A journey from product to service.
This book is a practical guide that explores how startup entrepreneurs and business leaders can integrate Design Thinking and Service Design into their fast-paced development cycles by running service Design Sprints.
Service Design Sprints is a lean approach to create sustainable, desirable and profitable new services.
In the first part, Tenny explores the reasons why startups and enterprises 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” user journeys. He also discusses the challenges our industrial society is facing and how the combination of human centered 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 Design Thinking into any Agile development cycle, like Lean Startup. 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.
The Time Machine
This workbook was designed to help the project team gather more knowledge about the ecosystem surrounding the issue they are addressing.
The Hero Profile
A hero is an extreme user. One that is able to remember concealed details and walk you through vivid specifics about their struggles and experiences.
The Hero Quest
A journey built around the interactions, intentions and perceptions of users while dealing with the issues being studied.
The MVS Journey
The whats and hows of the Minimum Valuable Service, including users’ intentions, avatars and a prioritization system that informs the build backlog.
“Pinheiro will inspire you to think differently about business, design, education, and — perhaps most importantly — the way you work every day.”
Kerry Bodine Co-author of Outside In: The Power of Putting Customers at the Center of Your Business.
“…Tenny calls out what's lacking in the Lean Startup approach, in the most thorough and insightful ways. I enjoyed his delightfully nuanced views on the world of services — how they're perceived, experienced, and remembered — as well as his historical perspectives on the worlds of design, business and marketing If only all criticism were this good.”
Chad Thornton Experience Designer :: Airbnb.com.
“….The concept of a Minimum Valuable Service is unique, new and sets goals intended to deliver maximum value with measurable results. This is a must read for anyone in the global innovation economy.”
Rick Rasmussen International Business development :: NestGSV.
“… At some point every adventure requires a great guide, and this journey into the heart of the new is led impeccably by Tenny Pinheiro. The Service Startup is a trusty roadmap that you will long keep by your side. As Tenny might suggest: learn it, use it, and remember it.”
Jamer Hunt Director for the graduate Program in Transdisciplinary Design :: Parsons The New School for Design.
learn more about
Serial entrepreneur, designer, best-selling author, professor, startup founder and angel investor.
Tenny Pinheiro lives in San Francisco, CA. He is the founder and former CEO of the Brazilian office of the pioneer global service design agency Livework, and the founder of the service-design for all initiative Servicedesignsprints.com
. Tenny is also the founder of EISE, the School for Service Innovation
a pioneer educational program which accelerates entrepreneurship through service design.
He advises and consults for Fortune 500 companies, NGOs and governmental agencies, and writes a service design column for Core 77.
An activist for the intersection between design and service, Tenny tosses the manufacturers’ myth of make and sell in favor of a humanistic and service-oriented perspective. He believes that great services are born out of vision and sensibility towards other people’s challenges and that craftsmanship in services comes from anticipating and connecting to people's needs and desires.
To that end, Tennyson executes quick interventions that empower clients to transform problems into peak performance through absolute alliance with the potential and delivery of genuine, human-centered service.
Practical, strategic, and respected, Tennyson brings his unique cultural perspective and experience to the table. This Brazilian serial entrepreneur and one-time resident of post-war Angola, for whom he designed government services, understands the challenges of navigating cultural complexities and the need to be adaptive, adept, and agile. A pragmatic optimist, Tennyson believes there is always something one can do, something to be done, and that what is essential is the “doing.”
For feedback, speaking and bootcamp inquiries you can reach Tenny Pinheiro directly via firstname.lastname@example.org
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Here you will find the links to download the MVS workbooks.
On creating it, Tenny has dodged the plotter urge and made the workbooks based on Letter mosaics instead. The Letter format is more convenient as it is printable anywhere. It is also easy to mount, unmount and archive. This allows startup teams to use the templates at co-working spaces, or even their local Starbucks, without much hassle.
"Good design accelerates the adoption of new ideas."
— Yves Behar
"Everything is designed. Few things are designed well."
— Brian Reed
"Design is where science and art break even."
— Robin Mathew