Service design is a process in which the designer focuses on creating optimal service experiences. This requires taking a holistic view of all the related actors, their interactions, and supporting materials and infrastructures. Service design often involves the use of customer journey maps, which tell the story of different customers’ interactions with a brand, thus offering deep insights.
Marc Stickdorn and Jakob Schneider, authors of the bestselling book This is Service Design Thinking, provide five basic principles that underlie service design:
User-centered, through understanding the user by doing qualitative research
Co-creative, by involving all relevant stakeholders in the design process
Sequencing, by partitioning a complex service into separate processes
Evidencing, by visualizing service experiences and making them tangible
Holistic, by considering touchpoints in a network of interactions and users
Scope: Detailed project plan, prioritized scope of work, UX/UI mockups, your most optimal business decisions.
Duration: 1–5 days, In person or remote
Is it human centric problem?
How clear is the solution? (if clear – no need)
How ambiguous and complex is the challenge?
Is exploration safe for the organization?
Can we get the feedback from target audience in the short terms?
History about the problem
Market potential (volume, growth etc)
Existent solution and what's missing
Identify a driving question that inspires others to search for creative solutions. Define better the current state & challenge the current understanding of right.
Inspire new thinking by discovering what people really need.
Persona description (jobs to be done, pains, gains)
Ethnography (+auto-ethnography, journal)
Substitute analysis (blue ocean)
Interview Recruiting (direct, ad-hoc, snowball, social networks...)
Push past obvious solutions to get to breakthrough ideas.
Build rough prototypes to learn how to make ideas better.
Agile / Scrum
Value Proposition Canvas
Scenarios & Storyboards
Refine ideas by gathering feedback and experimenting forward.
The mom test
Craft a human story to inspire others toward action.
Paper / article
Internal Docs Process