Whenever I mention the words “Service Design”, people are usually puzzled and ask me what it is. My take on Service Design is that it is a little bit of science, creativity, psychology, art and design all rolled into one. Some call it “the most important design discipline you’ve never heard of”.
Kerry Bodine sums it up nicely:
Service designers create intangible experiences: the series of interactions that you have as you book a flight, pay a bill, get a driver’s license, or go to the doctor. Service designers also design the behind-the-scenes activities that enable those experiences to be delivered as planned.
Their take on service design:
In essence, it is the practice of using design principles to facilitate interactions between service providers and users in complex infrastructures, systems, and processes. To do so, service designers look holistically at the entire user journey, and map it out via a series of touch points with tools like personas, stakeholder and user consultations, and journey maps.