Service Design is in its core holistic. It considers every touchpoint between a company and its user, regardless of it being analog or digital, and defines the service as a whole. This includes designing completely new service propositions, customer journeys or service blueprints. Following the circle inward, CX, UX and UI are more specific fields within the entire spectrum of designing a service.
Customer Experience, or CX, focuses mostly on the experience that customers will have with a certain service or brand, hence designing all interactions between the service provider and the customer.
Where CX is mostly designing interactions between customer and brand, UX (or User Experience) designs all interactions between a user and the specific touchpoint. UX design is mostly mentioned in the digital world, but in theory it is responsible for the entire experience across touchpoints (both digital and analog).
User Interface Design (or UI Design) looks into the pixel perfect designs of digital interfaces, it’s usability, conversion, look and feel, and more.
In many organisations, Service Design and Customer Experience are interchangeable, as are UX / UI. Although theoretically wrong, CX is mostly mentioned during the fuzzy-front-end of the design process and UX / UI is used when designing the actual touchpoints. Irrespective of right or wrong, we believe better service experiences are delivered when all expertises are combined with intent.
Our trials and tribulations in combining UX and Service Design has let us to create our own UX manifesto as a Service Design company. One we use as a guideline for all our UX projects. Available for everyone who wants to create meaningful service experiences effectively. Without further ado, here are 7 UX principles by a Service Designer.