“Service design is the shaping of service experiences so that they really work for people. Removing the lumps and bumps that make them frustrating, and then adding some magic to make them compelling.”
- Mat Hunter, Chief Design Officer at the Design Council
Well, it does pretty much what it says on the tin; it’s about designing services that are not just functional, but that exceed expectations and work perfectly for the service user and for the organisation. Services that provide a fantastic experience are designed specifically with that in mind – it doesn’t just happen. With the right approach, every organisation, regardless of size, can ensure that their services are delivered to users and customers in a seamless and effortless way, leaving a (hopefully very) positive impression.
The definition of great service design will depend on the services you are offering and the types of customers that are using them. For example, retailers need to look for ways to make their service interactions not just functional and easy, but memorable and talked about. From the outset, your objectives need to be clearly defined so that you can measure success and refine the service design after the first launch. Clearly, the service should be designed around the user or customer; it’s their satisfaction or – even better – delight that you are looking for.