2.3 The Service Design family

2.3 The Service Design family

There is one idea that is important to me: at the end of this course you should understand that Service Design is just one approach to innovation. There are many others and they have many things in common.


It’s a bit like the Christian religion. Catholics, evangelists, and Protestants all believe in the exact same god. But each of these denominations within the Christian faith have their unique rituals, beliefs, and terms. Being the child of two pastors, I know that there are plenty of rituals, beliefs, and terms that all of these denominations also have in common.


The same goes for Service Design. It is part of the larger family of the innovation and design fields. What is great about it, is that once you understand this, you see that a lot of what you’ll learn in this course is applicable in another discipline that I’ll soon present.


Hereafter, I want to highlight four innovation or design fields and show their little special aspects.

Free Course: What is Service Design?

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Introduction

  • 🛑 This is a beta version8
  • What you'll learn in this course
  • Why I created this course17

1. What is Service Design

  • Introduction2
  • 1.1 What is a Service?15
  • 1.2 Why are services important?3
  • 1.4 Recommend tool: Services and value added (% of GDP)8
  • 1.3 What is Design?11
  • 1.4 So, what the fuck is Service Design?15
  • 1.5 Three definitions of Service Design7
  • 1.6 Recommended reading: The online debate about what service design is1
  • Recommended fun moment: What is service design? – Cartoon 8

2. Where does Service Design come from?

  • Introduction2
  • 2.1 The mothers of Service Design6
  • 2.2 Recommended reading: Designing Services That Deliver by Lynn Shostack7
  • 2.3 The Service Design family2
  • 2.4 Design Thinking, the grandpa3
  • 2.5 User Experience Design, the digital brother2
  • 2.6 Experience Design, the Service Design twin4
  • 2.7 Customer Experience, the brother of Service Design2
  • 2.8 Many members, one purpose2
  • 2.9 Five important Service Design dates6
  • 2.10 Recommended Book: A tiny Service Design History4

3. What do Service Designers do?

  • Introduction2
  • 3.1 Research: Understand what people want or need2
  • 3.2 Sense-Making: Summarize what they have learned2
  • 3.3 Ideation: Come up with 100 new fancy solutions
  • 3.4 Prototyping and testing: Build new solutions for testing2
  • 3.5 Recommended course: What is the Service Design Process3

4. The impact of Service Design

  • Introduction5
  • 4.1 Double your sales with Service Design2
  • 4.2 90% shorter processing times1
  • 4.3 30% more young clients3
  • 4.4. Recommended reading: 40+ case studies on the impact of Service Design6
  • 4.5 Case studies from the Service Design Network5

5. The tools and methods of Service Designers

  • Introduction2
  • 📌 5.1 Tools for the research task
  • Interviews2
  • Mystery Shopping1
  • Observation1
  • Shadowing2
  • 📌 5.2 Tools for the sense-making task
  • The five why9
  • Affinity sorting
  • Service Blueprint6
  • 📌 5.3 Tools for the ideation task
  • Crazy 82
  • The Fast Idea Generator2
  • Silent Brainstorming4
  • 📌 5.4 Tools for the prototyping and testing tasks:2
  • Paper prototypes3
  • Wizard of Oz Prototypes5
  • 5.5 Recommended website: Service Design Tools3

6. The terminology that Service Designers use

  • Introduction
  • 6.1 What is a user?2
  • 6.2 What is a stakeholder?2
  • 6.3 What is a Channel?
  • 6.4 What is a Touchpoint?2
  • 6.5 What is an Experience?4
  • 6.6 What is a Customer Journey?10
  • 6.7 What are the front and back ends/stages of a service?4
  • 6.8 What is a Nudge?4
  • 6.9 What is a rational override?4
  • 6.10 Recommended tool: 400+ definitions of Service Design terms11

7. Who does Service Design?

  • Introduction4
  • 7.1 Three smart service designers to know
  • 7.2 Recommended tools: Map of Service Design practitioners2
  • 7.3 Recommended tools: List of the Service Design Network Members2
  • 7.4 Three service design agencies to know6
  • 7.5 Recommended tool: Map of Service Design companies
  • 7.6 Recommended tool: List of the Service Design Network Organizations
  • 7.7 Three service design schools to know about16
  • 7.8 Three Service Design communities to know10
  • 7.9. Recommended website

Going further

  • Bravo!6
  • Service Design Magazine1
  • Service Design Books2
  • Your next online course with a 🎁2
  • A little thank you note38
  • Licence53