Experience Design

Service Design

Crafting end-to-end services that are frictionless, cohesive and designed from the customer point of view

In many companies, resources such as time, budget, logistics are spent on customer-facing outputs, while internal processes are overlooked. This disconnect between these two different fronts can trigger a common, widespread sentiment that one hand does not know what the other is doing.

Service design bridges addresses these issues by: 

  • Aligning customer-facing outputs (front stage) and internal processes (back stage) to work together
  • Developing cross functional solutions
  • Streamlining services by eliminating waste in processes
  • Defining roles within the service process to enable frictionless and fluid services

Service Design is holistic

In Service Design, it’s important to address the whole service journey end-to-end which often involves different users, methods, tools and technologies. These are categorised to three different components:


Anyone who creates or uses the service, as well as individuals who may be indirectly affected by the service. For example customers, employees, partners.


Physical or digital artefacts that are needed to perform the service successfully. For example digital and physical products and spaces.


Any workflows or procedures performed by any user throughout the service journey.  For example signing up to a product or ordering a product from a counter.

One play on different stages

The core principle of service design is that we have two stages, the frontstage and the backstage. The frontstage is what the customer sees and interacts with. The backstage is where processes live that can impact the play of the frontstage.

Front stage

The front stage is a product of, and constrained by, the health and effectiveness of the backstage. Seeing and interaction layer that includes channels, products, actors, touchpoint, interfaces, interactions.

Back stage

Backstage is not visible, but it is felt. Includes processes, policies, actors, systems, technology, infrastructure. When backstage problems occur, they usually resonate on the front stage. It can show as poor service, customer frustration, and inconsistent customer service. Streamlining backstage processes improves the employees’ experience, which, in turn, allows them to create a better user experience for the customers.

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