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.

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