There’s a whole world of “service design” that incorporates the design thinking  methodology in creating the optimal service experience.

Marc Stickdorn and Jakob Schneider, authors of the bestselling book This is Service  Design Thinking, provide five basic principles that underlie service design:

1. User-centered, through understanding the user by doing qualitative research  2. Co-creative, by involving all relevant stakeholders in the design process  3. Sequencing, by partitioning a complex service into separate processes  4. Evidencing, by visualizing service experiences and making them tangible  5. Holistic, by considering touchpoints in a network of interactions and users

The examples could be anything from branding services, to shipping processes, to  customer-service systems, concierge programs or patient-care systems. whatever the  industry is.


There ’s a whole world of “ service design ” that incorporates the design thinking methodology in creating the optimal service experience . Marc Stickdorn and Jakob Schneider , authors of the bestselling book This is Service Design Thinking , provide five basic principles that underlie service design : 1 . User - centered , through understanding the user by doing qualitative research 2 . Co - creative , by involving all relevant stakeholders in the design process 3 . Sequencing , by partitioning a complex service into separate processes 4 . Evidencing , by visualizing service experiences and making them tangible 5 . Holistic , by considering touchpoints in a network of interactions and users The examples could be anything from branding services , to shipping processes , to customer - service systems , concierge programs or patient - care systems . whatever the industry is .