Service Design is the activity of planning and organising people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.

The purpose of Service Design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. The backbone of this process is to understand the behaviour of the customers, their needs and motivations.

Service design may inform changes to an existing service or the creation of new services.It draws on the methodologies of fields such as ethnography and marketing to gather customer insights through interviews and by monitoring user behaviours. Many observations are synthesised to generate concepts and ideas often represented as story boards or service prototypes.

Service Design is a human-centred approach that focuses on customer experience and the quality of service encounter as the key value for success. It is a systematic and iterative process that integrates user-oriented, team-based, interdisciplinary approaches and methods, in ever-learning cycles.

The Service Design approach is uniquely oriented to service specific design needs and should be rooted in deep customer service culture. Service Design can:

  • Visualise, express and choreograph what other people cannot see;
  • Envisage solutions that do not yet exist;
  • Observe and interpret needs and behaviours and transform them into possible service futures;
  • Express and evaluate, in the language of experiences, the quality of design; and
  • Create services that are Useful, Useable, Desirable, Efficient & Effective.

Galbraith & Co. utilises Service Design thinking across all aspects of its business and works closely with our clients to introduce and implement this innovative approach to customer engagement.

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