Service design is a customer-oriented design method that focuses on comprehensive planning and development of services. Its goal is to improve the experience of both the service user and the service provider. Different planning tools and methods are used in service design, such as customer journey mapping, analysis of service processes and creation of prototypes.

The service design takes into account all service touch points, such as digital and physical channels, and aims to make them seamless and user-friendly. It combines design principles, such as creativity and visual thinking, with business goals and customer needs.

The most important elements are:

Customer understanding : We understand the user’s needs, wishes and problems.

Joint planning : Various stakeholders are included in the development of the service.

Iterative process : Testing, evaluating and improving the service repeatedly.

Experience : We strive to create positive and meaningful customer experiences.

Service design uses the principles and tools of design thinking, such as user studies, visualization of service paths, testing prototypes and gathering feedback. The goal is to improve both the value the service produces for the user and the efficiency of the service provider. Service design can apply to any service sector, for example healthcare, retail or public services.