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Service Design for Social Innovation


Service Design, 2nd Semester MA,

10 weeks, 2021 

Ideation, development of the service

and creation of deliverables








My Role








Ella Herman, Lizzie Hart, Josh Fox,

Michael Nolan, Laura Humpfer 


Secondary Research, Design Sprint, Stakeholder Map, Customer Journey Map, Service Blueprint, Value Proposition Canvas, Business Model Canvas, Hero Shot, Storyboard

The Brief

The focus was set on developing the skills needed to design and deliver new services and social innovations that can support people in new ways. Emphasis was placed on ‘social innovation’, ‘transformative service design’, resilience and sustainability. The desired output was ‘A conceptually transformed sustainable and resilient service proposition that supports members of a ‘low touch’ community and helps to make people’s lives better in this new and evolving world. 

The team was given a range of existing services to transform, a set of target users to design for, and a set of project themes to incorporate into the projects. After choosing an existing service, a target user and a project theme to work with the goal was to ideate, develop and deliver a desirable, viable and feasible service proposition with an exciting and engaging customer journey. 

Existing Data

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A ‘nuclear’ family of five living in the suburbs of a large city and relying on state support to supplement their income. The boys (15 and 9) are football mad – both of which play for the local boys Sunday football team. All three children visit their Dad every other weekend. 

Theme: Delivering Education

Education has been a highly controversial topic throughout the pandemic with the need to keep schools open to educate young people conflicting with the need to prevent the spread of new variants of COVID-19 in the UK and beyond. How might [X service] reinvent itself to help deliver appropriate education to those in need?

Service: Sports Club

Sports clubs that support physical activity and well-being for diverse communities of all ages have been forced to close again due to Covid-19 meaning people have lost access to their ‘community’ alongside opportunities for exercise, well-being and self-care. 

Design Sprint

A one-day design sprint was carried out in order to work out solutions together as a team. For this, the team first created an experience map of the current experience and discussed pain points, touch points and opportunities to ensure that all team members have the same picture in mind. In addition, it was voted on which pain points should be focused on.  Based on this data, each designer created HMW statements, which were then evaluated in the group.

In the next step, the favoured HMW statements served as a basis for finding ideas. For this purpose, the Crazy8 method was used, in which each designer sketched ideas within a few minutes. In the final step, the team members finalised their ideas and feedback was given to each other. Elements of different ideas were then favoured and integrated into the emerging service.




# FA endorsed qualifications

# Learn through play

# Community based

# Kids run their own club

# Mentoring opportunities

# Accredited by Employers

Boost children's education through football with the new KidStart qualification scheme. Offering a Montessori hands on learning experience, setting children in low income areas up for a better start to life. 


The association is based on the children's own responsibility, through various tasks in the association such as finances, event planning, reporting and much more. They are initially supported by mentors and later have the opportunity to become mentors themselves. Through the tasks, the children acquire skills outside of school in a playful way that helps them build a future for themselves. In the long term, this should result in a reduction of gang culture and poverty. 


In a nutshell: 



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Value Proposition Canvas

Social Business Model Canvas

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Stakeholder Map

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Service Blueprint

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Customer Journey Map

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My Key Learnings

#Service Design Methods

#Focus on Social Innovation

#Conducting Design Workshops and work as a team remotely

#Communicating and arguing in English in a team during a design project

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