This document discusses the importance of designing services with a focus on understandability, unpredictability, and being surprisingly functional while meeting customer needs and desires through creative methods that leverage senses and create strange yet meaningful experiences.

1. design for service

3. SAME DIFFERENT

4. UNDERSTANUNDERSTAN
DABLEDABLE
UNPREDICTUNPREDICT
ABLEABLE

5. FUNCTIONAFUNCTIONA
LL
SURPRISINSURPRISIN
GG

6. SERVICESERVICE
ADVERTISIADVERTISI
NGNG

7. METHODSMETHODS
CREATIVITCREATIVIT
YY

8. NEEDSNEEDS DESIRESDESIRES

9. SENSESENSE STRANGESTRANGE

10. SENSESENSE
STRANGESTRANGE

11. SENSESENSE STRANSTRAN
GEGE

12. need is the new b
social
networki
ngmeaning
experien
ce
purple

13. ... nope ...

14. black is black

15. ake sense, not war

16. thanks