One line of Service Design – the list

Recently I started an experiment called “One line of Service Design“. And what do you know, people actually participate and they even seem to enjoy it :)

To keep things simple I’ll be updating this single post with new lines I find. And like I promised I’ll be posting a new photo of the “One line of Service Design” – wall. So here it goes! (drop me a line if I’ve accidentally missed your line)

Day 40
Day 40

  • Service Design is the application of design processes, tools, and techniques to the problems surrounding the relationships between an organization and its patrons. – Jack Moffett

Day 16
Day 16

  • Service design is the creation of symbols, artifacts, environments, processes, and systems to facilitate deliberate action. – Elliott Williams

Thanks to Elliott the wall is full … well at least there aren’t any blank paper left! Thanks everyone who submitted their One line of Service Design. But I don’t have the feeling we’re done just yet. There are still some hardcore SD folks out there who surely could have a valuable addition. So I think I’ll make some extra space and send out some more invites in the coming days.

Day 12
Day 12

  • Service design is about creating and taking decisive and deliberate actions that will promote, support, and sustain positive service experiences in order to strengthen provider-customer relationships. – Susan Spraragen
  • Service Design is giving people what they didn’t even know they wanted, but when they experience it, it blends into their lives smoothly. – Anouk Randag

Day 6 – 11
Everything went into hibernation-mode…

Day 5
Day 5

  • Questioning the question and looking for answers by designing the research. The people involved are the experts on what they do and why or what they actually would want, it is our job to get this information out and build the service around that. – Bas Kools

Day 4
No new entries … no more invitations / inspiration? Lets see what happens the coming days.

Day 3
Day 3

  • Service Design is the design of value creating offerings by aligning intangible processes and incorporating tangible products to create remarkable customer experiences. – Bernhard
  • Service Design is human to human marketing in other words treating your customers/users as human beings in stead of seeing them as human buyings. – Jaqueline

If you look closely, most people tend to give a definition of service design. But now what are those practical examples you’d give to your grandma (eg. service design makes you walking out of a hospital with a smile)?

Day 2
Day 2

  • Whether its going to vote, shopping on ebay or giving out your weekly recycling, service design has the unique capacity to be democratic and non-hierarchical while supporting playful interactions and open conversations. – Anab Jain
  • Good service design is the process of deliberately crafting our experience and delivery of services, to make them more valuable for the people that use and provide them. – Nick Marsh
  • Getting a meal at MacDonald’s, getting a weekly vegetable delivery from Abel and Cole, ordering chinese takeout, going on your weekly supermarket run, getting your lunch from the office canteen, all the same thing, but not the same at all. – Alexandra Deschamps-Sonsino
  • Service Design allows us to create personal enjoyable user centered experiences, that will sustain over, without creating unnecessary products that will obsolete and end up in a landfill. – Eilidh Dickson
  • Service Design is giving people what they want, the way the want it, when they want it. – Paul Thurston
  • Service Design is simply paying attention, talk to each other, listen and dare to be vulnerable. – Arne van Oosterom
  • Service Design is not only what makes customers want to take part in a service, but it’s what makes them want to share the great moments they’ve had from a service with their friends and family (and the world, for us bloggers). – Carrie Chan
  • Service designers work with companies and governments to orchestrate their encounters with people. – Jeff Howard

Day 1
Day 1

  • When you have 2 coffee shops right next to each other, that each sell the exact same coffee at the exact same price; Service Design is what make you walk into the one and not the other. – Marc Fonteijn
by Marc Fonteijn

9 Comments

  1. Service design is human to human marketing in other words treating your customers/users as human beings in stead of seeing them as human buyings.

  2. Posted by Anouk on 07/04/2008 · 10:44

    Good blog Marc!

    A reaction on:
    “Service Design is giving people what they want, the way the want it, when they want it”. – Paul Thurston

    “Service design is giving people what they didn’t even know they wanted, but when they experience it, it blends into their lives smoothly.”
    (And in the best case they realize they dreamed of it all the time…)

  3. Posted by elliott williams on 13/04/2008 · 15:36

    Service design is the creation of symbols, artifacts, environments, processes, and systems to facilitate deliberate action.

  4. Service Design is the thinking and designing of every interaction that a service organisation has with its customers, in such a way that the organisation delivers both a dramatically improved customer experience and increased profitability.

  5. Just as products are designed to be astheitcally pleasing, functional and affordable, services need to be designed to make them useful, usable, desirable, efficient and effective. Service Design does this.

  6. Service design is finding better ways to give people what they need.

  7. I love the simplicity of your coffee shop example, but the more I think about it the more it doesn’t feel right– Shouldn’t it be:

    “When you have two coffee shops right next to each other, selling the exact same coffee at the exact same price; Service Design is what makes you enjoy one so much that you’ll recommend it to friends and family.”

  8. Yosef, you are right. Most people would respond to the coffee shop example with “so, service design means decoration and logos?”

  9. Inspired by this experiment and some other conversations, I created a video and website in order to easily and succinctly explain what service design is:

    http://what-is-service-design.com

6 Trackbacks

  1. [...] Read these and other "one liners of service design" at the 31Volts blog. [...]

  2. [...] Just a short update… I asked my mentor from this summer, Susan Spraragen (who is currently in Paris presenting our work on service blueprinting) what her service design one-liner would be. Here’s what she contributed: [...]

  3. [...]

  4. [...] Over the next few months, I’ll see what I can come up with. And try to keep it to one sentence, like these guys from 31 Volts who host One Line of Service Design. [...]

  5. [...] 31Volts blog: http://www.31v.nl/2008/03/one-line-of-service-design-the-list/ [...]

  6. [...] 31Volts blog: http://www.31v.nl/2008/03/one-line-of-service-design-the-list/ [...]

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