Service Design 101
What is Service Design?
Service design represents the umbrella discipline for the creation, optimization and execution of value exchange to a user or customer. It is not limited to exclusively physical or digital interactions, a single product/service, or customer-facing touch points, but is inclusive of the holistic service blueprint, including the backstage actors/services and partners involved in service delivery. Due to its holistic nature, service design is best illustrated through five unique flavors:
Fuzzy Front-End Innovation & Strategy
Physical Experience Design
Digital Experience Design
Organizational Design & Change Management
Business Process Optimization
The marketplace is full of misconceptions around service design, experience design and the approaches/tools available to analyze and optimize value exchange. As service design is elevating to a more holistic approach in large enterprises, designers require opportunities to grow technical toolkits and change management skillsets.