"Where the ‘traditional’ design disciplines are geared towards creating individual touch points, service design seems to focus on integrating these into a complete and meaningful consumer journey. Therefore it is tempting to say that service design is just another word for multidisciplinary design. Tempting but unsatisfying: Somehow it seems to me that the added value of service design lies more in what happens between the design disciplines than within them. It looks at the connections rather than what gets connected, at the white space between the words"
"We don’t look at pre-purchase, purchase and post-purchase, but at getting acquainted with each other, becoming familiar with each other, spending time together, getting to know each other, challenging each other, celebrating together etc. These phases in the relationship are then translated into opportunities for interaction and accompanying touch points."
More good stuff from Erik Roscam Abbing here.