Service storytelling: Exploring storytelling models in the context of the service design process

Abstract

Service is often explained as a “staged experience.” However, the holistic structure that allows the audience to actively participate in experience co-creation is often more important in an aesthetic experience. We propose “storytelling” as a way to organize human experience. As a verb, storytelling is an ongoing, collaborative, and interactive conversation between the author and the audience. In this paper, we will explore how to apply storytelling to the design of the structural service experience by exploring the representative models of storytelling in the context of the service design process.