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Service design is an approach and a toolkit that helps organisations design new services or improve existing ones, to enable a desired customer experience, meet end-user needs and business objectives.
 
 

Service Design

  • Service design is the design discipline that orchestrates what a user interacts with during an experience, as well as everything that happens behind the scenes to enable cohesive end-to-end experience flow between different parts of a service or product (front-end, back-end, support, all interactions and processes in place).
     

  • It involves planning and organizing people, infrastructure, communication and material components of any digital or physical service in order to improve its quality and interactions between a service provider and its customers across the entire customer journey.

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  • Service Design methods aim to create new or improve existing experiences of customers and employees. It is all about making services we deliver more useful, usable, desirable and enjoyable for end-users or customers. 

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Customer Journey Map  captures customers emotions and experiences throughout a service model, across both digital and physical interactions. It helps to ideate a future aspirational experience, or identify improvements to existing one. It is often complemented by a more detailed Service Blueprint that breaks down all of the processes, policies, teams and digital setup behind a service experience. 

Every touchpoint across customer interactions with a product or a service is designed to deliver experiences that meet customer needs and expectations, and are aligned with a brand's promise and aspirations. 

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SERVICE DESIGN TOOLKIT

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  • Introduction to Service Design 

  • Ideation and Inspiration Cards

  • Customer/ User Research / Interviews

  • Customer / User Personas

  • Empathy Map

  • 'As Is' Customer Journey Map

  • 'To Be' Customer Journey Map

  • Service Scenarios

  • Synthesis Wall

  • Service Blueprint

  • User Stories

  • UX Design / Design Wireframes

  • Service Stakeholder Map

  • Prototyping

  • Service Value Proposition Canvas

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Want to learn more about Service Design?

 
INSIGHTS: Service Design Articles
 

SERVICE DESIGN EXPERIENCE

Service Design, Design and Program Management experience from large multinational organisations based in Barcelona, London, Montreal,or Krakow. Working remotely with globally distributed teams and stakeholders to deliver new innovative digital solutions and services. 

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Service Design Testimonials video produced for Coca-Cola:

Service Design approach to designing innovative Client Lifecycle Management Portal for private banking in UK.

TESTIMONIALS

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Daniel Szokalski

GLOBAL IT BUSINESS MANAGER

The Coca-Cola Company

Michal demonstrated how service design thinking methodology can help business needs and goals. He connected and kept engaged all project team members, subject matter experts and stakeholders in Atlanta, London, Dublin, Warsaw, San Jose and Manila. He is an inspiring design thinking advocate...

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Mike Hakkens

DIRECTOR, GLOBAL CUSTOMER EXPERIENCE

Fidelity International

My wholehearted recommendation of his work is primarily based on his thorough understanding of design and journey mapping, his outstanding organisational and delivery skills as well as his confident and personable stakeholder management. 

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David Pallister 

CLIENT NEEDS & ADVICE JOURNEY LEAD 

Coutts & Co.

Michal brings a collaborative approach to both strategy and design. His design skills brought the project to life and ensured the stakeholders understood the vision and purpose prior to delivery. He challenges constructively to ensure process improvement and optimised user experience...

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