- Paperback: 384 pages
- Publisher: Wiley; 1 edition (January 11, 2012)
- Language: English
- ISBN-10: 1118156307
- ISBN-13: 978-1118156308
- Product Dimensions: 7.2 x 0.9 x 9 inches
- Shipping Weight: 1.8 pounds (View shipping rates and policies)
- Average Customer Review: 62 customer reviews
- Amazon Best Sellers Rank: #29,950 in Books (See Top 100 in Books)
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This is Service Design Thinking: Basics, Tools, Cases Paperback – January 11, 2012
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About the Author
Marc Stickdorn (Austria; http://thisisservicedesignthinking.com;www.destinable.com) is co-founder of Destinable, a consultancyspecializing in service design for tourism, and lectures around theworld at business and design schools. He is a professor atthe Management Center Innsbruck in Austria, where he lectures onservice design and service innovation. His main areas ofinterest are service design and strategic marketing managementparticularly in a tourism context.
Jakob Schneider (Germany) is a graphic designerbased in Germany.
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Understanding the value and the nature of relationships between people, organizations is central to designing services. Viewing your service through the customers’ eyes, and designing the experience to be consistent for the customer is the essence of service design thinking.
Service Design methods and tools are ways for a business to gain a comprehensive, empathic understanding of customer needs. Service Design as a practice at consulting firms results in design of systems and processes aimed at providing a holistic service to the user.
The best part of this book I liked is the set of cases discussed in the last section of the book. Includes service design projects in Europe by consulting firms of government institutions, a hospital, a bank among others. The cases explain the client’s context, the specific service design problem being tackled, and make references to the methods and tools that were used in solving the problem. For example:
- using a emotional customer journey map while designing for a new service offering at a bank, to understand what are people really trying to achieve, how, and what do they use. What are they experiencing and feeling while trying to reach the desired outcomes.
- using priority grids to identify issues that can be solved quickly with little effort and highest impact on customer creation at a hospital
The other sections of the book cover the principles of Service Design, the participants (product designers, interaction designers, graphic designers, social designers, strategists, operational managers, design ethnographers ) and the principles of service design.
The section on the tools for service design falls short. It lists all the popular design techniques – stakeholder maps, customer journey maps, personas, storyboards etc and few I haven’t been exposed to before. The explanations and examples are not adequate though. I have seen other books cover the methods and tools much more comprehensively.
Whether you're buying this for yourself or for someone you know, if you're interested in service design specifically or just design in general, you will find something to love in this book.
The section on service design tools is valuable in its own right. I found the introduction a little lightweight and would have preferred more substance in terms of service dominant vs product dominant logic and why service design is now so prevalent.
The last section with a few essays on the future was interesting and I wish that there had been more of this section.
The words service, service design, service designer are used in practically every sentence. 1 sentence I counted the word service mentioned 5x.
A pathetic attempt at establishing a common vocabulary, especially since that attempt yielded awkward terms, not at all leveraging common UX / CX terminology. At times, it is unclear what topic they are covering: Manufacturing design methodologies or technical product development methodologies.
Also, it probably could be trimmed down to a third of whats there. A lot of filler pages.
Content has bold AF statements like "if you do this, it will yield better customer retention" WITHOUT referencing any actual data to support it... There are cases at the back, supposedly, but i haven't made it that far. Even so, they should reference them with statements like that... otherwise its just literary nonsense.
The awkward phrasing makes it difficult to read, especially since they are all new, not at all leveraging existing terminology.
The overuse of terms like design and service just show a lack of professional writing skills... not sure if the editor or the writer should be to blame for that.
Also, the paper quality itself is glossy... smh... which creates a glare or a sheen regardless of normal lighting situations.
Even the book itself is bizarrely formed... which makes it difficult to just pick up and read wherever, meaning they didnt even follow their own methodologies when designing the physical book.
It is OVER designed, meaning that they were more interested in creating a pretty print piece rather than good quality content... somehow, these "designers" forgot that content is king... a rather basic rule.
There are some good tidbits here though, you just have to wade through ALL the other junk to get it.