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Training Presentation/Powerpoint:

Service Design

Design Thinking for Services



Service Design means Design Thinking for Services. Great customer experience needs a common language across disciplines to break down the silos within an organization. Service Design provides a consistent model and toolset for accomplishing this.

This workshop guide provides an introduction to the key concepts and principles of Service Design, and the basic methods and tools of Service Design. They include personas, journey maps, service prototypes, service blueprint, stakeholder map and last but not least, the business model canvas.

This workshop guide is structured as a Service Design crash course. This guide is specially targeted at Design Thinking coaches/facilitators who have a basic knowledge and experience on Design Thinking, and want to focus the workshop on hands-on practice (e.g. personas, journey map and role playing as prototyping) and less time on theory or lecture.


Coaches/Facilitators may use the material to conduct a 2-hour, half-day or full-day workshop and focus on any combination of tools depending on your training needs. This workshop guide includes templates of service design tools, as well as suggested facilitation techniques.

Note: This training package includes:

  1. Service Design training presentation and templates (PowerPoint format)

  2. Design Thinking poster (PDF format, in color and monochrome, printable in A3 size)

Learning Objectives

  1. Acquire knowledge on the key concepts and principles of service design

  2. Explore the basic methods and tools of service design

  3. Develop skills in the application of service design methods and tools through workshop practice



1.  Introduction to Service Design

  • The Era of Smart Customers

  • Why Service Design?

  • What is Service Design?

  • Mindset of a Traditional Service Design Thinker

  • Traditional Thinking vs. Design Thinking

  • What Service Design Is Not

  • The Different Perspectives of Service Design

  • Mindset of a Systems Thinker

  • The Combination of Systems Thinking & Design Thinking

  • The Service Design Attitude

  • Two Approaches to Problem Solving

  • Left Brain vs. Right Brain

  • Divergent & Convergent Thinking

  • What Do Service Designers Do?

  • The Three Lenses of Human-Centered Design

  • The Five Phases of Design Thinking

  • Principles of Service Design

  • The Twelve Commandments of Service Design Doing

2.  Basic Methods & Tools of Service Design

  • Basic Service Design Tools

  • Tools vs. Methods

  • Research Data

  • Personas

  • Empathy Map

  • Journey Maps

  • Touchpoints vs. Channels

  • Moments of Truth

  • Service Prototypes

  • Prototyping & Storytelling

  • Physical & Paper Prototypes

  • Prototypes of Digital Artifacts & Software

  • Acting As Prototyping

  • Service Evidences

  • Service Blueprint

  • System Maps

  • Stakeholder Maps

  • Value Network Maps

  • Ecosystem Maps

  • Value Proposition Canvas

  • Business Model Canvas


Appendix I - Templates for Workshop Practice

Appendix II - Suggested Facilitation Techniques

You may also be interested in the following related documents (sold separately):

  1. Design Thinking Workshop Guide

  2. Design Thinking Project Template

  3. Design Thinking Frameworks

  4. Design Thinking Frameworks Reference Guide

  5. Customer Journey Mapping

  6. Value Proposition Canvas

  7. Business Model Canvas

  8. Service Design

  9. Digital Transformation