This Is Service Design Doing: Using Research and Customer Journey Maps to Create Successful Services

Welcome to the captivating journey of co-creation, customer empathy, and practical innovation with 'This Is Service Design Doing: Using Research and Customer Journey Maps to Create Successful Services'. Authored by Marc Stickdorn, Markus Edgar Hormess, Adam Lawrence, and Jakob Schneider, this book is more than just a guide; it's a toolkit for creating effective and engaging services that genuinely resonate with users. Rooted in hands-on methodologies, actionable frameworks, and real-world insights, this book is your gateway to mastering service design and achieving meaningful transformations in products, businesses, and organizations. Below, we present a detailed introduction to what makes this book indispensable for its readers.

Summary of the Book

'This Is Service Design Doing' operates at the intersection of theory and practice, offering a blend of research-backed principles and real-world applications. The authors begin by establishing the core tenets of service design and its significance in creating user-centered experiences. The book explores key concepts like service ecology, customer touchpoints, and the power of interdisciplinary collaboration.

Divided into actionable sections, the book introduces tools and methodologies for mapping customer journeys, building prototypes based on user insights, and fostering collaborative design processes that bridge organizational silos. With an emphasis on co-creation, the authors guide readers through a structured, step-by-step walkthrough for designing services that not only meet but exceed customer expectations.

The narrative extends beyond traditional design and integrates business strategy, stakeholder engagement, and agile project management principles. By combining qualitative research techniques with practical tools like journey maps, service blueprints, and personas, the book provides readers with a holistic framework to tackle complex design challenges.

Key Takeaways

• User-Centered Design: Learn how to deeply understand your customers' needs, experiences, and emotions through research tools and empathy-driven approaches.
• Customer Journey Mapping: Master the art of visualizing a customer’s journey to identify pain points, challenges, and opportunities for innovation.
• Prototyping and Testing: Discover how to create and iterate on prototypes to test service concepts before implementation.
• Collaboration Across Silos: Gain insights into fostering cross-functional teamwork and co-creation across departments and stakeholders.
• Implementation and Iteration: Learn how to bring service concepts to life and ensure continuous improvement through iterative processes.

Famous Quotes from the Book

"Service design is a co-creative process where the customer plays a starring role."

"A service is a collection of experiences over time – from starting a journey to coming back again."

"The best services are not created in isolation but through collaboration, empathy, and an iterative mindset."

Why This Book Matters

In today’s fast-changing world, where customers demand seamless, engaging, and functional experiences, service design has become a critical competency for businesses and organizations. This book matters because it provides an actionable blueprint for navigating this landscape. Whether you’re a designer, strategist, entrepreneur, or part of a large organization, this book equips you with practical tools and insights to create services that stand out in competitive markets.

Unlike traditional business approaches that often prioritize products or processes over people, 'This Is Service Design Doing' places the user at the heart of the design process. This shift in mindset empowers organizations to become more innovative, customer-focused, and adaptive to change. The book bridges the gap between theory and implementation, making it an indispensable resource for anyone looking to drive meaningful impact through design.

By leveraging the content and techniques shared in this book, readers can transform not just their services but their organizations as a whole, fostering collaboration, innovation, and sustainable growth. It’s not just a book—it’s a guide to doing, experimenting, and creating meaningful change.