4. - Service definition
Service
Any activity or benefit that one party can give to
another, that is essentially intangible and does
not result in the ownership of anything. Its
production may or may not be tied to a physical
product.
Philip Kotler
Professor of International Marketing
6. - Service design definition
Service Design
Service Design is the application of established
design process and skills to the development of
services. It is a creative and practical way to
improve existing services and innovate new ones.
Stefan Moritz
field”
from “Service Design – Practical access to an evolving field”
7. e
ervicce
1. S r f a
Inte
2. T imeline
3. UM L Model
17. learn plan buy ticket enter wait
actions
customer
physical bahn.de different bahn.de railway
evidence portal services portal station
/ objects
line of interaction
interactions
onstage
show
compare select
schedule etc.
alternatives ticket
and prices
Line of Visibility
backstage
actions
query query
bahn.de bahn.de
server server
line of internal interaction
process
select
support
select
central
central
& IT
ticket
database
system
20. - Service design definition
UML
The vocabulary and rules of a language such as
the UML tell you how to create and read well-
formed models,
but they don't tell you what models you should
create and when you should create them.
Grady Booch
Guide“
from „The Unified Modeling Language Users Guide“, 1998
