The document discusses the emerging field of service design. It notes that a 2005 study by the Design Council UK found that 41% of producing companies saw design as integral and design-oriented companies were 200% more successful in stock performance. However, only 6% of service companies saw a role for design. The document advocates applying design thinking and methodology to immaterial products and services to create services that are useful, usable, desirable, efficient, and effective. It outlines a process for service design projects that includes exploration, discovery, creation, and implementation phases.

1. Service Design
Achievements and Perspectives

2. Knock & Wait

3. Study of the Design Council UK 2005
41 % of all producing companies are regarding design as an integral
component of their companies
Design oriented companies are 200% more successful in the stock market
Productparadigm

4. • Design takes a user perspective, it is user-centric
• Design holistic
• Design is interdisciplinary
• Design has flat hierachies
• Design is creative and co-creating
• Design is visual, stimulates and motivates
Designthinking makes the difference

5. Study of the Design Council UK 2005
41 % of all producing companies are regarding design as an integral
component of their companies
Design oriented companies are 200% more successful in the stock market
Only 6% of service companies see any role at all for design
Productparadigm

6. • From Products and Technologies towards Solutions
• From the Prestige of Owning towards the Pleasure of Using
• From Selling Stuff to Building Relationsships
Paradigmchange

7. Apply designthinking and design methodology to immaterial products
in order to create services that are
useful
usable
desirable
efficient
effective
different
Service Design

8. A first project

9. Customer Insight

10. Gulliver

11. Gulliver

12. Gulliver

13. Gulliver

14. Gulliver

15. Gulliver

16. Gulliver

17. Gulliver

18. Gulliver

19. Gulliver

20. Service Design

22. 4 - Im
c tion ple
efle m
-R
en
3
ta tion
Creation
2-
1 - Exploration

24. Discovery
PERSONA
CREAT
ION

25. P
ersonas

26. P
ersonas

27. P
ersonas

28. Discovery
TOUCHP
OINTS

29. CUSTOM
ERJOUR
NEY

30. Discovery
CUSTOM
ERJOUR
NEY

31. Discovery
CUSTOM
ERJOUR
NEY

32. Discovery
CUSTOM
ERJOUR
NEY

33. Discovery
CUSTOM
ERJOUR
NEY

34. Discovery
OBSERVA
TIONALS
TUDIES

35. Discovery
CONTEX
TUALIN
TERVIEW

36. Discovery
WORKA
LONG

37. P
regnancy

38. Discovery
SELFEXP
LORAT
ION

39. Baby Bodies

40. Audio Diaries

41. Camera Journey

42. Daddy Diary

43. Online Questionnaire

44. Family Game

45. Discovery
COMPANI
ONSHIP

46. 4 - Im
c tion ple
efle m
-R
en
3
ta tion
Creation
2-
1 - Exploration

47. Creation
COCREA
TION

49. Creation
COCREA
TION

51. Creation
STORYBO
ARDING

53. Creation
SERVICEA
CTING

54. Tex
Next Generation
shopping experience

56. Creation
PROTOT
YPING

57. Service Design Research

58. service Design and Behavioral Change

60. Service Design - stakeholder map
clients
pimps
Citizens
industry
Tippelzone
caretakers
politicians/
City of
Eindhoven
the women
System perspective

61. Deep understanding of motives

62. Creation
Long term perspective

63. Levenskracht - basic support
basic support
Rewarding that gives a perspective
Perceivable evidence for change and
credit-system helps building up a financial background
success

64. basic support
»Everyday I have to ask someone
for a place to sleep«
Social Network

65. Levenskracht - extended support