Principles of Service Design

The human-centered principle of service design means that service designers should consider everyone who is affected by the service, not just users.^[1] This includes the service provider, customers, stakeholders, and even people who aren't customers but might be impacted by the service.

By focusing on the needs and experiences of all these people, you can create better services that are more useful and enjoyable for everyone involved. For example, think of a hospital redesigning its waiting room. A user-centered approach might only consider the needs and preferences of patients who are waiting for appointments. But a human-centered approach would also consider the needs and experiences of hospital staff who work in the waiting room, as well as family members who might be waiting with the patients.

The collaborative principle of service design is based on the idea that designing services is not a one-person job. Services are often complex and involve different perspectives, needs, and experiences. They require a collaborative effort that involves different stakeholders, experts, and users.

Service designers can get a better understanding of the problem and generate more innovative solutions by bringing together people with different expertise and knowledge. For example, let's say a hospital wants to redesign its patient discharge process to improve patient satisfaction. A collaborative approach to service design here might involve:

• Engaging with patients and their families to understand their needs and preferences
• Consulting with doctors and nurses to understand the requirements of the discharge process
• Collaborating with pharmacists and social workers to ensure that patients have access to medications and support after discharge
• Involving IT specialists and data analysts to design a system that can track patient progress and provide timely follow-up care

The iterative principle of service design implies that designing services is an ongoing process of testing, learning, and refining. It also emphasizes the importance of being flexible, responsive, and adaptable to changing needs and circumstances.

By adopting an iterative approach, service designers can test different ideas, gather feedback, and make changes based on what they learn. This process helps reduce risk, increase efficiency, and improve the overall quality of the service. For example, a company is designing a new online platform to sell its products. An iterative approach to service design here might involve:

• Creating a prototype of the platform and testing it with a small group of users to gather feedback
• Analyzing the feedback and making changes to the prototype based on what was learned
• Testing the revised prototype with a larger group of users to gather more feedback
• Repeating the cycle of testing, analyzing, and refining until the platform is ready for launch

According to the sequential principle of service design, service experiences should comprise a series of interconnected touchpoints. These touchpoints must be designed in a meaningful way to create a seamless and delightful experience for users.^[2] By visualizing and orchestrating these actions and interactions, service designers can create a more cohesive and engaging service experience. For example, let's say a restaurant wants to improve its customer experience. Applying the sequential principle of service design here might involve:

• Mapping out the different touchpoints in the dining experience, from making a reservation to paying the bill
• Identifying the key actions and interactions that occur at each touchpoint. For example, greeting the customer, taking their order, and delivering their food
• Understanding how these touchpoints are interconnected and how they impact the overall experience for the customer
• Designing each touchpoint to be user-friendly and ensuring that they flow seamlessly from one to the next
• Continuously monitoring and evaluating the service experience to identify areas for improvement

The real principle of service design encourages designing services that are grounded in the real world and are practical, functional, and effective. It emphasizes the importance of understanding the real needs of users, as well as the context and environment in which the service will be used. This includes taking into account the physical, social, and cultural aspects of the service environment.

The real principle also emphasizes the importance of prototyping and testing services in the real world, with real users, and in real contexts. This helps identify and address any issues that arise during the service experience. For example, let's say a healthcare organization wants to develop a new telemedicine service. Applying the real principle of service design here might involve:

• Understanding the practical realities such as the availability of technology, internet connectivity, and patient privacy concerns
• Developing the service with these practical realities in mind. For example, designing the service to work on a variety of devices and internet speeds
• Testing the telemedicine service in the real-world context of healthcare delivery. For example, in a clinic or hospital setting to ensure that it is practical and sustainable
• Continuously monitoring and evaluating the service to identify areas for improvement

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