Key Characteristics of Service Design (Thinking):

Design Thinking

Design Thinking approaches innovations from a human centric perspective.

It always focuses on people: On costumers, users, employees, etc. Therefore, interviews and observations are two of the most important instruments in Design Thinking processes.

Eventually, the user is the one who decides whether a product or a service will be successful.

The Service Design Thinking Process:

Throughout the whole project, Design Thinking is an iterative learning process. Thus, the whole team is moving between stages of the innovation process: Understanding the problem, re-defining the problem, need-finding, ideation, building of prototypes and – most importantly – testing with potential end-users.

There are different kinds of prototypes for different purposes along the way

Prototyping is communicating. Each prototype makes current ideas visible and tangible – and thus enables them to be discussed. It allows involving end-users from the very beginning of the innovation process.

The Design Thinking methodology enables the team members to think in diverse ways and helps develop a whole pool of new ideas (divergent phase). Subsequently, it also helps identify the best ideas and focus on developing their advantages (convergent phase).