Service Design

Develop a service strategy for designing and delivering exceptional services.

It's not 'us versus them' or even 'us on behalf of them'. For a design thinker it has to be 'us with them'. -Tim Brown


service design back stage to front stage view


Service Design (1-day training) is a process for identifying and co-creating value between stakeholders (customers and organizations). It starts with identifying needs and breakpoints in the Customer Journey and then identifies changes needed by employees, policies, procedures, 3rd parties, or systems required to support a whole system approach to change. Employees are included as key actors in the process (and delivery). Stakeholders drive the process, with shared value discovered and realized. Service Design aims to improve efficiency, cost, customer service, and customer experience. It may include a digital and/or cross-channel experience.


  • Identify and redesign friction areas in your current systems: business (eg operations, IT, supply chain) and customer (eg service/product experiences or interfaces); and employee (workflow, processes, and procedures).
  • Streamline inefficiencies in organizational customer-driven decision-making as well as with employees and back-end systems.
  • Innovate and connect more deeply with customers across channels to better their experience and improve your delivery, efficiency, and differentiation.

Methods we use:

Design Thinking, Ethnography, Business Model & Value Proposition Canvas, Service Blueprints, Service prototypes, Service customer testing


Journey maps; Personas; Service Blueprints; Service Safaris, Service Implementation support; Team training on Service Design methods.

Service Design (1-day training)