Why Service Design

Why Service Design


Service design is the act of designing,
aligning, and optimizing an organization’s operations to
better support customer journeys, which results in a better experience
for both users and employees. Service design analyzes the workflows and
procedures performed throughout a service. But it also looks at the people involved
in the creation or use of the service, and props like physical spaces
and digital environments. As UX professionals, we’ve gotten quite good at recognizing the need to observe users
and understand their needs. But if that’s the case, then why do
we need to practice Service Design? Well, in many organizations, teams work in silos. And that means that departments like
sales, product, marketing, and support aren’t communicating about the
holistic customer experience. And even if each team understands their user in isolation They’re likely not paying attention to the experience of one user across many touchpoints. These knowledge gaps can result in
inconsistencies and user pain points. With that being said, Service Design
helps bridge organizational gaps, by surfacing conflicts like misalignment
between the business models and the service the organization delivers, Fostering hard conversations, like overhauling
archaic policies and procedures. Reducing redundancies by defining
where duplicate efforts occur and redesigning them. And forming relationships, by facilitating
discussions across departments and creating a shared understanding. Service Design helps us manage
and diagnose existing services, or compose completely new services. Going forward, just keep in mind, the process we design is just as important as the product we make.

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