Role 5: The Navigator
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 Navigator
Three core capabilities to build and master:
Setting strategic directions and creating strategic platforms
Defining, tracking, and evaluating business and stakeholder impact
Identifying roadblocks, defining requirements, and mobilizing resources for implementation and sustained success
Five valuable toolkits to dip into:
Format: Author(s) > Project phase(s)
Kumar (2013) > Sense Intent + Know Context + Realize Offerings
Gray et al. (2010) > Games for Exploring/Closing
IDEO (2020) > Implementation
Stickdorn et al. (2018) > Implementation
Hines & Bishop (2015) > Visioning + Planning
Eight useful methods and tools to apply (not exhaustive by any means):
Planning for Human-Centered Implementation
Implementation Roadmap
Vision Statement
Service Blueprint
Explore Scalability
Measure and Evaluate
Capabilities Quicksheet
Funding Strategy
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.
Gray et al. (2010). Gamestorming. A playbook for innovators, rulebreakers, and changemakers. O’Reilly Media.
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.
Stickdorn et al. (2018). This is service design doing: Applying service design thinking in the real world. O’Reilly Media.
6/10
