Service Design
Designing the entire experience of a service across every touchpoint and channel — digital and human — not just a single screen or app.
Service design zooms out from a single interface to the whole journey a person takes with an organization — the app, the emails, the support call, the onboarding packet, the in-person moment. It maps how those touchpoints connect and where the experience breaks between them.
It is especially relevant when a product spans channels: a fintech that combines an app, a card, and a call center, or a healthtech that links a patient app to a clinic. A customer journey map is the service designer's core tool.
Related terms
Customer Journey MapA visualization of the full experience a customer has with a product or brand over time, stage by stage, including actions, emotions, and pain points.UX DesignThe practice of shaping how a product feels to use — its flows, structure, and logic — so people reach their goal with the least friction.User ResearchThe systematic study of users' needs, behaviors, and pain points — through interviews, surveys, and observation — to ground design in evidence.