As Service Designer

Service Designers have to focus on customer needs and create value out of it.

I've applied service design techniques on almost each of the +300 projects that I've lead and it has been key to delivering amazing experiences.

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


What's the role of a Service Designer?

The role of service designers is to orchestrate the actors and the touchpoints to optimize the experience of both, customers and the people providing the service while pursuing the business goals.


What are the General Principles on Service Design?

The general principles on service design are to focus the attention on the requirements of services, complemented by principles that relate to processing design, organizational design, information design, and technology design.

Services should be designed based on:

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A genuine approach to the purpose, the demand and the ability of the service provider to deliver that service.

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The input from the users of the service to create value for users and customers and to be as efficient as possible.


Delivering a unified and efficient system rather than component-by-component which can lead to poor overall service performance.

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The conjunction of a clear business case and model to create prototypes before being developed in full.

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A minimum viable service (MVS) and then deployed. It can then be iterated and improved to add additional value based on user/customer feedback.


The collaboration of all relevant stakeholders (both external and internal) to deliver outstanding experience.