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Service design has become a fairly common term these days in any kind of business set up. But what exactly does this term mean? It simply means an integrated service interface where products or services are designed keeping in mind the consumer’s needs, preferences, desirability, utility and point of view while being effective, profitable and efficient for the provider. The main role of a service designer is to conceptualize and choreograph products, services or solutions which are new and unique to the market. This is done after a careful and detailed research study of the customer’s behavior, preferences and needs which are then transformed into real utilities and services. Sometimes a totally new service or design is created after extensive research but sometimes it is only a re-design of the existing services. But the latter is also equally challenging as it also involves a lot of evaluations, market research and innovation. Service designing can include planning and organization of any part of a service like people, infrastructure, material components or even the communication network involved. The main focus is to provide the consumer a user-friendly and innovative service or product which is also productive for the service provider. Any business organization or company interested in customer satisfaction has begun to employ service designers to study and evaluate the current trends and services and also suggest new and innovative designs to provide consumers with better services and products. Apart from the regular tools involved in traditional product design, there are various other analytical tools that are made use of in service design. Some of these analytical tools used by designers include anthropological study, social behaviors and ethnography which can provide very useful hints for the development of a new design or re-designing of an existing service. After extensive research which includes surveys and a deep understanding of what the service provider as well as the customer wants, a blueprint of the design is created which is then presented to the provider for approval. In the earlier days, service designing was taken up only by marketing and management companies but today, even companies in the public sector and small time businesses like restaurants, department stores and the hospitality industry has begun to see the difference this can bring to boosting long term sales along with providing client satisfaction. Even hospital networks have begun to employ service designers to ensure the development of policies and clinical standards that are appealing and beneficial to the patients and focuses on improved patient care. This designing service has made its mark in the creative sector too with big conglomerates like Apple using the service to fine tune various applications and services like iTunes and other forms of online music. Conducting a market research or survey is no longer enough to understand and evaluate customer feedback. A service design team has become necessary to create new designs and services by integrating consumer perspectives along with the business goals of the company.
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