60. Service Design in the Age of Product First with Thomas Wilson

Is the software industry focusing too much on products?

Thomas Wilson thinks we’re ignoring the value our core services bring.

In this episode, I chat with Thomas Wilson, a seasoned design veteran with a deep understanding of human-centered UX. Thomas has some concerns with the way software is being designed and built right now, but it’s not all bad. There are some things we can do to ensure we build the right thing.

It all starts with the concept of the “Iceberg of Ignorance,” revealing how only a fraction of organizational problems are known to top executives. This is a problem when the people at the top start making decisions without much insight into the actual problems. This ultimately leads to misguided product-level decisions.

Thomas emphasizes the pitfalls of a product-first approach, by highlighting its limitations in addressing user needs and the broader scope of services. He critiques the trend of minimizing the role of design leaders in favor of product-driven strategies.

His fix? Embracing the essential role of service design in creating comprehensive services and experiences. He argues for the integration of CX and Service Design into broader business strategies. This requires a shift from simple usability to a holistic service design approach. This is where true innovation and user satisfaction lie.

Our discussion also explored the potential of designers in product management roles, where their human-centered expertise will greatly influence product development. Thomas addresses the challenges faced by UX professionals in current industry practices. He advocates for a more empowered and strategic role for service designers.

These insights provide a fresh perspective on the role of design in shaping not just products, but entire service ecosystems. Thomas’s vision for a design-led approach to business strategy resonates with anyone passionate about creating meaningful user experiences.

Topics:
• 07:26 – Iceberg of Ignorance
• 08:35 – We aren’t sharing from the bottom
• 10:53 – What’s wrong with Product First?
• 17:03 – What’s wrong with calling everything a product?
• 19:01 – Usability is surface design
• 22:21 – Focusing on product stops working when services span products
• 26:17 – The service exists whether you design it or not
• 28:48 – Service Designers zoom out and zoom in as needed
• 30:03 – Designers would make great product managers
• 31:25 – What’s wrong with players/coaches?
• 39:24 – Things are broken, but how can we fix it?
• 49:03 – CX vs UX
• 58:56 – Understanding power and influence and stakeholder management

Helpful Links:
• Why They Hate Us
• Connect with Thomas on Linkedin
• The Iceberg of Ignorance

Thomas Wilson
Director of Experience + Service Design + Strategy

About Thomas

Not only is Thomas Wilson proud to be an innovation design director, human-centered service designer, strategist, and researcher. He thinks the answer to what ails business is stronger CX and EX implemented with Service Design. He’s been in Inc500 twice in a row, his client website/startup listed in Forbes Best of the Web alongside Alibaba, his work has been written about in two different trade books, and has won countless AppStore awards and awards in Employee Experience.

Thomas has done everything from CX to EX and UX and even advertising, design, environmental and packaging, and industrial design. He’s worked for the largest Healthcare payers, systems, retailers, oil and Gas companies, and even the largest agencies in the world. He’s contributed to work that supported the International Space Station for NASA and more.

Thomas has 30 years of experience and he’s not happy about what he sees in the current state of Design in the USA. He’s optimistic that we can change it and course correct.

Connect with Thomas on LinkedIn

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