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Monthly Service Design Reading Club

August 31, 2018 - 1:00pm to 3:00pm
408 Panama Mall, Room 148


1. 1 - 2 p.m. : Service Design Reading Club

Why a reading club?

We know there is growing interest across campus in learning Service Design, and not a ton of resources. We want to make it easy for everyone to learn together, so we will be picking educational and interesting articles, chapters, videos, etc. for our monthly reading club so that we can all be on a learning path together. The goal is to pick short things that you could easily read/watch over lunch the week of (so, don’t worry. We won’t be reading whole books).

When does it start?

SD Reading club will take place the last Friday of the month, starting this month. The User Experience CoP has graciously donated the last Friday of the month to our reading club, as we have a lot of overlap in members and shared interest. So, we will be co-opting their time and location for our reading club. 

Want a calendar invite? RSVP here:


What is the first reading?

For our first reading, I picked some introductory articles, so that we can talk at a high level about what is Service Design, and see how different orgs explain the field.

Our primary reading:

The two optional ones (for extra credit/perspective):

See you there! 


Cooper article


ZC: "about the employee's ux first,  not users first... ?  bit of a surprise


Cooper says: 

"directly improves the employee's experience and indirectly the customer's experience". 


Service Design is a bit similar to applying a lens to a particular area and what ends up being under the lens is what you explore. 

Our services serve staff that serve students... By improving employee's experience, you improve the end user's experience


ST: also about aligning interests


PL: website we are building is primarily aimed at serving faculty by making it easy for them to find Stanford funding opportunities they can apply for but many of our user stories in our backlog are written to help staff manage these opportunities that then are made available to faculty ... 


John (GSB): go after pain points that are shared by both.


Adriana: definitions are confusing, borders between terms are also changing: product design, service design, UX, usability

Also people use the terms in different ways too. 


Megan: product : you can buy off the shelf and it is a single time thing. 

A service has a time and support components. 


There is always core product. The meta level of what is the service that the business is delivered with. 


The 5 Ps model: people, processes, props, and the other two Ps: 

What Cooper really wants to emphasize by these is that designing the business side of the house and how we do that back stage really matters. 


You end up designing business operations.


Silos and hot air balloons! Eric and Megan

Often what happens here at Stanford is that people work in their own silos, and service design teams study particular areas ..They can see more things from above so they can connect silos more. 


ST: UX design is still imbedded in the silos, so sometimes we are able to apply SD to a particular silo only when it could benefit from more. 


Could shampoo be a service? 


NM:  Venn diagram of products and services. Service also has a human component. Now the two are blending a bit.


ZC right now because we are in silos, there are too few incentives for people to think of doing that extra step that could be beneficial to another "silo"/unit/part serving even when these sometimes serve the same users... 


ZC: journey map follows the experience of user'... + tracking user sentiment.

What about tracking service provider sentiment?


Examples of journey maps: journey map

Journey maps, track each actor involved in the process back and front stage as they make things happen for the user.


If you have suggestions for formats or ideas for reading, send them to Sarah and Megan