This is Service Design Thinking: Summary Review

This is a summary review of This is Service Design Thinking containing key details about the book.

What is This is Service Design Thinking About?

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.

Who is the author of This is Service Design Thinking?

Marc Stickdorn is a German trainer and consultant for service design thinking. He lives in Innsbruck/Austria where he co-founded two start-ups. Consulting: He internationally supports both private and public organizations to build up knowledge in the field of service design.

Jakob Schneider is a visual designer and consultant. He is partner and creative director of design agency KD1 as well as co-founder and lead designer of startups Smaply and ExperienceFellow. Since 2006, he has worked for brands like VW, Siemens, MetaDesign and Deutsche Telekom.

How long is This is Service Design Thinking?

  • Print length: 376 pages

What genre is This is Service Design Thinking?

Design, Business, Nonfiction

What are good quotes from This is Service Design Thinking?

“Designers possess more than simply an ability to style products; they are practitioners of an applied process of creative skills: identifying problems, researching, analysing, evaluating, synthesising and then conceptualising, testing and communicating solutions.”

“THE CUSTOMER JOURNEY CANVAS At the online touchpoint of the book we provide you with a canvas developed to support you when designing services. You can use it not only for yourself to get a quick overview of certain service processes, but also with providers for a self-portrayal and with customers and other stakeholders to explore and evaluate services. Besides visually simplifying existing services, you can also use it to sketch service improvements and innovations. It supports many of the tools presented later in this book. The Customer Journey Canvas is available under cc license on our website. Try it, adapt or modify it, take a snapshot and share how you use the canvas through our website. Watch out for service design thinking! NOTE:”

“5 principles of service design thinking MARC STICKDORN

1. User-centred Services should be experienced through the customer’s eyes.
2. Co-creative All stakeholders should be included in the service design process.
3. Sequencing The service should be visualised as a sequence of interrelated actions.
4. Evidencing Intangible services should be visualised in terms of physical artefacts.
5. Holistic The entire environment of a service should be considered. ”

“In order to design for understanding, we need to understand design.”

“Services are a series of interactions between customers and the service system through many different touchpoints during the customer journey. As the sole way that customers relate to your services, you would think that interactions would be centre stage for all service providers. So, why are so many services so bad? When Demos, a UK think tank, talk of a fundamental disconnection between services and people, one of the main reasons they give is the poor consideration of the interactions between the service provider and the customer – the interaction design. To value your customer, you need to spend some time understanding the interactions they have with your service, and that means two things. Firstly, viewing your service through the customers’ eyes, and secondly, designing in such a way that customers receive consistent experiences over time which they consider valuable. It’s strange, but repeatedly we see companies ignoring both of these aspects, with the consequence that customers feel ignored and value is lost. One”

“The series of interactions outline a so called customer journey through the offerings of the respective service.”

“you need to think of the three elements of utility, usability and pleasurability as a mixing desk so that you can fine-tune your interactive solution and find your own mix. A”

“The basis of the Actors part is a recent development in the area of value networks as an alternative to the value chain.”

“Joseph Pine and James Gilmore describe this as “The Experience Economy” (Pine & Gilmore, 1999). Functionality and usability are not enough in our lives; they have become to be expected as a baseline. What customers are looking for are emotional bonds and experiences. Experiences are now a valuable differentiator and not only offer a pleasurable service experience, they help us create and express our identities. Several”

“The role of a graphic designer does not lie in sticking a previously developed logo on each and every surface.”

“This website was promoted online through Twitter, Facebook and various blogs, and through the online service design communities like the Service Design Network or Wenovski.”

― Marc Stickdorn, Jakob Schneider, This is Service Design Thinking

What are the chapters in This is Service Design Thinking?

Chapter 1: Definitions: Service Design as an Inter-disciplinary approach
Chapter 2: 5 Principles of Service Design Thinking: A dynamic language for a dynamic Approach
Chapter 3: Marketing: Connecting with People, creating value
Chapter 4: Fields of Service Design
Chapter 5: Product Design: Developing products with service applications
Chapter 6: Graphic Design: Providing cisual explanation
Chapter 7: Interaction Design: Services as a series of interactions
Chapter 8: Social Design: Delivering positive social Impact
Chapter 9: Strategic Management: Why corporations do what they do
Chapter 10: Operations Management: The relentless quest for efficiency
Chapter 11: Design Ethnography: Taking inspiration from everyday life
Chapter 12: Tools of Service Design Thinking
Chapter 13: The Iterative Process
Chapter 14: AT-ONE
Chapter 15: This is a Toolbox - not a Manual
Chapter 16: Stakeholder Maps
Chapter 17: Service Safaris
Chapter 18: Shadowing
Chapter 19: Customer Journey Maps
Chapter 20: Contextual Interviews
Chapter 21: The Five Whys
Chapter 22: Cultural Probes
Chapter 23: Mobile Ethnography
Chapter 24: A Day In the Life
Chapter 25: Expectation Maps
Chapter 26: Personas
Chapter 27: Idea Generation
Chapter 28: What if...
Chapter 29: Design Scenarios
Chapter 30: Storyboards
Chapter 31: Desktop Walkthrough
Chapter 32: Service Prototypes
Chapter 33: Service Staging
Chapter 34: Agile Development
Chapter 35: Co-Creation
Chapter 36: Storytelling
Chapter 37: Service Blueprints
Chapter 38: Service Roleplay
Chapter 39: Customer Lifecycle Maps
Chapter 40: Business Model Canvas
Chapter 41: Service Design Thinking in Practice
Chapter 42: NL Agency and Design Thinkers: Service design for a governmental organisation
Chapter 43: Mypolice and Snook: Service design for an applicaiton process
Chapter 44: UPMC and Carnegie Mellon Unicersity: Service Design for a hosital
Chapter 45: SEB and Transformator: Service design for a bank
Chapter 46: Deep Service Design Thinking
Chapter 47: Integrating Service Design Thinking and Motivational Psychology
Chapter 48: Service Design Research: Yesterday, today and tomorrow
Chapter 49: Service Design and Biophilia

On average, 90% of what we read is forgotten within the first hours after reading... Which is why it’s so important to apply what you read.

Click Below to get a free workbook of one of my top recommended books of all times, filled with in-depth insights, action points and self exploration exercises.
Align With Your Why


Tal Gur is a location independent entrepreneur, author, and impact investor. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His most recent book and bestseller, The Art of Fully Living - 1 Man, 10 Years, 100 Life Goals Around the World, has set the stage for his new mission: elevating society to its abundance potential.


Read The Art of Fully Living

There's no going back-once you embark on the journey you're meant to live, it's impossible to settle for anything less than your dreams.

Click here to learn more

This book just may change your life

Guess what? I wrote another book. It's a 500-page roadmap for living life on your own terms and it just might change your life.

Click here to learn more


Tal Gur is a location independent entrepreneur, author, and impact investor. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His most recent book and bestseller, The Art of Fully Living - 1 Man, 10 Years, 100 Life Goals Around the World, has set the stage for his new mission: elevating society to its abundance potential.

How Abundant Are You? How Abundant
Are You?