Service design as a practice results in the design of systems and its processes aimed at providing a holistic experience to the user, from when he/she makes initial interaction with the service till he/she opts out of it.
All products reaches the customer through a service, think of the laptop that you are viewing this page, 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, AirBnB, banking system that may not involve customer buying a tangible product, here the user experiences the service through various touchpoints.
Service design is not limited to "customer" experience, it also involves the experience of the employees and other stake holders who is taking part in the delivery of the service.
Design intent can vary from service to service, but 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
Business model canvas
User journey map
Communication design materials
Future scoping and recommendations