A laboratory concept for service prototyping: Service Innovation Corner (SINCO)

This paper outlines a new holistic approach to service prototyping, which supports different phases of the service design process. SINCO is a laboratory concept consisting of the environment and set of tools suitable for service prototyping. It can be conceptualized under the following five terms: Servicescape Simulation; Service Stage; Digital Touchpoint Toolkit; Rough Mock-up Crafting; and Teamwork & Documentation Tools. In SINCO, it is possible to study and analyze existing service journeys, visualize ideas and develop them quickly and evaluate concepts collaboratively. The technologies used in SINCO help studying service situations with quick simulations, reveal technological development opportunities through experimentation and enable setting-up of the desired service paths as substantial experience prototypes for testing and communicating.