Personally this is not something new. Design is about designing, and respecting context. When designing a chair, think about the room it’s in, when designing a building, think about its environment. When designing a shopping experience, think about where people will interact with the service, how people get there, and their expectations/ fears. One of the best primers for service design is this book. http://www.amazon.co.uk/This-Service-Design-Thinking-Basics/dp/906369279X
Great place to get started.