The service design process is based on the design thinking double diamond model; at the beginning of the process, one of the important aims is discovering the service insights of stakeholders. Traditionally, service designers conducted qualitative exploration of stakeholders during the discovery phase. With information and communications technology development, researchers in other service disciplines have focused on data-driven service design, applying quantitative methodology to explore the massive amount of stakeholder data on social media. However, previous studies proposed by other service disciplines have primarily focused on solving technical problems in service systems or improving economic efficiency through technology, neglecting the potential benefits of design-thinking-led processes and the advantages of service design. In this study, I proposed a data-driven discovery framework based on social media data from a design perspective to explore and improve the discovery phase of service design. The proposed framework applied social networkanalysis and process mining to discover service insights from a large amount of stakeholder data posted on social media. In addition, this framework is based on the theory and process of design thinking and is oriented toward designing personas and customer journey maps of service design tools. I conducted two case studies to verify the proposed framework. The first case study applied online community data to discover brand fandom service insights, and the second involved social media Weibo data to discover smart home stakeholders’ service insights. The proposed framework provides service designers with an application paradigm in the discovery phase of data-driven service design.