Designing an attractive new service is a difficult task. Researchers have developed various tools that can help designers become more efficient in the field of the service design. In practice, however, designing an attractive service raises unforeseen problems that hinder progress in the project. Actual projects often become delayed or diverted. This paper introduces a case-study that reveals the true progression of a project in the early stage of service design. We adopt the ethnographic approach in observing a project for four months. We particularly focus on the causes of problems that cause delay and diversion of the design iteration. In addition, we develop a novel method and tool to support service design based on insights of the observation result by utilizing human-centered design process. Our tool allows a designer to iteratively design a service concept easily and quickly in the early stage of service design based on a storyboarding. Furthermore, this case study suggested the effectiveness of human-centered design process for developing a novel method to support service design.
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