A simulation of a service experience that can include anything from sketching to physical models of the services. The purpose of this is to improve the understanding of the factors involved in the service and their effects compared to the plain descriptions noted on a piece of paper.
Additional reading
Kurvinen, Esko, Ilpo Koskinen, and Katja Battarbee. “Prototyping social interaction.” Design Issues 24.3 (2008): 46-57.
Satu Miettinen, Mikko Koivisto. Designing Services with Innovative Methods University of Art and Design Helsinkiv (2009)