This Master's thesis is part of a larger Karelia Geopark project, commissioned as a service design toolkit for the project, to develop the pre-service of tourism. The service design toolkit is based on the service design process model, which was tested with the pilot groups, during two days service design workshop in Ilomantsi. The research highlights the service design process model and seeks to deepen by developing an understanding of the phenomena of experience that opens the service design process model during development process and testing. The research is created by an ethnographer who interprets the personal experiences of a service designer and pilot groups in a accordance with an narrative ethnographic study, using a chronological constructional model and using a confessional style. The research material is based on the methodological triangulation, because the material used has many layers. The research material has been analyzed through the themes that emerged from the material, the themes being networking, atmosphere design and story design. The results of the study highlighted how the developed service design process model also supports storynarrating from the point of view of the tourism brand development and how the service design experience creates the spirit of a communion. In addition, the study creates an understanding of the effects of atmosphere design on service design tworkshop.