Let’s take Airlines
• They deliver same functionality
• They oﬀer similar price points
• They buy same aircrafts, mostly
• They utilise same infrastructure
• They even hire the same “people”
• So, why do we prefer one over the other?
Product vs. Service
• “what can we make?”
• Tangible and identical objects that can
be touched, tried, felt, tasted, or
transferred or even returned.
• They must be manufactured, stored,
transported, marketed, and sold, and
are separable from the seller.
• Production and consumption might
have a time lag - there might be goods
ready to be sold
• Mass production ensures uniform
• There is no customer involvement.
• Car, mobile, pen, mattress, table, etc.
• “what can we do?”
• Intangible and diversiﬁed amenities
provided by people that are often
“experienced” but never retained,
transferred or ever returned.
• They are outputs of individual action or
collective performance and can’t be
“stored”, and are inseparable from the
• Production and consumption must occur
simultaneously - there are no inventories
• Uniformity in services and timeliness are
• The customer has a high involvement.
• Transport, internet, banking, music
streaming, hotel booking, etc.
What is Service Design
“A service is something that I use but do not
own. Service design is therefore the shaping
of service experiences so that they really work
for people. Removing the lumps and bumps
that make them frustrating, and then adding
some magic to make them compelling.”
Mat Hunter, Chief Design Oﬃcer at the Design
Product Design vs. Service
Principles of Service Design
• We have increasingly more and more
services around us.
• Service Design is an interdisciplinary
approach to designing (better) services.
• Service Design Thinking is an iterative and
collaborative “process” to create and
improve customer experiences.