Service design: a key approach to creating perfect services

Service Design: a key approach to creating perfect services

In the dynamic business world of today, creating an unforgettable customer experience is a priority for any company that has its sights set on innovation. Can you imagine an Airbnb that has never gone through this process and continues to rent out inflatable mattresses? 

In this context, service design is becoming a key instrument for companies to optimise their offer to not just meet customer expectations but go way beyond them. In order to find opportunities to develop specific services, interdisciplinary design teams split customer service processes into sections and tailor their solutions to meet the needs of all users in a given context (taking into account elements such as actors, location and other factors). 

For instance, Uber dissected its driver booking process and realised that the trickiest moment is the waiting time. Armed with this knowledge, the company then started working on a way to optimise it.

Service design: definition and 10 general principles

Service design is a strategic and holistic approach that aims to create and upgrade services focusing on the end-to-end user experience. In contrast to traditional design frameworks, which tend to focus on isolated points of contact, this comprehensive approach aims at innovation, combining elements such as product design, digital product design, UX and UI design.

Its key principles include:

• Services are designed based on a real understanding of the end goal, demand and the ability of the provider to deliver the service.
• Services are designed based on customer needs rather than the internal needs of the company.
• Services are designed to ensure a uniform and efficient system.
• Services are designed to be maximally effective and create value for customers and users.
• Design teams must assume that special events (those that cause differences in general processes) should be treated as common (and processes should be designed to take them into account).
• Services are designed with the participation of end users.
• Services are prototyped before being developed in full.
• Services are designed in line with a clear business rationale and model.
• Services are designed as a minimum viable service (MVS) and then implemented, tested and improved based on user and customer feedback.
• Services are designed and provided in cooperation with all stakeholders (internal and external).

These principles aim to focus the designers’ attention on general requirements that apply to all services. Of course, these are then supplemented with more rules that govern process design, organisation, information and technology, but that happens in the next step.

Who can use service design and when?

Service design is the key to achieving competitive advantage by providing services that not only meet users’ expectations but also build strong relationships with customers. By understanding user needs and expectations, companies can effectively eliminate barriers and create more intuitive, effective and customised services.

Service design is particularly useful when a company introduces new services, wants to optimize existing ones, or sets out to address complex business challenges. It is not limited to any single sector and can be applied in any industry, from finance and healthcare to retail and technology.

Human centred design

By putting the customer in the centre, companies are better able to identify user problems, optimise processes and create consistent user-oriented services. This approach not only increases customer satisfaction but also strengthens brand loyalty, positive word-of-mouth messaging and drives your competitive advantage.

How long does service design take?

How long the process will take depends on the complexity of the service and the scope of the project. Most commonly, it consists of several iterative stages, including research, ideation, prototyping and testing. While some projects may take just several weeks, others, especially those that involve large-scale services, will last months. However, the investment will always pay off in the long run, improving customer satisfaction ratings and driving business success.

Current trends in service design

As we all know, trends are dynamic and change in step with the situation in the market and around the world. In 2024, the design landscape is definitely characterised by innovation and transformation. This is not just a passing fad, but a reflection of deeper social needs and desires, which will set the tone for the next era of service design.

Below are some of the top trends in the market today:

Digital-physical integration

As augmented reality (AR), virtual reality (VR) and extended reality (XR) become more coveted and available, service providers also increasingly rely on an extended reality experience. This allows their customers to interact with services both in physical and digital reality, offering a richer and more immersive experience.

Remote first

This trend is still going strong even though the world continues to edge toward “normality”. Services are designed on the premise that users will prefer to choose the “remote” or “hybrid” option that enables access from any place on the planet.

Inclusive design thinking

Inclusive design is an approach that aims to create products, services and experiences that respect user diversity, eliminate barriers and can be accessed by people with different skills, needs, limitations and preferences. It is important to make your products inclusive today, since, as of 28 June 2025, EU member states will be officially bound by the European Accessibility Act, which aims to ensure uniform accessibility standards for products and services across the EU.

Experiences over simple transactions

Users are looking for unforgettable experiences. Whether in shopping, banking or e-learning, every user journey is just as important as its destination. Building products within the service design framework prioritises memorable experiences over simple transactions.

Omnichannel service

In our world today, where customers expect consistency across all channels, an omnichannel service has become an indispensable element of service design. Companies strive to integrate customer experience solutions across physical stores, websites and even mobile apps.

Self-service

Self-service is yet another trend growing in popularity. Customers value the ability to use services independently, which makes processes more effective and increases satisfaction. For instance, in healthcare, patients can use mobile apps to schedule medical appointments, consult their test results or monitor their health status.

In banking, customers get access to online platforms and mobile apps that allow them to carry out transactions, manage their account or apply for financial products, without ever having to set foot in a bank. This improves convenience, saves time and allows services to be better tailored to individual user needs.

Digital transformation

Digital technology integration is at the forefront today, focusing on designing fluid online and offline experiences.

Human-centred artificial intelligence

Including artificial intelligence but keeping the human touch is important if you want to improve effectiveness without compromising on user experience.

Sustainability-centred design

As our environmental awareness grows, sustainability-centred design gains more and more traction. Companies employ service design to create ecological, socially responsible services. Whether it comes in the form of eco-friendly packaging, carbon-neutral deliveries or shared resources, sustainability is no longer a luxury – it is a necessity.

Personalised experience

Adapting services to individual user needs is a growing trend, using data to create personalised and relevant experiences. AI and large data sets allow us to design services that adapt to user needs, moods and preferences in real time, offering an enhanced user experience, practically made-to-measure.

Service design. How do large players do it?

User experience design: Airbnb

The history of Airbnb, the world-famous apartment rental platform, begins with a simple idea of two friends. As they developed their business, Brian Chesky and Joe Gebbia employed the service design approach, based on empathy and questions about actual travellers’ experience.

• Service plan – addressing problems: Chesky and Gebbia observed that attendees at a popular conference in San Francisco struggled with high hotel prices. This is how they got the idea of renting out inflatable mattresses in their own apartment. This was the forerunner of Airbnb. Chesky and Gebbia initially created the airbedandbreakfast.com website to allow hosts to rent out floor space in their private homes.
• Design process – focus on empathy: drawing on their university education, Chesky and Gebbia asked themselves key questions about travellers and their needs. Analysing their feedback helped them enhance their website, making the platform easier to use and better adapted to their actual needs.
• Service delivery – holistic solutions to the issue of trust: Airbnb faced the issue of how to build trust between hosts and travellers, which is crucial in the rental sector. They decided in favour of a holistic approach, allowing both guests and hosts to post mutual reviews and comments, which helped break down the trust barrier between them.

Customer-centred approach

Starting from a small-scale idea aimed at providing accommodation for conference participants, Airbnb founders quickly caught on to the potential of sharing private floor space. A key next step was the introduction of professional photos and personalised reviews, which helped built strong community trust.

An innovative business model, the service design approach, a focus on traveller experience and coordinated efforts allowed Airbnb to soon emerge as a global leader in short-term apartment rental. Holistic solutions to the problem of trust and easy interaction contributed to the platform’s success, creating a friendly and personalised user experience for millions of travellers across the world.

User experience design: Uber

Uber, the global transportation giant, revolutionised the industry not only through its innovative business model but also its novel design thinking. Let’s look at the crucial role Service Design played in improving Uber’s user experience, especially in terms of the issue of waiting time.

• Eliminating inactivity: the design team at Uber used creative strategies to reduce the negative impact of waiting. By employing interactive elements, such as info animations, the company effectively engages passengers’ attention as they wait for their car. These interactions provide information but also make the process more enjoyable.
• Clarity and transparency: Uber deliberately highlights certain aspects of its service to emphasise its commitment to improving user experience. The arrival time preview feature in UberPool is one solution that allows users to understand the process without being overwhelmed with technical detail.
• Clear goals: the key element of service design at Uber is transparency as to the time left to reach the goal, i.e. the arrival of the car. By explaining each step during their waiting time, they make users feel they are getting closer to the goal and thus create a positive app experience. 

An approach focused on real needs

Uber owes its success to more than just an innovative business model. A key role is also played by their commitment to the service design approach, which has helped to address the issue of waiting time, but also creates an attractive and individual user experience. Thanks to this approach, Uber has become not only a market leader, but also the favourite app for millions of people around the globe. 

A modern approach to service design. Key takeaways

Service design is not just a service design methodology, but also a comprehensive approach to building lasting relationships with customers. Companies that understand its potential provide needs-based services, but also shape the future of business in general by delivering an innovative, individualised customer experience. In an era of dynamic markets, service design is a key instrument for any company that wants to go beyond user expectations and achieve lasting success.

Service design support

It is a versatile tool that can be used by companies of all shapes and sizes, from international corporations to local businesses and start-ups – anyone who bets on meaningful connections with customers can fall back on this approach. Examples include industry leaders such as Airbnb, Uber, Netflix, Starbucks and Amazon, who attribute part of their success to a strong focus on designing consistent, user-friendly services.

The successful implementation of service design improves customer satisfaction, increases brand loyalty and builds a positive brand image. Companies committed to this approach usually experience a growth in revenues and gain an important competitive advantage.