Service design

Where analysis and creative solutions come together to transform your service delivery. We get to the bottom of your business challenges and opportunities and use design thinking to deliver innovations that really resonate with your users and team. Our methodology enables your organisation to continuously improve and innovate.

A company finds that customers are struggling to understand their service offerings, resulting in reduced customer satisfaction and a decline in repeat purchases. They seek to redesign their service process to improve clarity and ease of use.

Refinement and Innovation for your services

Our Service Design process starts with an analysis of your current services and customer interactions to identify areas for improvement. We use design thinking to develop customised solutions that meet the needs of your users and team. This collaborative process enables your organisation to continuously innovate and improve, aimed at refining your services and fostering a culture of continuous improvement.

Delving into customer satisfaction

Companies often struggle with fragmented service experiences that frustrate customers. Service Design can help by creating a cohesive ecosystem that improves both customer satisfaction and operational efficiency.

Discovers unconscious needs

✓  Enhances team collaboration

✓  Reduces redesign costs

✓  Accelerates market entry

  • Discovers unconscious needs
  • Enhances team collaboration
  • Reduces redesign costs
  • Accelerates market entry

Excellence in service through design

Service Design focuses on optimising the entire service delivery process, from backend operations to customer interactions. This approach identifies and eliminates inefficiencies and redundancies, resulting in streamlined service delivery. It not only improves customer satisfaction and loyalty, but also helps reduce costs and increases responsiveness to market changes.

Service Design’s total approach enables companies to stand out in a competitive market by providing customers with a superior experience. Addressing inefficiencies and bottlenecks improves operational efficiency and strengthens customer relationships. This strategic process is essential for companies looking to optimise their service quality and improve their market position.

The broad approach of Service design versus
the product-centric approach of UX design

Scope and impact

Holistic vs product focus

Service Design is a step beyond UX Design, offering a holistic approach that encompasses all customer touch points and back-end processes. Unlike product-centric UX Design, it ensures a seamless customer journey across channels, integrating user interactions with service delivery for a comprehensive experience. This broad scope highlights Service Design’s focus on a unified customer experience.

Areas of focus

Strategy vs usage

Service Design differs from UX Design and is intertwined with business strategy and activities to optimise service delivery. It goes beyond user-product interaction and aims to align services with strategic goals for better business performance. This approach creates synergy between user satisfaction and business success, underlining the strategic importance of Service Design.


Innovation vs improvement

Service Design pursues sustainable innovation by addressing the full lifecycle of services. Unlike UX Design’s focus on specific product improvements, it encourages adaptable and evolving services in response to market and customer needs. This forward thinking ensures that companies remain agile, prepared to meet both current and future requirements, and promote long-term sustainability .



Holistic vs product focus
Service Design is distinguished from UX Design by its broad scope, focusing on the entire service experience including all customer interaction points and underlying operational processes. Unlike UX Design, which focuses mainly on the user experience of specific products, Service Design provides an integrated approach that encompasses both the front-end user experience and the back-end service delivery. This view promotes a unified customer experience across channels.
Strategy vs usage
While UX Design focuses on optimising the interaction between the user and the product, Service Design integrates deeply with business strategies and operational processes. This distinction makes Service Design essential for achieving strategic business goals, by designing services that not only meet user needs but also contribute to overall business performance and efficiency. The result is a synergy between user satisfaction and business success.
Innovation vs improvement
Service Design encourages sustainable innovation by considering the whole spectrum of service development and delivery, including how services evolve in response to market changes and customer preferences. Unlike UX Design, which focuses on improving specific aspects of product use, Service Design encourages continuous innovation of service offerings. This ensures that companies remain flexible and adaptive, ready to meet both current and future customer needs.
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Bridging the gap with service design

Service Design is essential for closing the gap between expected and actual service delivery. It identifies and removes redundancies and inefficiencies, often the result of duplicated efforts within different departments. With a thorough analysis of the delivery process, it promotes significant improvements in both service quality and operational efficiency, laying a solid foundation for continuous improvement and innovation.

This strategy leads to streamlined and cost-effective operations and emphasises continuous improvement and innovation within the organisation. By applying these principles, companies secure a strong market position, with services that not only meet but also exceed expectations, resulting in increased customer satisfaction.

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The benefits

By applying user-centric research, companies gain valuable insights into customers’ real needs and preferences. This leads to products and services that truly connect with the end user, resulting in increased satisfaction and strong customer loyalty.

Enables rapid development and refinement of ideas. It allows you to innovate faster and adapt your offerings to changing market needs, reducing time-to-market.

a strategic approach that allows companies to visualise every touchpoint and customer experience to identify bottlenecks, streamline processes and significantly increase customer satisfaction and loyalty.

Through collecting and implementing user feedback, companies continuously align their products and services with customer preferences, which not only leads to higher satisfaction but also prevents significant cost savings by avoiding unnecessary redevelopment.

Promote collaboration across departments. This leads to more innovative solutions and a holistic approach to service design.

Enables seamless links with existing IT systems. This allows companies to offer a more connected and technologically advanced service experience.

By implementing service blueprints, companies get a complete overview of service-customer interactions.

Focuses on long-term effectiveness and minimal environmental impact. This not only builds a positive brand image, but also ensures future-proof solutions.

Interested? Send us a message and we gladly plan a free consultancy session!

If you need strategic advice or just want some extra hands, we are here to help!

Call us: +31 85 001 3451
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