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As Jeff Bezos, CEO of Amazon, once decisively asserted, "Obsess over customers: when given the option of obsessing over competitors or customers, always obsess over customers."
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As Jeff Bezos, CEO of Amazon, once decisively asserted, "Obsess over customers: when given the option of obsessing over competitors or customers, always obsess over customers."
That obsession for customers is the core of Service Design. Rooted in the understanding that services should be tailored to the needs and behaviors of customers, Service Design is a multidisciplinary approach that helps firms innovate and improve services to make them more useful, usable, and desirable for clients, while effective and efficient for themselves.
Service Design largely revolves around the orchestration of people, infrastructures, communication, and material components of a service in a way that enhances user experiences, satisfies their needs, and creates value for both users and service providers.
Executives should not mistake Service Design as something that only concerns the customer-facing departments. It affects the entire Value Chain and therefore requires Strategic Planning at the highest levels of management. When Service Design is embraced by the C-suite, it can drive Digital Transformation, enhance Operational Excellence, mitigate Risk Management challenges, and improve Performance Management.
Several technological tools aid in implementing effective Service Design. Tools such as customer journey mapping software, service blueprints, and persona building tools can provide invaluable insights that can drive service improvements.
One great example of successful Service Design implementation is Bank of America's "Keep the Change" program. By incorporating insights from ethnographic research on how customers manage spending and saving, they managed to design a service that rounds up purchases to the nearest dollar and transfers the increment into savings.
Service Design is both an art and a science. It’s the art of crafting touchpoints that users interact with and the science of understanding users’ behaviors and needs. Most importantly, effective Service Design places customers at the center of a business's strategy, driving them to create value in the most user-focused way possible.
For effective implementation, take a look at these Service Design best practices:
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