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Posted by Sebastian on Apr 13, 2011
There's something called "Service Design" and there's something called "Design Thinking". Now there is also a hybrid of the two - "Service Design Thinking".
The term is the theme in a new textbook "This is Service Design Thinking" edited by Marc Stickdorn and Jakob Schneider.
23 international authors as well as online users have contributed to the book, which is divided into 3 main parts: 1) Basics. 2) Tools. 3) Cases.
The book is a toolbox of methods, context and inspiration and you don't need to be a "service designer" to read or use it. Service Design is an interdiciplinary field and most of the 25 tools and methods described in part two (e.g. "personas", "idea generation", "shadowing") are pretty universal, and can be used by anyone working in the service sector and/or with creative idea development.
Q: What is "Service Design Thinking"?
Marc Stickdorn: I don't want to define the term, but rather briefly outline what it means for me. In my opinion, sdt is a language/process/toolbox, which people from different disciplines can agree on in order to work efficiently as a true interdisciplinary team. The approach is based on five basic principles: it is user-centered, co-creative, sequencing, evidencing and holistic. I would describe it as one way to put in practice the concept of service-dominant logic.
Q: Where do you see the biggest need and opportunity for Service Design Thinking?
Marc Stickdorn: I see the need everyday. Take a look at the impact of social media on society: the way the "social media megaphone" changes the focus from one-way communication to establishing meaningful relationships; from advertising to improving service quality. Sdt helps organisations to understand not only how customers interact with their offered services and/or products, but also their environment, including the interactions with other stakeholders and artefacts.
Q: When is the last time you had a really good service experience - and what made it a good one?
Marc Stickdorn: Just now. I had a really good coffee in a relaxed atmosphere and the smile of the waitress just made my day! Often, less is more.. :)