This is Service Design Thinking | Marc Stickdorn

Summary of: This is Service Design Thinking: Basics – Tools – Cases
By: Marc Stickdorn


Welcome to the summary of ‘This is Service Design Thinking: Basics – Tools – Cases’, written by Marc Stickdorn. In this book, the author delves into the intricate world of service design, introducing five key principles and sharing valuable tools that can help you design new services. As you advance through this summary, you will explore the importance of user-centered design, co-creation, sequencing, evidencing, and holistic thinking. Furthermore, you’ll grasp the essence of effective service design through the use of stakeholder and customer journey maps, which enable the identification of areas for improvement and overall customer satisfaction.

Principles of Successful Service Design

Service design is an evolving and interdisciplinary approach that combines multiple methods and tools to design new services. The process of service design should be user-centered, recognizing the customer as a central part of the process. Successful service design requires a balance between quantitative data and qualitative information, such as cultural differences, set habits, and range of motivations, to fully understand your customer base.

Inclusive Service Design

Designing a new service should be a process that involves not only the customers but also the stakeholders. A stakeholder is anyone involved with the service, including managers, marketers, engineers, private organizations, and governmental agencies. All of them should have a say in the creative process of service design since they play a vital role in the service’s successful development, operation, and usage. Besides, sequencing is the sequence of providing a service, breaking down each step of the user experience, allowing for a detailed overview of the touchpoints or interactions. Providing a co-creative environment ensures that all stakeholders’ needs are accounted for and enables each stakeholder to contribute valuable expertise and ideas. By considering all the people that need to be involved in co-creating the service, such as government officials, engineers, and marketing firms, the service can be designed to satisfy everyone’s needs and be successful.

Designing Memorable Customer Experience

Creating a successful service involves focusing on the details and the grand design. The last two principles of service design are evidencing and holistic thinking. Physical evidence serves as a reminder of the service and increases the chances of the customer returning. Holistic thinking helps in seeing the grand design and creating alternative sequences to improve the customer’s experience. All senses must be considered, including sight, smell, and taste. The goal is to create a lasting impression that will turn customers into loyal advocates of the service.

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