Service Design: You Can’t Afford to Ignore It

Gadgets are fun. They’re exciting. Apps are cool and, ideally, useful. But what about services? We deal with countless services in our lives, so why don’t we put more effort into improving them? That is precisely the question Service Design answers.

What’s Service Design All About?

Service Design is all about…well, it’s about services. It’s a way to look at the big picture. It looks at the interaction between everyone involved in the service where they touch. It’s about looking at the whole journey, the people involved, and how they feel at different points in their journey.

Another way to think about this is as a service-focused offshoot of Design Thinking. Design Thinking is a methodology for solving complex problems and creating innovative products and services. Service Design takes it a step further and optimizes how the infrastructure of a service needs to look and function.

How Do We Do This?

The main goal of Service Design is to make user-friendly and competitive products. One of the unique ways it does this is co-creation. This method involves the end-users in the creation process of a service. This ensures it is user-centered. User-centered means it focuses on the needs and wants of the user, while traditional companies just focus on themselves.

The principal method of Service Design is mapping where users touch a service, known as touch-points. This mapping starts way before a user ever actually comes into contact with a service and continues long after a user has finished their interaction. What makes this methodology exceptionally effective is how it looks at a service from the user’s perspective, rather than from a company’s perspective.

Why Does This Matter?

Designing based on the user’s perspective and feelings is what will make the difference between a functional service and a truly desirable one. Functional services will work. But desirable services work and also make their users feel positive emotions. If your users feel great when interacting with your services, then you’re doing the right thing. They’ll gladly use your service, recommend it to their networks, and keep coming back. If they only ever feel negative emotions, then they’ll look for something better.

No one wants to lose users. And that’s why you can’t afford to ignore Service Design.