This document outlines three toolkits for service design: Sense, Understand, and Act. The Sense toolkit uses empathy methods like observing and interviewing customers to understand their perspectives. The Understand toolkit structures customer insights into a journey map to analyze their experience. The Act toolkit develops visions of an ideal customer experience, then brainstorms ideas and tests prototypes to achieve those visions. It concludes by detailing the new service in a blueprint. Overall, the toolkits provide a process to understand customers, develop an improved vision for their experience, and build and test prototypes to realize that vision.

1. 3 Toolkits for Service Design
Sense Understand Act
Distinct
Thinking
Caspar
Siebel
2011

2. Products in Service Design?
m er
ce r s to
rvi de Cu
Se ovi
pr
Within
Service
Design
the
“product”
consists
of
what
happens
between
customer
and
service
provider.
Let
us
call
it
interaction.
Understand the product
er ld er
ce r
rvi de t om e ho er
Se ovi us t ak s ig n
pr C S De
Understanding
the
product
means
understanding
what
happens
between
the
Customer,
Service
provider
and
other
Stakeholders.

3. e process at a glance
Understand
people
{ }
Insights
Customer Journey
Structure
in
Journey
Create
Vision
{ }Ideas Combine
to
concept
{ }
Service Blueprint
Build
prototypes Test Detail
in
blueprint

4. Sense

5. Empathy methods
Empathy
methods
help
people
understand
other
people.
Help the Service provider understand the Customer.
Help the Stakeholder understand Service provider
and Customer.
Help the Designer understand interactions between
Service provider, Stakeholder and Customer.

6. Empathy methods II
Note down what
Watch
people
Ask
people
Talk
to
people
Act
like
people
Use
your
own
service
{ seems intersting.

7. Understand

8. Structuring insights
We
write
down
all
generated
insights.
Now
we
structure
them
{
in
a
Customer
Journey
Map.
The Customer Journey
structures the customers
experience into small steps.
Customer journey map

9. e customer journey
We
worked
out
which
interactions
happen
in
each
step
in
the
customers
journey.
We
have
insights
on
these
interactions
to
evaluate
them.

10. Developing a vision
For
each
step
we
work
out
what
an
ideal
interaction
would
be.
This
ideal
state
we
call
visions.
Visions - ideal states

11. Act

12. Brainstorming
Brainstorming
We
look
for
ideas
how
to
achive
the
visions.
{
Vision Ideas

13. From Idea to concept
Several
ideas
form
one
concept.
This
process
can
be
structured
through
methods
like
clustering,
matrixes
or
force
fit.
{
Ideas Concept

14. Testing the idea
We
build
physical
prototypes
of
our
concept.
We
test
it
on
stage.
We
test
it
in
real
life.
We
test
it
anywhere
we
can
and
improve
it.
Concept Prototype

15. e nal product
Finally
we
detail
the
product
in
a
service
blueprint.
We
set
a
frame
what
Customer
and
Service
provider
experience.
Service Blueprint
We define in which situation people meet
and through which objects they interact.

16. All in one
Understand
people
{ } Insights
Customer Journey
Structure
in
Journey
Create
Vision
{ } Ideas Combine
to
concept
{ }
Service Blueprint
Build
prototypes Test Detail
in
blueprint

17. Want to use this?
caspar@distinct-thinking.com
blog.distinct-thinking.com