
But what is service design? According to Nielsen Norman, service design is: The activity of planning and organizing a business’s resources (people, props, and processes) in order to (1) directly improve the employee’s experience, and (2) indirectly, the customer’s experience.
Designers alone will not create the product — they are there to help guide the process, to regulate creativity driven thinking, to maximize its potential, to limit the ways it can be abused or misused, to help shape the final form of interactions, interfaces, experiences — but ultimately it has to be a co-creation with business owners.