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Service design for the design community: TCDC Resource Center's relocation experience

  • Lerchart Thamtheerasathian (a1), Songphan Choemprayong (a2), Pimpaporn Teerathammongkol (a3) and Siwalai Srisatriyanon (a4)

During the move to a new location in 2016-2017, the headquarters of Thailand Creative & Design Center (TCDC) in Bangkok applied a service design approach to devise and deploy new and improved services. Applying a case study approach, this article reports the TCDC experience in adopting a service design approach in its library function at the TCDC Resource Center. The initiative aimed to create a new service blueprint as well as to implement new and updated services to meet ever-changing user needs. It is expected that service design will increase the user satisfaction level, which will lead to an increasing number of members and visitors, as well as promote revisits and brand loyalty. The process included developing empathy, service ideation, prototyping, and testing. As a result, several new and updated services were introduced and implemented both in the physical space and online. As an iterative process, the design team has also provided multiple channels to receive feedback from users both directly and indirectly to ensure continuous improvement of its services and products.

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1. Stickdorn, Marc, “5 Principles of Service Design Thinking,” in This Is Service Design Thinking: Basics, Tools, Cases, ed. Stickdorn, Marc and Schneider, Jacob, 6th ed. (Amsterdam, The Netherlands: BIS Publishers, 2011), 2639.

2. Ibid.

3. Ditte Mortensen, “Stage 1 in the Design Thinking Process: Empathise with Your Users | Interaction Design Foundation,” Interaction Design Foundation, 2017,; Rikke Dam and Teo Siang, “Design Thinking: Getting Started with Empathy - Interaction Design Foundation,” Interaction Design Foundation, 2018,; Coleman, Roger, Lebbon, Cherie, and Myerson, Jeremy, “Design and Empathy,” in Inclusive Design (London: Springer London, 2003), 478–99; Katja Battarbee, Jane Fulton Suri, and Suzanne Gibbs Howard, “Empathy on the Edge: Scaling and Sustaining a Human-Centered Approach in the Evolving Practice of Design,” 2014,

4. Rikke Dam and Teo Siang, “Map the Stakeholders - Interaction Design Foundation,” Interaction Design Foundation, 2018,

5. Nielsen, Lene, “Personas,” The Encyclopedia of Human-Computer Interaction (Interaction Design Foundation, 2013),

6. Paul Boag, “What Is Customer Journey Mapping and How to Start?,” 2018,; Adam Richardson, “Using Customer Journey Maps to Improve Customer Experience,” Harvard Business Review, October 2010,

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Art Libraries Journal
  • ISSN: 0307-4722
  • EISSN: 2059-7525
  • URL: /core/journals/art-libraries-journal
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