5 Advantages of Service Design

Service Design is inherently human-centred. Today, the human experience is a major determinant of a brand’s survival and ability to stand out from the competition. As users increasingly expect more personalised experiences, brands are now relying on Service Design to create innovative and relevant experiences for its people, partners, products, and processes.

According to Matt Kurowski, Service Designer and Co-Founder of Think5678, Service Design is the “intentional creation of valuable and impactful human experiences that create some kind of business or social value.”

Take advantage of the benefits of Service Design to stand out from the crowd. Here’s how Service Design can help your business or brand:

1. Design ideal human interactions

Utilising tools such as empathy maps and service blueprints, Service Designers are able to capture the entire end-to-end customer journey. By examining both an end user’s current experience and expectations, Service Designers are able to determine various pain points and moments of delight within a service.

There are five layers to designing for human interactions within Service Design:

  • A shift from product to service: Service Design requires a strategic shift of thinking from discrete, tangible products to a holistic and connected experience that caters to the customer.
  • Examining a product from back-end to front-end: This layer focuses on moving away from simply the end user or customer towards considering all stakeholders interested in, invested in, or influenced by a service.
  • Transitioning from consumption of a product to relationships: As the saying goes, people don’t buy a product but buy a better version of themselves. This mindset within Service Design focuses on building and nurturing sustainable and mutually beneficial relationships with customers.
  • Evolving from service to business design: From the holistic lens of a business, Service Design plays an important role in encouraging different levels of innovation within a company — whether it be incremental, adjacent, or disruptive.
  • Moving from relationships to ecologies: The Service Design ecosystem focuses on every individual or aspect involved and just as ecology is the link between an environment and its organisms, the value exchange in a service benefits everyone.

2. Consider everyone involved

Service Designers understand that delivering a great service is not only dependent on the service itself, but on the experience of people delivering that service. In this way, Service Designers aim to improve and innovate services that affect both customers and organisations.

Service Design enables companies to deliver experiences that create value for customers and allow for meaningful connections between the customer and the company. By reviewing all touchpoints and interactions that lie beneath a customer’s line of visibility, Service Design becomes the catalyst for innovation and future growth opportunities. By exploring the parts that make up an experience, businesses are able to identify opportunities for innovation from the inside, out.

Tools for understanding the different parties involved in a service include:

  • Research interviews: Talking to stakeholders to clarify the problem and define successful outcomes.
  • Stakeholder maps: A record of events’ that capture the interactions a customer has at different touchpoints of a service and helps break down the complexity of everyday interactions. Read more about Stakeholder Maps
  • User personas: An archetype or visual representation of a user trend that depicts customer behaviour and patterns. Download your free user persona template here.

3. Create consistency with Service Design

The benefit of Service Design lies in its holistic process that aims to design a seamless and effortless solution for customers. Service Design ensures that the overall experience is consistent and easily understandable, with little to no friction for the customer between touchpoints.

As a core pillar of design, creating consistency in a service is about making it intuitive. By examining all the areas of a service, Service Designers aim to increase the usability and learnability of the different aspects that service.

The main benefits of improving the consistency of a service include:

  • Eliminating confusion: The more intuitive something is, the more user-friendly it is – effectively reducing error and eliminating user frustrations and pain points.
  • Improving wastage: A consistent service is built on predefined components which facilitates efficient decision making, reduces costs and time; rather than attempting to address changes for many variations, inconsistencies, and processes.
  • Encouraging continuous learning: By means of comparison, improved consistency forges a benchmark for businesses to learn and iterate. It is much easier to compare “apples to apples” within a service than making improvements across many moving parts.

4. Service Design embraces change

One of the major reasons that 90% of startups fail is creating a product that no one wants, also known as the inability to find product-market fit. Service Design improves companies’ chances of success by keeping them agile towards the constantly evolving needs of customers and changes in technology.

A Service Design led approach can help yield higher adoption and retention rates, as well as increase customer satisfaction. This drives increased revenue and market share in a highly competitive global market.

Through activities such as research, affinity mapping, and constructing a service blueprint, Service Designers are able to build and ideate a solution that is not only fit-for-purpose but also addresses the end user’s core job to be done.

5. Foster creativity and collaboration

By “stepping outside of the building” and going directly to end users, Service Design brings together all players in a service, thus drastically improving the collaboration and creativity of an end solution.

By removing stakeholders’ blinkers, Service Design injects a fresh perspective, incorporating various angles into a solution that include the client, customer, stakeholders and even external factors such as the environment.

Service Design considers how technology and products intersect and consider their relationship on a larger scale, providing an overarching view that would not be possible by simply looking at the immediate problem ahead.


Learn how you can reap the benefits of Service Design in your business or brand with our Guide to Service Design.

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5 reasons to study Graphic Design

Ever thought of upskilling with a beginners course in graphic design? Here are five good reasons why you should take the leap and land yourself in an altogether more fulfilling and creative career! 

Let’s dive in…

Enjoy real flexibility 

Graphic Designers can largely choose how they work. Want to freelance for a variety of companies? Great! Prefer the more traditional one company, permanent role? Be our guest. Fancy working remotely from your hut deep in the Amazon? Wifi pending, but go for it! 

The point being, that as a Graphic Designer, you have the tools to shape a career that fits your style. Be as collaborative or independent as you like, work for yourself or a company, but at the end of the day it’s your choice.

Make the most of your creativity 

Graphic Design is a dream role for creative types. Immerse yourself in all kinds of creative output, taking inspiration for your own work – sounds fun right! 

Each day offers a new round of creative problem solving. Use your superpowers to find the right solution. Leave work each day with a sense of immense satisfaction.

You’ll also never stop learning. With the variety of platforms, software and the incessant thirst for unique content, you’ll be kept on your toes, pushing the limits of your creativity. 

Souldrops Detergent by Réka Baranyi

You do you –  find your passion 

Graphic Designers are encouraged to be authentic, you don’t have to hold back. It’s not a stuffy or highly regimented role, invention and ingenuity are rewarded.

As already touched upon, a career in Graphic Design means variety, allowing you to follow your passions, working on projects that you can buy into personally – not something that every job can offer.

Visible impact

As the saying goes – a picture paints a thousand words. This will be your mantra as you convey messages that solve problems, through powerful aesthetic content.

Find what matters to you and make an impact, producing imagery that changes minds and shifts perspectives. As a Designer you’ll get to see you work in action.

Steve Harrington for Nike Earth Day

In demand 

Industry demand for Graphic Designers is on the rise. Brand touchpoints are now expected to be visually led. This makes Graphic Design a valuable and enduring skillset – after all, first impressions matter!

Our lives are saturated with design, from the food brands we choose, to the ads we are served on our devices. You don’t get long to grab and hold attention, moments are fleeting, and visual cues are vital.

And guess who do brands turn to to solve this problem… 

Get in touch 

If you’ve been considering a Graphic Design course but don’t know where to start, build some momentum today and get in touch with a Course Advisor on LiveChat or learn more and download the course guide via the course page.

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What is Service Design?

Human-Centred Design continues to revolutionise the way services and products are designed and delivered. Businesses are expected to provide relevant and seamless experiences, a one-way monologue with the customer no longer resonates. Instead, businesses are encouraged to engage in conversation with their consumers to understand their needs and desires. This shift in user-centred thinking empowers businesses to deliver thoughtful, relevant, and useful experiences resulting in the growing demand for Service Designers.

What is Service Design?

Service Design was first introduced at the Köln International School of Design in 1991 as a process to help create and improve the delivery and the experience of a service.

The aim of Service Design is to consider the holistic experience of a user and ensure the experience is useful, usable, and desirable for customers as well as effective and profitable for organisations.

When we talk about Service Design, it’s hard to look past Apple — many of us can still recall Steve Jobs unveiling the first iPhone in 2007. But, besides revolutionising the mobile phone industry, the introduction of iTunes disrupted our everyday interactions, providing users with a seamless way to download and listen to new music. 

The service ecosystem

A service ecosystem maps the people, touchpoints, and connections with a focus on visualising the relationships and contexts of the broader service system. It is a method for identifying, understanding, and describing how key areas of the service, the 5Ps (people, product, place, process, and performance) interconnect.

To understand the end-to-end service ecosystem, some key considerations include:

  • What are all the touchpoints that players in the Service Experience see or use? This is also known as what is seen above the ‘Line of Visibility’.
  • How do customer tasks link to each touchpoint?
  • What influences a customer or end user’s actions?

The benefits of Service Design

The advantage of Service Design lies in its holistic process, that aims to design a seamless and effortless solution for customers. Service Designers understand that delivering a great service is not only dependent on the service itself, but on the experience of the people delivering that service. In this way, Service Designers ensure that the overall experience is consistent and easily understandable, with little to no friction for the customer between touchpoints.

The 5 Ps of Service Design

The discipline of Service Design considers the expectations and needs of its people, processes, places, products, and performances, to deliver exceptional services.

  • People: Service Design considers everyone’s experience including employees, customers, and partners.
  • Processes: The systems, policies, workflows, and operations within a service ecosystem affect parts of the user experience.  
  • Places: Service Designers consider physical and digital touchpoints and environments that can deliver an experience of a service.
  • Products: The tangible objects and collateral used to inform or deliver a service, such as signs and brochures can also affect a user’s experience.
  • Performance: Service Design is also considerate of intangible metrics that contribute to the quality of a service.

Service Design is a new and integrative field that creates fresh possibilities for businesses to reach their customers. Here are some examples of the brands that are leading the way in Service Design:

Examples of exceptional Service Design:

Airbnb: Before Airbnb, accommodation choices were limited. Airbnb was initially created for business travellers, but the platform was extended to travellers across 190 countries. Today, Airbnb specialises in providing personalised recommendations and experiences that match the customer’s desires and emotions.

Through a process of storyboarding the customer’s emotional moments, Airbnb began to understand the pain points of a traveller’s journey and made it a priority to create an experience that matches the customer’s desire. If you’ve booked accommodation through Airbnb, you’ll notice how seamless the interaction is from search listing, to messaging your host, through to landing at the airport and finding your accommodation, to returning home and leaving a review. Airbnb’s Head of Global Hospitality and Strategy, Chip Conley, says that the experience of staying in an Airbnb is at the core of the company’s customer strategy. But with options to browse a variety of art, food and nature-based activities, Airbnb also weaves its platform into a traveller’s itinerary and experience.

IKEA: Beyond providing simplistic, stylish, and affordable furniture, global Swedish furniture company IKEA is also known for their exceptional Service Design. From the layout to the store, to linking their website directly to the specific aisle and item number, consumers are able to promptly and easily identify items that they’re looking to purchase. 

In-store maps make it easy to identify exactly where you are, and large store bags assist consumers with purchases. More than buying a new table or bed frame, a person’s IKEA experience can’t look past the cafeteria, where shoppers are able to eat inexpensive meals and take a break from their shopping endeavours. From the first touchpoint, until someone leaves their store or gets an item delivered, IKEA has worked to co-design their customer experience to consider all of their users’ needs.

Starbucks: During the Global Financial Crisis, Starbucks saw a close of over 70% of its Australian stores. But Starbucks began resurfacing its physical footprint across the CBD and department stores in Australia – the land of many self-proclaimed coffee snobs. So what is it about Starbucks that had people coming back?

Some key design considerations that have kept customers coming back and established Starbucks as an international coffee hub include:

  • Friendly staff that cheer up customers making it less about purchasing a coffee, but spending time in a comfortable environment
  • Offering free wifi making it a prime location to work, have meetings, or connect with others
  • Informative and decorated menu boards that fit the entire concept of delivering unique coffee

How you can design an exceptional service experience?

Crafting exceptional service experiences isn’t just reserved for large companies such as the Airbnbs or Starbucks of the world.

Whether you’re working within a large organisation, small agency, or working on your own project, you can employ different tools to foster two-way communication and get to the heart of what your customers want.  

Find out how you can harness the Service Design power to deliver delightful, exceptional experiences through our range of courses here.

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UX Design focuses on how things work. UI Design concerns itself with how things look.

UX and UI Design are often confused, even sometimes by employers when hiring. And while they are best deployed in combination, it is important to know the difference to achieve best results.

In this article, we will define these two partners in design, highlight where they intersect, and explain the importance of their relationship with each other.

Meet UX

UX or User Experience design looks at how things work. It’s a Human-Centered Design approach, focusing on the user journey as they interact with the product. 

Typically this will be digital, however UX principles can also be applied to physical experiences too – think the signs and layout of a large train station, guiding passengers and maintaining the flow of people. 

UX Designers utilise a toolkit of techniques that help them to suss out the truth of a problem and find a solution. This will then be mapped out in the form of a wireframe. 

Meet UI

The goal is to guide the user though the product’s interface without them having to think too much!

UI or User Interface Design is concerned with how things look and feel. UI Designers aim to craft slick, beautiful interfaces that are a pleasure to use. 

When talking about look and feel it is easy to confuse UI with Graphic Design, however UI is critically different in that it focuses not just on aesthetics but how intuitive the product is. This is done by playing around with elements such as placements, spacing, button sizes and colour combinations.

The meet-cute

UI without UX is like a painter slapping paint onto a canvas without thought; while UX without UI is like the frame of a sculpture with no paper mache on it.

A great product experience starts with UX followed by UI – UX bakes the cake, UI handles the icing. In reality this means that the UX Designer will map out the skeleton of the user journey, conducting research and interviews to define the problem, and provide a solution which informs the UI process. 

The UI Designer will then run with that skeleton, fleshing it out with visual and interactive elements that both represent the brand’s style and help guide the user along the journey laid out by the UX Designer. They’ll conduct customer analysis and design research before prototyping – delivering an MVP (Minimum Viable Product). 

Both disciplines are crucial to the construction of a successful product. Something that looks great but doesn’t solve the problem is exemplary of great UI and poor UX. While something very usable that looks and feels terrible represents great UX and poor UI. 

Become a UX UI Designer 

UX and UI Design skills are in ever-growing demand across all industries as more and more people see their value, understanding the importance of putting their users at the heart of the product design process.

On average UX and UI Designers earn around $100k per year in Australia. Making the investment in training well worth your while. Our UX Transform (10 weeks full-time) and UX UI Online Transform (24-48 weeks) courses even come with a Job Guarantee!* 

Both these courses provide you with the toolkit, hands-on experience through real live client projects, career support and portfolio, to land your dream role. These courses will also give you a strong understanding of both disciplines – crucial to success in the workplace.

If you are thinking of making a career change or simply want to upskill in UX UI Design, check out our range of courses via the panel above and get in touch with a Course Advisor on live chat.

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