Matt Franks

Designer, Professor, Entrepreneur

Austin Center for Design : Service Design


Digital products no longer exist as a contained product offering - i.e. a tool that accomplishes a finite set of predetermined tasks. Today’s digital products behave more like a service that manifests across multiple touch-points (mobile, tablet, web, in-person, etc..) and who's interactions evolve with the user over time.

This class focuses on the methods of service design. It is the second methods class in the 1 year program at AC4D. Click to download the syllabus.

Course Materials

  • HoneyBadger Image 1
  • HoneyBadger Image 1
  • HoneyBadger Image 1
  • HoneyBadger Image 1
  • HoneyBadger Image 1
Class 1: Intro to Service Design

This class focuses on the tools and methodologies of service design. Students will learn methods to evaluate and analyze services, and ways to document services; in order to improve the quality of interactions that evolve over time.

Class 2: Touchpoints & Ecosystems

Touchpoints are the moments of interaction between a person and a service. They exist at various stages of the customer journey whether they are consciously designed for or not.

In this class, students explore the concept of a customer journey; and how it manifests as a series of "touchpoints" that are experienced over time.

Class 3: Micro, Macro & the line of interaction

While the objects that create a service exist before customer interaction, the act of using a service is what manifests it in reality. Services, unlike products or interfaces are crafted as they are consumed.

In this class, students explore the micro and macro components of a service model known as a service blueprint.

Class 4: Servicescapes

The service environment is rich in queues that help customers define expectations of how interaction begins & the sequence or mode in which it will continue.

In this class, students will explore physical and digital clues that are present in a service environment.

Class 5: Designing Services

In this class, we reframe our understanding of a service, so that we can approach its creation with a rigorous & iterative process.

We examine a case study that applies human centered design to the creation of a multi-platform education service.