Components of a Visual Language for Service Design

Ragnhild Halvorsrud
SINTEF, Oslo, Norway

Eunji Lee
SINTEF, Oslo, Norway

Ida Maria Haugstveit
SINTEF, Oslo, Norway

Asbjørn Følstad
SINTEF, Oslo, Norway

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Ingår i: ServDes.2014 Service Future; Proceedings of the fourth Service Design and Service Innovation Conference; Lancaster University; United Kingdom; 9-11 April 2014

Linköping Electronic Conference Proceedings 99:28, s. 291-300

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Publicerad: 2014-06-25

ISBN: 978-91-7519-280-2

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


The increasing interest in service design implies the need for more formal approaches to the analysis; conceptualization; and implementation of services. In particular; this is critical when multiple actors; such as designers; developers; and managers are to apply a service design approach for a customer centric transformation of the organization and its service offerings. In this paper; we present key components of a formal language for the modelling of customer journeys. The language is developed; in particular; to support customer journey analysis and design; its formal character is meant to facilitate an unambiguous communication of a customer journey throughout a service organization; and to bridge the current gap between fuzzy front-end service design and service implementation. Application of the language is illustrated through case studies from a large web-based service provider and a power company.


visual language; customer journey; touchpoint; CJML


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