/// service design thinking in architecture ///


/// service design thinking in architecture ///

This group is about architecture and service design thinking. Currently I am working on a thesis about service design thinking and architecture. To share this passion and to look what kind of opportunities service design brings to architecture, I started some research. This research is about service design and its influence on architecture, e.g. how design thinking tools can change the way architects work with clients. Or maybe even more? Can design thinking tools change the way architecture looks?

This group should argue that there is a need for architects, designers, and basically every stakeholder involved in the building process to articulate and understand the role of design in motivating and engaging the user needs.

Members: 31
Latest Activity: May 14, 2016

Discussion Forum

the other way around?

Started by mark r.a. schrinner Apr 6, 2012. 0 Replies

is it service design in architecture or is it architecture in service design thinking?Continue

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Comment by mark r.a. schrinner on February 21, 2013 at 12:27

my thesis about service design thinking in architecture, called 'What is service architecture thinking?' It is about service design thinking and its influence on architecture and answers questions like how architects can improve their work with clients.

Comment by Thomas Troch on May 4, 2012 at 14:23

Hi Mark, sorry for the late reply!

As a research agency we always focus on the voice of consumers in the development of products, services, campaigns, ...

Although in the beginning we still needed to convince some stakeholders of the added value of consumer insights, in the end it proved to be both inspirational in the idea generation phase and even crucial in the selection of the final concepts. We will also be conducting interviews with the designers on the influence of this approach on their design process.

Since service design is user-centric by definition, we strongly believe in this ecosystem. We do feel however that there's still a gap in perception and methodologies (and background) between service design and marketing research. Interesting to bring these close together!!



Comment by mark r.a. schrinner on April 27, 2012 at 16:16


thanks for that nice example.

do you always work with this user-centered design approach or mindset? and whats your experience during that project? did the project got another dynamic and in the end another design because of the user involvement? changed it the way the architect or designer worked?

how do you see your role as a consulting company (i hope i got this right) in this hole service delivery ecosystem. 

Comment by Thomas Troch on April 26, 2012 at 13:38

Hi Mark, good luck on that thesis, very relevant and interesting subject!


I'd like to share a case with you I've been working on that's connected to service design in architecture.


Last week Heineken opened a concept club at the Design Week in Milan and you can discover how the multidiscplinary team created this space based on consumer insights here:


The insights are even available for you to browse (interactive infographic in HTML5, great on tablets):


If this case is of any interest to you, don't hesitate to get in touch!


Comment by mark r.a. schrinner on April 25, 2012 at 16:13

i agree,

it´s about designing those touch points based on user´s needs and behavior. co-create together with all stakeholders involved. the architect has to find the right tool to ask the right questions in order to create those touch points. if thats a customer journey or another design thinking tool like a wishcard or an empathy grid. That in mind, means to integrate the architect as soon as possible in the process.

do you had a chance to use tools like that in your practice? and what is your motive to work on this? 

Comment by Joel Van Dyke on April 24, 2012 at 17:41


It is interesting that you raise this question. I am starting a white paper on the subject. I think architecture is a part of the service delivery ecosystem,  The service concept and emotional aspect of the service delivery must be defined before the space is designed in order to have an integrated whole. If this is not the case, the architecture can become an obstacle to the delivery of the customer experience rather than supporting it. In order to be successful, the programming work of the architect must include the customer journey analysis so that the architecture can help provide the necessary touch points to make the customer journey possible. 

Comment by mark r.a. schrinner on April 24, 2012 at 13:50


that sounds interesting. maybe it is possible to exchange some thoughts and insights on that subject.

is it architecture as part of a holistic approach? what influence has architecture on the hole service delivery ecosystem? on the other hand, has this hole process an influence on architecture? thats what i´m trying to find out, is it a co-dependance?

Comment by Joel Van Dyke on April 23, 2012 at 20:11


I am working on some of the same ideas. I view architecture as one component in service design/delivery. The role that architecture plays varies based on the business or organization's service and strategy. I see service design impacting architecture when the architect thinks outside of the normal bounds of architecture and looks at the whole service delivery ecosystem. Then architecture can be a tool to get more leverage and power into the delivery of the service and customer experience. 

Comment by mark r.a. schrinner on April 23, 2012 at 15:52

thank you,

i´ll take a look at it ///

Comment by Sergey Khromov-Borisov on April 23, 2012 at 14:41

Dear Mark,

Have you ever heard about Christopher Alexander's ideas regarding user centered design approach in architecture formulated as early as 1964?



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Discussion Forum

the other way around?

Started by mark r.a. schrinner Apr 6, 2012. 0 Replies




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