In service design the more end-to-end the services that are being brainstormed the more chance for something innovative to result.
The more a service is defined starting with the real consumer the more chance for innovation.
The more a service completes with the final outcome the more chance for innovation.
If we think of a restaurant, if we design the services from the time a client first decides to go to the restaurant to the point where they leave the restaurant there is a great chance to create something innovative.
If we think of a restaurant and we design the service from the point a waiter takes an order to the time the client is served the chance for innovation is restricted.