Skip to main content

Service Design Framework

Practices and tools for delivering optimal user experience journeys.



Act out a service to understand the key elements you should consider in designing a solution.


No template needed

Who’s involved

At least two team members


Any time after you form a concept for a solution

How to use this method

Prototyping makes ideas tangible, so you can check your assumptions about the problem, get feedback about a concept, and test the viability of an idea. A simple way to test an idea for a service is to act it out. This can reveal an idea’s value, in terms of both functionality and emotion. To use this method:

1. Define the scenario

Choose a starting point for what you’ll act out. Assign teammates to play the role of customers, staff delivering a service, and any other stakeholders who might be a part of the interaction. You can even assign someone to play the role of a digital application or other props — or you could use objects lying around or make quick paper prototypes.

2. Act it out

Run through the scenario, with observers taking notes.

More resources

“Role Play” (Think) Article

Embrace service design.

Ready to deliver better user experiences through service design?
Our experts are here to help.