Service Design Principles & Fundamentals

We wanted to share a lesson on Service Design Principles & Fundamentals with you as you continue to advance in your UX career.

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So what is service design? Traditional definitions can seem a bit vague and theoretical, so we break it down with practical real-world examples on the scope of service design and all that it entails.

In our own words, service design is the process of optimizing backstage processes within a company so that frontstage, customer-facing processes run smoothly or can even be expanded.

Service design can go beyond process optimization, bleeding into designing a business and evaluating business operations.

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​Other service design definitions include:

Service design: The activity of planning and organizing a business’s resources (people, props, and processes) in order to (1) directly improve the employee’s experience, and (2) indirectly, the customer’s experience. (NNG)

Service design is a process where designers create sustainable solutions and optimal experiences for both customers in unique contexts and any service providers involved. Designers break services into sections and adapt fine-tuned solutions to suit all users’ needs in context—based on actors, location and other factors. (Interaction Design Foundation)
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Service design consists of 3 components:

People: Employees, customers, partners, community of customers

Props: Physical spaces (storefront, offices), digital spaces (website, app, social media). Objects: digital files, physical collateral

Processes: internal vs. external - customers making purchases, employees conducting sales processes
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​Be sure to check out our YT video for a detailed explanation and examples of all things service design!

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As always, rooting for your success!
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Samaya & Khrys
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