This is Service Design Thinking, identify five key principles—for service design to be:

1. User-centered – Use qualitative research to design focusing on all users.
2. Co-creative – Include all relevant stakeholders in the design process.
3. Sequencing – Break a complex service into separate processes and user journey sections.
4. Evidencing – Envision service experiences to make them tangible for users to understand and trust brands.
5. Holistic – Design for all touchpoints throughout experiences, across networks of users and interactions.

Designers increasingly work more around services than around physical products—e.g., SaaS (software as a service). Meanwhile, with advances in digital technology continually redefining what users can expect whenever they proceed towards goals, brands focus on maximizing convenience and removing barriers for their users. A digital example is Square, which unbundles point-of-sale systems from cash registers and bundles smartphones as potential point-of-sale systems.

How to Do Service Design Best

First, identify these vital parts of any service encounter:

1. Actors (e.g., employees delivering the service)
2. Location (e.g., a virtual environment where customers receive the service)
3. Props (e.g., objects used during service delivery)
4. Associates (other organizations involved in providing the service – e.g., logistics)
5. Processes (e.g., workflows used to deliver the service)

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