Designing the Intangible: an Introduction to Service Design

This document provides an introduction to service design. It defines service design as designing experiences that reach people through many touchpoints over time. Service design can involve both tangible and intangible aspects, including communication, environment and behaviors, as long as it is consistent, easy to use and strategically aligned. Services are produced and consumed simultaneously by customers who co-create the service. The document then discusses case studies of real-world service design projects and outlines six opportunities for designing quality service experiences: being responsive, consistent, adaptable, tailored, efficient and rewarding.