This document outlines the evolution of service design from 1995 to present day. It begins with early projects and exhibitions in 1995 and the first formal definition of service design in 2003 focusing on the customer perspective. Methods and tools were developed throughout the 2000s. In the 2010s, demand grew for in-house service design teams within organizations and for measuring the impact of service design projects. The document envisions continued growth in specialized sector knowledge, differentiated capabilities within service design, and the establishment of in-house innovation labs.

1. A
Journey
Map
Into
the
Future
Birgit
Mager
Professor
for
Service
Design,
KISD
SDN
President

2. „It is not the tram that makes
transportation a successful
experience. It is the schedule.“
Lucius Burckhardt. Design is invisible.
INDEED

3. FIRST PROJECTS
FIRST EXHIBITIONS
EXPERIMENTATION
1995
FIRST PUBLICATION

4. SERVICE DESIGN DEFINITION
2003

5. SERVICE DESIGN DEFINITION
SERVICE DESIGN WORLDVIEW
SERVICE DESIGN PROCESS
SERVICE DESIGN METHODS AND TOOLS
FORMALISATION

6. SERVICE DESIGN DEFINITION
Service Design creates services that are useful,
usable and desirable from the customer perspective
and efficient, effective and different from a provider
perspective.
2004

7. Interdisciplinary Teams
Frame - Reframe
Zoom in -Zoom out
Processes and Relationships
Deep Dive
Co-create
Visualizations & Prototypes
Iterations
SERVICE DESIGN WORLDVIEW

9. THE GUARDIAN
2009

10. SERVICE DESIGN DEFINITION
Service Design choreographs processes,
technologies and interactions within complex
systems in order to co-create value for relevant
stakeholders.
2010

11. „An independent evaluation of the service
industries 2011 showed that every £1 invested in
a design project returned over £25 within a two-
year period. Typical benefits for participating
firms have been accelerated business growth,
increased market share and successful new
product, service and brand.“
Design for Innovation. DC
1£ FOR 25£
2012

12. 12
2013

13. LUFTHANSA
2014

14. LUFTHANSA
2001

16. STORYBOARDS

17. MOCK UPS & PROTOTYPES

19. LUFTHANSA
2014

20. LUFTHANSA

21. DEMAND FOR SERVICE DESIGN AGENCIES
FROM FRONT STAGE TO BACK STAGE
MEASURES OF IMPACT
SERVICE DESIGN EXPANSION
BUSINESS PERSPECTIVE

22. THE SERVICE DESIGN EVOLUTION
PLAYFUL FRAMING
USER FOCUS
METHODS
EXTERNAL SUPPORT
CONCEPTS
STRATEGIC FOCUS
SYSTEM VIEW
MINDSET
INTERNAL CAPACITY
IMPLEMENTATION

23. WHAT´S NEXT
In-House Service Design

24. Vargo/Lusch
TT
INNOVATION LABS
Birgit
Mager
&
Laura
Longerich

25. Vargo/Lusch

26. 26
ORGANIZATIONAL
CHANGE
PRODUCT AND
SERVICE INNOVATION
mission of lab
typology company orientation
Finance
Telecommunication
Technology
Energy
Health
Transportation
expand
enrich
transform
evolve
MARKET
INNOVATION
CUSTOMER
EXPERIENCE

27. the evolution map
implementing an innovation lab within an organization
showcase rooms,
company training center
measurement of success,
training program
project-related collaboration with
internal employees, top-manager hired
constant budget,
consulting
distributed
innovation teams
department related
projects
facilites represent
new way of working
constant budget,
no consulting
need for
change:
talks, literature,
case studies,
new method
impulse 1
impulse 2
impulse 3
initiator
legitimizationinthecompany
bottom-up initiative
top-down initiation
DIMENSIONS
People
Practices
Places
Budget
Attitude
experimental
realisation
organisation &
structuring
spreading &
measuring
growth &
professionalizing
strategic
transformation
innovative
culture
1
inception
2
experimentationawareness
4
innovation
diffusion
3
integration
market
sensing
skepticism
curiosity
experimentation
obligation
new normal
overcomeconstraints
no room
time as budget
pilot project
ad hoc team rooms and spaces as playground
work on projects,
evolve methods
shaping the team,
external support
seed money,
consulting

28. SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors

29. 29

30. 30

31. 31

32. SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design

33. SERVICE DESIGN LEVELS
INTERFACE LEVEL
SYSTEM LEVEL
STRATEGIC LEVEL
front stage
back stage
strategy

34. 34

35. SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
Agency market transparency

36. SERVICE DESIGN DEFINITIONIn-House Service Design
WHAT´S NEXT
In depth knowledge in specific sectors
Differentiated capabilities within Service Design
Agency market evolution
Impact measures - based on implementation ;-)