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🤔 ▶️ What are storytelling ingredients we can use to improve services?
🤔 ▶️ What are storytelling ingredients we can use to improve services?
Daniele Catalanotto avatar
Written by Daniele Catalanotto
Updated over a year ago

This clip is part of a one-hour-long webinar on how service designers can use storytelling in their work with Romain Pittet. You can watch the full webinar here.

In summary

  1. Characters: The people or figures that drive the story and who readers can identify with.

  2. Context: The specific environment where the story takes place, which gives the story meaning and helps readers understand it better.

  3. Timeline: The sequence of events that happen in the story, which helps readers remember it and retell it to others.

  4. Emotions: The feelings and reactions of the characters, which engage readers and make them more invested in the story.

  5. Images: The use of metaphors, comparisons, and other visual aids to help readers visualize the story and remember it better.


Applying the ingredients to Service Design work

In the video below we show with Romain how you can use these ingredients and apply them both to:

  1. improve the experience that people have in services

  2. improve the internal communication around the work of the service designer

In summary

Storytelling Ingredients to improve the experience:

  • Use character elements in the service experience to create a sense of personal connection with the customer

  • Provide context for signage elements to explain the why behind the service or product and relate to emotions and relationships instead of pure facts

Storytelling Ingredients to improve the internal communication:

  • Use personas in research reports or service blueprints to add character elements and make the content more interesting

  • Introduce a storyline for research reports or service blueprints, focusing on a customer journey or experience, rather than just listing steps

  • Use elements of storytelling, such as character and emotion, to add depth and engagement to research reports or service blueprints

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