Chapter 3. Basic Service Design Tools

A toolbox gathered from various disciplines, combined to research, create, prototype, and test services.

Expert comments by: Alexander Osterwalder | Hazel White | Mike Press

  1. 3.1 Research data

  2. 3.2 Personas

  3. 3.3 Journey maps

    1. 3.3.1 A typology of journey maps

    2. 3.3.2 Service blueprint

  4. 3.4 System maps

    1. 3.4.1 Stakeholder maps

    2. 3.4.2 Value network maps

    3. 3.4.3 Ecosystem maps

  5. 3.5 Service prototypes

    1. 3.5.1 Prototypes of service processes and experiences

    2. 3.5.2 Prototypes of physical objects

    3. 3.5.3 Prototypes of environments, spaces, and architecture

    4. 3.5.4 Prototypes of digital artifacts and software

    5. 3.5.5 Prototypes of ecosystems and business value

  6. 3.6 Business Model Canvas

  1. This chapter also includes

    1. Assumption-based vs. research-based tools

    2. Boundary objects

    3. Dramatic arcs

    4. Steps, touchpoints, and moments of truth

    5. Stakeholder terminology

    6. Service prototyping: This is how you learn, and always have

    7. Physical evidences

Tools vs. Methods

In this book, we differentiate between tools and methods.

Tools are concrete models, such as journey maps, spreadsheets, and storyboard templates. They usually follow a specific structure or are built on given templates.

Methods are particular procedures to accomplish or approach something, such as conducting contextual interviews as a research method or doing desktop walkthroughs as a prototyping method.

Tools represent “what” we use, while methods usually describe “how” we create and work with certain t ools in service ...

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