The key to understanding service design is to recognize that design need not only be about giving form to physical objects. Design thinking involves reframing problems in a manner that allows novel solutions to be developed. Services require preparation and planning (or what is called as design) with the aim of creating a particular reaction and a lasting memory in the customer's mind. This chapter starts by describing the differences between designing products and services. The theater metaphor is introduced to show how this offers a useful starting point for service design. Next, the chapter discusses the challenges that make experiences elusive before offering three principles that can be applied to service design: narrative, participation, and surprise. To illustrate these principles, it describes two examples of companies that engage customers by designing for "singing and dancing" and thus create compelling and memorable service experiences.
|Title of host publication||Design Thinking|
|Subtitle of host publication||New Product Development Essentials from the PDMA|
|Number of pages||16|
|Publication status||Published - 2 Nov 2015|
Bibliographical notePublisher Copyright:
© 2016 by John Wiley & Sons, Inc. All rights reserved.
- Product design
- Service design
- Service experiences