This document provides a summary of key concepts in service design, including service concept, value proposition, customer roles, performance attributes, cost, scenario, stories, personas, and service visualization. It defines these terms and discusses how they are used in service design to develop a holistic understanding of services from the customer perspective.

1. rmation sy stems
info sign
servi ce de
a co urse prepared
r
by yves pigneu
spired
presentation in
lds
by Garr Reyno

2. se rvice design
cenario & s torytelling
‣s
ta sk analysis
prototype s process
rom service to busines
f
service blueprint
process m anagement
s imulation
iness model innovation
bus
busine ss model
ironment a ssessment
env
pattern

3. DESIGN

4. introduction
s
^
igning
ma naging as de

6. “ The premise […] is that managers are
designers as well as decision makers and
that although the two are inextricably
linked in management action, we have
for too long emphasized the decision
face of management over the design
face. ”
Richard Boland and Frank Collopy
Managing as designing

7. “ architecture and painting are concerned
Engineering, medicine, business,
not with the necessary but with the
contingent, not with how things are but
with how they might be, in short, with
design.
”
Herbert Simon

8. “ Business people don’t just
need to understand
designers better; they need
to become designers.
”
Roger Martin
Dean Rotman School

9. cision att itude ...
The de
to come up with
easy
altern at ives, but Manage
difficu lt to choose inventory
am ong them
sign atti tude ...
The de
d ifficult to design,
ood Eliminate
to invent, g inventory
alt ernative s

11. user-centered

12. creativity

13. interdisciplinary
Le shampoing d'e au de mer aux st.Jacques
et Wasabi

14. holistic

15. the desig ner’s
toolk it ...

16. obse rving
co -desig ning
p rotot yping
st oryte lling
pa rticip ating
...

17. SERVICE

18. ser
^ vice
concept

19. “ (create new) or improve (existing)
Service Design helps to innovate
services to make them more useful,
usable, desirable for clients and
efficient as well as effective for
organizations. It is a new holistic,
multi-disciplinary, integrative field. ”
Stefan Moritz
Service Design - Practical access to an evolving field

20. “ intangible experience
A service is a time-perishable,
performed for a customer
acting in the role of a
coproducer. ”
James Fitzsimmons
Service Management: Operations, Strategy, and Information Technology

21. tz
according Stefan Mori
^

22. fr ont
s tage
back
s tage

23. A service concept defined as ...
“ actual service, and the value or
A value proposition defines an
benefits perceived by
customers of the service.
”

24. The value proposition defines the
relationship between
^according
to
Ajit Kamb
il et al.
the fulfillment of needs
across multiple customer roles
the performance attributes of
services
the total cost

25. customer roles
performance
cost

26. customer roles & life cycle
post
pre
use
buy

27. performance & fulfillment of needs
unanticipated
innovation
expected excelle
nce
desired
imitative
basic m
e too

28. cost, risk & effort
direct
auxiliary
cost
physical
effort risk financial
acquisition selection
operation delay
complementary functional
psychological

29. STORYTELLING

30. ser
^ vice
storytelling

31. books

32. storyteller

33. movie screenplay

34. diary and handwriting

35. A scenario is ...
^according
to Ross
on
a story about people and their activities
describing current practices or hypothetical
futures, using artifacts,
from the point of view of a specific persona

36. Artefact
^according
Rosson
to
is a (man-made or) designed entity
reflects knowledge, roles, and procedures
related to a task
actual meaning apparent when observed in
use

37. Persona
archetype or stereotype of real users
can serve as a focus in the design process
with goals to achieve

41. I’D LIKE TO GET THE
DOCUMENT ...
OK, I’LL GIVE YOU
THE DOCUMENT ...

43. I’D LIKE TO GET THE
DOCUMENT ...
SORRY, YOU ARE NOT
ALLOWED TO GET IT

45. I’D LIKE TO GET THE
DOCUMENT ...
SORRY, IT IS
ALREADY BORROWED FROM

47. VISUALIZATION

48. er draw ing to
“I pref aster,
. Draw ing is f
talking less ro om for
and leaves
lies”
Le Cor busier

49. Please dra w me a sheep

50. according
to
Chen Ch
ang & co
http://vis.berkeley.edu/courses/cs160-fa06/wiki/index.php/InteractivePrototype-Group:4Corners

53. service concept
value proposition
re view ✓ customer roles
✓ performance attributes
✓ cost

54. scenario
stories
re view ✓ about people and
✓ their activities
✓ point of view of a persona

55. service
visualization
re view ✓ visual thinking
✓ focusing questions
✓ problem types