This book is a practical guide that explores how startup entrepreneurs and business leaders, who hold no design degrees, can integrate service design into their development cycles to create sustainable, desirable, and profitable new services.
In the first part, Tenny explores the reasons why startups need to move away from the make and sell, industrial logic we've been exploiting over the last century. To take its place, he proposes a new service-oriented mindset that carries the idea of learn, use, and remember users' journeys. He also discusses the challenges our industrial society is facing and how the combination of design with a service-oriented mentality can be key to help new and existent businesses make this shift.
In the second part, he will take you on a journey through the MVS - Minimum Valuable Service - model. This model can seamlessly integrate service design into the Lean startup or any Agile development cycle. It adds the human values needed to foster service innovations within the Lean's scientific approach. In this part of the book, you will learn tools, methods, and practices that will help you get your hands dirty with design.
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Go beyond Lean Startup thinking