Adam Zeiner

By mapping the components of individual services (or portfolios of services) against these two axes, perhaps we can explore their relationship to systems change. To what extent are we tweaking around the edges of the existing system, versus changing the behaviour of the system itself — and how ambitious is the effort?

Systems analysis at the ‘front end’ of service design can help us to better understand complex social problems and identify opportunities to respond more effectively and profoundly.

The new ecosystem design will need to start with the customer’s view and deliver on the agreed-upon value proposition and experience. To achieve this, organizations can consider three domains: consumers, sectors and partners, and products and services. Design has a central role to play in each.

- Identify the most relevant trends.- Plan a desirable ecosystem and identify the value pools.- Tightly define the core value proposition.

The paper draws on Donella Meadows’ notion of “deep leverage points” – places to intervene in a system where adjustments can make a big difference to the overall outcomes.