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This is Service Design Thinking: Basics - Tools - Cases [Hardcover]

by Marc Stickdorn, Jakob Schneider
3.7 out of 5 stars  See all reviews (27 customer reviews)


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Book Description

February 1, 2011 9063692560 978-9063692568 0
This is Service Design Thinking outlines a contemporary approach for service innovation. Service design and design thinking are lately evolving into buzz words for management and business consulting. This is Service Design Thinking strives to unveil the practical meaning behind these terms in everyday use. The book introduces this new way of thinking to beginners but also serves as a reference for professionals.

Although service design and design thinking in general recently gains vast interest by both business and research, until now there was no comprehensive textbook outlining the approach, including its background, process, methods and tools as well as contemporary case studies. A set of 23 international authors created this interdisciplinary textbook applying exactly the same user-centred and co-creative approach it preaches. "The unique visual language of This is Service Design Thinking extends the idea of a classic textbook. Based on workshops and contextual interviews using prototypes of this book, the reader is now supported with various visual aides to facilitate a pleasurable and effective reading experience" highlights Jakob Schneider, co-editor and graphic designer of the book.

Change is a constant: Innovative service concepts and ground-breaking business models outrun established products and services. Social media empowers customers and cause an overdue shift of companies from classic advertisement towards service quality and customer experience. Social media as the customer's megaphone broadcasts the perceived service experience to a growing audience. Thus, the perceived experience becomes the key factor for success of both new and established offerings. This entails business opportunities particularly for small- and medium sized companies, since customer recognition does not necessarily rely on mere market share anymore.

"The strength of service design thinking is that it is not a defined and thus restricted discipline, but rather a common approach and process including various tools and methods rooted in different disciplines from design to engineering, from management to marketing." explains Marc Stickdorn, editor of This is Service Design Thinking. An appendant website to the book offers free downloads of ready-to-use tools such as the Customer Journey Canvas.


Editorial Reviews

From the Back Cover

This is Service Design Thinking introduces an inter-disciplinary approach to designing services. Service design is a bit of a buzzword these days and has gained a lot of interest from various fields. This book, assembled to describe and illustrate the emerging field of service design, was brought together using exactly the same co-creative and user-centred approaches you can read and learn about inside. The boundaries between products and services are blurring and it is time for a different way of thinking: This is service design thinking.

A set of 23 international authors and even more online contributors from the global service design community invested their knowledge, experience and passion together to create this book. It introduces service design thinking in manner accessible to beginners and students, it broadens the knowledge and can act as a resource for experienced design professionals. Besides an introduction to service design thinking through five basic principles, a selection of individual perspectives demonstrate the similarities and differences between various disciplines involved in the design of services. Additionally, the book outlines an iterative design process and showcases 25 adaptable service design tools, exemplifying the practice of service design with five international case studies. The book concludes with an insight into the current state of service design research and sets service design thinking in a philosophical context.

About the Author

Editors: Marc Stickdorn (A) & Jakob Schneider (GER)

Co-editors (in alphabetical order): Fergus Bisset (UK), Luke Kelly (NL), Bas Raijmakers (NL), Geke van Dijk (NL)

Authors (in alphabetical order): Kate Andrews (UK), Beatriz Belmonte (E), Ralf Beuker (GER), Fergus Bisset (UK), Kate Blackmon (UK), Johan Blomkvist (SE), Simon Clatworthy (NO), Lauren Currie (UK), Sarah Drummond (UK), Jamin Hegeman (USA), Stefan Holmlid (SE), Luke Kelly (NL), Lucy Kimbell (UK), Satu Miettinen (FI), Asier Pérez (E), Bas Raijmakers (NL), Jakob Schneider (GER), Fabian Segelström (SE), Marc Stickdorn (A), Renato Troncon (IT), Geke van Dijk (NL), Arne van Oosterom (NL), Erik Widmark (S)

Product Details

  • Hardcover: 376 pages
  • Publisher: BIS Publishers (February 1, 2011)
  • Language: English
  • ISBN-10: 9063692560
  • ISBN-13: 978-9063692568
  • Product Dimensions: 9.1 x 7.2 x 1.3 inches
  • Shipping Weight: 2.4 pounds
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Best Sellers Rank: #788,588 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
13 of 13 people found the following review helpful
Format:Hardcover
A good introduction to the fairly new field of "Service Design", this book is more a less a motivation to start doing things. Through interesting case studies and short articles by various contributors, many aspects of Service Design are brought forward, followed up by a section dedicated to the tools service designers use within their profession.

Especially this section makes the book valuable to me as it presents in print an overview of many methods and tools that may be encountered 'in the wild' during projects, all laid out in the book in such a way that it is easy to use them on-site during sessions or meetings.

I think that for the academic reader the book will perhaps not dive deep enough into the discourse about the value and meaning of Service Design (and Design Thinking), but I definitely recommend this book to people that are working within the field or are interested in the subject. The practical and concise approach stimulates the reader to apply the mentioned tools within own projects and use the case studies to get inspiration.
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9 of 10 people found the following review helpful
Format:Hardcover|Verified Purchase
If you're like me, you have a mini-library of those user experience books that are most meaningful to you. I've recently finished reading what is now the latest addition to my own professional mini-library: This Is Service Design Thinking, by Marc Stickdorn, Jakob Schneider, and numerous collaborators and co-authors. This book is likely to become the quintessential service design textbook for students, educators, and professionals alike.

The book covers a non-definition definition of service design, explaining that it's really the successful amalgamation of various fields (including but not limited to interaction, product and graphic design and operations management). It is quite refreshing to see the lack of a solid statement for what service design is as we designers tend to belabor definitions of our disciplines and sub-disciplines to a fault.

The authors then proceed to explain a framework for what service design is through 5 principles. As an advocate for simplicity, I'd further coalesce the five principles that the book presents. Service design places importance on

1) people--both customers and service providers
2) participatory, ethnographic processes and approaches
3) tangible, visualized design artifacts

The remainder of This Is Service Design Thinking covers the following topics in discreet sections:

- Who are service designers?
- What is the process that service designers follow?
- What are examples of tangible deliverables, tools, and case studies that result from the service design process?

The content, visuals, layout, flow and overall book design are incredibly effective and actionable and I'd recommend it to anyone in the field of design who is interested in exploring how the service economy will intersect with the work you do.
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9 of 12 people found the following review helpful
5.0 out of 5 stars Great way to learn SDT July 5, 2011
Format:Hardcover
The book is very easy to read and can teach you the basics of service design very easily in the first third. Then, even if you are a more advanced Service Designer, you will still learn a lot of cool things in the second third with 25 practical tools to help you design services. Finally a lot of experience to share in the last third of the book with real life cases! Great book for who wants to learn what is Service Design!
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2 of 2 people found the following review helpful
3.0 out of 5 stars Didn't deliver August 12, 2013
By L
Format:Paperback|Verified Purchase
Great concept, but I think it should have been more of a manual than a toolbox. I don't think the examples they provided were detailed enough. Felt like the book didn't deliver what it could have.
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2 of 2 people found the following review helpful
5.0 out of 5 stars A book worth your time December 30, 2012
Format:Paperback|Verified Purchase
If you have ever wanted to understand creative thinking and problem solving - this is a good text book. Insightful, useful, and engaging the entire way through.
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2 of 2 people found the following review helpful
5.0 out of 5 stars The Bible for Design Thinking December 19, 2012
Format:Paperback|Verified Purchase
This book is an amalgamation of thinking about service design from 15 of Europe's best designers. Service design as a cross-disciplinary design form is more advanced in Europe where it's been defined as a separate discipline for more than 25 years. now as "designing thinking" hits the US, "service design comes along with that group of ideas. But this book lays otu clearly and simply the customer-empathetic framework for service design projects, as well as the principles of the discipline. Then the book explains more than 30+ tools that can be used in service design projects. When it comes to design thinking I think if you're only buying one book, this is the book. Outstanding!
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2 of 2 people found the following review helpful
Format:Paperback|Verified Purchase
I like to do the right things but also try to do them right. This book helps conceptualizing some simple techniques in ways that can bring new results. Sometimes the simples questions are the ones we never ask ourselves and our assumptions swamp the path of effectiveness by obstructing the real goals with red-tapes and conventional thinking. This book helps regaining the centre of the purpose. It helps understanding that every piece of the service is improvable.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Good reference but no major breakthrough ideas October 20, 2012
Format:Hardcover|Verified Purchase
This book is split into 3 sections. The first one is EXTREMELY basic. Could be easily skipped by service professionals. The second section has really good insights about service design processes but its not very relevant to field service operations if this is what you are looking for. 3rd section is full of very good examples.
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Most Recent Customer Reviews
3.0 out of 5 stars Too superficial
Too superficial, maybe because it is made of a collection of contributions from different people touching on different topics.
Some cases are interesting.
Published 7 days ago by MARIO BURITICA G
3.0 out of 5 stars Doesn't live up to promise
Really just a catalog of (albeit very cool) practices, doesn't really hang together well. Wanted more of a framework than what as presented
Published 16 days ago by Jeff Anderson
4.0 out of 5 stars Service Thinking Plus Design Thinking Plus Systems Thinking
I like this book. The author brings together service and design concepts from the "who's who" of service thought leaders and makes the book applicable on so many levels. Read more
Published 3 months ago by michael ervick
4.0 out of 5 stars Reference book
A reference book as good as they get. If you are going to engage in service design constantly you need this book, if you are just starting to study service design you need this... Read more
Published 7 months ago by Bofy
4.0 out of 5 stars helpful
the middle part of the book is quite practical and helped me to choose methodo's for retrieving customer insights. Read more
Published 9 months ago by Inge
5.0 out of 5 stars Phenomenal book
Can't recommend it enough. First class look into how to apply design thinking to service based fields and organizations. Well organized and highly digestible.
Published 9 months ago by Jay Oldaker
1.0 out of 5 stars Missing 30 pages and 30 pages were double printed
The book that I purchased missed about 30 pages and in turn it had double prints of 30 pages.:((( I have to re-order the book
Published 10 months ago by Mariam Massarat-Foudeh
1.0 out of 5 stars Crapy
I don't want to be overly critical, but if this really was made using service design, then damn.... you might want to consider some other career... Read more
Published 11 months ago by mario279
5.0 out of 5 stars An indispensable reference for any kind of designer
This is a brave attempt to summarize what is vaguely service design practices.

The good thing is that, literally 100% of the stuff, theories, best practices, tools,... Read more
Published 11 months ago by Noah Fang
4.0 out of 5 stars Good
It is a good book for introduction to the subject and it is very well made! it gives examples and also a deepening on the subject in the end witch is awesome.
Published 13 months ago by Isabella
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