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Service Design

What is Service Design?

Service design is a multidisciplinary approach that focuses on creating and improving services to meet user needs and provide positive experiences. It involves considering all touchpoints and interactions throughout the service journey, encompassing both digital and physical elements.

Why is Service Design important?

Service design is done for several reasons:

Customer-centricity: Service design helps create services that are centered around the needs, expectations, and preferences of customers, leading to improved customer satisfaction and loyalty.

User experience: Service design focuses on creating seamless and enjoyable experiences for users, resulting in increased engagement, loyalty, and advocacy.

Innovation: Service design encourages innovative thinking, ideation, and experimentation to create new and improved services that can meet changing customer demands and market dynamics.

Efficiency and effectiveness: Service design helps streamline service processes, optimize resource utilization, and reduce inefficiencies, resulting in cost savings and improved operational effectiveness.

Competitive advantage: Service design can give organizations a competitive advantage by creating unique, differentiated, and memorable services that set them apart from competitors in the market.

Collaboration and alignment: Service design involves cross-functional collaboration, bringing together different stakeholders to align their efforts towards a common goal, resulting in improved communication, teamwork, and organizational alignment.

Sustainability and social impact: Service design can be used to create services that are environmentally sustainable, socially responsible, and contribute positively to society, aligning with the organization's values and mission.

Business growth: Service design can lead to increased customer loyalty, customer retention, and new business opportunities, driving business growth and revenue generation.

Overall, service design is done to create services that are customer-centric, innovative, efficient, effective, and aligned with organizational goals, leading to improved customer experiences, business outcomes, and long-term success.

How to use Service Design?

Key points about service design include:

User-Centered Approach: Service design places the user at the center, understanding their needs, behaviors, and expectations to design services that are relevant, intuitive, and enjoyable.

Holistic Perspective: It takes a holistic view of the entire service journey, considering all touchpoints, interactions, and stakeholders involved to ensure a seamless and integrated experience.

Co-Creation and Collaboration: Service design involves collaboration and co-creation with stakeholders, including users, employees, and other partners, to gather insights, ideate, and prototype solutions.

Service Ecosystem: It considers the broader context and interconnections within the service ecosystem, such as processes, technologies, policies, and physical environments, to create cohesive and interconnected experiences.

Iterative and Agile: Service design embraces an iterative and agile approach, continually testing, learning, and refining solutions based on user feedback and evolving needs.

Service Blueprints: Service design often utilizes service blueprints, which visually map out the end-to-end service journey, highlighting the various touchpoints, interactions, and underlying processes.

Business and Social Impact: Service design aims to create services that not only meet user needs but also deliver value to the business or organization and have a positive social impact.

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About Akendi

Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.