This is Service Design Thinking: Basics, Tools, Cases
This is Service Design Thinking provides a comprehensive framework for creating human-centric services. It explores how businesses can move beyond transactions to build meaningful, multi-sensory experiences through collaborative design and visual mapping tools.

Table of Content
1. Introduction
1 min 46 sec
Imagine you are in the business of manufacturing high-end automobiles. Every single time a driver settles into the seat and grips the wheel, they are greeted by your company’s logo. That physical object—the car—acts as a persistent, tangible reminder of your brand’s quality and presence. The same logic applies if you produce smartphones, designer clothing, or physical books. The product itself does the heavy lifting of keeping your brand top-of-mind.
But what happens when your ‘product’ isn’t something someone can hold in their hands? If you provide haircuts, operate a bus line, or manage a digital platform, you are selling a service. Services are inherently intangible, which makes them notoriously difficult to design and even harder to get right. How do you ensure a customer feels the same level of quality from a thirty-minute interaction as they do from a physical item they own for years?
This is the challenge addressed in This is Service Design Thinking. The book argues that services shouldn’t just happen by accident; they must be meticulously crafted. By applying design principles to the world of services, businesses can create experiences that are not only functional but truly resonate with the people they serve. Over the course of this summary, we will explore the five fundamental principles of service design, the essential tools used to visualize the customer experience, and how to coordinate various stakeholders to ensure everyone is pulling in the same direction. We will look at why statistics only tell half the story, why a service is like a feature film, and how small physical cues can leave a lasting impression long after the service has ended.
2. Putting the Human Experience at the Center
2 min 36 sec
Discover why focusing on the human element is the foundation of service design and why raw data can sometimes lead businesses astray.
3. The Power of Collaborative Co-Creation
2 min 04 sec
Great services aren’t built in isolation. Learn how involving every stakeholder—from engineers to customers—ensures a smoother delivery.
4. Visualizing the Service Sequence
2 min 15 sec
Services happen over time, much like a film. See how breaking down a service into individual scenes can reveal hidden flaws.
5. Creating Tangibility Through Physical Evidence
1 min 59 sec
How do you make an intangible service stick? Learn the art of using ‘service souvenirs’ to keep your brand in the customer’s mind.
6. The Holistic View of the Customer Environment
2 min 00 sec
Don’t just look at the transaction; look at everything. Explore why the total environment—including smells and sounds—matters.
7. Mapping the Stakeholder Landscape
2 min 09 sec
Conflict often arises from hidden influences. Learn how a stakeholder map can bring clarity to even the most complex organizations.
8. Charting the Customer Journey
1 min 55 sec
Walk a mile in your customer’s shoes. Discover how journey mapping helps you pinpoint exactly where your service is failing.
9. Conclusion
1 min 38 sec
Service design thinking is a powerful shift in perspective. It moves us away from seeing business as a series of isolated transactions and toward seeing it as a carefully choreographed experience. By embracing the five core principles—keeping the user at the center, collaborating with all stakeholders, sequencing interactions like a movie, providing physical evidence, and maintaining a holistic view—organizations can create services that are not only efficient but deeply meaningful.
We have seen how tools like stakeholder maps and customer journey maps can take the intangible, often messy reality of a service and turn it into something visible and manageable. These tools allow us to pinpoint exactly where things are going wrong and where we have the opportunity to create something truly special. Remember, a great service is more than just the sum of its parts; it is the feeling a customer has at every touchpoint along the way.
As a final piece of actionable advice: start small by gathering qualitative data. The next time you want to improve your service, don’t just look at your sales figures. Create a simple questionnaire for your customers that focuses on their motivations and emotions. Ask them what they were thinking when they first arrived, or how they felt right before they left. These personal insights will often reveal more about the health of your service than a thousand spreadsheets ever could. By listening to the stories of the people you serve, you can begin the journey of designing a service that truly stands out in a crowded market.
About this book
What is this book about?
Have you ever wondered why some services feel effortless while others are a constant source of frustration? This is Service Design Thinking explores the art and science of crafting services that actually work for the people who use them. In an era where physical products are often accompanied by complex service layers, understanding how to design these intangible interactions is more critical than ever. The book outlines five core principles—user-centeredness, co-creation, sequencing, evidencing, and holistic thinking—that transform service delivery into a seamless journey. It moves beyond theory to provide practical tools like stakeholder maps and customer journey charts, helping organizations visualize the invisible. By the end, listeners will understand how to align the needs of customers, staff, and management to create a service experience that is not only functional but also memorable and deeply satisfying. This summary serves as a roadmap for anyone looking to innovate in the service sector and build lasting customer loyalty.
Book Information
About the Author
Marc Stickdorn
Marc Stickdorn is a prominent service-design consultant and a cofounder of Destinable, a firm focusing on tourism service design. He shares his expertise as a professor and lecturer at the MCI Management Center Innsbruck in Austria. Jakob Schneider is an accomplished German visual designer and the creative lead at the KD1 design agency. Together with Stickdorn, he cofounded the startups ExperienceFellow and Smaply. Schneider also provides consultancy services for major international brands, including Volkswagen, Siemens, and Deutsche Telekom.
Ratings & Reviews
Ratings at a glance
What people think
Listeners find the writing accessible and value the practical examples and tools included, making it a definitive service design textbook for students. They also consider the content thought-provoking, with one listener noting that it offers a great introduction to service thinking. On the other hand, the way concepts are described draws mixed reviews—some listeners feel it goes straight to the point, while others find it extremely abstract. Additionally, the organization receives criticism, as one listener highlights specific issues with the layout.
Top reviews
As a design student, I found this to be the quintessential textbook for understanding the holistic nature of service design. The authors do a fantastic job of explaining that it is not just a standalone discipline but an interdisciplinary approach that borrows from ethnography and psychology. I really appreciated the visual layout, even though some might find the lines and icons a bit distracting at first. It genuinely feels like the authors treated the book itself as a service to the reader. The section on stakeholder maps and service safaris provided a solid foundation for my semester project. While some of the theory feels a bit high-level, the case studies at the end—especially the medical one—bring the concepts down to earth. This is a must-have for anyone's professional library.
Show moreThis book is essentially the foundation for anyone looking to transition into a user-centric role. It perfectly captures how service design combines different tools from various disciplines to create a seamless customer journey. I love the interdisciplinary focus because it acknowledges that great services aren't built in a vacuum. The tools like shadowing and stakeholder maps are explained clearly enough for a beginner to start experimenting. Truth is, the field is evolving fast, but the core principles laid out here remain incredibly relevant. Some might call the aesthetic 'busy,' but I found it thought-provoking and energetic. It’s a book that invites you to think differently about organizational change rather than just following a rigid checklist. Highly recommended for students and pros alike.
Show moreIf you're looking for a definitive guide to the world of service design, this is the place to start. It doesn't just give you a list of tasks; it teaches you a new way of thinking about how people interact with systems. I found the interdisciplinary nature of the book to be its strongest suit, pulling in ideas from all over the place. The five case studies at the end provide a realistic look at how these strategies are implemented in various organizations. It’s a thought-provoking read that encourages you to focus on the entire customer journey rather than just a single touchpoint. Some parts are definitely a bit more academic, but the overall presentation is engaging and keeps you turning pages. Definitely a cornerstone for any design library.
Show moreAfter hearing about 'Service Design Thinking' for years, I finally sat down with this book and I'm glad I did. It’s an excellent start point for anyone who wants to move past simple product design and into the realm of experiences. The book does a great job of explaining that the process of designing is often more important than the final outcome. I particularly enjoyed the section on stakeholder maps—it’s a tool I’ve used daily since reading this. Not gonna lie, the aesthetic of the book is a bit polarizing, but I found it quite refreshing compared to dry business manuals. It’s an essential text that helped me structure my thoughts on how to innovate within a complex organization. A truly quintessential resource.
Show moreFinally got around to picking up this classic, and I must say it lives up to the hype as an introductory text. It defines service design thinking across various perspectives, which helps clear up the jargon often found in the industry. The tools section is particularly useful, even if the descriptions are a bit brief for my liking. I would have loved to see more deep dives into the 'how-to' rather than just 'what it is.' To be fair, the book focuses more on the 'thinking' aspect than the nitty-gritty execution. The layout is experimental and fun, though it can make quick referencing a bit of a challenge. It's a great starting point, but you'll definitely need more practical guides like Gamestorming if you want to facilitate workshops.
Show moreThe chapter on case studies was the highlight of this book for me, providing a much-needed bridge between theory and practice. It’s one thing to read about the 'holistic' approach, but seeing how it applies to a real-world medical setting makes it click. The authors provide a broad overview of the methodology, though I'll admit the middle section feels a bit like a collection of blog posts. Some tools are more developed than others, so you might find yourself googling for more detail on specific workshop techniques. In my experience, the book serves best as an inspirational guide rather than a step-by-step manual. The physical design of the book is beautiful, although the Kindle version apparently has some formatting issues according to colleagues. Stick to the print version if you can.
Show moreEver wonder how companies manage to create those seamless experiences that just feel 'right'? This book breaks down that magic into a structured design process. It avoids being too academic while still providing a solid theoretical framework for how service design functions within a business. My only gripe is that it stays a bit too high-level at times, almost feeling like a marketing pitch for the discipline itself. You get a great sense of the 'service design thinking' mindset, but you might feel a bit lost when it comes to the actual measurable benefits in a corporate environment. Still, the tools are fantastic for kickstarting a project. It’s a bit of a classic now, and despite some of the flashy layout choices, the core message still resonates in today’s market.
Show moreLook, the tools inside this book are definitely useful, but they aren't exactly groundbreaking. Most of the methodologies come from much older practices like ethnography or psychology. While I appreciate the effort to create a 'textbook' for designers, it often feels more like a coffee table book due to the heavy focus on visuals. The structure is a bit funky, which makes it hard to use as a quick reference during a meeting. I also felt the first section was a bit too abstract and filled with 'fancy words' that didn't add much value. It's a decent introduction if you are completely new to the topic, but seasoned professionals might find it a bit superficial. It’s good for a broad overview, just don't expect a deep dive into implementation.
Show moreWhile the content is undoubtedly foundational, I struggled with the way the book was actually designed. They tried to 'service design' the reading experience with all these icons and non-linear paths, but it just made it complex to read. Sometimes a book should just be a book. The information itself is a bit of a mixed bag; the sections on tools like service safaris are great, but the intro drags on with a lot of abstract definitions. I also felt it ignored some of the more technical aspects like ITIL or Lean, which are pretty important in actual service delivery. It’s an interesting artifact of the design world, but I think I would have preferred a more straightforward layout and a bit more practical substance.
Show moreNot what I expected from a book that claims to be the bible of the industry. The first hundred pages are incredibly self-indulgent, with the authors spending way too much time justifying why service design is important rather than showing us the work. I found the abstract language and constant use of the word 'holistic' to be quite tiring after a while. Most of the 'innovative' methods mentioned here are just recycled concepts from Lean or marketing that have been rebranded for a design audience. Frankly, the structure is a mess; the icons and lines going everywhere feel like a gimmick that actually hinders readability. Even the case studies felt lackluster, with one example celebrating a project that never even launched. It lacks the practical depth I need for my daily work.
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