Service design

All most all product reaches the customer through a service, think of the laptop that you are viewing this page now, you have probably purchased it from a retail store or online, and before it got there it would have passed though a logistics/fulfillment center, each of this transaction involves people, infrastructure, information and space, together forming a service. There are services like Uber, OYO rooms, banking system that may not involve you buying a tangible product, here the user experiences the service through various touchpoints. 

Service design as a practice results in the design of systems and processes aimed at providing a holistic service to the user.

Service design involves designing the customers journey from when they decide to use your service till the successful completion of the task that the customer is set out to do. Note that service design is not limited to customer experience, it also involves the experience of the employee who is taking part in the delivery of the service. 

Over simplified process will look something like this





Need for service design

Though the primary intent of design can vary from project to project, it is always best to start from the context of the end-user. Some common intents for a design project could be to :

- Emergence of new technology that could potentially solve existing problem of a target group.

- Refining existing services by finding opportunities / pain points.

- To elicit a certain behavior from the user. Change or make behavior.

- Increase efficiency through better employee coordination. 

- Improve customer experience resulting in increased revenue.

- Streamlining various interactions within a business

What are the final deliverables?

Business model canvas

User Persona

User journey map

Stakeholder mapping

Service blueprint

Research data

Communication design materials


Value proposition

Future scoping and recommendations