Org Design for Design Orgs: Building and Managing In-House Design Teams

by Peter Merholz

Throughout this book we have advocated a service design mindset. Most organizations don’t need dedicated service designers — product design leads, UX researchers, and communication designers can practice service design, employing its tools such as experience maps, customer journeys, service blueprints, and prototypes of new experiences. However, some service-heavy environments, such as hospitality, financial services, and health care, will benefit from individuals dedicated to service design. These team members integrate efforts across product teams into a coherent whole. Whereas product designers typically work within Surface and Structure, service designers operate within Structure and Strategy, specifying the design of a system that will deliver a great service experience. While craft is important, this role is more about coordination — the service designer works hard to connect with all the frontline people who will be delivering the service. At the outset of work, this involves facilitation and co-creation, coming up with solutions that will work across roles and contexts. When the solutions are deployed, the focus shifts to training and implementation, supporting people as they execute the service.