So Ric, what the fuck is Service Design?

To be snarky, service design is literally the design of services. 

Services are essentially experiences, where something of value is provided that may or may not be tangible. 

Experiences can involve some or all of: people, behaviors, processes, technology and interactions with tools, digital or otherwise. These represent a palette to design with, and choreograph end to end experiences, optimistically with the goal of integrating disparate tasks, reducing friction, improving customer delight, or the like. 

Services are often provided through the building of new and existing relationships, through companies with brands that make promises…in that way service design is also helping companies make and keep their brand promises. 

Often, if you are developing service design in new or deep ways within a company, you will eventually bump into organizational development issues, as roles may need to change, and structures altered to accomplish the service goals.

An answer by Ric Edinberg

Chicago, United States
Managing Partner at Insitum

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