Service design

The services you offer should create value for your customers and fit in seamlessly with the rest of your brand experience, whether they are delivered online, over the phone or in-store.

Easy to say, but how do you actually do it? How do you create new services or improve existing services so that they fit together and meet customer needs?

Our service design and experience mapping tools give you the information you need to design holistic services by understanding how all channels, including digital and people-delivered, work together. This process can help you:

  • Improve existing services or design new ones.
  • Reduce complaints by identifying and eliminating pain points.
  • Understand the impact of introducing new channels into existing ecosystems, like adding phone support to a previously online-only service.
  • Help you bridge the gap between a company-centric understanding of a service, and your customer’s understanding of it – particularly powerful when designing financial products.

Once we understand the questions you need to answer about your services and the budget available, we put together a package of tools to do the job.

Our service design toolbox


Prototyping a physical product might mean building a model of it. Prototyping a service uses the same principal, creating a simulation of it to test the underlying idea. This might be anything from in-person role-playing of service delivery to creating a pop-up store. We use prototyping during our Idea Validation and User Interface Design processes.

Experience Mapping

Mapping your customer’s journey through the places they intersect with your business helps you compare your idea of how things should work with the reality. We map the key touch points where real customers interact with your service and assess the impact of improvements, giving you a deeper understanding of customer journey as it really is, so you can move towards how you want it to be.

Service Blueprints

Service blueprints document the way a service is delivered in its entirety. We use them to show how things are intended to work, refining them through an iterative process that involves creating experiments to answer questions about what customers want and what they will use.