Service design is a way of designing services to improve both the user and provider experience. Think of buying a product online, going to the doctor, or ordering food at a restaurant. They are all examples of experiences that can be improved with service design. Service design involves thinking about how different parts of any service work together and meet the needs of both users and the business. This could include things like ease of use, helpfulness of staff, and speed of service.

The goal is to make services more enjoyable and functional, which can, in turn, improve loyalty, save money, and improve a brand's reputation. When customers have two e-commerce websites selling the same products at the same price, it is the quality of service design that influences them to shop on one site over the other. Factors such as website layout, user experience, customer support, and delivery options all contribute to their decision.

Naturally, service design is about more than just designing a user interface. It considers users' needs and behaviors, as well as business goals, processes, and systems. It includes disciplines like UX design, interaction design, and service innovation, and can be used in many industries like healthcare, finance, transportation, hospitality, and government.