Service design is a form of conceptual design which involves the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design back and front office of services according to the needs of customers and the competences/capabilities of service providers, so that the service is user-friendly, competitive and relevant to the customers, while being sustainable for the service provider. For this purpose service design uses methods and tools derived from different disciplines, from ethnography (Segelström et al., Ylirisku and Buur, 2007, Buur, Binder et al. 2000; Buur and Soendergaard 2000) to information and management science (Morelli, 2006), and interaction design (Holmlid, 2007, Parker and Heapy, 2006). Service design concepts and ideas that are typically portrayed visually, using different representation techniques according to the culture, skills and level of understanding of the stakeholders involved in the service processes (Krucken and Meroni, 2006, Morelli and Tollestrup, 2007). Service design may inform changes to an existing service or creation of new services.