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INSIGHTS

Service design

Using service design to influence the experience your customers have with your product.

Service design is the practice of working user centred to create the best experience (service) for the customer (Van Oeveren, 2021). This has effect on all aspects of the experience such as the online presence of your brand, the aftercare, the print ads and so on. Everything that isn’t the actual product that you sell, can be categorised under service design.

Our free Empathy map

I may still be a little abstract so that’s why we created this free Empathy map. Just click the download button and start your journey to create a better experience!

Why is service design important?

Back in the day, there was a clear distinction between goods and services. The first one leading to ownership over something tangible and the latter being an exchange, for example knowledge or medical treatment (Gibbons, 2017). Nowadays these two aspects blend together more and more. When you buy a pair of shoes, you will judge the shoes not only on the product itself. The service around the shoe is actually becoming more and more important (Wan, 2019). When you give your customers a pleasurable experience while buying your goods, they’re very likely to enjoy the product more. While when you sell a perfect product but everything around it was a hassle, your customer might just go to your competitor the next time.

Another important aspect of service design is the fact that you check multiple times to see if your idea works. This way, you can redirect the project in the early stages as soon as you realise that might be better. Working together with your customers makes this principle all the more easy (LiveWorkStudio, 2018).

Where to start?

The customer is interested in the best experience around the product they want to buy. As a company, there are many ways to improve this whole experience ‘backstage’. Putting yourself into the position of the customer (figuratively) is a great starting point. By mapping every step a customer has to take (for example in a customer journey map) you can really see where the frustrations lie. When you have this in a clear overview, it becomes much easier to improve on the details that you might have missed when looking at the big picture before.

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