Practical access to service design

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Service Design


practical access to an evolving field

S ervice Design


Stefan Moritz

Service Design
Practical access to an evolving field
Stefan Moritz, London 2005
Köln International School of Design
MEDes – MA European Studies in Design

Service Design

University of Applied Sciences Cologne
Fachhochschule Köln
Faculty of Cultural Sciences
Prof. Birgit Mager
Head of department for Service Design

© Copyright 2005 Stefan Moritz, All rights reserved.
To use any of the contents of this work a
permission of the author is required in writing.
To use any of the material that does not belong to the
author the permission of the individual originator is

practical access to anevolving field

Executive summary

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 organisations.
It is a new holistic, multidisciplinary, integrative field.

This summary provides an insight into Service
Design and how it can help address some key
challengesfacing organisations today.
Service Design is a new holistic, multi-disciplinary,
integrative field. It helps to either innovate or
improve services to make them more useful, usable, desirable for clients, as well as more efficient
and effective for organisations.
The service sector makes up the biggest part of
the economy, up to 70% of GDP. However, services
are not as productive fororganisations and as
satisfying for clients as they could be. Services
have a design problem.
Professionals in the service sector need to realise
that they are involved in design and use Service
Design to improve it. Services have unique features. They are not tangible, cannot be stored or
owned, consumption happens at the same time as
production and they are complex experiences that
happen overtime. Therefore, designing services
requires special considerations.
Design as a whole has changed and Service
Design can address the unique challenges that
the service economy is facing. Design is not only
crafting details of products anymore. It is a field
that designs complex and interactive experiences,
processes and systems. It involves expertise and
experts from related fields andclients in the
design process. It uses special processes, tools and
Service Design arose about 10 years ago. Since
then it has continued to evolve through a number
of channels and has gained significant momentum
in the last couple of years through the development of an international Service Design Network.

Service Design integrates management, marketing, research and design. It acts asan interface
and connects organisations and clients in a new
Many organisations in the market today are
working to improve and innovate services, and
there are many great examples of that in Virgin
Atlantic, First Direct, FedEx, however, improvement is seldom done regularly, systematically or
even intentionally. That is why there is a need for
dedicated Service Design.
Recognisinghow Service Design can give organisations a significant competitive advantage is a
starting point. From there, to get involved in
Service Design it is essential to first have a complete understanding of it and this paper sets out
in detail what is required to do so. It explains and
describes the framework in which service design
operates, explores existing models, details the six
minds-setsrequired to complete a service design
project (understanding, thinking, generating,
filtering, explaining and realising) and provides
overview models, a process and a practical job
To conclude, Service Design is a very different way
of approaching the way we think of the relationship between organisations and clients. This paper
defines the essential role that Service Design can...