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.

Related posts

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.

Related posts

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.

*T&Cs apply