Methodologies
That Make Impact
Great services don’t happen by accident—they are intentionally designed to be seamless, efficient, and meaningful. As a Service Designer, I focus on understanding how people interact with services, both frontstage (what users experience) and backstage (the systems and processes that make it work).
To do this, I use structured methods like Service Blueprinting, Customer Journey Mapping, and Stakeholder Analysis to uncover pain points, improve workflows, and create solutions that truly add value. Whether applying Human-Centered Design, the Double Diamond framework, or Lean Service Design principles, my goal is always the same: making services better for people while ensuring they are scalable and sustainable.
In this section, I share the key Service Design methods I use, how they fit into my process, and real-world examples of how they help shape better services. Let’s dive in!
Understanding the user
Personas/user groups
How I Use Personas
When designing user-centered experiences, I create personas to bring users to life. A persona is a detailed representation of a target user, based on real research and data. By defining key aspects like goals, behaviors, motivations, and pain points, I ensure that design decisions are grounded in user needs rather than assumptions.
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Why I Use It
Personas help me empathize with users and create solutions that truly resonate with them. They serve as a shared reference point for teams, ensuring that every decision—whether in UX, service design, or product development—keeps the user at the center. By making users tangible and relatable, personas improve communication and alignment within teams.​
Understanding the situation
User scenarios
How I Use User Scenarios
When designing services and products, I create user scenarios to illustrate how a person interacts with a system in a real-life context. A user scenario is a short narrative that describes a specific situation, outlining the user's goals, motivations, and steps they take to achieve an outcome. By framing design challenges within real-world situations, I ensure that my solutions align with how users actually behave.
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Why I Use It
User scenarios help me and my team anticipate user needs, pain points, and decision-making processes. By mapping out different scenarios, we can identify potential roadblocks and optimize workflows to make interactions seamless and intuitive. Scenarios also serve as a valuable tool for communicating user context to stakeholders, ensuring that every design decision supports the broader user experience.​
Understanding the context
Customer journeys
How I Use Customer Journeys
When designing user experiences, I start by mapping out the customer journey to understand how users interact with a service or product. I visualize every step, emotion, and decision point along the way, identifying key touchpoints where improvements can be made. By capturing both pain points and moments of delight, I ensure that the journey aligns with user needs and expectations.
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Why I Use It
A well-defined customer journey helps me empathize with users and uncover opportunities to enhance their experience. By making the journey tangible and visual, I facilitate better collaboration between teams, ensuring that every interaction is seamless, intuitive, and meaningful. Understanding user motivations and challenges allows me to design services that truly make a difference.​
Understanding the service
Service Blueprint
How I Use Service Blueprints
When designing services, I focus on visualizing the entire experience, from customer interactions to the back-end processes and support systems that make it work. By mapping out frontstage (visible) and backstage (hidden) processes, I create a clear overview of how a service operates. This helps ensure that every touchpoint is aligned, efficient, and user-friendly.
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Why I Use It
I use service blueprints to improve collaboration between teams and uncover inefficiencies in complex services. By making all elements of a service visible, I help teams identify pain points, streamline workflows, and enhance the overall customer experience. This structured approach allows me to bridge the gap between user needs and operational processes, leading to better-designed services.​
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