This paper explored innovative methods of rural tourism service design under the background of rural revitalization and development of rural tourism. During the design focus transformed from product to system, we understood service design as the design of the “organization” and “relationship”, and used the methods of service design, redesigned the system innovation framework of rural tourism and enhanced user experience design combined with the user journey, to improve the rural tourism service system and service experience, which combined with the user the whole journey of user experience design. We designed Xucun service system, we built its service system including service, information, fund and other content, with the methods practice of user experience map, service system map and service blueprint, by defining service content and relationship between foreground and background, analyzing the experience pain points and opportunities. Then we designed tourism service platform, public facility, tourist souvenir, etc, from three aspects of brand attraction promotion, service contact point improvement and folk culture communication, so as to improve rural tourism service experience and spread rural cultural value.