Tell me Jane, what the fuck is Service Design?

In addition to Customer Experience, we need to design and define the service backstage. Some of the questions we seek to answer are the following: How does this new service fit into your organization’s daily routines? How will your customers engage across channels? Do we need to look at other disruptive technologies and business models? 

These questions and many others are usually answered collaboratively by first understanding the service vision, mapping the service blueprint, defining how the organization provides the service and then creating a roadmap for achieving the business goals. 

Service design entails continuously iterating concepts in close collaboration with customers to work towards meeting and even exceeding their needs. 

Service design is a bridge between organizations and their customers. It creates dialogue, enhancing customers’ participation in the realisation of improvements and foreseeing opportunities. It is also an effective way to break silos — connecting innovation, research, marketing, management and design.

An answer by Jane Vita

Vancouver BC, Canada
Studio Design Director at Digitalist