This document provides an introduction to service design. It discusses how service design emerged from product design and interaction design to become a more user-centric practice. It defines what constitutes a service, including the interactions, actions, and objects that make up the touchpoints through which customers interact with the service. The document outlines the key steps in designing services, including designing the experience, mapping customer activities, and defining interactions. It also discusses how service design requires collaboration across different departments and takes a holistic approach with the customer at the center.

1. Introduction to
Service design
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2. Overview
+ what is service design
+ what is product
+ what is service design process & tools
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3. Service design?
How Emerged
Product
Design
Interaction
Design SD
User-Centric Practice
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4. To achieve a task
Values
buy products?
Why do we
Products
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5. Values
Actions
offered by a system of
Interactions
Objects
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6. product?
Is this just a
Amazon Kindle Fire
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7. “We don’t think of the Kindle Fire as a tablet.
We think of it as a service.”
Jeffrey Bezos- founder, president, CEO and Chairman of the board Amazon.com
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8. Interactions
+
Actions
+
Objects
touchpoints
through which customer interacts with the service
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9. services
Designing
Design the experience
Map the activity
Define the interaction
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10. Design process
“Design process”
described in IDEO
toolkit for educators
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11. MARKETING
IT
&
OPERATIONS
DESIGN SALES
departmentS
Collaboration among
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12. MARKETING
IT&
OPERATIONS
DESIGN
SALES
a holistic approach
CUSTOMER
ANALYST
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13. principles
Service Design
1) user centered
2) co-creative
3) sequencing
4) evidencing
5) holistic
source: M. Stickdorn-J.Schneider
“This is service design thinking”
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14. tools
Service Design
Stakeholder Maps
Service Safaris
Shadowing
Customer Journey Maps
Contextual Interviews
The Five Whys
Expectation Maps
Personas
What if..
Design Scenarios
Storyboards
Desktop Walkthrough
Co-Creation
Storytelling
Service Blueprints
Business Model Canvas
source: M. Stickdorn-J.Schneider
“This is service design thinking”
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15. a customer journey...
“Nivea Inside”-
G. Baron,V. Grauso,
D. Schor, He Xin
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16. A trip starts and ends at home
Plan the vacation Book the vacation
Transfer to the airport/rail station/bus station
Pack
Waiting Rooms
Travel Transfer to destination Accommodation in hotel
Transfer
TravelWaiting Rooms Transfer home
Activities (....) Collecting memories Pack
Organize Memories ....
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17. stop talking,
start doing,
let’s jaam!
And now..
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