You have seen that Service Design was born in the hands of marketers like Lynn Shosack. It is not until the 1990s that Service Design started to spread out of the discipline of marketing.
The first attempts to make Service Design expand out of this field were made by people like Bill Hollins and Gillian Hollins, who co-wrote the book “Total Design: Managing the Design Process in the Service Sector”. In the description of the book, we see how they try to achieve it.
Their book “[explains] how service products should be designed and how this design process should be managed, the author identifies areas where problems most commonly occur.”
Going further
This article is part of the book "A Tiny History of Service Design, " a tiny two-hour read that goes through the historical events that created what Service Design is today.