Service Design Tools

Service Safari

Service Safaris are field research. Teams experience real-world services as customers. They document the journey, touchpoints, and service quality. The goal? To understand best practices and identify opportunities.

Duration
3 hours
Group Size
3-6
Category
Service Design Tools
Difficulty
Easy
Participants will:

  • Experience services as a customer.

  • Learn best practices from other services.

  • Identify areas for improvement.

  • Benchmark against competitors.

  • Find inspiration for service design.

  • Build empathy for the customer experience.

  • Document service delivery methods.

Participants will:

  • Complete a service safari.

  • Observe services in action.

  • Gain fresh perspectives.


  • Act like real customers. Immerse yourselves!

  • Document immediately to capture details.

  • Look beyond the obvious. Notice the subtle things.

  • Consider both emotional and practical aspects.

  • Be respectful of service staff. You're there to learn.

  • Focus on learning, not just finding fault.

  • Seek unexpected inspiration. You never know where it will come from.

  • Synthesize insights into actionable ideas. Don't just collect data.


  1. Choose services to explore. Consider direct competitors, related services, best-in-class examples, and inspiration from other fields.

  2. Plan your safari. Define service scenarios, key touchpoints, team roles, and documentation methods.

  3. Experience the services as a customer. Go through the entire journey, use the actual service, and interact naturally with staff. Document as you go.

  4. Document observations. Note the service delivery, customer experience (good and bad), and environmental factors.

  5. Analyze your findings and extract insights.

  6. Pinpoint opportunities for your own service.

  7. Share what you learned with the team.

Unlock Step-by-Step Instructions

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

Create a free account to access step-by-step instructions, agendas, and resources for all activities.


  • Service experience documentation templates.

  • Note-taking supplies.

  • Camera (if allowed).

  • Budget for service experiences.

  • Analysis tools.

  • Synthesis tools.

  • Presentation software.

  • Consent forms (if needed).

Unlock Materials Required

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

Unlock Resources & Templates

Create a free account to access step-by-step instructions, agendas, and resources for all activities.

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