Thanks Katrin,
I have less problem to “design a service” because I see ‘service’ as the sum of actions – digital and analog – that are offered to a customer. But indeed, once you define ‘service’ as an experience you run into the same confusing situation as mentioned above. I think it is unfortunate that we have several competing notions of the term ‘user experience’. The sharp distinction between ‘user experience’/ISO9241-210 and ‘user experience design’/Norman is my way out.
You have to aim for precision when using words. Otherwise, there is no chance to understand each other.