Module 3

Enter The Field of Service Design

Service Design is a practice for arranging people, process and technology – separate components – and turning them into viable services.  These services are valued by service providers because they accomplish their needs, and by users because they satisfy their needs.  We call service design a user-centric discipline because the work of a service designer involves designing new services and improving existing ones, all based on how a user will experience the service.  This includes how users will interact with a service, closely coupled with their individual experiences from using the service.

Service designers rely on service design techniques – and the tools and models – to plan and design services.  A service designer’s responsibilities include lead service design projects, which involves visualizing design elements, diagrams and drawings, so others can understand how a service fits together. The diagrams and drawings show how users experience the service.

The practice of service design is considered a user-centric approach, that is, services are designed around users. Each of the design tools and models are to guide service designers toward developing a user-centric service.

Characteristics of the Service Design Practice 

Problem-Solving Techniques

Bring in new revenue.

Engage stakeholders.

Motivate market segments.

Improve lines of business (lines of service-LOS).

Create LOS that achieve their intended aims, are resource-efficient, and are reliabe, repeatable and scaleable.

A Visual Language


A user-centric approach with models and tools used to visualize components of a service.

Methodical versus guess work of trial and error.

Arrange people, process, functions and technology in schematic, toward desired outcome.

Proven Methodology

Techniques dervied from models and tools (Service Concepts, Service Evaluation, Service Systems, Service Operations, Personas, Journey Maps, Service Blueprints, SerQUAL/SerPERF).

Forces collaboration – breakdown of silos.

Requires user feedback to continually improve.

Next Steps

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