The holistic principle of service design states that services should be designed in a comprehensive and integrated way, considering all aspects of the service experience. It emphasizes the importance of the full range of sensory, emotional, and functional aspects of the service experience, as well as the organizational goals and identity.

By taking a holistic approach, designers can create services that are more meaningful and impactful for users and better reflect the organization's values and identity. For example, let's say a retail store wants to improve its customer experience. A holistic approach to service design here might involve:

• Considering all aspects of the service experience. For example, the layout and design of the store, the quality of the products, the customer service, and the overall atmosphere
• Focusing on the sensory and emotional aspects of the service experience. For example, the lighting, sound, and scent of the store
• Understanding the journeys of different customer segments and designing the service to meet their needs
• Ensuring that the service experience reflects the values and identity of the organization. For example, through the use of sustainable materials or a focus on community engagement
• Continuously monitoring and evaluating the service experience to identify areas for improvement