Ser­vice De­sign

An introduction to the methodology of service design.

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With a simple step-by-step plan we offer you a practical do-it-yourself guide.

What is service design?

Service design is a method for improving the quality of your service. Those improvements are directed at both the users and staff of your organization. Innovating in services is not new. Every organization that provides services thinks seriously about improving the quality of its service at some point.

What is new, however, is that this innovation is approached from a human-driven way of design thinking. In this method, we start from the needs and requirements of users and look for solutions together with these users and other stakeholders. Ideas are swiftly crystallized using photos, drawings and models and systematically reviewed with the users.

In service design, a wide range of disciplines come together, such as ethnography, consumer research, interaction design, product design, industrial design, service marketing and corporate strategy.

In this toolkit

Workshop materials

This toolkit also holds a number of tools which you can use in your own workshop. For each technique you can find material to help you. The workshop materials can be found under downloads.

Also included are a series of portraits that can be used throughout the development process.


The poster gives an overview of the service design process.


An extensive introduction to service design and a step-by-step plan.

Technique cards

A set of technique cards explain how to best use each of the techniques.

How we can help

With this toolkit you will be able to do most by yourself. However, it is recommended to hire an external consultant to moderate the workshops and to guide you through the process. Feel free to contact us.

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Service Design training

This toolkit is also used in one-day training sessions. The various techniques and tools proposed in the toolkit are explained and some touch and feel with some of the techniques is also possible. View the upcoming Service Design training session or contact us if you are interested in hosting a dedicated training session for your company.

By signing up to our mailing list you will be notified by e-mail of our training sessions at Namahn in Brussels.