Create Successful Service

Designs by Using these

Goals & Tips
Service designs are complex. A successful service delivery often involves different design
outputs, different channels and multiple parts of your organization. It’s important not to
get lost in the details. Knowing which goals to strive for will help you focus your atten-
tion and provide a benchmark for measuring the success of your service design.

There are some 'gold standard' approaches that all great service designs have in
common. We've listed them here, along with some tips for how to reach them. You can
also add additional goals that apply to your specific service design, as well as ideas for
how to reach those goals. Use the goals to help steer your service design process.

Overall Goals of Service Design

• To transform the service delivery experience for both customers and your
organization.

• To improve digital, physical and social experiences with human-centered design

approaches to service delivery.

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• To reduce complexity of system disconnects and causes of customer pain.

• To align the needs of customers, service providers and stakeholders.

How to Reach the Service Design Goals

1. Always consider backstage processes and systems. You need to understand the
practicalities of how to deliver your service if you want it to succeed.

2. Ensure there are no disconnects between backstage and frontstage. Your service
delivery chain is only as strong as its weakest link, so you need to ensure that you
consider every detail.

3. Be detail-oriented when you design the frontstage experience. This is the part of
your service design that your customer will experience, so it needs to be faultless and
pleasant.

4. Ensure that your team and stakeholders are engaged in delivering your service.
Services are complex, so you need the help of the entire organization to be able to
deliver a great service experience.

5. Ensure that you have specialist knowledge of service design on your team. You need
someone with a large 'toolbox' of service design skills, so you always know which
method to use when.

6. Ensure that you Frame the Total Problem (FTP). You can only understand which
goal you are trying to achieve if you have a full understanding of your design
problem.

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What are three goals of your
service design?

1.

2.

3.

How will you reach them?

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Do You Want to Learn More?
Learn how to use this template to your best advantage in our online course Service
Design: Delivering Integrated Service Experiences. Sign up for it today and learn how to
design and deliver your own service experiences.

Service Design: Delivering Integrated

Service Experiences
Intermediate course

Service Design is important! People engage with services every day and everywhere, so as
designers we can make a big difference to a lot of people if we ensure that those services
are efficient and provide a great experience. We can also make a big difference to our
businesses and organizations if we ensure that services are delivered better than our
competitors.

By the end of the Service Design: Delivering Integrated Service Experiences course, you’ll
know how to confidently run a service design project and which tools and methods to use
along the way. You’ll also know how to evangelize service design in your organization
and with your stakeholders, and how to assemble a service design team.

If you're already familiar with human-centered design methods or work in user

experience, product design or even C-Suite business management, then this course will
extend your skills and show you how to deliver integrated and omni-channel services as
part of a collaborative team. You'll be able to apply a deeper understanding to your
existing work to achieve even better results.

Learn more about this course 

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How to Advance Your Career
With Our Online Courses

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About the Interaction Design Foundation

With over 66,000 alumni, the Interaction Design Foundation is the biggest design school
globally. Industry leaders such as IBM and Adobe train their teams with our courses, and
universities such as MIT and the University of Cambridge include our courses in their
curricula. Our online courses are taught by industry experts and cover the entire spec-
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and most authoritative library of open-source UX Design literature created by such noted
authors as Don Norman and Clayton Christensen.

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