What is service design?

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Service Design is a cornerstone for businesses to stand out from the competition and successfully tap into their target market. It involves designing with users’ experiences in mind, incorporating personalization, and creating relevant experiences that lead to business or social value. Matt Kurowski, Service Designer and Co-Founder of Think5678 describe Service Design as “the intentional creation of valuable and impactful human experiences.” To survive in today’s constantly changing environment, businesses must understand how to harness the power of Service Design by applying user-centric strategies.


What is service design?

Service design is typically focused on making the entire service experience superior to that offered by competitors. In comparison to product design, services are intangible and consequently require a different approach when being designed. Service designers typically employ a service design methodology that takes into account customer needs and feedback as integral elements of providing a quality service experience.

Why go to this coffee shop instead of somewhere else? Maybe it’s for the customer service, their commitment to sourcing fair trade coffee beans, or even small things like an easy way to pay. Whatever the reason, you’re sure to find something that makes this coffee shop stand out over its competitors.

Components of service design

Careful consideration of each of the three key components is essential to successful service design. It’s important for service designers to ensure these components are effectively integrated into their plans. The details of each component are as follows:


This component encompasses the tools necessary to provide the service. It may consist of products, physical and virtual shops, social media platforms, and point-of-sale software.



 This aspect takes into consideration people who create or utilize a service, as well as those indirectly impacted. Individuals may consist of an organization’s personnel, clients, associates, or vendors.



This component accounts for any procedures related to the service experience. Specific activities may include researching product information, going through the purchase process, making contact with customer care, cleaning a retail store or interviewing potential team members. Procedures are integral in delivering an effective and satisfactory outcome from the service experience.



1- It Is Cheaper

When it comes to providing value to customers, service design is essential. It’s driven by the customer’s perspective and emphasizes their experience, from product development all the way through delivery. UX (user experience) and CX (customer experience) are two important elements that must be taken into consideration when developing a product or service; however, it is important to note that these two experiences are not interchangeable. UX focuses on functionality and ease to use, while CX ensures an impactful lasting memory.

At the beginning of a long service, design cycle is a customer-centric orientation, followed by internal services geared towards increased customer engagement. To achieve optimal results and provide an exceptional customer experience that transcends multi-channel platforms, service design should be managed internally. This is essential for achieving meaningful and sustainable results.


2- Involving everyone

Service Designers look beyond the service alone, instead focusing on the holistic experience of both customers and organizations. They are continuously striving to innovate when it comes to designing services that meet the needs of all involved. In essence, Service Designers understand that delivering a great service requires an interrelated balance between both the product and human experience.

Service Design focuses on providing customers with unique experiences that add value and connection. The process involves reviewing the entire customer journey in order to identify potential areas for innovation and future growth. By exploring the elements that make up a service experience, companies can transform their business from within. 

To gain a better understanding of those involved in service, businesses use various tools such as research interviews and stakeholder maps. The latter is especially useful in breaking down complicated interactions customers have when engaging with a service. For more information on Stakeholder Maps, click here.


3- Match that organizational goal with their customer needs

Service Design is an effective method for businesses to shape their goals in accordance with customer needs. The logic here is that customers should be a primary driving force behind the ambitions of any business, and their wants should be taken into consideration in setting corporate objectives. Moreover, companies can use customer preferences as an opportunity to add more value beyond the satisfaction of the original purchase. Customer needs can also journey hand-in-hand with a business across all levels of its operations.

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