“When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other” – 31 VOLTS SERVICE DESIGN, 2008

“Service design is all about making the service you deliver useful, usable, efficient, effective, emotional and desirable” – UK DESIGN COUNCIL, 2010

Service design is a holistic process, aims to enhance quality interaction between a service provider and customer, with the intention to meet customer’s rational and emotional needs, thereby customer will use the service frequently and also recommend to other users. A user-centered approach offers a common language we can all speak, the service user’s language.A detailed research can help in identifying new value propositions, communication protocols, type of response needed for a specific customer, customized promotional content for a user, can help in breaking non-user’s existing habit and start using our service etc..

As a service designer, we focus on 

  • Service Users, Service customers
  • Service providers (Back-End and Front-End Employees, Partners, Partner-Employees)
  • Infrastructure
  • Communication channels
  • Material Components
  • Environment, Circumstances
  • Processes
  • Touch-points (Points of interaction between service providers and users)
  • Service Evidence and Observability
  • Service’s ease of Trialability
  • Service Period (Pre-service, During Service, Post-service)
  • Choices of Re-Invention

Tools of Service Design

  • Stakeholder Maps
  • Ethnography
  • Empathy
  • Interviewing
  • Shadowing
  • Customer Journey Maps
  • Cognitive Walk through
  • Provoking Questions
  • What If scenarios
  • Personas
  • Storyboards
  • Story-mapping
  • Service prototypes
  • Co-Creation
  • Participatory Design
  • Role-play
  • Business model canvas
  • Value proposition canvas