The Idea Lab

The Idea Lab is an information resource for service designers, where we share knowledge, including models and tools. By helping to grow and nurture service design through ideas, we hope to bolster the field of service design and careers of service designers.

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Service Design News and Ideas

From Personas to Building a Fan Base

Building Brand Loyalty When it comes it building a fan base of loyal customers, using personas is just the beginning. For those who count on satisfaction surveys to measure performance, they are a waste, says renowned business strategist Fred Reichheld. “Glowing...

How Many Choices Are Too Many – Service Design Tips

Malcolm Gladwell, the renowned New Yorker magazine writer and author, wrote about Campbell’s Soup Company's Prego spaghetti sauce and their struggle during the 1980s to compete against Ragu. In Gladwell’s recounting, Campbell’s called on famed researcher Howard...

From Personas to Building a Fan Base | The Net Promoter Score

The Net Promoter Score For those who count on satisfaction surveys to measure performance, they are a waste, says renowned business strategist Fred Reichheld. “Glowing customer satisfaction surveys don’t correlate tightly with profits or growth,” he said. “Most senior...

Stop Bashing Personas

Amazon's Persona PhilosophyAmazon managers told students in a recent meeting that personas were not used, let alone considered at the mammoth online retailer. That sentiment seems to be growing with increasing numbers of critics bashing personas — a marketing method...

Traveling Soon? It’s Not How it Used to Be…

Travel Has Changed In a few days, the United States will celebrate its independence from England for a July 4th holiday. Celebrated with fireworks, cookouts, and visits to friends and family, this means lots of travel. As with most services these days, travel is not...

Required Of Service Designers – Do You Have What It Takes?

The following, which could even be considered a job description for a service designer, was accumulated from asking senior service designers, service design firm leaders, business leaders, and those who hire service designers. Basic Understanding – The components of a...

The Story of Service Design – The Practice of Designing Services

The practice of Service Design is shared by service designers globally, including most of Europe, where it took hold, to North and South America, Asia-Pacific (Australia and New Zealand), throughout Asia, including India, China, Malaysia, Singapore, and in Africa,...

The Need to Prototype

What it Takes to Design Successful Services-Prototyping! (an excerpt from The Master, a Course Based on the Service Design Book of Knowledge) Henry Ford, James Dyson and Steven Ausnit, among many others, only realized success with their innovations from prototyping. ...

The Story of Service Design – The Practice of Designing Services

The practice of Service Design is shared by service designers globally, including most of Europe, where it took hold, to North and South America, Asia-Pacific (Australia and New Zealand), throughout Asia, including India, China, Malaysia, Singapore, and in Africa,...