Illustrating the wide range of terms, concepts and techniques for Service Design

This shows the challenge of defining a single "service design" skill. SFIA meets this need by providing a flexible and evolving framework that covers a variety of skills, enabling organisations to adapt and apply the most relevant competencies to their specific service design needs.

Customer experience design (CX Design):

• Focuses on enhancing the overall experience of customers as they interact with a company’s products or services.
• Example: "Our team is dedicated to CX design to ensure seamless and enjoyable customer interactions across all touchpoints."

User experience design (UX Design):

• Emphasises designing products and services that provide meaningful and relevant experiences to users.
• Example: "We employ UX design principles to create intuitive and user-friendly interfaces for our applications."

Human-centred design:

• Involves designing solutions that prioritize the needs, wants, and limitations of end-users.
• Example: "By adopting a human-centred design approach, we ensure our solutions are tailored to meet real user needs."

Design thinking:

• A human-centred approach to designing services, starting with user research to empathise and understand needs, followed by iterative cycles of ideation and prototyping, refining based on user feedback.
• Example: "Our innovation labs use design thinking to drive creative solutions and improve service delivery."

Experience design (XD):

• A holistic approach to designing experiences that encompass all aspects of a user's interaction with a product or service.
• Example: "Experience design is at the core of our strategy to deliver memorable and impactful customer journeys."

Service innovation:

• Focuses on developing new or improved services to meet changing customer needs and market demands.
• Example: "We are investing in service innovation to stay ahead of the competition and offer cutting-edge solutions."

Service integration and management (SIAM)

• Focuses on coordinating internal and external service providers to deliver integrated and seamless IT services.
• Example: "Our SIAM approach ensures that all our service providers work together efficiently to deliver the best outcomes for our organisation."

Customer journey mapping:

• A process of visualising the steps customers take when interacting with a company to identify opportunities for improvement.
• Example: "By mapping our customer journeys, we can pinpoint areas where we can enhance the user experience."

Service blueprinting:

• A method for visualising the service process, identifying key touchpoints, and understanding the customer’s perspective.
• Example: "Service blueprinting helps us uncover inefficiencies and design better service processes."

Product-service system design:

• Combines products and services to create value propositions that meet customer needs in an integrated manner.
• Example: "Our product-service system design approach ensures a seamless integration of our products and services for greater customer value."

Business process design:

• Focuses on creating efficient and effective workflows and processes within an organisation.
• Example: "We leverage business process design to streamline our operations and improve service delivery."

Creating service model canvases

• Offers a comprehensive overview that captures the essence of the service, encompassing its users, objectives, delivery methods, financials, resources, and regulatory frameworks.
• Example: "We use service model canvases to capture and analyse all elements of our service for both current state and future improvements."

Prototyping

• An iterative journey of developing and testing design concepts, evolving from low-fidelity sketches to fully interactive prototypes.
• Example: "Prototyping allows us to quickly test and refine our ideas, ensuring they meet user needs before full-scale implementation."

Ensuring accessibility

• Designing inclusive services that are accessible to everyone, including individuals with disabilities, by adhering to established accessibility standards and regulations.
• Example: "We prioritise accessibility to ensure our services are inclusive and meet regulatory standards."

Content design

• Crafting engaging text, images, video, and audio content to communicate service information and foster interaction, while considering accessibility standards, user experience, content strategy, and digital optimisation techniques.
• Example: "Effective content management is key to engaging users and providing them with the information they need in an accessible format."

Persona development

• Using user research to craft detailed profiles of service users, capturing their needs, behaviours, and goals to inform and enhance design decisions.
• Example: "We develop personas based on user research to ensure our design solutions are tailored to our target audience."

Employee experience design

• Focuses on improving the overall experience of employees within an organisation, from recruitment to daily work life and career development.
• Example: "We design employee experience strategies to foster a supportive and engaging work environment."

Patient experience design

• Aims to enhance the overall experience of patients within healthcare settings, ensuring their needs, comfort, and preferences are prioritized.
• Example: "Our patient experience initiatives ensure that care is compassionate, efficient, and tailored to individual needs."

Learner experience design

• Focuses on creating effective and engaging educational experiences for learners, taking into account their needs, goals, and learning environments.
• Example: "We design learner-centric educational programs that enhance engagement and knowledge retention."