Storytelling Group – A co-design method for service design

In this article, we will introduce a co-design method called Storytelling Group that has been developed and tested in three service design cases. Storytelling Group combines collaborative scenario building and focus group discussions. It inspires service design by providing different types of user information: a fictive story of a customer journey is created to illustrate a ‘what if’ world, users tell real-life stories about their service experiences, users come up with new service ideas, and they are also asked about their opinions and attitudes in a focus-group type of discussion. The method was developed for service design cases where a longer time perspective has an important role. Moreover, the method is a quick start for actual design work but still includes users in the process.