Navigating in the World of Services: Visualizing a system of systems

Abstract

Service design is a growing practice. Designers need new tools and frameworks for making sense of the intangible and tangible qualities of services. Customer journeys and service blueprints are among those tools. However, they typically address a specific service or a service package and lack of illustrating services as complex and relational systems. The challenge is to understand what kind of combinations services do and can create. This exploratory paper attempts to shed light on this challenge by first explaining the current frameworks, then introducing a case in which these combinations were studied and finally presenting a system experience map that attempts to visualize the combinations services create from the user point of view.