Definition：Service Design as an inter-disciplinary approach

Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provids numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, and healthcare.

Service Design helps to innovate or improve services to make them more useful, usable, desirable for clients and efficient as well as effective for organisations. It is a new holistic, multi-disciplinary, integrative field.

Service Design is all about making the service you deliver useful, usable, efficient, effective and desirable.

Service Design aims to ensure service interfaces are useful, usable and desirable from the client's point of view and effective, efficient and distinctive from the supplier's point of view.

Sevice Design is a design specialism that helps develop and deliver great services. Service design projects improve factors like ease of use, satisfaction,loyalty and efficiency right across areas such as environments, communications and products- and not forgetting the people who deliver the service.

Service design is a holistic way for a business to gain a comprehensive, empathic understanding of customer needs.

Developing the environments, tools, and processes that help employees deliver superior service in a way that is proprietary to the brand.

Service Design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones.

When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other.

5 Principles of Service Design Thinking: A dynamic language for a dynamic approach

A dynamic language for a dynamic approach

Key Words/ Concept: Customer；Service provider；Stakeholder；Service designer；Touchpoint；Service evidence；Service period

1、User-centred

Agree on a common language!

To deliver services, a certain degree of customer participation is necessary.

Services are created through interaction between a service provider and a customer. The inherent intention of a service is to meet the customer's needs and, as a result, be used frequently and recommended heartily.

How can we design services in a user-centred way?

The ability to make use of this knowledge during the development of services is crucial for its later success. A user-centred approach offers a common language we can all speak; the service user's language.

2、Co-creative

Everyone can be creative!

How can we integrate the stakeholders of a service into the process of designing it?

3、Sequencing

Imagine a service as a movie!

How can we influence the rhythm of a service？

4、Evidencing

Make the intagible tangile!

How can we make customers aware of intangible services?

5、Holistic

Keep the big picture!

Which aspects need to be considered when designing services?

Marketing: Connecting with people, creating value

The emergence of marketing

Of all the disciplines that have something to contribute to service design, marketing is probably the one that can claim to already have done so in significant ways.

Services marketing

Marketing or design?

Understanding value and the nature of relations between people and other people, between people and things, between people and organisations, and between organisations of different kinds, are now understood to be central to designing services.