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  1. Provides a framework for service design.
  2. Provides service design methods and tools to improve customer experience.
  3. Provides templates and facilitation techniques for running a service design workshop.


Service Design means Design Thinking for Services. Great customer experience needs a common language across disciplines to break down the silos within an organization. Service Design provides a consistent model and toolset for accomplishing this.

This workshop guide provides an introduction to the key concepts and principles of Service Design, and the basic methods and tools of Service Design. They include personas, journey maps, service prototypes, service blueprint, stakeholder map and last but not least, the business model canvas.

This workshop guide is structured as a Service Design crash course. This guide is specially targeted at Design Thinking coaches/facilitators who have a basic knowledge and experience in Design Thinking, and want to focus the workshop on hands-on practice (e.g. personas, journey map and role playing as prototyping) and less time on theory or lecture.

Coaches/Facilitators may use the material to conduct a 2-hour, half-day or full-day workshop and focus on any combination of tools depending on your training needs. This workshop guide includes templates of service design tools, as well as suggested facilitation techniques.

NOTE: This training package includes:
1. Service Design training presentation and templates (PowerPoint format, 16:9 widescreen)
2. Design Thinking poster (PDF format, in color and monochrome, printable in A3 size)


1. Acquire knowledge on the key concepts and principles of service design
2. Explore the basic methods and tools of service design
3. Develop skills in the application of service design methods and tools through workshop practice


1. Introduction to Service Design
The Era of Smart Customers
Why Service Design?
What is Service Design?
Mindset of a Traditional Service Design Thinker
Traditional Thinking vs. Design Thinking
What Service Design Is Not
The Different Perspectives of Service Design
Mindset of a Systems Thinker
The Combination of Systems Thinking & Design Thinking
The Service Design Attitude
Two Approaches to Problem Solving
Left Brain vs. Right Brain
Divergent & Convergent Thinking
What Do Service Designers Do?
The Three Lenses of Human-Centered Design
The Five Phases of Design Thinking
Principles of Service Design
The Twelve Commandments of Service Design Doing

2. Basic Methods & Tools of Service Design
Basic Service Design Tools
Tools vs. Methods
Research Data
Empathy Map
Journey Maps
Touchpoints vs. Channels
Moments of Truth
Service Prototypes
Prototyping & Storytelling
Physical & Paper Prototypes
Prototypes of Digital Artifacts & Software
Acting As Prototyping
Service Evidences
Service Blueprint
System Maps
Stakeholder Maps
Value Network Maps
Ecosystem Maps
Value Proposition Canvas
Business Model Canvas

Appendix I - Templates for Workshop Practice
Appendix II - Suggested Facilitation Techniques

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Source: Service Design (Design Thinking for Services) PowerPoint document

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Service Design (Design Thinking for Services)

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File Type: PowerPoint (pptx)

File Size: 33.8 MB

Number of Slides: 143 (includes cover, transition slides)

Related Topic(s): Service Design

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Initial upload date (first version): Sep 30, 2020
Most recent version published: Dec 1, 2020

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