Experiences with Service Design Tools for Visualising and Prototyping Innovations

Service design is a means for producing innovations by thoroughly understanding the problem space, and developing creative solutions. Though the literature describes a service design process and an accompanying set of tools to use in practice, the link between the two is not well-de ned and a cts the wider adoption of service design practices. This paper examines a multidisciplinary service design project that developed a solution for communicating the sustainability of meals. Adopting a design science approach, the usage of 14 service design tools are examined in terms of how the tools visualised and prototyped the service concept, as
well as how the design process and interaction of these tools enabled the development of the service concept throughout the project. Several frameworks arising and adapted from
the literature are utilised in the analysis, and result in the recommendation of two strategies for the e ffective use of service design tools: 1) continuously and explicitly communicating
the design process using the innovation model, and 2) utilising low- delity experiments to test assumptions. In particular, the study highlights the bene ficial characteristics of some key service design tools: customer journey maps for their versatility and consideration of the customer’s entire experience, videos for their storytelling value and ease to produce, and paper prototypes for the creativity they enable.

Pichlis, Danielle, Raatikainen, Mikko; Seliger, Marja, Uppa, Heidi; Pusa, Sofia (Aalto University): Experiences with Service Design Tools for Visualising and Prototyping Innovations