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Service design

The process for creating an end-to-end service proposition based on user needs and business goals

Why do service design?

Service design is a great way of determining how to bring a new product or service to market (or dramatically improving an existing one).

We'll flesh out in detail how to deliver an amazing customer-centred service that achieves on business goals, defining:

  • Front-stage touchpoints - Customer interactions such as those with staff in-store, contact centre staff, email, social media, website etc.
  • Back-stage touchpoints - Interactions and processes that happen behind the scenes to deliver the service

What does service design involve?

We've got a tried and tested process which we'll flex based on your requirements:?

  1. Business goals
    We'll run stakeholder workshops to align everyone around a common vision for the service, and how it fits into your broader business objectives. We'll also meet with staff whose job involves supporting processes that deliver the service.

  2. Customer research
    We'll spend some time with customer-facing staff (call centre, in-store) to gain initial user insights. We'll then do customer research to identify real user needs and pain points, making sure we design the service to enable users to achieve their goals.

  3. Service mapping
    We'll run co-design sessions, where people from across your business will work with us to identify opportunities and brainstorm solutions. We'll create a service blueprint to join up all disparate touchpoints, people and internal processes.

  4. Prototyping and testing
    We'll create prototypes (anything from paper sketches to a hi-fidelity functioning prototype) and run usability testing on them, before anything gets built. This is a great way of seeing which of our ideas work, and which don't.

  5. Launch and iterate
    The most successful products and services are used over and over again, and improve through constant iteration and optimisation. We'll define metrics to evaluate performance and use this data to drive new features.

We find that by following this process, your products and services will provide an amazing customer experience that works across all channels and which lead to business success.

The service blueprint defines touchpoints, people and processes

We love doing service design - creating new customer offerings in line with user needs and that fulfil on business goals.

Andy Ingle

Experience Lead, Webcredible

When is the best time to do service design?

We can get going with creating the end-to-end service after we develop ideas for new products and services, all based around customer needs and business goals.

Most of the services we develop are successfully launched... Some aren't though, and our process very quickly highlights services unlikely to work in reality, allowing you to pull the plug on the initiative early on.

Like what you see?

How exciting, let's get started

Our end-to-end UX process

  • Cultivate

    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

  • Innovate

    We disrupt industries with new digital products and ways of working

    You are here

  • Accelerate

    We design to re-imagine and optimise digital (& non-digital) experiences

Tools we use to innovate

We disrupt industries with new digital products and ways of working

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we innovate in action

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Public Health England

    Service design to integrate health apps into the NHS, changing how care is delivered nationwide

  • Charities Aid Foundation

    End-to-end redesign of white label donation service leads to large increase in donations

  • Weatherbys Bank

    Redesign and build of a modern online banking platform, in line with the digital vision

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