New service development for interactive experience

New service development (NSD) has emerged as an important research topic in service innovation and service marketing. NSD for experience enables customers get positive, unique and memorable experience and internal satisfaction. The concept of interactive experience leads to the identification of service design. Focusing on the service interaction between the customers and service providers, this paper presents a framework of service design which includes nine elements, and a process model of service design which realizes the integration of customer experience and service innovation strategy by experience needs identify, experience design, service system design, experience testing, and new service launch.