The objective of this paper is to present designing for service innovations by using a case example of the queuing system of service operations in one commercial bank in Petchkasem area, which aims to improve efficiency of the deposit-withdrawal process. In February 2009, there are 4,080 customers receiving services from the process. This paper proposes two new service alternatives. Then, the queuing analysis is conducted to compare two new alternatives with current operation. The current deposit-withdrawal process can be simulated with M/M/3 model. The first alternative proposes one fast-track line for customers with one transaction and two lines for customers with multiple transactions, which can be modeled as M/M/1 & M/M/2. The second alternative introduces one Automated Teller Machine (ATM) with additional to the current operation, which can be modeled as M/D/1 & M/M/3. The results show that the second alternative provides the best operating characteristics. Results lead to recommendation for new services or improving existing services with the purpose of creating customer experience and satisfying customers’ expectation.