Think of service design as your experience in preparing for and watching a movie. Everything from the hype around the movie trailer, booking tickets in advance, reading box office reviews, seeing the latest tabloid buzz about the lead actors, arriving at the theatre, and finally, watching the movie has an effect on your overall experience. The moviemakers can control some factors and not others. What’s critical to grasp is that both the controlled and the uncontrolled elements influence not only your movie-watching experience but also what you do with it next.
