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

The 5 Fundamental Principles of Service Design

The International Service Design Institute, the organization that has created a body of knowledge for service design, is putting forth 5 principles of service design to serve as a creed for service designers.…User-CentricService design is a non-aesthetic...

The New Age of Video Streaming

The New Age of Video Streaming

Some might recall the content streaming war at the end of 2018  between Verizon and Spectrum Communications that left 4.5 million Verizon customers scrambling to find where to watch the NFL payoffs. ESPN, Disney, and CBS had refused Verizon their content while...

The Way to Motivate Consumers – Targets

The Way to Motivate Consumers – Targets

For nearly 60 years, GEICO was a hardly-noticed, marginal auto-insurer based in the southeast corner of Virginia; today it is the second largest auto insurer in the United States with corporate-size digs in one of the priciest neighborhoods in the country, just...

The New Age of Video Streaming

The New Age of Video Streaming

Some might recall the content streaming war at the end of last year between Verizon and Spectrum Communications that left 4.5 million Verizon customers scrambling to find where to watch the NFL payoffs. ESPN, Disney, and CBS had refused Verizon their content while...

Healthcare Delivered on Your Terms

Healthcare Delivered on Your Terms

There is a critical role for Service design in healthcare, turning a practice of treating illnesses into preventing them, for which those preventions are tailored to each individual’s need.  “We are on the cusp of some of the greatest opportunities for...

Cola Wars of Mid-1980s Centered on Capturing Consumer Emotions

Cola Wars of Mid-1980s Centered on Capturing Consumer Emotions

Anyone with a memory of the summer of 1985 will most likely remember the disastrous launch of New Coke, a reformulated recipe of the old standard that had been around for nearly 100 years.  The old flavor will no longer be produced, the company announced. Yet, New...

Journey Maps and Demand Models. What’s the Difference?

Model and Tool How Used for Pro/con How an agency partners with funders (?) Exercise Journey Map Observation of a user through a service Used for learning what’s occurring during the service experience. Short shelf-life, very individual Capture observations of an...

Journey Maps, Touchpoints and Demand Models

Journey Maps, Touchpoints and Demand Models

ANSWERS TO YOUR QUESTIONS ‘Bob’ wrote to us asking us about developing a Journey Map workshop: ”I wonder if you could share some insights?” Dear Bob, Are you truly intent on developing a Journey Map for a workshop? Journey Maps are created from real-world...

The Background to Personas

The Background to Personas

“Most of the information you hear about personas is wrong. It is wrong in origin, wrong in concept, and it’s wrong in detail,” entrepreneur and software designer and developer Alan Cooper said. Cooper coined the term personas in his best-selling books in the mid- ‘90s...

Developing a Service Design Concept

Developing a Service Design Concept

Walt Disney Company’s focus never veers from making people happy. Its entire operation focuses on making people happy—this is their service concept from the design of its rides to the conduct of its personnel to the vibes received from ubiquitous festive themes—and...