What the f*ck is service design?

What the F*ck is service design?

I was asked this question by Daniele Catalanotto who is writing this book (scroll down).

He said: “It’s a collection of simple explanation from Service Design practitioners around the world who share the best way to explain what their practice is and why it matters; in max 1000 signs. So, Tommaso, what the F*ck is service design?”

Every time that I want to explain my job to family and friends, I usually try to translate those buzzwords into a common vocabulary. So, here is an example, and now you should read it avoiding the technical jargon in the brackets. Then go back and check every keyword.

The main effort is to transform the everyday actions (opportunity space) into positive experiences. We focus on the whole story (journey) of someone (user) who wants to do something (goal). We do it by talking (interviews) directly to those targeted people (consumers), by recreating the whole story of that experience (cjm, blueprint) in order to understand what they really want (needs) in those specific moments (touchpoint) and give it to them in the form of a digital, physical or intangible solution (channels).

SD became popular also because it involves the business aspects, not only the design related ones, so it bridges the gap between what people want and the efforts to make that happen (business process). We often merge psychology (cognitive science) and marketing by utilising them in a creative way (design thinking). We do it by co-operating (methods) very carefully with our clients while collaborating with the people (human centred) who will benefit from those solutions.

SD perfectly serves the needs of the current era which is moving towards a service-oriented world with a shared economy and connected things.

And Daniele (LinkedIn profile) said: “This content is under a ? I don’t give a fuck ? licence, do whatever you want with it”.