Free Course: What is Service Design?
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Introduction

🛑 This is a beta version
What you'll learn in this course
Why I created this course
1. What is Service Design

Introduction
1.1 What is a Service?
1.2 Why are services important?
1.4 Recommend tool: Services and value added (% of GDP)
1.3 What is Design?
1.4 So, what the fuck is Service Design?
1.5 Three definitions of Service Design
1.6 Recommended reading: The online debate about what service design is
Recommended fun moment: What is service design? – Cartoon
2. Where does Service Design come from?

Introduction
2.1 The mothers of Service Design
2.2 Recommended reading: Designing Services That Deliver by Lynn Shostack
2.3 The Service Design family
2.4 Design Thinking, the grandpa
2.5 User Experience Design, the digital brother
2.6 Experience Design, the Service Design twin
2.7 Customer Experience, the brother of Service Design
2.8 Many members, one purpose
2.9 Five important Service Design dates
2.10 Recommended Book: A tiny Service Design History
3. What do Service Designers do?

Introduction
3.1 Research: Understand what people want or need
3.2 Sense-Making: Summarize what they have learned
3.3 Ideation: Come up with 100 new fancy solutions
3.4 Prototyping and testing: Build new solutions for testing
3.5 Recommended course: What is the Service Design Process
4. The impact of Service Design

Introduction
4.1 Double your sales with Service Design
4.2 90% shorter processing times
4.3 30% more young clients
4.4. Recommended reading: 40+ case studies on the impact of Service Design
4.5 Case studies from the Service Design Network
5. The tools and methods of Service Designers

Introduction
📌 5.1 Tools for the research task
Interviews
Mystery Shopping
Observation
Shadowing
📌 5.2 Tools for the sense-making task
The five why
Affinity sorting
Service Blueprint
📌 5.3 Tools for the ideation task
Crazy 8
The Fast Idea Generator
Silent Brainstorming
📌 5.4 Tools for the prototyping and testing tasks:
Paper prototypes
Wizard of Oz Prototypes
5.5 Recommended website: Service Design Tools
6. The terminology that Service Designers use

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

Introduction
7.1 Three smart service designers to know
7.2 Recommended tools: Map of Service Design practitioners
7.3 Recommended tools: List of the Service Design Network Members
7.4 Three service design agencies to know
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 about
7.8 Three Service Design communities to know
7.9. Recommended website
Going further

Bravo!
Service Design Magazine
Service Design Books
Your next online course with a 🎁
A little thank you note
Licence

2.5 User Experience Design, the digital brother

Another family member of Service Design is User Experience Design, often abbreviated as UX, or UX design.

Today, UX design is focused on the interaction between humans and digital products or services.

That’s why I love to call this the digital brother. A User Experience designer is a person who tries to make your apps and websites more user-friendly and less frustrating.

At least this is how the majority see UX today. However, back in the day, when Don Norman was the first to use the term User Experience in a job title at Apple, he had the idea that UX shouldn’t only focus on digital aspects, but also some physical aspects.

In an interview with Adaptive Path, Don stated the following:

I invented the term, because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design graphics, the interface, the physical interaction, and the manual. Since then, the term has spread widely, so much so that it is starting to lose its meaning.

In a way, the original meaning of UX design was pretty near to what I believe Service Design is today. But today, most people see UX design as the brother of Service Design, who is quite nerdy about everything digital.