It is known that the people in United Kingdom spend lot of time travelling and have a very busy schedule. Generally, offices are far from their home location. Due to the time crunch, they are always in search of an event planner or organizer to organize their events like Halloween par-ties, children’s birthday parties, graduation ceremonies, social events, baby shower. There is a huge scope for a service model, which will help them to organize these events with less hurdle. Thus, various service design tools and methodologies can be used to develop the service for event management with the objective of achieving customer satisfaction through the delivery of this service.

Value co-creation with customer, new service model concept and service dominant logic covers the theoretical framework. The lean start approach and the new service design principles sup-ports the new service concept. New design of the service concept is the outcome of service design process and tools supported by lean start-up principles. The lean start up principles will help to derive the MVS (minimum viable service) focusing on value co-creation with customer keeping the customer at the centre. Service dominant logic acts as the basis for the new service developed. While designing the new service model, the theoretical framework concentrates on various aspects of service design. For example, various service design tools to gain customer insight to understand their unmet needs and requirements, services in general. The framework also has flexibility to reshape the structure of the service delivery in order to increase the customer satisfaction index (CSI). The thesis also intends to modify, alter, and enhance the structure of the service according to the feedback received from the customer. The lean start-up approach is implemented in order to design the new service model.

Value co-creation with the customer and customer involvement in all phases of the service design was the main focus while designing the new service. This was further supported by var-ious processes in service design, various design tools taking lean start-up approach. Double diamond model – a widely used service design method - was used for the development of the new service. In addition to this, lean start-up approach introduced few new concepts, are also implemented for the new service design. In order to collect the valuable feedback from the potential customers, interviews were also conducted in various stages and phases of the service design. In order to understand the delivery system of the newly designed service, customer journey maps, stakeholder maps, personas representing respective customer segment, and ser-vice blueprints were created. In order to validate the hypothesis done about the service, quan-titative and qualitative business value being delivered to the customers, a Business Model Can-vas was designed. A Facebook page was designed and launched as a MVS as an outcome from the lean start-up approach. In order to test the concept of the newly designed service, a pilot event was organised for a pilot customer.

The factual study and the theory discussions in the thesis have revealed the fact that the cus-tomers based in Manchester, UK have been in search of event organizers who can arrange their events end-to-end. The motto of this service design was to introduce a service in an innovative way through which the customer can co-create the value by contributing their skills and various ideas.