4 Service Design Strategies That May Work For Your Company


4 Service Design Strategies That May Work For Your Company

June 3, 2022

Experience. Positive experience. 

A positive experience creates value. A positive experience fosters loyalty. A positive experience is the difference between good and great. You need to create a positive experience for your stakeholders. But how? Service design strategies are the key to it. 

In order to know what service design strategy works for you, you need to understand what service design is.

Service design is a human-centred approach that uses a business’s resources to improve the experience of their employees and customers, along with the quality of the components of their service.

The reason we love it is because of its holistic approach to addressing internal and external problems. Businesses are so focused on their products that they often overlook the need to create good experiences for their stakeholders. Unlike other models, service design does not ignore the employee’s experience either. If you want your business to succeed, you cannot solely focus on your customers. You need to focus on your employees; your team.

How will this work for your company?

There are a number of different service design strategies that can be catered to your business’s needs such as: 

1. Designing for Personas

A persona represents a  character description for each type of customer. As a service developer, it is important to consider the experience of each character rather than a general “customer” or “user”. 

2. Designing for Invisibility

With this service design strategy, tasks that normally burden the customer are simplified or removed from view. This helps the customer to focus on what the service provides and trust the service provider to understand how it is achieved. 

3. Designing for the Mental Model of a Person

A mental model is the thought process of a person in how they interact with their environment. It is a representation of their experiences and understanding of the world around them. By designing for the mental model of a person, we create an experience that is easy and intuitive for the user.

4. Designing for Cognitive Biases

Despite how objective you may think you are, we are all biased. Cognitive biases are systematic errors in the way people interpret the information around them. This affects rational decision-making. When designing for a user, it is necessary to be aware of your own cognitive biases along with the ones of your users. 


Businesses produce goods and services with the intent of maximizing profits while maintaining corporate social responsibility. Businesses cannot do that unless they take an integrated approach to serving their customers. By using service design strategies, businesses will be able to improve the quality of their service and enhance the experience of their customers and employees in order to succeed.


  • Thamilini is a Marketing Intern at Impact Signal. Currently, she is pursuing her undergraduate degree in Global Business and Digital Arts from the University of Waterloo. She has a passion for creative storytelling through various mediums such as videography, photography, creative writing and graphic design.

  • Michael Law is a results-driven GIS and marketing professional who uses strong technical and relationship management skills to build positive teamwork environments. Diverse skills formed through years of positive learning opportunities and work experience in cartographic design, publishing, marketing, technical writing, project management, and authoring. He has an Hon.BA in Geography from the University of Toronto and is a Cartographic Specialist graduate from Fleming College.

  • Everton Lewis approaches business problems using a perspective that combines design, analytics, and technology. He has guided clients during several large-scale business and technology transformations establishing himself as a trusted advisor. He has an MBA from the Richard Ivey School of Business and has lead project teams that have won global awards from the Service Design Network and Fast Company for innovative design.


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