Service Design User Experience (UX) topic overview/definition

Service Design: Concept Definition

Service design is a process in which the designer focuses on creating optimal service experiences, by taking a holistic view of all of the related actors, their interactions, supporting materials and infrastructures. Service design often involves the use of customer journey maps, which tell the story of different customers’ interactions with a brand.

Marc Stickdorn and Jakob Schneider, authors of the bestselling book This is Service Design Thinking, provide five basic principles that underlie service design:

  1. User-centered, through understanding the user by doing qualitative research
  2. Co-creative, by involving all relevant stakeholders in the design process
  3. Sequencing, by partitioning a complex service into separate processes
  4. Evidencing, by visualizing service experiences and making them tangible
  5. Holistic, by considering touchpoints in a network of interactions and users

To employ a service design process, a designer uses a wide range of design tools for exploration and creation. Qualitative research methods for service design are similar to general user-centered research methods: observations, contextual interviewing, etc. The design process includes the creation of personas, customer journey maps, stakeholder maps and value network maps, based on the insights from qualitative research. Finally, co-creation sessions result in service prototypes and advertisements, which are further developed in an iterative design process.

For your convenience, we’ve collected all UX literature that deals with Service Design. Here’s the full list: