A service design approach brings a human focus into development of services. In a multi-channel and inter-connected environment it has become increasingly difficult for brands and companies alike to create a consistent and prompt interaction with their customers, which are usually quick to switch between different providers of services. To design a service means to understand the entire journey a customer goes through when interacting with the service as well as various lifecycle moments a customer finds himself in during the interaction process. Central to this process is understanding the fundamental spoken and latent customer needs, resulting behaviours and expectations, which are then translated into relevant service concepts.
For this matter, we place uncovering human insights at the centre of the design process, which usually starts with extensive field research led by our team of anthropologists and design researchers, continues through service concept development and gets refined through prototyping and iteration.