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This is Service Design Thinking: Basics - Tools - Cases [Hardcover]

Marc Stickdorn , Jakob Schneider
4.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

Feb. 1 2011
How to design and market services to create outstanding customer experiences

Service design thinking is the designing and marketing of services that improve the customer experience, and the interactions between the service providers and the customers. If you have two coffee shops right next to each other, and each sell the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. Maybe one plays music and the other doesn't. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes. All of these nuances relate to service design.

This Is Service Design Thinking combines the knowledge of twenty-three international authors and even more online contributors from the global service design community and is divided into three sections:

  • Basics: outlines service design thinking along five basic principles
  • Tools: describing a variety of tools and methods used in Service Design Thinking
  • Cases: vivid examples for the introduced fundamentals with real-life case studies from 5 companies that did inspiring projects within the field of Service Design

At the end, a one-page "Customer Journey Canvas" is included, which can be used to quickly sketch any service on a single sheet of paper—capturing different stakeholder concerns: e.g. customers, front-line staff and management.

--This text refers to the Paperback edition.

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Product Description

About the Author

Marc Stickdorn (Austria; http://thisisservicedesignthinking.com; www.destinable.com) is co-founder of Destinable, a consultancy specializing in service design for tourism, and lectures around the world at business and design schools.  He is a professor at the Management Center Innsbruck in Austria, where he lectures on service design and service innovation.  His main areas of interest are service design and strategic marketing management particularly in a tourism context.

Jakob Schneider (Germany) is a graphic designer based in Germany. --This text refers to the Paperback edition.



Customer Reviews

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Most helpful customer reviews
2 of 2 people found the following review helpful
Format:Paperback|Verified Purchase
I really liked the book and the tools is offered. It definitely was the right place to start.

I have a problem with how the book was put together and the writing.

The chapters were all done by separate individuals or groups and the works submitted should have gone through a more cohesive editing process because a bunch of problems came up. Un-introduced tools were mentioned, grammatical errors were left in, and the tone and writing style changes chapter by chapter.

The first section of the book includes some great chapters on service design through the lenses of other fields like operations management and graphic design. I didn't like the Product Design chapter though.

The quality of the cases found in the third section of the book varied in how each was introduced and in their tone. I think fact that they were written by the agencies highlighted reduced their quality, especially when the product or job done by the agency was highlighted more so than the service design lessons learned.

This book as a whole is halfway in between, sometimes unfortunately, Business Model Generation and Gamestorming.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.7 out of 5 stars  31 reviews
13 of 13 people found the following review helpful
4.0 out of 5 stars Highly useful and practical introduction in this field April 13 2011
By Antonno Versteeg - Published on Amazon.com
Format:Hardcover
A good introduction to the fairly new field of "Service Design", this book is more a less a motivation to start doing things. Through interesting case studies and short articles by various contributors, many aspects of Service Design are brought forward, followed up by a section dedicated to the tools service designers use within their profession.

Especially this section makes the book valuable to me as it presents in print an overview of many methods and tools that may be encountered 'in the wild' during projects, all laid out in the book in such a way that it is easy to use them on-site during sessions or meetings.

I think that for the academic reader the book will perhaps not dive deep enough into the discourse about the value and meaning of Service Design (and Design Thinking), but I definitely recommend this book to people that are working within the field or are interested in the subject. The practical and concise approach stimulates the reader to apply the mentioned tools within own projects and use the case studies to get inspiration.
9 of 10 people found the following review helpful
4.0 out of 5 stars Elegant, Actionable Textbook - A Must Have Service Design Reference Sept. 19 2011
By Laura J Keller - Published on Amazon.com
Format:Hardcover|Verified Purchase
If you're like me, you have a mini-library of those user experience books that are most meaningful to you. I've recently finished reading what is now the latest addition to my own professional mini-library: This Is Service Design Thinking, by Marc Stickdorn, Jakob Schneider, and numerous collaborators and co-authors. This book is likely to become the quintessential service design textbook for students, educators, and professionals alike.

The book covers a non-definition definition of service design, explaining that it's really the successful amalgamation of various fields (including but not limited to interaction, product and graphic design and operations management). It is quite refreshing to see the lack of a solid statement for what service design is as we designers tend to belabor definitions of our disciplines and sub-disciplines to a fault.

The authors then proceed to explain a framework for what service design is through 5 principles. As an advocate for simplicity, I'd further coalesce the five principles that the book presents. Service design places importance on

1) people--both customers and service providers
2) participatory, ethnographic processes and approaches
3) tangible, visualized design artifacts

The remainder of This Is Service Design Thinking covers the following topics in discreet sections:

- Who are service designers?
- What is the process that service designers follow?
- What are examples of tangible deliverables, tools, and case studies that result from the service design process?

The content, visuals, layout, flow and overall book design are incredibly effective and actionable and I'd recommend it to anyone in the field of design who is interested in exploring how the service economy will intersect with the work you do.
9 of 12 people found the following review helpful
5.0 out of 5 stars Great way to learn SDT July 5 2011
By Pedro Queiros - Published on Amazon.com
Format:Hardcover
The book is very easy to read and can teach you the basics of service design very easily in the first third. Then, even if you are a more advanced Service Designer, you will still learn a lot of cool things in the second third with 25 practical tools to help you design services. Finally a lot of experience to share in the last third of the book with real life cases! Great book for who wants to learn what is Service Design!
4 of 5 people found the following review helpful
2.0 out of 5 stars Too superficial Aug. 21 2012
By EastWest - Published on Amazon.com
Format:Paperback
I was really excited about reading this book, but definitely was disappointed for two reasons: it's not clear for whom this book is written and it lacks coherent quality content.

This book falls short as it lies in between two categories:
* It's too concise and fragmented to be a good introduction to people who know nothing about service design.
* It's too shallow for experts. The cases were lacking depth and the description of service design techniques were far too brief.

The variety of authors reflects itself in the different quality of the chapters. Some are very good, while others contain too much shallow talk.

This means I am still looking for a good overview book of service design, as this one isn't it.
2 of 2 people found the following review helpful
3.0 out of 5 stars Didn't deliver Aug. 12 2013
By L - Published on Amazon.com
Format:Paperback|Verified Purchase
Great concept, but I think it should have been more of a manual than a toolbox. I don't think the examples they provided were detailed enough. Felt like the book didn't deliver what it could have.
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