Designing services that sing and dance

Candi, Marina and Beltagui, Ahmad Designing services that sing and dance. IN: Design thinking: new product development essentials from the PDMA. Luchs, Michael G.; Swan, K. Scott and Griffin, Abbie (eds) Hoboken, NJ (US): Wiley.


The key to understanding service design is to recognize that design need not only be about giving form to physical objects. Design thinking involves reframing problems in a manner that allows novel solutions to be developed. Services require preparation and planning (or what is called as design) with the aim of creating a particular reaction and a lasting memory in the customer's mind. This chapter starts by describing the differences between designing products and services. The theater metaphor is introduced to show how this offers a useful starting point for service design. Next, the chapter discusses the challenges that make experiences elusive before offering three principles that can be applied to service design: narrative, participation, and surprise. To illustrate these principles, it describes two examples of companies that engage customers by designing for “singing and dancing” and thus create compelling and memorable service experiences.

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Divisions: Aston Business School
Uncontrolled Keywords: product design,service design,service experiences


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