explore · Strategy, Communication · 30–60 min · 1-10 people · low energy
Service Image
The Service Image method creates a compelling visual representation of a service concept, focusing on a key 'hero moment' to communicate its core value and desired user experience. It helps stakeholders quickly grasp the essence of the service and envision its impact.
When to use Service Image
Use this method when you need to communicate a service concept to a broad audience, build consensus around a vision, or create a memorable visual anchor for a service design project. It's particularly useful for presentations, project websites, and branding efforts.
What it solves
Difficulty communicating abstract service concepts, lack of shared understanding among stakeholders, weak or unclear service branding.
How to run Service Image, step by step
- Define the core value proposition of the service. (5 minutes)
- Identify a 'hero moment' that best exemplifies this value. (10 minutes)
- Brainstorm visual elements that could represent this moment (e.g., people, objects, settings, emotions). (15 minutes)
- Create a rough sketch or montage of the service image, combining the chosen visual elements. (20 minutes)
- Refine the image based on feedback from stakeholders, focusing on clarity, impact, and memorability. (10 minutes)
Materials needed
- Whiteboard or digital canvas
- Markers or digital drawing tools
- Images for inspiration (optional)
Facilitator tips
- Encourage participants to think beyond functionality and consider the emotional impact of the service.
- Focus on creating a visually appealing and memorable image that resonates with the target audience.
Common pitfalls
- Creating an image that is too generic or abstract to be meaningful.
- Failing to capture the core value proposition of the service.
Variations
- Create multiple service images representing different aspects of the service experience.
- Use the service image as a starting point for developing a service blueprint or customer journey map.
Running it online or hybrid
Use a shared online whiteboard to collaboratively create and refine the service image.
What it produces
A visual representation of the service (e.g., a montage, illustration, or photograph) that captures its core value and user experience.
Origin
Adapted from ServiceDesignTools.org — source
Build a session around Service Image
METODIC places Service Image inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.