The service design toolkit at CC is an agile array of tools and methods that have been honed over many years. But the real magic is in their application; in the new-to-the-world digital services that enables an ambitious company to redefine its market and open valuable new revenue streams.
Service design difference

The CC service design difference

The big difference with the CC service design toolkit is that it is infused with our unique blend of credentials: we have wide market experience; we have deep expertise in emerging technologies; and we have an ability to mobilise talented, multidisciplinary in-house teams that spark great ideas and inspire breakthrough solutions. As with many endeavours, creativity flourishes because everything is founded on a robust structure. That structure has an inherent flexibility that ensures a bespoke journey for you, and a truly innovative service for your business.

Designing from opportunity to implementation

The key to a successful digital service is identifying the right market opportunity. We apply our structured service design approach to create and improve the appropriate solution. This means using research, stakeholder involvement, prototyping and early user feedback – as well as a set of easily understood activities and visualisation tools – to create and orchestrate experiences. Our toolkit enables us to join you at any stage… from identifying market opportunities and building consensus around the right idea through to prototyping and full-scale implementation.

Our approach

With our toolkit, service design is an ongoing exercise focused on early delivery, and continuous improvement and any stage of digital service creation or iteration. There are four phases: Discover Ideate, Prototype and Implement
SDT - discover
Discovery is all about building a deep understanding of market, user and business needs. This looks at both challenges and opportunities. We’ll start with what is already there and identify key areas for further discovery through market analysis, technology scouting, future visioning and user research. This informs the ideation phase and contributes to a vision for the service by focusing on new opportunities.
SDT - ideate
Generating good ideas can be challenging – and forming consensus on the best concepts to progress even more so. This is where our ideation tools come into play: identifying the best strategic opportunities, rapidly generating ideas and validating into concepts which best fit the business and user needs. Our ideation tools allow you to accurately estimate the engineering effort to achieve concepts before they are refined.
SDT - prototype
This phase tests if the concepts provide value to the user. It’s important to test concepts to gather rapid feedback before further development and implementation. Our experienced UX team can generate anything from mock-ups to high fidelity simulations of how a digital service could operate from a user perspective. Alongside this we use other tools to consider the technologies and architecture that underpin the service.
SDT - implement
When we implement the service design, we don’t assume that there will be no more discovery, ideation or prototyping. We use agile methods to continuously iterate using our entire service design approach to develop both the digital service and the service design and respond to changes in business, user and market landscapes.

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Our tools and methods

We have a vast variety of tools and methods which we’ve grouped into categories based on the value they deliver. This is turn enables us to develop a programme of work to support your service design ambitions.
Foresight tools
Understanding the most relevant global trends that impact your markets and services will help your ideation workshop stimulus and output. Our experts provide the latest technology patterns of development. Additionally, our ‘futures thinking’ toolkit will help you make more resilient decisions today.
Perspective tools
Defining and visualising the key components of a service business model will be critical in identifying the customer value. Our business perspective tools help you identify important value factors such as business fit and market attractiveness criteria, stakeholder and system mapping, go-to-market strategy, and competitor review.
Ideation tools
A collection of ideation tools such as catalyst cards and success metrics will help you generate new design ideas, track design progress, and support service design decisions. Using dedicated ideation tools has been proven to help sessions be more creative, more inclusive and more focused, while also achieving group consensus.
User perspective
User perspective tools
User perspective tools build a better understanding of your target user behaviour and context of use (e.g., work, home). They enable efficient mapping of user-related factors such as attitudes, stakeholder maps, personas and personality sliders, user scenarios, and value propositions. These help you discover the entire user perspective that is needed to unlock further value for your user-oriented business activities.
Design tools
Design review allows the socialising of design progressions and feedback from different stakeholders to help you get to the next phase of your project lifecycle. Our expertise in data flow diagrams, information architecture, and wireframing and prototyping will enable you to quickly create low-cost methods to test your assumptions and reduce development phase effort.
Security and privacy tools
Creating an optional plan to address threats or risks, whilst also determining potential countermeasures, will be necessary to sustainably grow your service or product. Our security architecture design tools will enable you to protect your service information whilst keeping in mind findability, discoverability, and understanding to your key users.

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