The Service Startup: Design Thinking gets Lean: A practical guide to Service Design Sprint

The human instinct for creativity is fully connected to people’s perception of growth and contribution.

(Evolving to a new Dominant Logic for marketing)

A huge challenge for the design of services lies in leaving behind evidence that informs users that a service took place.

Service evidences are avatars of a service that are there to make sure

experience prototyping.

A service performance is the result of the collision between the user behavior, the execution plan (process), and the provider performance.

The matrix is based in the I=U+HC principle, and proposes four quadrants named: decay, sociopath, darling and prodigy.

Humanize: Projection, Perspectives Crystallize: Playground, Polish Off

This mental process is called anthropomorphism, the attribution of human characteristics and behaviors to a thing or process. And this is a topic very dear to designers.