This process is the one that you find in the bestseller “This is Service Design Thinking”. It’s one of the most famous books on service design and therefore it’s also one of the most used ways of explaining and understanding the key steps of a service design project. 

What I love about this process is that it clearly shows that Service Design isn’t a fixed path. Indeed every time you want go a step forward you can ask yourself: is the best thing really to continue or should we take a step back?  
For example if you are at the end of the creation phase you can basically do two things. You can either go to the next phase and reflect on what you created. Or you can take a step back and explore other alternatives as you feel what you have created still lacks a bit of depth. 

You can explore more about this particular process in this slide deck or get the books “This is service design thinking” and “This is Service Design Doing”.