Imagine you've just signed up for an online fitness program.
The website looks promising, showcasing various workout routines and personalized coaching, and the checkout process was easy.
Eagerly, you dive into the first workout, only to find that the videos are slow to load, and the instructions are unclear. On top of that, when you reach out for assistance, you're met with automated responses that don't address your concerns. The excitement you felt turns into frustration. This scenario highlights the critical role of service design—an often underestimated element in the realm of creating exceptional user experiences.
In this article, we'll take a look at the world of service design and how it works to craft memorable experiences that go beyond the confines of a screen.
What is Service Design?
Service design addresses the need for a cohesive experience flow between the business itself as well as the end users.
It's a process that pulls from many different sources—like user experience, product management, and marketing—in order to create and optimize powerful experiences that can be delivered seamlessly.
Service design was first introduced as a design discipline at the Köln International School of Design in 1991. Although the definition continues to evolve within academic circles, it can be summarized as:
The activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers. The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. - Service Design Network
In other words: service design is a holistic process that considers all touch points of the customer journey map, from the first discovery to the (inevitable) customer service experiences.
UX Design vs. Service Design
While user interface (UI) and user experience (UX) design deal with how a website or app appears and functions, service design steps back to focus on how the entire user journey, encompassing digital interactions and human touchpoints, contributes to overall satisfaction.
It's the behind-the-scenes architect that ensures a company's internal structure works harmoniously to fulfill the promises made by its products.
The 5 Principles of Service Design
One of the first textbooks on service design, This is Service Design Thinking by Marc Stickdorn and Jakob Schneider, offers this outline of five key principles:
1. User-Centric
The service must always be designed around the users of the service users. Ask customers questions about how they feel, and what they want to achieve when using your product or service to gain insight into how you can improve the existing service (or whether you should introduce new services).
2. Co-Creative
All relevant stakeholders, from product design to fulfillment and customer service, should play a role in the service design process. This will help the service designer to find truly relevant solutions that provide a seamless experience for all involved.
3. Sequencing
Services should be visualized by sequences, or key moments in a customer’s journey. Each key moment can then be broken down further into three distinct steps: pre-service, during service, and post-service.
4. Evidencing
One of the more challenging aspects of this step-by-step process is helping team members understand what role they play in the overall experience flow. Service design relies heavily on evidencing, or visual communication, to help each individual team member visualize what stage the customer is in, and how they might best be served in that moment.
5. Holistic
Service design thinking is a continual assessment of what's working and what needs to be improved. It considers everything from business models to material components in an effort to create truly delightful experiences for the end user.