Five principles of service design thinking?
1) User centered: everything should be experienced from the customer's point of view. This means that we need a certain amount of customer participation to be able to understand what our customers actually want and keep the service running.
2) Co-creative: We should include stakeholders in the service design process.
3)Sequencing; We should visualise the service as a sequence of interrelated actions. We have to consider the service timeline when we design a service, because rhythm really affects the mood of the customer. We should prototype services and test their impact on customers.
4)Evidencing; We should visualise intangible services in terms of physical artefacts. This means that we need to make customers aware of of the intangible service.
5) Holistic; We should consider the whole environment of the service. We need to remember that even though a service is intangible.