“Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan.”-

Eliel Saarinen

Although Service Design (SD) is a concept that is now rapidly gaining popularity, it has been present in our lives for centuries. The book, “A Tiny History of Service Design” explores how this idea appeared in ancient civilizations and how after the appearance of the concept of ergonomics in industrial design, the design of services became human-centered. As technology is becoming a cornerstone of the customer experience, and digital touchpoints are replacing physical experiences, it’s imperative for organizations to not only adopt a human-centered service approach, but also, integrate their digital and physical touchpoints. Successful companies are adopting Service Design to align the efforts of their organizations to create a seamless customer journey.

In this whitepaper, you will discover the importance of Service Design in building customer centricity inside your organization and in providing value to users. We will examine the principles of Service Design and we will establish a parallel between goods and services to better understand what the design of a service entails. We will explore why Service Design emphasizes improving the employee experience and internal processes, in order to provide a meaningful end-to-end service. At the end you will find a selection of real cases where the use of Service Design has enabled different industries to evaluate, understand, and meet customer pain points and needs.

We will examine:

• What is Service Design and why you should embrace it
• Principles of Service Design
• The role of UX design in Service Design
• Difference between goods and services
• The front stage, backstage and behind the scenes
• Real cases of Service Design