We discovered in our own learning journey among us here, that collecting a bunch of clever techniques was only a small part of learning service design.

We asked ourselves: What are service designers doing once they have learned a technique, say, a service blueprint or a journey map?  You can’t design an entire service with just a technique.  Learners need to understand the sequence of designing a real service from beginning to end.

The missing link was obvious.  Systems design professionals, program managers, and others rely on step-by-step, progressive procedures. These depend on the phases of a project. Otherwise, how are these professionals, working to solve complex problems, going to be in synch with each other?

Some service designers may not consider Service Design a technical field, but clearly, designing a service is.

Service Design, really, is about solving complex challenges. To wit, most services are made up of other services combined and integrated. They are designed in this way to create a complete service experience. Even the local dry cleaners store relies on external services for laundering some clothes and billing customers.

The International Service Design has set out to provide the missing link—step-by-step, sequential approach to learning Service Design.  Our sequential learning helps design services that meet users’ needs and the requirements by service providers.  That alone helps to further awareness of the benefits. But what’s more, it helps improve service designers so they can advance in their field.