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Service Design Service

Design is a human-centered strategic design
discipline that optimizes how customers and business
interact so that each can achieve their desired outcomes.

Tools & Methods The tools and methods of service design orchestrate
how people, processes, and technology come together
A SELECTION OF OUR FAVORITES to deliver unparalleled customer experiences.

Alignment & Problem Framing Discovery & Mapping

HYPOTHESIS JOURNEY MAP STAKEHOLDER INTERVIEWS ALIGNMENT WORKSHOP QUALITATIVE RESEARCH RESEARCH INSIGHTS EXPERIENCE MAP
A visualization of the customer journey Interviews with project stakeholders that A tailored set of activities that help In-depth research (typically interviews) Patterns synthesized from research A visualization of the holistic customer
over space, time, and across touchpoints, help clarify the problem space and define the team and key stakeholders define done with customers to better understand that reveal underlying customer needs, experience, demonstrating the highs and
based on the team’s current understanding successful outcomes. project expectations and create a shared their needs, motivations, perspectives, motivations, goals, and context. lows people feel while interacting with a
of the experience rather than on research. understanding of the problem space. and behaviors. product or service.

STAKEHOLDER MAP CURRENT-STATE BLUEPRINT ECOSYSTEM MAP EXPERIENCE PRINCIPLES ARCHETYPES
A visual diagram of project stakeholders, their An operational diagram that depicts how a A tool that visually communicates the Definitive guiding statements that explain User profiles that represent group
roles, and their relationship to one another. service operates today, with enough detail relationships between the customer and what the future customer experience behavior patterns—or, what the customer
to understand, implement, and maintain it. the people, services, and touchpoints that should feel like and enable objective is doing and what they desire to achieve.
surround them. design decisions.

Ideation & Envisioning Evolution Planning & Piloting

IDEATION PRIORITIZATION FRAMEWORK STORYBOARDING FUTURE-STATE BLUEPRINT PROJECT / FEATURE CARDS EVOLUTION PLAN
(OR ROADMAP)
A structured idea generation activity A method for evaluating and ranking A visual method for envisioning the An operational diagram that depicts how A collaborative planning tool used to
used to come up with concepts within ideas based on value and feasibility. components of a future experience, a service will operate in the future, with identify and define the chunks of work A framework that outlines the incremental
a fixed time limit, often using research while also setting the context and telling enough detail to understand, implement, necessary to realize a future vision. releases of a service from its current state
insights, experience principles, and a human story. and maintain it. Helpful in evolution planning. to an ideal future state. Each phase should
personas as prompts. offer a complete, valuable experience.

SERVICE STORMING VISION STORIES PILOTS
A collaborative (and fun!) method for A story that captures both the emotional Prototyping and testing the complete
generating and iterating on service and functional aspects of the customer’s minimal viable service (MVS) to gauge
experience concepts through acting. experience with the ideal future service. value, gather insights, and understand
the real-life mechanics that make up the
future experience.

Core Principles of Service Design
HUMAN CENTERED CO-CREATIVE ORCHESTRATED TANGIBLE HOLISTIC
Focuses on the people for whom Includes stakeholders and customers Considers how the various Reveals the value and interactions Looks toward the end-to-end
we are designing and extends in the design and delivery of service elements and processes of a service of an intangible service through experience, not just a single
beyond the customer to include the experiences organization should be aligned for physical and digital touchpoints moment, service encounter, or
experience of staff and the business optimal service delivery that can be seen and experienced experience stage

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