From the CIID Service Design course, Summer 2019

1. Applying Service
Marketing Models
to Design
Service Design @ CIID Dianna Miller + Margaret Shear 6 August 2019

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1. Choose and study a Services Marketing Model.
2. Design and produce a 15-minute activity that:
• Demonstrates the model
• Helps us generate novel service concepts
3. Lead the class in the activity on Wednesday afternoon.
First Team Assignment:

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Theoretical frameworks can be used as tools to
help us reframe thinking, find patterns and
classify entities to make complex topics or
conditions easier to understand.
How might you use a given theory as a tool for inspiration?
1. Individual frameworks are not absolutes.
2. Dogmatic adherence = becoming one of the six blind men: partly right, yet potentially wrong, overall.
3. We can never a whole system, but we can come closer by making models, flexibly looking at it through several
lenses.
However…

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Taxonomies
Four types of frameworks and how to apply them
• In which category does this service belong?
• If I add to or change sensory traits, how will
that change the service model?
Framework: Service as a Process
Groups have empirical/observable
traits in common

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Framework: Service as a Process

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Try it
Framework: Service as a Process
Pick a service and “move it” to a new quadrant to
transform the service model.
Example: How might Car Repair be like Psychotherapy?
Describe the new service model to us (don’t overthink it!)

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Typologies
Four types of frameworks and how to apply them
• In which category does this service belong?
• How might I change the nature of the service to fit into a
new category?
Auto repair
“See-Thru”
Auto shop
tour
Spa
treatment
“Fits-U”
Massage
chair
Framework:
Product-service
attributes
Groups have conceptual traits in common

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Four types of frameworks and how to apply them

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Try it
Framework: Product-Service Attributes
Choose a service. Think about the human-human
exchange (verb). Describe a new product (noun) and
feature(s) that provide the same value as the service.
Or… “ING the Thing” choose a product, and “ing” and
describe the new service offering.

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Continua
Four types of frameworks and how to apply them
• Where does the service sit on the scale and why?
• How does moving it change the service model?
Framework: Service Positioning Through Structural Change
The closer two services sit on the scale
or range, the more in-common

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Framework: Service Positioning Through Structural Change

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Ontologies
Four types of frameworks and how to apply them
• Fundamentally, what has to be here for the service to exist
or work?
• Which processes and features are essential?
• What can I change to improve or enhance the service?
Framework: Service Offerings Model
Relationships and elements that make a
service-system what it is

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Example: Service Modeling Canvas

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Example: Service Modeling CanvasExample: Service Modeling Canvas

15. Enhancing
Service
Enhancing
Service
Wait Time Screens:
Want to make the most of
the day? Use the wait time
screens to manage lines
around the park and jump to
short lines to get more rides.
Ride Pictures:
Commemorate the
experience with a picture
of you and your friends
Product User Guide:
Not sure exactly what you
need? McMaster has gathered
an industrial encyclopedia to
assist you in your fabrication
goals.
Enhancing
Service
Fine Dining
Enhancing
Service
Enhancing
Service
Enhancing
Service
Enhancing
Service
Core
Service
“For-Later” snack:
Remember the delicious meal
you had last night by enjoying
a complimentary treat for the
next morning.
Obsequent Service:
Very good, sir. Right away,
ma’am. Treatment that
satisfies your every whim.
China/Crystal/Silver:
The right accoutrement can
turn the ordinary occasion
into the extraordinary
experience.
Sommelier:
Ensure that your meal is the
best possible experience with
the guidance of trained wine
experts.
Car Dealership
Core
Service
CC Marshall Jamshidi and Page Small, 2012
Example of a
workshop activity
using the core-
enabling-enhancing
service principle from
Gronroos.

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Workshop Assignment Details
1. Form teams of three.
2. Choose a theoretical service marketing framework from
the readings on Slack (you may combine concepts).
3. Study the framework: how might this way of thinking
about services be applied as a creative tool for
generating novel and diverse service concepts?
4. Design a 15-minute activity that the team can lead the
class through on Wednesday afternoon.
The Demonstration
Think about when and why you would use this with potential
design teams or clients. The activity should visualize and
demonstrate the theoretical framework and help us to generate (or
evaluate?) novel ideas for new service models.
• Show the framework and explain how it will help us
• Demonstrate how to use it
• Lead us through the activity so we can generate our own ideas
Visual Tools / Gameplay
Consider how to provide visual, informational cues—template
posters, cards, symbols, labels, a pre-planned whiteboard sketch,
etc. Visual and tangible cues will help to clarify the framework and
engage us in the process. How might rules or feedback loops might
make the activity more game-like? Quality of craft counts.