Abstract
"Service design project" is the practice on information design department at Tama Art University. The collaborative project with optical shop and business consultancy in 2013 fall. Designing service and customer experience for optical shop are project goal. Some service proposal were designed through the process - learning the definition of services, observation, fieldwork, depth interview, find insight, idea development, sketching, prototyping, acting out and role-playing. The fieldwork in optical shop was important to know customer and provider. Prototyping of space was valid for holistic view of customer experience and service system.
