This is Service Design Thinking: Summary Review
This is a summary review of This is Service Design Thinking containing key details about the book.
What is This is Service Design Thinking About?
This is Service Design Thinking by Marc Stickdorn and Jakob Schneider is a book that provides an introduction and practical guide to service design, a methodology for creating and improving services that are user-centered, efficient, and effective. The book covers the key principles, tools, and techniques of service design, and provides real-world case studies and examples to illustrate their application. It provides a comprehensive overview of service design thinking and its benefits. It is a useful resource for anyone interested in improving customer experiences and designing effective services.
This is Service Design Thinking introduces an inter-disciplinary approach to designing services. Service design is a bit of a buzzword these days and has gained a lot of interest from various fields. This book, assembled to describe and illustrate the emerging field of service design, was brought together using exactly the same co-creative and user-centred approaches you can read and learn about inside. The boundaries between products and services are blurring and it is time for a different way of thinking: this is service design thinking.
Summary Points & Takeaways from This is Service Design Thinking
Some key summary points and takeaways from the book include:
* Service design thinking is a customer-centric approach to creating and improving services. It involves understanding customers’ needs and expectations, mapping out their experiences, and designing services that meet those needs and exceed their expectations.
* The service design process involves five phases: Discover, Define, Develop, Deliver, and Iterate. Each phase involves different activities and tools, such as customer research, service blueprints, prototyping, and testing.
* Service design thinking requires collaboration between different stakeholders, including customers, employees, and partners. It involves breaking down silos and working together to create a seamless customer experience.
* To design effective services, it is important to understand the entire service ecosystem, including touchpoints, channels, and interactions. Service designers must also consider the emotional and psychological aspects of the customer experience.
* Service design thinking can be applied to a wide range of industries and sectors, including healthcare, finance, education, and government. It can also be used to design both physical and digital services.
* Service design thinking can lead to better customer satisfaction, increased loyalty, and improved business results. It can also help organizations differentiate themselves from their competitors and create a lasting competitive advantage.
* Service design thinking requires a mindset of continuous improvement and a willingness to experiment and iterate. It is not a one-time project, but an ongoing process of learning and adaptation.
Who is the author of This is Service Design Thinking?
Marc Stickdorn is a German trainer and consultant for service design thinking. He lives in Innsbruck/Austria where he co-founded two start-ups. Consulting: He internationally supports both private and public organizations to build up knowledge in the field of service design.
Jakob Schneider is a visual designer and consultant. He is partner and creative director of design agency KD1 as well as co-founder and lead designer of startups Smaply and ExperienceFellow. Since 2006, he has worked for brands like VW, Siemens, MetaDesign and Deutsche Telekom.
What are good quotes from This is Service Design Thinking?
“5 principles of service design thinking:
1. User-centred Services should be experienced through the customer’s eyes.
2. Co-creative All stakeholders should be included in the service design process.
3. Sequencing The service should be visualised as a sequence of interrelated actions.
4. Evidencing Intangible services should be visualised in terms of physical artefacts.
5. Holistic The entire environment of a service should be considered. ”
“In order to design for understanding, we need to understand design.”
“The series of interactions outline a so called customer journey through the offerings of the respective service.”
“You need to think of the three elements of utility, usability and pleasurability"
“The role of a graphic designer does not lie in sticking a previously developed logo on each and every surface.”
Book details
- Print length: 376 Pages
- Genre: Design, Business, Nonfiction
What are the chapters in This is Service Design Thinking?
Chapter 1: Definitions: Service Design as an Inter-disciplinary approach
Chapter 2: 5 Principles of Service Design Thinking: A dynamic language for a dynamic Approach
Chapter 3: Marketing: Connecting with People, creating value
Chapter 4: Fields of Service Design
Chapter 5: Product Design: Developing products with service applications
Chapter 6: Graphic Design: Providing cisual explanation
Chapter 7: Interaction Design: Services as a series of interactions
Chapter 8: Social Design: Delivering positive social Impact
Chapter 9: Strategic Management: Why corporations do what they do
Chapter 10: Operations Management: The relentless quest for efficiency
Chapter 11: Design Ethnography: Taking inspiration from everyday life
Chapter 12: Tools of Service Design Thinking
Chapter 13: The Iterative Process
Chapter 14: AT-ONE
Chapter 15: This is a Toolbox - not a Manual
Chapter 16: Stakeholder Maps
Chapter 17: Service Safaris
Chapter 18: Shadowing
Chapter 19: Customer Journey Maps
Chapter 20: Contextual Interviews
Chapter 21: The Five Whys
Chapter 22: Cultural Probes
Chapter 23: Mobile Ethnography
Chapter 24: A Day In the Life
Chapter 25: Expectation Maps
Chapter 26: Personas
Chapter 27: Idea Generation
Chapter 28: What if...
Chapter 29: Design Scenarios
Chapter 30: Storyboards
Chapter 31: Desktop Walkthrough
Chapter 32: Service Prototypes
Chapter 33: Service Staging
Chapter 34: Agile Development
Chapter 35: Co-Creation
Chapter 36: Storytelling
Chapter 37: Service Blueprints
Chapter 38: Service Roleplay
Chapter 39: Customer Lifecycle Maps
Chapter 40: Business Model Canvas
Chapter 41: Service Design Thinking in Practice
Chapter 42: NL Agency and Design Thinkers: Service design for a governmental organisation
Chapter 43: Mypolice and Snook: Service design for an applicaiton process
Chapter 44: UPMC and Carnegie Mellon Unicersity: Service Design for a hosital
Chapter 45: SEB and Transformator: Service design for a bank
Chapter 46: Deep Service Design Thinking
Chapter 47: Integrating Service Design Thinking and Motivational Psychology
Chapter 48: Service Design Research: Yesterday, today and tomorrow
Chapter 49: Service Design and Biophilia
* The editor of this summary review made every effort to maintain information accuracy, including any published quotes, chapters, or takeaways. If you're interested in furthering your personal growth, you may want to explore my list of favorite self-improvement books. These books, which have had a significant impact on my life, are carefully curated and come with summaries and key lessons.
Chief Editor
Tal Gur is an author, founder, and impact-driven entrepreneur at heart. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living, has led him to found Elevate Society.
