Service designers are not only researchers who go into the field to try and understand what people want and then summarize it. As I have already said, they want to create change in services to make the people involved either less pissed or happier.

To do so, service designers believe they need to change the status quo by bringing new solutions into the service. They take a humble approach where they say the following: I don’t know which solution is the best; therefore, I need to create plenty in order to then find which one really works.

That’s why service designers have another task: ideation or idea generation. When service designers perform this task, they want to come up with as many and different solutions to their fixed goal.

This task is pretty similar to what people in other settings call brainstorming. But here, instead of wanting to come up with the fanciest solution, the goal is to come with the one that will bring the biggest change to people’s lives.