touchpoints, is considered and optimised. Holistic thinking also needs to understand that users have multiple logics to complete an experience process. Thus, a service designer should think about each aspect from different perspectives to ensure that no needs are left unattended-to. Methodology Together with the most traditional methods used for product design, service design requires methods and tools to control new elements of the design process, such as the time and the interaction between actors. An overview of the methodologies for designing services is proposed by Nicola Morelli in 2006, who proposes three main directions: Identification of the actors involved in the definition of the service by means of appropriate analytical tools Definition of possible service scenarios, verifying use cases, and sequences of actions and actors’ roles in order to define the requirements for the service and its logical and organisational structure Representation of the service by means of techniques that illustrate all the components of the service, including physical elements, interactions, logical links and temporal sequences Analytical tools refer to anthropology, social studies, ethnography and social construction of technology. Appropriate elaborations of those tools have been proposed with video-ethnography and different observation techniques to gather data about users’ actions. Other methods, such as cultural probes, have been developed in the design discipline, which aim to capture information on users in their context of use (Gaver, Dunne et al. 1999; Lindsay and Rocchi 2003). Design tools aim at producing a blueprint of the service, which describes the nature and characteristics of the interaction in the service. Design tools include service scenarios (which describe the interaction) and use cases (which illustrate the detail of time sequences in a service encounter). Both techniques are already used in software and systems engineering to capture the functional requirements of a system. However, when used in service design, they have been adequately adapted to include more information concerning material and immaterial components of a service, as well as time sequences and physical flows. Crowdsourced information has been shown to be highly beneficial in providing such information for service design purposes, particularly when the information has either a very low or very high monetary value. Other techniques, such as IDEF0, just in time and total quality management are used to produce functional models of the service system and to control its processes. However, it is important to note that such tools may prove too rigid to