Iimagine Strategy

Service Design & Design Thinking


Design Thinking & Service Design Thinking

Service Design is an interdisciplinary approach that combines different methods and tools for various creative, design, engineering and management disciplines. It is a new and different way of thinking as a opposed to a stand alone and constrained academic discipline. Service Design is an emerging field focused on the creation of well thought through experiences using a combination of tangible and intangible mediums. When applied it delivers numerous benefits to the end user experience.

Consciously designed services that incorporate new and innovative business models are specifically designed to be empathetic to user needs and work towards creating new social and economic value for stakeholders and society. Service Design is an essential skill and practice in the rapidly emerging, knowledge driven ‘Experience Economy’.

In the developing ‘Experience Economy’ customers expect to experience offered and delivered services in a true ‘5 senses’ environment. I like to call it a ‘6 senses experience’ where the 6th sense is the customers individual psychological and emotional immersion in their service delivery experience. It’s the 6th sense which is the defining factor of service design in my view.

Core Concepts and Ideas – Reading and Materials

What is service design?

Service design is a method for improving the quality of your service. Those improvements are directed at both the users and staff of your organization. Innovating in services is not new. Every organization that provides services thinks seriously about improving the quality of its service at some point.

What is new, however, is that this innovation is approached from a human-driven way of design thinking. In this method, we start from the needs and requirements of users and look for solutions together with these users and other stakeholders. Ideas are swiftly crystallized using photos, drawings and models and systematically reviewed with the users.

In service design, a wide range of disciplines come together, such as ethnography, consumer research, interaction design, product design, industrial design, service marketing and corporate strategy.

Service Design Thinking Articles

Visualisation in Service Design

Visual Language in Service Design

Storytelling as a Design Strategy

Service Design Visualisations

Service Innovation using Touch Points

Service Innovation Touch Points

Service Design Leadership

Locating Value through Service Diagrams

Key leasons in service innovation

Innovation in Experiential Services

Customer Service Mapping through Mobile

Customer Centred Innovation Map

Co-Creating Service Designs through Change Labs

Design Thinking Articles

Co Design in Organisations 

Unleashing the Power of Design Thinking DMI Article PDF



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Talk with us today about working with you and your team to create and design Customer Experiences that delight and Innovative Business Strategies that deliver. We look forward to discussing with you a different way at looking at your customer and your business.

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