The Navigator, The Storyteller, and The Servant Leader (Bau, 2013, 2020). For the sake of brevity, each role is explained using three capabilities. For each capability, the service designer carries out specific activities, applies specific methods and tools, and makes specific deliverables/assets.

Let’s take a deep dive into the role of The Empathizer


Three core capabilities to build and master:

  • Understanding complex (eco)systems and problems

  • Understanding organizations and competitive landscapes

  • Understanding actors and activities in context


Five valuable toolkits to dip into:
Format: Author(s) > Project phase(s)

  • LUMA Workplace (2020) > Looking + Understanding

  • IDEO (2020) > Inspiration

  • Kumar (2013) > Know Context + Know People

  • Stickdorn et al. (2018) > Research

  • Hines & Bishop (2015) > Framing + Scanning


Eight useful methods and tools to apply (not exhaustive by any means):

  • ERAF Systems Diagram

  • Ten Types of Innovation Diagnostics

  • Cultural Web

  • Business Model Canvas

  • Walk-a-Mile Immersion

  • POEMS

  • Abstraction Laddering

  • Problem-Sizing Canvas


References

Bau, R. (2013, October). What it takes to become a superb service designer. SX 2013 [Adaptive Path’s Service Experience conference], San Francisco, CA.

Bau, R. (2020). Service design to the rescue. The critical roles service designers play in organizational change. Touchpoint, 11(3), 74–79.

Hines, A. & Bishop, P. (2015). Thinking about the future. Guidelines for strategic foresight (2nd ed.). Hinesight.

IDEO. (2020). Design Kit.

Kumar, V. (2012). 101 design methods: A structured approach for driving innovation in your organization. Wiley.

LUMA Workplace. (2020). Methods.

Stickdorn et al. (2018). This is service design doing: Applying service design thinking in the real world. O’Reilly Media.


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Robert Bau

Swedish innovation and design leader based in Chicago and London

https://bauinnovationlab.com
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Role 2: The Sensemaker

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The 7 roles