Why You Shouldn't Overlook Service Design

Why You Shouldn’t Overlook Service Design

Most organisations focus their resources on customer-focused outputs, such as the products they sell and their delivery channels. Service design should cover overlooked internal processes.


Service design is where business resources are planned and organised in a way which improves the employee’s experience. The task of service design is usually carried out by qualified designers who opt to create feasible solutions and ideal experiences for both customers and service providers. Results are usually fine-tuned into an option that suits all users’ needs.

For example, in a restaurant, service design can be used to ensure that the restaurant operates to deliver the food and service it promises. This is done by sourcing and receiving ingredients, recruiting new staff and also keeping on top of communication in regard to customer allergies. Service design exists to ensure that each person plays a role in the food that lands on diners’ tables.


When creating service design, various components such as copywriting, visuals and information architecture, can be employed. These things should be integrated to create a total user experience, and that consists of three components:

  1. People – This covers anyone who creates or uses the service. They may be directly or indirectly affected by the service. E.g. Customers, Employees, Partners, etc…
  1. Props – This covers the physical space or digital environment that are needed to provide the service successfully. E.g. Conference room, teller window, webpages, social media, other digital collateral like digital files.
  1. Processes – This refers to the procedures or rituals carried out by an employee or user throughout the service provision, such as getting an issue resolved via support or interviewing a new employee.

In our restaurant, People would incorporate the farmer, the chefs, the servers and the hosts. Props would be the kitchen, technologies used, uniforms and ingredients. Processes would include food storage, and employees clocking in, serving orders and washing dishes.


These principles are for the purpose of making sure a designer’s attention remains on generic requirements of service.

  • Services should designed according to customer needs 
  • Services should be designed in a unified manner that supports a good overall performance
  • Services should be designed based on input from the end user.
  • Services should be prototyped before being fully developed and finalised.
  • Services should be designed according to a transparent business case and model.
  • Services should be designed as a minimum viable service (MVS) and open to being later improved based on customer feedback
  • Services should be designed collaboratively with all relevant internal and external stakeholders.


How an organisation does things internally impacts overall user experience as visible points of interaction that users encounter. Despite a restaurant being crowded, there is a systematic procedure of clearing the area and assigning seating. Customers will never know the restaurant is overcrowded at first sight. Plus, they wouldn’t need to wait for a vacant table. 

Service design can be very beneficial for start-ups looking to make an impression that leads to business growth.

About Sam P

EnterpriseZone Staff Writer

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