ServiceGameX: a method for designing service gamified experiences

Purpose The integration of service design (SD) and gamification is essential to ensure that game elements introduced throughout the customer journey are coherent and mutually reinforcing, rather than implemented in isolation. To address this gap, this study aims to propose ServiceGameX, a method that integrates SD and gamification perspectives. The method supports the intentional design of gamified service experiences, particularly in contexts where customer engagement and motivation are critical. Design/methodology/approach Using a Design Science Research (DSR) methodology, the ServiceGameX method addresses a class of design problems related to the integration of gamification principles into complex service journeys, which require orchestrating multiple stakeholders through a structured SD process. Findings ServiceGameX is organized into four stages: service exploration, service visualization, gamification ideation and idea evaluation and prototyping. It combines SD and gamification principles and tools and was applied in the design of an educational library service, illustrating its feasibility in a real-world service context. Originality/value This study contributes to gamification and SD research by developing a design-oriented method that integrates principles from both fields. The method provides structured guidance for designing gamified service experiences across entire service journeys. ServiceGameX supports the alignment of motivational drivers, game elements and experiential progression across service touchpoints, thereby helping designers create more coherent and context-sensitive gamified service experiences.