Principles Of Service Design Thinking




November 17, 2022

Every organization needs to be able to think like a customer if they want to succeed in the service industry. It is the foundation of any successful business since it is what people remember and associates with the brand. Businesses that follow design thinking practices see 56 percent higher returns. Because of the intangibility of the former, designing a service can be more difficult than designing a physical commodity. As a result, service design thinking is frequently overlooked, which can negatively influence a company's bottom line.


What is Service Design Thinking?

Service design thinking is a creative and effective tool that may be used to analyze and improve an existing service or to help build brand-new offers. It's a method for tailoring your services to meet the needs of as many people as feasible.

Service design is a collection of ideas, strategies, and processes for providing services centred on the client's needs and, as a result, the business's overall performance. This success is based on an awareness of all stakeholders' needs, from employees and managers to customers.


Principles of Service Design Thinking

Although creating a service design from scratch can be difficult, your chances of success will skyrocket if you implement the five principles below into your design process.


Consider Every User's Perspective

While it's natural to prioritize the company's wants and needs, a design plan won't succeed unless it considers the end user. An easy place to begin by putting the user first would be with a phone system.

Saving money on human labour by switching to an automated process with a robot operator to guide customers to the right person sounds appealing. Still, such a system is problematic and will likely result in a negative user experience.

While it's true that most customers are okay with the technology used in businesses nowadays, if yours makes it difficult for them to find the information they need fast, they're more likely to feel frustrated and attribute that to your brand.


Services Should Be Created With Realistic Objectives

Easy attainability of the objectives is also crucial to the customer experience. A consumer who joins an account but later decides they want to terminate the account or service should be able to do so without much hassle.

Giving them the runaround is a way to lose business and ruin your reputation. If a contract is required to open an account, the conditions must be clear, and the consumer must be allowed to cancel the agreement without hassle.



Design thinking aims to come up with as many potential solutions as possible. Conceptualization is the first step in the design thinking process and one of its core principles. It is recommended that during the ideation phase, participants prioritize quantity over quality.


Special Events Should Be Considered In Service Designs

While most service designs will be based on common occurrences, it is important to account for less likely but still possible outcomes. An organization's ability to adapt and meet the needs of its customers in the face of unforeseen challenges is highlighted by how it deals with unforeseen occurrences and circumstances.


Deliver A Unified System Through Service Design Thinking

It's crucial to see service design for what it is: a strategy for the entire user experience. Many companies spend too much time worrying about the smallest aspects of a service plan instead of analyzing how their activities affect the bigger picture.

Identify the big-picture objectives and determine the best strategy to reach them. This method of thinking will make building the strategy's constituent parts simpler to complement one another and the overarching objective. All the work put into the design can be undone if individual parts don't function as intended.



Regarding problem-solving, the service design thinking strategy is extremely effective. A method constantly solicits feedback on what is and isn't working and aggressively encourages users to define value. The ultimate purpose of the service design thinking process is to find desirable, pragmatic, and viable solutions to the initial challenge.

And If you're looking forward to learning more about service design thinking, then MIT ID Innovation's design thinking course could help you innovate, design and improve customer experience in your company.


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