Ritual: meaningful material for service design

This chapter explores the use of rituals as a material in service design, specifically in creating meaningful service experiences. The author argues that rituals, defined as performative actions with intentional and symbolic purpose, can offer value for customers and improve consumer experiences. The author draws on sociological and anthropological perspectives to understand the nature of rituals and how they differ from routines. The author also examines how rituals are informed by culture and how cultural materials act as props for symbolic action in elaborate rituals. The chapter also looks at the ways in which service design can intersect with the structure and materials of elaborate rituals to create meaningful service experiences. The author suggests that by understanding the tripartite structure of elaborate rituals and how they create emotional peaks and distinct meaning in time, service designers can use this knowledge to design more engaging service experiences.