Service Design is an approach used by iconic design and innovation firm, IDEO. It is the practice of designing intangible experiences that reach people through different touch-points. The purpose is to influence these interactions in such a way that financial and benefits are positive to the firm. Realistically these intangible experiences are very hard to quantify and even harder to describe in processes.
Great service designs emerge over time and have the ability to capture the essence of the interactions between humans and humans and computers. Often a great design is only identified once it is created; the act of making it relies on deep experience of the designer together with the ability to immerse in the activity that is being designed. This results in “I’ll know it when I see it…”.
Due to the emergent nature of this type of design; you require many different view points that cut across the organization. Using a social based approach allows for interested and other parties top collaborate in ways never explicitly designed before. The add-hoc nature of the interaction drives the energy and interest to solve the service design challenge.