The first case experience of designing for service

Stefan Holmlid
Department of Information and Computer Science, Linköping University, Sweden

Ladda ner artikel

Ingår i: ServDes.2012 Conference Proceedings Co-Creating Services; The 3rd Service Design and Service Innovation Conference; 8-10 February; Espoo; Finland

Linköping Electronic Conference Proceedings 67:11, s. 93-110

Visa mer +

Publicerad: 2013-10-16

ISBN: 978-91-7519-482-0

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


In order to build a strong foundation for design for service there is a need to develop good courses; modules; and perhaps programs in service design. Regardless of the scope of such teaching; somewhere the students start learning about service design and start learning to do design for service. The first case experience sets the scene for how students view service design; and the opportunities they see in applying design to services. For a long time we used a simple example; to introduce design for service; the tire-changing service. When we turned this example into the first case for the students to work with themselves; it did not work very well. Based on this experience and research in service design; we defined a set of criteria that would help us judge whether a case would be a good first case or not.

In this paper we present the criteria used; a short review of three possible cases; and the case we have chose to use as the first case experience. We also analyze shortcomings of the case; and possible future developments.


Teaching; service design; case; learning; flower shop; flower delivery; tire-changing; judgment criteria


Akiyama; Y.; Shimomura; Y.; & Arai; T. (2009). A Method of Supporting Conflict Resolution for Designing Services. 1st CIRP Industrial Product-Service Systems (IPS2) Conference; (pp. 54-61). Cranfield; UK.

Ausubel; D.; Novak; J.; & Hanesian; H. (1978). Educational Psychology: A Cognitive View (2nd Ed.). New York: Holt; Rinehart & Winston.

Shostack; G. L. (1984). Designing services that deliver. Harvard Business Review; 62:133-139.

Bitner; M.; J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing 56(2):56-71.

Blomkvist; J.; & Holmlid; S. (2009). Examplars in Service Design. First Nordic Conference on Service Design and Service Innovation. Oslo; Norway.

Blomkvist; J.; Holmlid; S. (2011). Prototype Evaluation in Service Design: A Case Study at an Emergency Ward. International Association of Societies of Design Research; IASDR 2011. Delft; The Netherlands.

Blomkvist; J.; Holmlid; S. & Segelström; F. (2010). Service Design Research: Yesterday; Today and Tomorrow. In Stickdorn; M.; Schneider; J (eds) This is Service Design Thinking; pp 308-315. BIS publishers; Amsterdam.

Clatworthy; S. (2009). Bridging the gap between brand strategy and customer experience. The target experience tool .First Nordic Conference on Service Design and Service Innovation. Oslo; Norway.

Diana; C.; Pacenti; E.; & Tassi; R. (2009). Visualtiles - Communication tools for (service) design . First Nordic Conference on Service Design and Service Innovation. Oslo; Norway.

Holmlid; S. (2010). The design value of business. ServDes.2010; Linköping.

Holmlid; S. (2011). There’s more to services than interaction. In D. Sangiorgi; A. Meroni; A. Meroni; & D. Sangiorgi (Eds.); Design for Services. Gower Publishing.

Holmlid; S.; & Evenson; S. (2007). Prototyping and enacting services: Lessons learned from human-centered methods. Proceedings from the 10th Quality in Services conference; QUIS 10. Orlando; Florida.

Jung; M. J.; Nam; K. Y.; & Yu; H. (2009). Design as the Integrator in Service-Product Systems: With cases on Public Bike Rental Systems. Proceedings of the International Association of Societies of Design Research; IASDR 2009. Seoul; Korea.

Junginger; S.; & Sangiorgi; D. (2009). Service Design and Organizational Change: Bridging the Gap Between Rigour and Relevance. Proceedings of the International Association of Societies of Design Research; IASDR 2009. Seoul; Korea.

Kimbell; L. (2009). Insights from Service Design Practice. 8th European Academy of Design Conference; (pp. 249-253). Aberdeen; UK.

Kolterjahn; E.; Adolfsson; Å.; Holmlid; S. (2009a). The dilemma of the care recipient. Touchpoint; 1(2):90-93.

Kolterjahn; E.; Adolfsson; Å.; Holmlid; S. (2009b). The journey through the care system as mentally disabled. Touchpoint; 1(2):94-97.

Murray; R.; Burns; C.; Vanstone; C.; Winhall; J. (2006). RED Report 01: Open Health. Design Council; London.

Pacenti; E.; & Sangiorgi; D. (2010). Service Design research pioneers: An overview of Service Design research developed in Italy since the ’90s. Design Research Journal 2010 (1); 26-33.

Parker; S.; & Heapy; J. (2006). The Journey to the Interface. London; UK: Demos.

Sangiorgi; D. (2009). Building Up a Framework for Service Design Research. 8th European Academy Of Design Conference; (pp. 415-420). Aberdeen; Scotland.

Sangiorgi; D.; & Clark; B. (2004). Toward a participatory design approach to service design. Participatory Design Conference; PDC 2004. Toronto. Canada.

Segelström; F.; & Holmlid; S. (2009). Visualization as tools for research: Service designers on visualizations. Nordic Design Research Conference; NorDes 2009. Oslo; Norway.

Sparagen; S. L.; & Chan; C. (2008). Service Blueprinting: When Customer Satisfaction Numbers are not enough. International DMI Education Conference. Cergy-Pointose; France.

Szebeko; D. (2011). Case study 01: Co-designing services in the public sector. In Meroni; A & Sangiorgi; D (eds.) Design for services; pp42-52. Gower; Surrey.

Vanstone; C.; & Winhall; J. (2006). Activmobs. London; UK: Design Council.

Vargo; S.; & Lusch; R. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science (36); 1-10.

Vygotsky; L.S. (1978). Mind in Society. Cambridge; MA: Harvard University Press

Wreiner; T.; Mårtensson; I.; Arnell; O.; Gonzalez; N.; Holmlid; S.; & Segelström; F. (2009). Exploring Service Blueprints for Multiple Actors: A Case Study of Car Parking Services. First Nordic Conference on Service Design and Service Innovation. Oslo; Norway.

Citeringar i Crossref