What is service design?

From the beginning, we educate the public and entities about what is service design. To us, service design is the human-centered innovative approach of improving services based on customer needs, experience and journey. It is conducted in collaboration with services providers, government and public. Co-creation and continuous iteration for delivering the best competitive right fit version of the services. This will ultimately make customers happy and deliver wow services.

What are our desing principles?

Our desing principles are :
  • Human centered approach to service desing through walking the customers experience
  • Co-creation with citizens and key stakeholders in the desing process
  • Sequecing by visualizing the stages of connected interatactions of customer journey
  • Holistic by designing the service puting in mind the enviroment and other organizational variables.
  • Wow factor, surprising the customers with a service they exceed their expectations

What is Service design process?

We use the double diamond model of service design which includes the main 4 d’s:


Conducting research about the situation, asking customers and understanding the hidden needs and triggers


Choosing the right problem question is key to tackling it and to develop and design the right solution.


Ideation of various solutions and choosing the right one is important stage


Developing a functional prototype and implementing it is importatnt part of the coninious improvement feedback loop to reach the ultimate solution.

What are our service design tools?

Our desing tools box includs the follwoing:

  • Ideation tools
  • Customer Persona
  • Customer Journey map
  • Service blue print
  • Stakeholder map
  • Service safaris
  • Shadowing
  • Contextual interviews
  • Cultural probes
  • Mobile ethnography
  • A day in the life
  • Expectations Maps
  • What if scenarios
  • Storyboards
  • Desktop walkthrough
  • Service prototype
  • Service staging
  • Agile development
  • Co-creation
  • Storytelling
  • Service roleplay
  • Customer lifecycle maps
  • Business Model Canvas
  • Service design surgery
  • Relationship design