The International Service Design Institute, the organization that has created a body of knowledge for service design, is putting forth 5 principles of service design to serve as a creed for service designers.


Service design is a non-aesthetic design practice and shares in common user-centricity (a user-centric approach) with its most closely related disciplines, including industrial design, product design. Non-aesthetic design practices start off with a challenge, and attempt to solve them with user-centric methods and techniques. This leads to solutions that respond to users’ needs and requirements.

…User Understanding 

In concert with a user-centric approach, service designers must make efforts to understand users needs and challenges beginning and throughout the design process. The practice of service design includes models, tools and techniques for obtaining user insights. These must be maintained (kept current) throughout the design process. 


Service design solutions are designed (the techniques used) with user input–from the use of personas to journeymaps and blueprints.

…User Dependent

Service design solutions, whether creating new services or improving existing ones, must progress based solely in response to users’ actions and behaviors. 


Interim design presentations should be visualized, including graphs, charts and infographs, so findings and conclusions are universally understood, without the need for complex explanations.