This is Service Design Thinking by Marc Stickdorn and Jakob Schneider

Last updated: Sep 8, 2023

Summary of This is Service Design Thinking by Marc Stickdorn and Jakob Schneider

This is Service Design Thinking by Marc Stickdorn and Jakob Schneider is a comprehensive guide to the principles and practices of service design. The book provides a step-by-step approach to designing and improving services, focusing on the customer experience and creating value for both the service provider and the customer.

The authors begin by introducing the concept of service design and its importance in today's business landscape. They explain that service design is not just about creating visually appealing interfaces or products, but about understanding the entire service ecosystem and designing experiences that meet the needs and expectations of customers.

The book then dives into the various tools and methods used in service design, such as customer journey mapping, persona development, and prototyping. Each tool is explained in detail, with practical examples and case studies to illustrate their application in real-world scenarios.

One of the key themes throughout the book is the importance of collaboration and co-creation in service design. The authors emphasize the need for cross-functional teams and stakeholder involvement in the design process, as well as the value of user feedback and iteration.

The book also explores the role of storytelling in service design, highlighting the power of narratives in creating meaningful and memorable experiences for customers. It discusses the use of storytelling techniques to communicate service concepts and engage stakeholders in the design process.

In addition to the practical tools and methods, the book also addresses the mindset and attitude required for successful service design. It emphasizes the need for empathy, curiosity, and a willingness to challenge assumptions and explore new possibilities.

Throughout the book, the authors provide numerous examples and case studies from a wide range of industries, including healthcare, transportation, and retail. These examples demonstrate how service design principles can be applied in different contexts and highlight the impact of well-designed services on customer satisfaction and business success.

In conclusion, This is Service Design Thinking is a comprehensive and practical guide to service design. It provides a thorough overview of the principles, tools, and mindset required for successful service design, and offers valuable insights and examples to inspire and guide practitioners in the field.

1. Service design is a collaborative and iterative process

One of the key takeaways from the book is that service design is not a linear process, but rather a collaborative and iterative one. It emphasizes the importance of involving all stakeholders, including customers, employees, and other relevant parties, in the design process. By doing so, service designers can gain a deeper understanding of the needs and expectations of all involved parties, and create solutions that are truly customer-centric.

This collaborative and iterative approach also allows for continuous improvement and refinement of the service design. By testing and prototyping ideas, service designers can gather feedback and make necessary adjustments to ensure that the final service meets the desired outcomes. This approach helps to minimize risks and increase the chances of success.

2. The importance of empathy in service design

Empathy is a central theme in service design thinking. The book emphasizes the importance of understanding the emotions, motivations, and needs of customers in order to design services that truly meet their expectations. By putting themselves in the shoes of the customers, service designers can gain valuable insights that can inform the design process.

Empathy also extends to the employees and other stakeholders involved in the service. By understanding their perspectives and needs, service designers can create solutions that not only benefit the customers but also improve the overall experience for all involved parties. This focus on empathy helps to create services that are not only functional but also emotionally satisfying.

3. The role of prototyping in service design

Prototyping is a key tool in service design thinking. The book highlights the importance of creating tangible representations of service concepts in order to test and gather feedback. By creating prototypes, service designers can quickly iterate and refine their ideas, ensuring that the final service meets the desired outcomes.

Prototyping also helps to communicate and visualize service concepts to stakeholders. It allows for a more tangible and concrete understanding of the proposed service, making it easier for stakeholders to provide feedback and make informed decisions. This iterative prototyping process helps to minimize risks and increase the chances of success when implementing the final service.

4. The integration of physical and digital touchpoints

The book emphasizes the importance of considering both physical and digital touchpoints when designing services. In today's interconnected world, services often involve a combination of physical and digital interactions. Service designers need to ensure that these touchpoints are seamlessly integrated to provide a cohesive and consistent experience for customers.

By considering the entire customer journey, from initial awareness to post-service follow-up, service designers can identify opportunities to enhance the overall experience. This holistic approach helps to create services that are not only functional but also enjoyable and memorable for customers.

5. The power of storytelling in service design

Storytelling is a powerful tool in service design thinking. The book highlights the importance of using narratives to communicate and engage stakeholders in the design process. By telling stories, service designers can create a shared understanding and vision of the desired service experience.

Storytelling also helps to create empathy and emotional connections with customers. By crafting compelling narratives, service designers can evoke emotions and create memorable experiences that resonate with customers. This storytelling approach helps to create services that are not only functional but also meaningful and impactful.

6. The need for a holistic approach to service design

The book emphasizes the importance of taking a holistic approach to service design. It highlights the interconnectedness of various elements, such as people, processes, and technology, in creating a successful service experience. Service designers need to consider all these elements and their interactions to ensure a seamless and integrated service.

This holistic approach also extends to the organizational level. Service designers need to consider the broader context in which the service operates, including the organizational culture, values, and goals. By aligning the service design with the overall organizational strategy, service designers can create services that are not only customer-centric but also aligned with the organization's objectives.

7. The importance of co-creation in service design

Co-creation is a key principle in service design thinking. The book emphasizes the importance of involving customers and other stakeholders in the design process. By co-creating solutions, service designers can tap into the collective intelligence and creativity of all involved parties.

Co-creation also helps to build ownership and buy-in from stakeholders. By involving them in the design process, service designers can create a sense of ownership and commitment to the final service. This collaborative approach helps to ensure that the service meets the needs and expectations of all involved parties.

8. The role of service design in driving innovation

The book highlights the role of service design in driving innovation. It emphasizes the importance of taking a user-centered approach to innovation, focusing on understanding the needs and expectations of customers. By designing services that truly meet these needs, service designers can create innovative solutions that differentiate their organizations from competitors.

Service design thinking also encourages a mindset of continuous improvement and experimentation. By testing and iterating ideas, service designers can uncover new opportunities and refine their solutions. This iterative and experimental approach helps to foster a culture of innovation within organizations.