The Business Case for Service Design | Jod Kaftan

Jod Kaftan, Group Design Director at Fjord Los Angeles

Jod Kaftan is the Group Design Director at Fjord in Los Angeles, overseeing the LA design practice and developing the team and quality of work. As a proponent of meaning in design, he provides valuable insights about how creating meaning can lead to customer loyalty.

In this episode, we talk about where service design fits in business and why it’s critical to create emotional experiences. Jod mentions Fjord’s Love index provides five dimensions to measure the value of an experience: fun, relevant, engaging, social, helpful.

We also discuss the importance of planning for longevity, with the infamous Shift Index study, which showed that the average lifespan of a Fortune 500 company was 75 years and today it is only 15 years.

References:
Jon Kolko on creating an emotional value proposition

Nathan Sheriff on making meaning – check out his book, Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

This episode's design challenge:

Ask yourself and your team, about your business – Who do you want to be (as an organization) when you grow up? How far into the future do you want to go and what kind of legacy do you want to leave?