Designing service
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Designing  service
One of the misunderstandings of these days is that a designer has an artist or artisan background. In that approach designers are idea generators, visualizers and prototypers.   That is not our point of view. Our adagium comes from the management writer Herbert Simon, who stated that "Everyone designs who devises courses of action  aimed at changing existing into preferred ones".  As stated by others, this version of design tends to abstraction and general expertise.   The focus of this blog is service and services. In our world  service is exchanged for service. All firms are service firms; all markets are centered on the exchange of service, and all economies and societies are service based. And just even government and other institutions are always exchanging services for services. But be sure, in this era of change there is a heavy focus also on concept generation, visualization and digital concept and prototypes.   Interested in designing services? In case you are interested to follow,  check the options in the sidebar. You can follow this blog on Facebook, Pinterest, Twitter and via email and RSS. It is up to you! In case you are interested to connect on linkedin, please feel free to do so (some of this content is also posted on that platform).  
Curated by Fred Zimny
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Rescooped by Fred Zimny from Just Story It! Biz Storytelling!

Personas vs. Customer Stories In Website Development

Personas vs. Customer Stories In Website Development | Designing  service |

Stories vs. Personas

Sarah Doodley (@sarahdoody.) explores the difference between user stories and personas. She correctly identifies the problem with personas is they can be poorly crafted and so become caricatures of themselves. where I am the Marketing Director uses Agile project development. Agile always starts with customer stories. Those stories provide the functional needs we program to in a series of "sprints". Sprints are usually one week long and represent a desire to get something in the customer's hands as quickly as possible.

Sarah's piece is an excellent summary of the importance of user stories, how to accurately collect and use the.

Via Gregg Morris, Martin (Marty) Smith, Karen Dietz
Karen Dietz's curator insight, April 4, 2013 11:36 AM

I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business -- if done right. Now that's the trick.

Let's take a page from the world of writing: no well developed characters, no story. "What," you say???!!

Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.

For example -- Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.

Unfortunately today, most of the biz story articles focus on structure. It's rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.

The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually -- they are important. 

Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.

Make sure you read the article so you'll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.

Crafting personas and developing characters requires excellent listening skills -- not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the 'listening' tag in the filters tab above to get solid articles on how to do this.

Thanks for finding and sharing this Marty and Gregg!

This review was written by Karen Dietz for her curated content on business storytelling at 

malek's curator insight, April 4, 2013 7:16 PM

so true"t's rare to come upon an article focusing on character development"

Karen Dietz's comment, April 21, 2013 1:46 PM
So true Malek and Marty. Thanks for rescooping :)
Rescooped by Fred Zimny from Business Improvement!

Seven Online Considerations to Ponder During Your Break

Seven Online Considerations to Ponder During Your Break | Designing  service |

Every year gets tougher for operators of SME businesses, and you need to be making sure that you are not making it even tougher, by ignoring the impact of the online world, upon your industry and your business.


Trusting that you are not one of the unbelievably high percentage of SME businesses still ignoring the internet, and trying to get by without even a website as a basic online presence, the end of year break is a good opportunity to review where you are at, and what you need to change for next year.


This excellent article poses 7 questions you should ask yourself as part of such a review, the answers to which should help you to determine the direction of your online activities, in the coming 12 months.

Via Daniel Watson
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