Chapter 5. What Is Service Design?

Defining Service Design

Some people like to start with a definition, so in mid-2016 we asked 150 service designers to share and vote on their favorites. Here are the most popular, and a few of our own personal darlings.

Service design helps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable for clients and efficient as well as effective for organizations. It is a new holistic, multi-disciplinary, integrative field. (Stefan Moritz, 2005)

Service design is the application of established design process and skills to the development of services. It is a creative and practical way to improve existing services and innovate new ones. (LiveWork 2010)

Service design is all about making the service you deliver useful, usable, efficient, effective and desirable. (UK Design Council, 2010)

Service design choreographs processes, technologies and interactions within complex systems in order to co-create value for relevant stakeholders. (Birgit Mager, 2012)

(Service design is...) design for experiences that happen over time and across different touchpoints. (Simon Clatworthy, 2012)

Service design is a form of conceptual design which involves the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction ...

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