What is *This Is Service Design Thinking* by Marc Stickdorn about?

*This Is Service Design Thinking* provides a comprehensive guide to designing customer-centric services through five core principles: user-centered focus, co-creation, sequencing interactions, evidencing value, and holistic perspective. It blends theory with actionable tools like customer journey maps and service blueprints, supported by real-world case studies. Ideal for innovators, it bridges disciplines like design and management to enhance user experiences.

Who should read *This Is Service Design Thinking*?

Entrepreneurs, UX/UI designers, product managers, and organizational leaders seeking to improve customer experiences will benefit most. The book offers practical methods for breaking down silos, reducing development costs, and fostering collaboration across teams. It’s also valuable for academics studying service design’s interdisciplinary approach.

Is *This Is Service Design Thinking* worth reading?

Yes—it’s an award-winning resource praised for its actionable frameworks, including 25 service design tools and global case studies. Marc Stickdorn’s expertise as a service design strategist and co-founder of Smaply adds real-world credibility. Readers gain strategies to visualize intangible services and align stakeholder efforts.

What are the five principles of service design thinking?

1. **User-centered**: Prioritize customer needs at every stage. 2. **Co-creative**: Involve all stakeholders in design processes. 3. **Sequencing**: Map interactions as a structured journey. 4. **Evidencing**: Make intangible services visible through artifacts. 5. **Holistic**: Consider emotional, physical, and environmental touchpoints.

How does *This Is Service Design Thinking* help organizations?

The book provides tools like personas, stakeholder maps, and prototyping techniques to align teams and reduce redundant workflows. For example, Smaply—software co-developed by Stickdorn—helps visualize customer journeys, enabling organizations to identify pain points and improve service delivery.

What are key quotes from *This Is Service Design Thinking*?

- **“Services should be experienced through the customer’s eyes”**: Emphasizes empathy and user perspective. - **“Make the intangible tangible”**: Encourages using visuals like blueprints to clarify service processes. - **“Everyone can be creative!”**: Advocates for inclusive, cross-functional collaboration.

How does service design thinking differ from traditional design?

Unlike product-focused design, service design addresses dynamic interactions between users, employees, and systems. It treats services as evolving processes (e.g., a bus route’s efficiency depends on rider input) rather than static outputs. The approach integrates continuous feedback loops and interdisciplinary methods.

What case studies are featured in the book?

Examples include public transportation optimization and digital service redesigns. These illustrate how sequencing touchpoints and co-creating with users lead to improved efficiency and satisfaction. One case highlights using mobile ethnography to gather real-time customer data.

서비스 디자인 교과서 요약

기초, 도구, 사례

마르크 스틱도른, 야코프 슈나이더

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서비스 디자인 교과서 요약 개요

서비스 디자인 방식의 혁신을 일으킨 "이것은 서비스 디자인 씽킹이다(This is Service Design Thinking)"는 23명의 국제 전문가들의 기여를 비즈니스 혁신을 변화시킨 하나의 방법론으로 융합해냈습니다. 이 책은 글로벌 서비스 잼(Global Service Jam)의 기폭제가 되었으며, 제품과 서비스의 경계를 허무는 사용자 중심 디자인 원칙을 수만 명에게 소개했습니다.

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서비스 디자인 교과서의 같은 아이디어를 담았습니다. 나에게 맞는 목소리, 깊이, 속도를 고르고 언제든 바꿔 보세요.

1장

Redesigning Services: The Revolutionary World of Service Design Thinking

Have you ever wondered why some services leave you delighted while others make you want to pull your hair out? The difference often lies not in what these services offer, but in how thoughtfully they've been designed. In "This is Service Design Thinking," authors Marc Stickdorn and Jakob Schneider present a groundbreaking approach to creating services that truly work for people. Since its publication in 2010, this book has become the definitive guide for service designers worldwide, praised by industry leaders from IDEO to IBM. What makes it particularly fascinating is that the book itself was created using service design principles-it was crowdsourced from the global service design community, with over 50 methods evaluated through 1188 votes to determine which would make the final cut. Whether you're a business leader looking to transform customer experiences or simply someone curious about why some services feel effortless while others frustrate, this book reveals the invisible architecture behind the services that shape our daily lives.

2장

Beyond Products: The Interdisciplinary Nature of Service Design

Service design isn't just another business buzzword-it's a fundamentally different way of thinking about how organizations create value. Unlike traditional product design, which focuses on tangible objects, service design addresses the intangible experiences that unfold over time between people, organizations, and systems. This shift from product-centric to service-oriented thinking represents a major evolution in how businesses approach value creation in the 21st century. What makes service design unique is its interdisciplinary nature. Rather than being a standalone academic discipline, it's an approach that combines methods and tools from various fields including psychology, business strategy, interaction design, ethnography, and systems thinking. Ask ten people what service design is, and you might get eleven different answers! This diversity isn't a weakness but a strength, allowing service design to adapt to different contexts and challenges, from healthcare improvements to retail innovations and public sector transformations. At its core, service design thinking revolves around five key principles. First, it's user-centered, placing customers at the heart of the design process and going beyond statistical descriptions to gain authentic insights into their habits, culture, and motivations. Consider Prince Charles and Ozzy Osbourne-both British men born in 1948 with similar demographic characteristics but vastly different needs and preferences. This example illustrates why deep customer understanding is essential. Service designers employ methods like shadowing, contextual interviews, and journey mapping to uncover these nuanced differences. Second, service design is co-creative, involving all stakeholders-from customers to front-line staff, managers, and even non-human interfaces-in exploring and defining the service proposition. This collaborative approach leads to smoother interactions during service delivery and fosters a sense of co-ownership that enhances loyalty. For example, when designing a new hospital check-in process, service designers might involve doctors, nurses, administrators, patients, and technology providers in collaborative workshops. Third, services are understood as sequences of interrelated actions unfolding over time, like scenes in a movie. The rhythm of these sequences significantly impacts customer mood-too slow causes boredom, too fast creates stress. Service designers orchestrate these sequences to maintain customer interest through good narrative rhythm. Consider a fine dining experience: from reservation to seating, ordering, serving, and payment, each moment is carefully choreographed to create a seamless experience. Fourth, service design makes the intangible tangible through "evidencing"-creating physical artifacts that trigger memories of positive service moments. Think of the small shampoo bottles from a hotel that extend the service experience beyond the stay itself, or how airlines use boarding passes, lounges, and branded amenity kits to materialize their service experience. These physical touchpoints serve as anchors for the intangible service experience. Finally, service design takes a holistic view, considering the wider context in which service processes take place-from individual touchpoints to organizational culture and structure. This comprehensive approach supports cross-disciplinary cooperation toward enhanced customer experiences and employee satisfaction. For instance, a bank redesigning its mortgage service would consider not just the application process, but also staff training, IT systems, regulatory requirements, and long-term customer relationship management. The implementation of service design principles requires organizations to embrace new tools and methodologies, such as service blueprinting, customer journey mapping, and experience prototyping. These methods help visualize complex service systems and identify opportunities for innovation while ensuring that all components work together harmoniously to deliver value.

들리는 모든 단어를 눈으로 확인하세요

서비스 디자인 교과서 요약의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

3장

The Multidisciplinary Minds Behind Service Design

Service design thinking draws strength from diverse professional backgrounds, each contributing unique perspectives and methodologies to the field. This multidisciplinary approach is what makes service design so powerful and adaptable across different contexts. Product designers bring valuable expertise in developing physical components of service experiences. Modern product design has evolved beyond creating objects based solely on form and function-today's designers work on managing design processes, conducting research, and focusing on interactions between people and technology. They understand that products often serve as platforms for experiences and services, creating what we might call "product-service hybrids." Apple's iPod and iTunes package exemplifies this hybrid approach-a physical product inseparable from its service component. Similarly, KONE Corporation allows customizable elevator interiors that can be changed to suit different contexts or marketing campaigns. Developing such hybrids requires simultaneous creation of both product concepts and service systems, with stakeholders involved early in the development process. Graphic designers play an essential role in making services understandable and accessible. In our visually-dominated world filled with information, graphic design helps users develop mental filter systems to make sense of complexity. Designers create visual metaphors that trigger familiar mental models-like how an online shopping cart helps users understand digital purchasing by referencing physical shopping experiences. Visual presentation is crucial as it precedes the actual service, manages expectations, and builds trust during interaction. Inconsistencies between a service's nature and its visual identity create distrust-imagine messy design for a cleaning service or outdated web aesthetics for online tools. Effective visual design determines whether users can successfully interact with services, making visual control a key competence in design propositions. Interaction designers focus on the series of touchpoints between customers and service systems throughout the customer journey. Despite being the sole way customers relate to services, these interactions are often poorly considered, creating a disconnect between services and people. Effective service design requires viewing services through customers' eyes and designing consistent, valuable experiences over time. Desirable interactions create customer desire, generate word-of-mouth, build trust and loyalty, and deliver pleasurable emotional experiences. Companies like Apple, Amazon, and Nintendo understand this translates to profit. True desirability requires balancing utility (what a service does), usability (how easily customers can access value), and pleasurability (how enjoyable the experience feels)-like a mixing desk to fine-tune your interactive solution.

4장

The Business Perspective: Strategy and Operations

Service design doesn't exist in a vacuum-it must align with business realities to deliver sustainable value. This requires understanding the strategic and operational dimensions that drive organizational decision-making, while balancing innovation with practical constraints. Traditional management models at different strategic levels often fail to provide sufficient arguments for good service design. Corporate strategy, shaped by Porter's 5-Forces Model, typically treats service as merely an attribute rather than an industry-shaping force. This limited view fails to recognize how exceptional service design can restructure entire industries, as demonstrated by companies like Uber revolutionizing transportation or Airbnb transforming hospitality. Business strategy, guided by Porter's Generic Strategies model, positions service as a differentiation tool that increases costs rather than as a potential cost leadership strategy. This overlooks how thoughtful service design can simultaneously enhance customer experience and operational efficiency. The critical obstacle is the assumed exclusivity between cost leadership and differentiation. Roger Martin's concept of "design thinking" offers an iterative "both...and" approach rather than "either...or" logic, helping overcome this exclusivity through new organizational designs and processes. Companies like Southwest Airlines and IKEA have proven that superior service design can achieve both cost advantages and meaningful differentiation. By framing service design concepts within management thinking, designers can bring their discipline closer to boardrooms and demonstrate tangible business impact. From an operations management perspective, services have historically been approached from a production-oriented viewpoint, applying manufacturing principles to service environments. Ted Levitt's "production-line approach to services," exemplified by McDonald's, standardized both employee and customer behaviors through principles like specializing services for narrow market segments, deskilling customer-facing roles, and substituting technology for human judgment. This standardization enabled consistent service delivery but often at the cost of personalization and emotional connection. This approach differs significantly from today's design-led approach to services. While not ignoring human elements, traditional operations management views employees and customers as components to be controlled, standardized, or eliminated through technology. In this abstract view, service is a machine whose parts can be engineered for maximum efficiency. Modern service design, however, recognizes the value of human interaction and emotional engagement, as demonstrated by companies like Ritz-Carlton and Apple, which combine operational excellence with high-touch personal service. Technology has evolved from guiding and controlling employee behavior to completely replacing direct customer-employee contact. While early self-service technologies like vending machines required physical presence, the internet revolutionized services by allowing providers like Amazon to operate from anywhere, fundamentally changing service design possibilities. Digital transformation has enabled new service models that blend automation with human touch points, as seen in successful implementations by companies like Netflix and Spotify, which use algorithms to personalize recommendations while maintaining human-curated content and support services. The challenge for modern organizations lies in finding the right balance between standardization and personalization, automation and human interaction, cost efficiency and service quality. Successful service design must navigate these tensions while creating sustainable competitive advantages that benefit both the business and its customers.

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5장

Understanding Users Through Design Ethnography

At the heart of service design lies a deep commitment to understanding the people who use services. Design ethnography provides a structured process for gaining this understanding, helping design teams develop empathy and identify with users to work from their perspective when creating new designs. This approach goes beyond simple observation, incorporating immersive experiences, contextual interviews, and participatory methods to uncover both explicit and tacit user needs. Unlike traditional market research, design ethnography isn't isolated from the creative process but works collaboratively with the design team, facilitating empathic conversations between users, clients, designers, and other stakeholders. These conversations often take place in users' natural environments - their homes, workplaces, or wherever they typically interact with services. In service design's multidisciplinary environment, it provides a shared focus and language by connecting all disciplines through their common reference point: the end users. This shared understanding becomes particularly valuable when teams include members from diverse backgrounds such as business, technology, and design. This human-centered approach is essential for services, which are intangible, difficult to standardize, and co-produced during delivery. Design ethnography helps communicate concepts and strategies throughout organizations, engaging with the hearts and minds of people to create successful services. For example, a healthcare service design project might involve shadowing patients through their entire journey, from scheduling appointments to follow-up care, revealing pain points and opportunities that wouldn't be visible through traditional research methods. The approach builds on ethnography's long history, adapting proven tools and techniques for specific service design contexts. Early anthropologists like Jean Rouch pioneered co-creation and visualization methods, involving subjects not just as research participants but as active collaborators. Modern practitioners have expanded these methods to include digital ethnography, remote observation, and hybrid approaches that combine multiple research techniques. Today's design ethnography employs specialized methods for different stages: empathic conversations during immersion in everyday life, clustering and probing during analysis, and techniques for idea generation, concept development, co-creation, prototyping, and validation during development. Successful service design requires strong connections between design and ethnographic research. The empathic conversations between various stakeholders demand both sensitivity and visual engagement, often utilizing tools like journey maps, personas, and service blueprints to capture and communicate insights. Research activities must be well-designed to elicit useful insights, incorporating methods like cultural probes, diary studies, and contextual inquiry. New designs must be researched again in an iterative improvement process, with each iteration building on learned insights. This approach places everyday life at the heart of the design process, not just as inspiration but as its foundation, ensuring that services are truly designed around user needs, behaviors, and contexts. The impact of design ethnography extends beyond initial research phases, influencing organizational culture and decision-making processes. By bringing user perspectives into strategic discussions, it helps align business objectives with genuine user needs and creates services that resonate with their intended audiences while meeting organizational goals.

6장

The Service Design Process: Exploration to Implementation

Service design isn't a linear process but an iterative journey of exploration, creation, reflection, and implementation. Each phase builds upon the insights of the previous one, with frequent loops back to refine and improve the service concept. The exploration phase begins not with the customer but with understanding the company's culture and goals. Service designers must first grasp if the organization understands service design thinking and is prepared for the process. The second task involves identifying the real problem by gaining clear understanding from current and potential customers' perspectives. Ethnographic approaches are commonly employed to explore behavior and mindset of all stakeholders. The third task involves visualizing findings and underlying structures of previously intangible services, simplifying complex processes and promoting the possibility of change. AT-ONE is one approach that assists project teams during early phases of service design, focusing on the unique aspects of services versus products with a user-experience focus. Run as a series of workshops, the method uses five different "innovation lenses" to explore design challenges: A is for Actors, reflecting the shift toward value creation through collaborative networks rather than traditional expertise silos. Like Apple's integration of partners for iTunes, successful services require coordinating complex ecologies of partners. T stands for Touchpoints-the various ways customers interact with a service. Within organizations, different departments often manage different touchpoints, creating inconsistencies. Service design coordinates the user experience across touchpoints to deliver a consistent brand message that meets user needs. O represents Offering, recognizing that service brands differ from product brands, with typically less brand differentiation and a monolithic brand culture where service and brand are closely linked. N focuses on Needs, going beyond quantitative customer data to reveal deep-seated needs and cultural trends through talking to, observing, and listening to customers. E emphasizes Experiences that surprise and delight. In today's "Experience Economy," functionality and usability are baseline expectations; customers seek emotional bonds and experiences that help create and express their identities. Following exploration, the creation phase involves visualizing insights into new ideas and concepts, while reflection tests these ideas to identify improvements. Holistic solutions require involving many stakeholders in the creative process. Finally, implementation tools help transfer new or improved service designs throughout an organization, engaging new audiences, involving staff in innovation, and building compelling cases for change.

들리는 모든 단어를 눈으로 확인하세요

서비스 디자인 교과서 요약의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

7장

The Service Designer's Toolbox: Methods for Creating Better Services

Service design offers a flexible toolbox of methods and tools rather than a rigid manual. These tools can be combined in countless ways across different project stages, as successful service design involves finding workable combinations that allow for conceptualizing, developing, and prototyping ideas through iterative improvement. Stakeholder maps visually represent the various groups involved with a service, allowing analysis of their interplay. Creating these maps requires comprehensive stakeholder identification through interviews and research, revealing both known and unknown stakeholders along with their interests and motivations. The resulting visual overview helps identify pain points and opportunities and allows clustering by shared interests. Service safaris send people "into the wild" to explore examples of good and bad service experiences. Using simple recording tools like cameras or notebooks, participants document their experiences with services in their own or other sectors. This approach helps people understand customer perspectives, identify common needs and problems, and develop insights that can lead to service innovations. Customer journey maps provide structured yet vivid visualizations of service user experiences. They use touchpoints to construct an engaging story of the user's service interactions and accompanying emotions, making complex experiences highly accessible. The maps allow for both high-level overviews and detailed touchpoint analysis, enabling comparison between different service experiences and identifying both problem areas and innovation opportunities. Contextual interviews take place in the environment where service interactions occur, combining observation with questioning to generate deeper insights. By conducting interviews in familiar settings, interviewees share more specific details and feel more comfortable providing insights. Personas are fictional profiles representing particular customer groups based on shared interests. They provide engaging "characters" that design teams can connect with, shifting focus from abstract demographics to real people's wants and needs. Though fictional, these personas embody real-world perceptions gathered during research. Service prototypes simulate service experiences, ranging from informal roleplay to full-scale recreations with user participation, props, and physical touchpoints. These mock-ups of service systems test proposed solutions in near real-world environments. Developed iteratively with constant refinements, service prototypes generate deeper understanding than written descriptions through "learning by doing." Service blueprints specify every aspect of a service through visual schematics incorporating user, provider, and third-party perspectives, from customer touchpoints to behind-the-scenes processes. Often produced collaboratively in workshops, they bring together various departments to create a shared understanding of responsibilities.

8장

Real-World Applications: Service Design in Action

Service design isn't just theoretical-its true value emerges when applied to real-world challenges across different sectors. Case studies demonstrate how service design thinking transforms organizations and customer experiences. When NL Agency needed to become more customer-oriented, they worked with DesignThinkers using the Customer Journey LAB methodology. The process involved prioritizing issues on a Priority Grid to identify quick wins, co-creation sessions where customers developed strategic scenarios, creating Solution Service Blueprints that outlined objectives and required skills, and implementation through Visual Prototyping exercises. The Customer Journey LAB environment functioned as a mirror, making visible what was previously overlooked and bringing implicit organizational knowledge to the surface. Mypolice, established in 2009, provides qualitative user experience information to UK police forces, helping create more empathic understanding of service delivery problems. Working with Snook, a Scottish social innovation design company, Mypolice addresses the breakdown in communication and trust between police and public. Their approach involved working backward from an initial idea, testing concepts using paper prototypes in community settings, conducting contextual interviews in locals' homes, creating personas as constant reminders of user needs, mapping touchpoints across various stakeholders, and immersing themselves in police culture through observation. Hello Change, developed by Funky Projects, represents a shift from industrial-era recruitment to information-era talent identification, focusing on qualities like empathy, creativity, charisma, and attitude that traditional CV reviews miss. The service recognizes that employee happiness increases productivity and that finding the right fit creates sustainable relationships. Their process began with collaborative work sessions bringing together diverse professionals to establish the project's spirit, followed by candidate interviews and company research to map expectations. They prototyped the service during their own recruitment process, crafting language that would attract the right talent while filtering out irrelevant applications. When UPMC's neurosurgery clinic needed to improve patient experience, they partnered with Carnegie Mellon University's School of Design. The design team began by creating a territory map to visualize the design opportunity space and conducted extensive observations, spending full days witnessing interactions and conducting one-on-one interviews with staff and patients. While the initial problems were identified as wait time, workflow, and wayfinding, the team reframed wait time as an opportunity to engage patients in supportive interactions after discovering it couldn't be reduced. Though leadership changes prevented implementation, the service design process proved invaluable in gaining insights about the differences between product and service design.

서비스 디자인 교과서 요약에서 더 많은 것을 얻으세요

매일 새로운 인사이트를 10만 개 이상의 레슨에서 만나보세요
단어가 강조되어 오디오와 실시간으로 동기화됩니다
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9장

Toward a Deeper Understanding: The Philosophy of Service Design

Service design thinking extends beyond practical applications to deeper philosophical considerations about how we understand and create services that truly support human life and flourishing. Motivation plays a crucial role in service design, as designers seek to understand and support human behavior. By adopting an organismic perspective based on Deci and Ryan's Self-Determination Theory, designers can view motivation as dynamic and malleable, positioning themselves like coaches who support and guide users toward shared performance goals. This approach recognizes that human motivation stems from individuals seeking to expand their sense of autonomy, social relatedness, and competence. Service designers can incorporate motivational perspectives into their work by reconsidering the value their designs generate through a motivational lens. By mapping an individual's motivational state along a continuum from amotivated to intrinsically motivated, designers can complement existing customer journey techniques and view services from users' motivational perspectives. The evolution of service design research reveals how the field has matured over time. Early research primarily focused on connecting service design to other disciplines while establishing its unique identity. Around 2008-2009, research shifted from justifying the field to exploring it deeply, with approaches either widening service design by integrating practices from non-design fields or challenging basic assumptions inherited from other disciplines. Perhaps most profoundly, service design challenges our mechanical mindset that views the world primarily through the lens of physical objects. Design discourse often revolves around the production of objects-chairs, lamps, furniture-yet the multitude of objects design introduces into daily life suggests there are deeper considerations beyond physical items. Service design offers intriguing foundations for a new design aesthetic. The concept that artifacts should perform service actions disrupts conventional focus on physical aspects. Service design shifts attention to immaterial and relational components, adopting a binocular rather than monocular view-seeing both the "thing" and what it "provokes." This perspective requires investigation, empathy, and qualitative understanding of the processes an artifact enters. Service design must enter the fragile territory of human "action-patterns" while remaining responsive to everyone-young and old, rich and poor. Rather than pursuing innovation for its own sake, it must respond to what exists in the world. This approach makes design an "active philosophy" creating space for life-a manifestation of biophilia, the love of life. This principle offers the foundation for a new service design aesthetic where life, in all its incredible variety, becomes the key to understanding design.

★★★★★

서비스 디자인 교과서 요약 완독을 축하합니다

“23일째 매일 사용하고 있어요. 이제 제 일상의 한 부분이 되었습니다.”

jayallen

서비스 디자인 교과서 요약의 핵심 주제

customer journey mapping
co-creative design
service blueprinting
user-centered innovation
holistic experience design

서비스 디자인 교과서 요약의 명문장

Service design is all about making the service you are designing useful, usable, desirable, efficient and effective.
Service design is a human-centered approach to creating services.
Service design is a collaborative and creative process.
Service design is a holistic approach.
Service design is an iterative process.

서비스 디자인 교과서 요약의 등장인물

Marc StickdornAuthor and expert in service design thinking
Jakob SchneiderAuthor and expert in service design thinking
Prince CharlesCase study subject used to illustrate demographics
Ozzy OsbourneCase study subject used to illustrate demographics

저자 소개

*서비스 디자인 씽킹(This is Service Design Thinking)*의 공동 저자인 마르크 스틱도른(Marc Stickdorn)과 야코프 슈나이더(Jakob Schneider)는 서비스 디자인 및 고객 경험 혁신 분야의 선구적인 인물들입니다.

독일의 서비스 디자인 컨설턴트이자 기업가인 스틱도른은 전략적 경영 전문 지식과 자신의 스타트업인 smaply 및 ExperienceFellow(여정 맵 제작 및 민속지학적 연구를 위한 웹 기반 플랫폼)를 통해 개발한 실무 도구들을 결합합니다. KD1 에이전시의 크리에이티브 디렉터이자 수상 경력이 있는 비주얼 디자이너인 슈나이더는 폭스바겐, 지멘스, 도이치 텔레콤과의 협업을 통해 쌓은 브랜드 커뮤니케이션 전문 지식을 제공합니다.

그들의 획기적인 2010년 저서는 5가지 핵심 원칙을 통해 서비스 디자인 방법론을 정립했으며, 학술적 엄격함과 23명의 국제적 기여자들이 참여한 실제 사례 연구를 조화시켰습니다. 공동 저자들은 심화된 실행 프레임워크를 제공하는 서비스 디자인 싱킹: 실전편(This is Service Design Doing) (2018)을 통해 그 영향력을 확장했습니다.

12개 언어로 번역되고 전 세계 주요 경영대학원에서 채택된 서비스 디자인 씽킹은 실무자이자 교육자로서의 저자들의 이중적 관점을 바탕으로 해당 분야의 결정적인 가이드로 남아 있습니다.

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Master design thinking for systemic change

In a world of increasing complexity, traditional problem-solving approaches often fall short. This learning plan equips professionals, change-makers, and leaders with integrated design and systems thinking capabilities to address complex challenges and create sustainable, transformative solutions.

4 h 59 m•4 섹션

학습 계획

design leader mindset

Design leaders today must navigate beyond craft excellence to drive strategic business impact and cultural transformation. This learning plan is essential for experienced designers moving into leadership roles, current design managers seeking to elevate their strategic influence, and organizational leaders who want to build design-led cultures that foster innovation and deliver exceptional user experiences.

3 h 57 m•4 섹션

학습 계획

Systems Thinking for UI/UX Design

This learning plan is essential for designers looking to move beyond surface-level aesthetics to solve complex organizational challenges. It is ideal for UI/UX professionals and product designers who want to master the intersection of human-centered design, iterative prototyping, and AI-driven scalability.

2 h 30 m•5 섹션

학습 계획

design！

This comprehensive design learning path is essential for anyone looking to build or elevate their design career in today's innovation-driven landscape. It's ideal for aspiring designers seeking structured skill development, product managers wanting to think more like designers, entrepreneurs needing to create user-centered solutions, and experienced designers aiming to reach strategic leadership levels. The curriculum bridges foundational knowledge with cutting-edge practice, ensuring you're prepared for both current design challenges and future AI-integrated workflows.

4 h 29 m•4 섹션

학습 계획

The Design Student's Social Playbook

This plan is essential for design students who want to bridge the gap between academic theory and real-world social influence. It benefits emerging creatives looking to build professional authority while remaining authentic to modern digital culture.

2 h•5 섹션

학습 계획

Design leadership on social

This learning path is essential for design leaders and aspiring executives who want to make an impact in the social media space. It combines foundational design thinking with advanced leadership skills specific to social platforms, where design decisions affect millions of users and shape how people connect and communicate. Perfect for senior designers, design managers, and product leaders working at social companies or any organization building community-driven digital experiences.

4 h 46 m•4 섹션

학습 계획

Learn about product design

Product design is the cornerstone of creating solutions that truly resonate with users while achieving business objectives. This learning plan equips professionals with the essential skills to create intuitive, innovative products through user-centered methodologies and strategic thinking.

4 h 48 m•4 섹션

학습 계획

From Developer to Brand Designer

This plan is designed for developers who want to expand their creative influence and transition into high-value brand design. It bridges the gap between technical execution and strategic storytelling, providing the tools needed to build a sustainable freelance business or lead design-driven projects.

2 h•4 섹션

컬럼비아 대학교 동문들이 제작 | 샌프란시스코에서 개발

BeFreed는 호기심 넘치는 글로벌 커뮤니티를 하나로 연결합니다

4.7

평균 평점

앱 평가 7.84천 개 이상

BeFreed 커뮤니티

정말이지 아직 앱을 다 써 보지도 않았는데, 며칠 써 본 것만으로도 깊은 인상을 받았어요… BeFreed는 제가 써 본 어떤 학습 앱과도 차원이 달라요. 몰입감이 엄청나고 집중력도 실제로 좋아져서, 스마트폰을 하염없이 스크롤하는 분들께 딱이에요!

@ladyInfinity

정확히 23일 전에 BeFreed를 구입했는데, 그날부터 하루도 빠짐없이 쓰고 있어요. 제 일상 업무 흐름과 학습 습관에 완전히 자리 잡았어요.

@jayallen

솔직히 이 앱은 제 기대를 전부 뛰어넘었어요. 어떤 주제든 오디오로 만들어 달라고 할 수 있고, 결과물이 놀라워요. 제 전문 분야는 심리치료 쪽이고 여러 학문이 얽혀 있는데도 답변이 아주 정확해요.

@Raguipa

제일 고마운 건 스크롤하는 시간이 확 줄었다는 거예요. 검색하는 시간은 줄고 흡수하는 시간은 늘었어요. 오디오북 전권, 팟캐스트, 학습 플랜의 조합이 정말 훌륭해요.

@colonyofcreatorsNGO

저는 24년째 PhotoReading 속진 학습 강사로 일하고 있어요… 책과 독서, 배움이 제 전문인데, BeFreed는 정보를 소화하기 쉽게 전달하는 혁신적인 방식을 정말 잘 구현했어요.

@BeFreed user

단순한 책 요약 앱이 아니에요. '재미' 스타일을 써 봤는데, 전통적인 방식보다 훨씬 나은 요약이고 아이디어를 이해하기도 쉬워요. 이것만으로도 값어치를 해요.

@austinakon

이 앱이 정말 좋아요. 며칠 써 봤는데 듣는 걸 멈출 수가 없어요. 시작하기에 이보다 좋을 수 없어요.

@jcrules328

정말 마음에 들어요. 한 달 정도 써 봤는데 숨은 보석을 찾은 기분이에요. BeFreed로 제가 원하는 주제를 직접 만들 수 있어서 좋고, 목소리도 훌륭한 데다 내레이션 선택지가 무궁무진해요.

@DanielCZ

정말이지 아직 앱을 다 써 보지도 않았는데, 며칠 써 본 것만으로도 깊은 인상을 받았어요… BeFreed는 제가 써 본 어떤 학습 앱과도 차원이 달라요. 몰입감이 엄청나고 집중력도 실제로 좋아져서, 스마트폰을 하염없이 스크롤하는 분들께 딱이에요!

@ladyInfinity

정확히 23일 전에 BeFreed를 구입했는데, 그날부터 하루도 빠짐없이 쓰고 있어요. 제 일상 업무 흐름과 학습 습관에 완전히 자리 잡았어요.

@jayallen

솔직히 이 앱은 제 기대를 전부 뛰어넘었어요. 어떤 주제든 오디오로 만들어 달라고 할 수 있고, 결과물이 놀라워요. 제 전문 분야는 심리치료 쪽이고 여러 학문이 얽혀 있는데도 답변이 아주 정확해요.

@Raguipa

제일 고마운 건 스크롤하는 시간이 확 줄었다는 거예요. 검색하는 시간은 줄고 흡수하는 시간은 늘었어요. 오디오북 전권, 팟캐스트, 학습 플랜의 조합이 정말 훌륭해요.

@colonyofcreatorsNGO

저는 24년째 PhotoReading 속진 학습 강사로 일하고 있어요… 책과 독서, 배움이 제 전문인데, BeFreed는 정보를 소화하기 쉽게 전달하는 혁신적인 방식을 정말 잘 구현했어요.

@BeFreed user

단순한 책 요약 앱이 아니에요. '재미' 스타일을 써 봤는데, 전통적인 방식보다 훨씬 나은 요약이고 아이디어를 이해하기도 쉬워요. 이것만으로도 값어치를 해요.

@austinakon

이 앱이 정말 좋아요. 며칠 써 봤는데 듣는 걸 멈출 수가 없어요. 시작하기에 이보다 좋을 수 없어요.

@jcrules328

정말 마음에 들어요. 한 달 정도 써 봤는데 숨은 보석을 찾은 기분이에요. BeFreed로 제가 원하는 주제를 직접 만들 수 있어서 좋고, 목소리도 훌륭한 데다 내레이션 선택지가 무궁무진해요.

@DanielCZ

유용한 정보와 아이디어를 8~15분짜리 팟캐스트 스타일 오디오로 압축해서 들을 수 있다는 게 정말 좋아요. 원래 팟캐스트는 군더더기가 많아서 안 좋아했는데, 여기는 그걸 싹 걷어냈어요.

@BeFreed user

박사 과정을 마무리하는 중이라 낯선 자료를 많이 읽어야 해요… BeFreed에서는 프롬프트만 입력하면 앱이 자료를 찾아서 오디오 팟캐스트로 만들어 줘요. BeFreed의 과정이 NotebookLM보다 더 매끄럽게 느껴져요.

@Brad

아침을 준비하거나 산책하거나 출퇴근할 때 들을 것을 YouTube에서 자주 찾곤 했는데, BeFreed는 광고도 군더더기도 없이 훨씬 더 딱 맞는 걸 들려줘요!

@BeFreed user

이 플랫폼의 가장 큰 장점은 활용도예요. 다루지 못하는 주제가 말 그대로 하나도 없어요. 무엇을 던져도 다 소화해요… 제한이 전혀 없으면서 약속을 실제로 지키는 학습 도구는 정말 드물어요.

@jayallen

BeFreed는 환상적이에요. 디자인이 편해서 헤매는 시간은 줄고 배우는 시간은 늘었어요. 오디오북, 팟캐스트, 학습 플랜의 조합은 천재적이에요. 제 하루가 완전히 달라졌어요.

@BeFreed user

처음엔 이탈리아어로 팟캐스트를 만드는 방법을 이해하는 데 시간이 좀 걸렸는데, 알고 나니까 — 와! 정말 대단해요! 어떤 주제든 설명해 달라고 하면 정말 똑똑하게 잘 설명해 줘요!

@matteo77

BeFreed는 제가 매일 쓰는 오디오북 앱이 됐어요… 제일 마음에 드는 건 텍스트를 넣으면 이동 중에도 들을 수 있는 오디오로 만들어 준다는 점이에요.

@kotanzu1

유용한 정보와 아이디어를 8~15분짜리 팟캐스트 스타일 오디오로 압축해서 들을 수 있다는 게 정말 좋아요. 원래 팟캐스트는 군더더기가 많아서 안 좋아했는데, 여기는 그걸 싹 걷어냈어요.

@BeFreed user

박사 과정을 마무리하는 중이라 낯선 자료를 많이 읽어야 해요… BeFreed에서는 프롬프트만 입력하면 앱이 자료를 찾아서 오디오 팟캐스트로 만들어 줘요. BeFreed의 과정이 NotebookLM보다 더 매끄럽게 느껴져요.

@Brad

아침을 준비하거나 산책하거나 출퇴근할 때 들을 것을 YouTube에서 자주 찾곤 했는데, BeFreed는 광고도 군더더기도 없이 훨씬 더 딱 맞는 걸 들려줘요!

@BeFreed user

이 플랫폼의 가장 큰 장점은 활용도예요. 다루지 못하는 주제가 말 그대로 하나도 없어요. 무엇을 던져도 다 소화해요… 제한이 전혀 없으면서 약속을 실제로 지키는 학습 도구는 정말 드물어요.

@jayallen

BeFreed는 환상적이에요. 디자인이 편해서 헤매는 시간은 줄고 배우는 시간은 늘었어요. 오디오북, 팟캐스트, 학습 플랜의 조합은 천재적이에요. 제 하루가 완전히 달라졌어요.

@BeFreed user

처음엔 이탈리아어로 팟캐스트를 만드는 방법을 이해하는 데 시간이 좀 걸렸는데, 알고 나니까 — 와! 정말 대단해요! 어떤 주제든 설명해 달라고 하면 정말 똑똑하게 잘 설명해 줘요!

@matteo77

BeFreed는 제가 매일 쓰는 오디오북 앱이 됐어요… 제일 마음에 드는 건 텍스트를 넣으면 이동 중에도 들을 수 있는 오디오로 만들어 준다는 점이에요.

@kotanzu1

웹에서 BeFreed가 어떻게 논의되고 있는지 더 보기

지금 바로 학습 여정을 시작하세요

2장

서비스 디자인 교과서 요약

서비스 디자인 교과서 요약 개요

다양한 학습 방식으로 서비스 디자인 교과서 요약 살펴보기

Redesigning Services: The Revolutionary World of Service Design Thinking

Beyond Products: The Interdisciplinary Nature of Service Design

들리는 모든 단어를 눈으로 확인하세요

The Multidisciplinary Minds Behind Service Design

The Business Perspective: Strategy and Operations

서비스 디자인 교과서 요약에서 더 많은 것을 얻으세요

Understanding Users Through Design Ethnography

The Service Design Process: Exploration to Implementation

들리는 모든 단어를 눈으로 확인하세요

The Service Designer's Toolbox: Methods for Creating Better Services

Real-World Applications: Service Design in Action

서비스 디자인 교과서 요약에서 더 많은 것을 얻으세요

Toward a Deeper Understanding: The Philosophy of Service Design

서비스 디자인 교과서 요약 완독을 축하합니다

서비스 디자인 교과서 요약의 핵심 주제

서비스 디자인 교과서 요약의 명문장

서비스 디자인 교과서 요약의 등장인물

저자 소개

서비스 디자인 교과서 요약 다운로드

다른 사용자들도 좋아한 책

서비스 디자인 교과서 요약에 관한 자주 묻는 질문

What is This Is Service Design Thinking by Marc Stickdorn about?

Who should read This Is Service Design Thinking?

Is This Is Service Design Thinking worth reading?

What are the five principles of service design thinking?

더 알아보기

BeFreed는 호기심 넘치는 글로벌 커뮤니티를 하나로 연결합니다

다양한 학습 방식으로 서비스 디자인 교과서 요약 살펴보기

Redesigning Services: The Revolutionary World of Service Design Thinking

Beyond Products: The Interdisciplinary Nature of Service Design

들리는 모든 단어를 눈으로 확인하세요

The Multidisciplinary Minds Behind Service Design

The Business Perspective: Strategy and Operations

서비스 디자인 교과서 요약에서 더 많은 것을 얻으세요

Understanding Users Through Design Ethnography

The Service Design Process: Exploration to Implementation

들리는 모든 단어를 눈으로 확인하세요

The Service Designer's Toolbox: Methods for Creating Better Services

Real-World Applications: Service Design in Action

서비스 디자인 교과서 요약에서 더 많은 것을 얻으세요

Toward a Deeper Understanding: The Philosophy of Service Design

서비스 디자인 교과서 요약 완독을 축하합니다

다른 사용자들도 좋아한 책

더 알아보기