This document is an in-depth primer on service design by Florian Vollmer. It discusses the concepts of service, design, and service design. Service design is presented as a way to manage complexity and relationships by taking a systems-oriented and human-centered approach. The document outlines characteristics of service design like depending on facilitation, understanding business processes, and relying on user insights. Principles of service design discussed include focusing on the human, co-creating, sequencing, and taking a holistic and system-integrated approach. A taxonomy of service design tools and methods is also presented.

1. Service Design – An In-Depth Primer 2014
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2. Intro
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3. Nothing is Stable.
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4. Design Commoditization.
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5. Open-Source Design.
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6. Threats to Traditional Value Generation.
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7. What is Design?
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8. Eames?

9. Droog?

10. Skeuomorphisms? Clean Lines?

11. Starck?

12. Tizio?

13. iDrive?

14. design
is to design
the design
of a design
(John Heskett)
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15. Value?
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16. outcome - effort = value
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17. standard business currency: value add
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18. What is Service?
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19. B2B

20. B2C

21. B2E

22. B2P

23. History of services shaping our environment

24. Layers: Transportation < Entertainment ...

25. Layers: Sleep, F&B, Social ...

26. Service Adds Value
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27. Convenience.

28. Enjoyment.

29. Luxury.

30. Service Adds Value.

31. Service
Product
Brand
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32. Service Is Value.

33. Why
Service Design?
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34. 80%
20%

35. Managers
Planners
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36. Managing & Planning for Complexity
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37. Relationships.
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38. Service Design
Customer
Experience
Management
Customer
Experience
Design
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39. Service Design
Service Management
Service Design
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40. Service Design
Service Marketing
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41. Service Design
Industrial Design
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42. Service Design
HCI
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43. Service Design
“Design Thinking”
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44. Characteristics.
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45. Systems-Oriented.
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46. Taming Complexity.
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47. Multiple Stakeholders.
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48. Depending on Facilitation.
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49. Requires a Multi-Facetted Designer.
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50. Understanding of Business Processes.
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51. Is Acting from Empathy and User Insights.
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52. Relying on Ethnographic Practices.
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53. Delivered by: Humans
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54. Delivered by: Interfaces
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55. Moving from OR to AND, AND, AND
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56. Moving from OR to AND, AND, AND
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57. Service Activation = Organizational Activation
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58. Service Activation = Organizational Activation.
Create Believe.
Create Ownership.
Prepare.
Enable Memory.
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59. Principles.
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60. Focus on the Human.
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61. Co-Create.
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62. Sequencing.
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63. Evidencing.
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64. Holistic & System-Integrated.
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65. Holistic & System-Integrated.

66. Taxonomy.
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67. Clients
Business Model Canvas
Customer Lifecycle Maps
Stakeholder Maps
The Five Whys (*)
Expectation Maps
Storyboards
Co-Creation
Design Scenarios
Research
Creativity in the Life
Planning
Execution
A Day
What if… (*) Service Blueprints
Service Prototypes
Service Safaris
Storytelling
Agile Development
Customer Journey
Desktop Walkthrough
Personas Service Staging
Maps
Contextual
Interviews
Shadowing
Mobile Ethnography
Internal
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68. Meaning.
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69. Codifying the Meaning of Services.
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70. Analyze
Design
Communicate
Refine
Service Designer
Service Designer
{
Visibility
Organization
{ }
Meaningful
Service
Experience
Fulfillment
Customer
The Why
Passion &
Sense of
Ownership
Front Stage
Actor
}
Analyze
Service Designer
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71. Problem
Solution
Design
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72. Waterfall
Agile
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73. Prototype
Beta
Measure
Beta
Measure
1.0
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74. Service Design – An In-Depth Primer 2014
www.florianvollmer.com
@florianvollmer