Although the high importance of service in today's economy, the de-gree of customers' satisfaction about delivered service can be lower than ex-pected. Improving customers' satisfaction requires understanding of the reason of the distance answering following questions; What cause the distance? Is there any problem in the service process, the process of planning and designing services? We propose a visual language as a mean for improving service design process. The language will be developed and evaluated in collaboration with three industrial partner companies. Case studies will be conducted in iterative manner.