Successful development of new services is challenging, since services are process- and experience-based, and often include human interaction during delivery (Bitner et al., 2008; Gustafsson et al., 2012). Hence, emphasizing the use of tools and methods that capture the process, delivery, and experience from the customer or user perspective during new service development is important. However, many companies try to rely on tools and methods designed for the development of physical products when developing new services. These companies will sooner or later discover that there are huge differences in developing services as compared to products.