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This is Service Design Thinking

Basics, Tools, Cases

By Marc Stickdorn, Jakob Schneider
10-minute read
Audio available
This is Service Design Thinking: Basics, Tools, Cases by Marc Stickdorn, Jakob Schneider

This is Service Design Thinking (2011) presents the core principles of service design. By providing tools and real-life examples, it’s a great introduction to this evolving and interdisciplinary approach to designing services. These blinks present the most salient information on the subject.

  • Entrepreneurs and innovators
  • Students and professionals of design
  • Marketers and consultants

Marc Stickdorn, a service-design consultant, is the cofounder of Destinable, a consultancy firm that specializes in designing tourism services. He is also a professor and lecturer at MCI Management Center Innsbruck, in Austria.

Jakob Schneider is a German visual designer and the creative head of the design agency KD1. Together with Marc Stickdorn, Schneider has cofounded two start-ups, ExperienceFellow and Smaply. He also works as a consultant for brands such as Volkswagen, Deutsche Telekom and Siemens.

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This is Service Design Thinking

Basics, Tools, Cases

By Marc Stickdorn, Jakob Schneider
  • Read in 10 minutes
  • Audio & text available
  • Contains 6 key ideas
This is Service Design Thinking: Basics, Tools, Cases by Marc Stickdorn, Jakob Schneider
Synopsis

This is Service Design Thinking (2011) presents the core principles of service design. By providing tools and real-life examples, it’s a great introduction to this evolving and interdisciplinary approach to designing services. These blinks present the most salient information on the subject.

Key idea 1 of 6

Service design should revolve around customers, while keeping in mind their potential differences.

What is service design? Well, there’s no single definition; it’s an evolving and interdisciplinary approach that combines multiple methods and tools to design new services.

However, there are five common principles that most everyone agrees on.

The first is that the process of service design should be user-centered. Or, to put it another way, when designing a service, the customer should be treated as a crucial piece of the process.

Unlike a physical product, a service is a process – an interaction between the service provider and the service user, the customer. So any successful service will recognize the customer as a central part of the process.

For instance, let’s look at a public transportation service, such as a bus. This is a valuable public service that benefits countless customers; the service would be of little value, however, if the bus didn’t stop at and travel to locations convenient to these customers.

Okay, so what if you’re trying to design a successful service of your own. There’s one pitfall, in particular, to be wary of: an overreliance on quantitative data, such as statistics.

Statistics are undoubtedly a great source of information, especially for discovering popular trends, such as when during the day people are most in need of a bus, but this isn’t enough to provide a valuable service.

Let’s say there are two people with very similar traits. They’re both married and financially successful men, they’re both around 70 years old, and they were both born in the United Kingdom. But based on these statistics alone, you wouldn’t know which one is Prince Charles and which one is Ozzy Osbourne, and it goes without saying that these men are quite different from one another.

This should remind you that no two customers are exactly alike. Each one has a culture, a set of habits, a range of motivations. If you want to fully understand your customer base, you can’t underestimate these differences; this qualitative information must be considered in combination with statistics in your efforts for a successful service design.

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