A hitchhiker’s guide to Service Design!

Since the Jam is getting closer, we thought it would be a great idea if we post some information about Service Design. We are hoping that the following findings will be useful for the ones that are unfamiliar with the meaning and techniques of Service Design and that they will serve as a fast and accessible source for everyone before, during and after the jam.

First and foremost, visit the blog of our friends in Berlin to read a smart and concise article about What is Service Design”.

Clean graphics that speak about SD in the book This is Service Design Thinking.  A customer journey canvas is available for download on its website. Although it is difficult to fill this canvas accurately in just 48 hours, it is a good tool for roleplaying and concept clarification, something that could help define the profile of your service. Moreover, a library with icons is provided which you are free to use!

For non-designers, the meaning of the Design Process might not be clear. For most Designers, though, the Design Process is a necessary tool that will help manage creativity, manipulate inspiration and provide the best outcome. Not every Designer, however, uses the same process. As an example, we would like to introduce the Double Diamond, which is easy to understand and use as a guiding tool during the Jam.

In addition to the Design Process, Service Design has additional tools, according to the needs of the brief. Roberta Tassi has put together an open platform about Service Design Tools as a result of the research she conducted during her degree thesis and in collaboration with Polytecnico di Milano and Domus Academy. It is easy to read and one can choose between different tools that are suitable for each occasion.

Quoting Francis Norman“awesomely comprehensive set of posters and templates. This source provides a number of tools and techniques to help yourselves and stay on track during the jam or for personal use.

Also, students of the Austin Centre for Design created a Service and System Design Toolkit, by using an example of a customer journey within the Healthcare Ecosystem.

Designers use prototyping to test and evaluate a concept. Depending on the nature of the brief and the needs of the client, the prototype can be analog or digital. The slides Prototyping without Time, Skill or Money give an overview of how sketching and mockups (paper and lo-fi digital) can help you spot mistakes from early stages.

Rory Hamilton has published a matrix of Experience Prototyping  methods for Service Design in his website “Everything I know”. “It suggests methods of cheap, quick prototyping over a simple service journey and through a number of channels (there could of course be many more, specific to the service). These prototypes should be tested with users (small numbers are best).”

We would like to leave you with a short video, describing a Service Design scenario for TESCO in Korea.

Case studies from Service Design agencies:

If you would like to dive deeper into Service Design, here are a few links to some interesting studies and thesis.

Additional Material:

The Journey to the Interface
How public service design can connect users to reform

“Engagement and co-production will grow only out of a deeper, richer understanding of how services relate in practice to people’s everyday lives”

At last, in the following bibliography you will find books after books to arm you with useful knowledge for the jam!


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