Service Design is all about…well, it’s about services. It’s a way to look at the big picture. It looks at the interaction between everyone involved in the service where they touch. It’s about looking at the whole journey, the people involved, and how they feel at different points in their journey. Another way to think about this is as a service-focused offshoot of Design Thinking. Design Thinking is a methodology for solving complex problems and creating innovative products and services. Service Design takes it a step further and optimizes how the infrastructure of a service needs to look and function.

How Do We Do This?

The main goal of Service Design is to make customer-friendly and competitive products. One of the unique ways it does this is co-creation. This method involves the end-users in the creation process of a service. This ensures it is user-centered. User-centered means it focuses on the needs and wants of the user, while traditional companies just focus on themselves. The principal method of Service Design is mapping where customers interact with a service, known as touch-points. This mapping starts way before a customer ever actually comes into contact with a service and continues long after a customer has finished their interaction. What makes this methodology exceptionally effective is how it looks at a service from the customer’s perspective, rather than from a company’s perspective.

Why Does This Matter?

Designing based on the customer’s perspective and feelings is what will make the difference between a functional service and a truly desirable one. Functional services will work. But desirable services work and also make their customers feel positive emotions. If your customers feel great when interacting with your services, then you’re doing the right thing. They’ll gladly use your service, recommend it to their networks, and keep coming back. If they only ever feel negative emotions, then they’ll look for something better. No one wants to lose customers. And that’s why you can’t afford to ignore Service Design.

Service Design Takeaways:

  1. Service Design is all about how to make services as enjoyable and helpful as possible.
  2. Service Design is user-centered, meaning it puts the customer first.
  3. Service Design maps each time customers interact with a service and makes that interaction the best possible.
  4. If services are desirable, enjoyable, and useful, customers will come back for more.
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Star of Discovery Channel’s “Undercover Billionaire,” Grant Cardone owns and operates seven privately held companies and a private equity real estate firm, Cardone Capital, with a multifamily portfolio of assets under management valued at over $4 billion. He is the Top Crowdfunder in the world, raising over $900 million in equity via social media. Known internationally as the leading expert on sales, marketing, and scaling businesses, Cardone is a New York Times bestselling author of 11 business books, including “The 10X Rule,” which led to Cardone establishing the 10X Global Movement and the 10X Growth Conference, now the largest business and entrepreneur conference in the world. The online business and sales educational platform he created, Cardone University, serves over 411,000 individuals and Forbes 100 corporate clients throughout the world. Voted the top Marketing Influencer to watch by Forbes, Cardone uses his massive 15 million plus following to give back via his Grant Cardone Foundation, a non-profit organization dedicated to mentoring underserved, at-risk adolescents in financial literacy, especially those without father figures.