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Service design is an activity of designing what a customer (end-user) sees and everything that happens behind the scene to enable a desired end-to end experience across digital and physical interactions.
The goal is to meet customer needs and business objectives.
 
 

Service Design

  • Service design is a design discipline that orchestrates what users interact with during a product or service experience, as well as everything that happens behind the scenes to enable cohesive end-to-end experience flow between different parts of that 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.​ Service Design 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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  • Ideation and Inspiration Cards

  • Customer / End-User Research

  • Synthesis Wall 

  • Customer / End-User Personas

  • Empathy Map

  • 'As Is' Customer Journey Map

  • 'To Be' Customer Journey Map

  • Service Scenarios

  • Service Blueprint

  • User Stories

  • UX Design / Design Wireframes

  • Prototyping (Figma)

  • Product Design

  • Service Value Proposition Canvas

  • Storytelling

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Want to explore more about Service Design?

Graphic Designer

 
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:

Design for an innovative Client Lifecycle Management Portal for private banking in UK.

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