{"id":19696,"date":"2025-01-13T10:00:42","date_gmt":"2025-01-13T09:00:42","guid":{"rendered":"https:\/\/then.agency\/articoli\/service-design"},"modified":"2026-10-07T22:34:22","modified_gmt":"2026-10-07T21:34:22","slug":"service-design","status":"publish","type":"post","link":"https:\/\/then.agency\/en\/articoli\/service-design","title":{"rendered":"Service Design: a guide to designing services"},"content":{"rendered":"

Have you ever thought about how digitalization has revolutionized customer expectations? Today it is users themselves who drive purchasing processes, forcing companies to adapt quickly. Service Design<\/strong> thus emerges as an essential methodology for developing services perfectly in line with users’ needs, ensuring an ever better user experience (UX).<\/p>\n

Imagine wanting to book lunch with a friend and Jack, your dog. The restaurant is closed, but you can conveniently book through the website, indicating special needs, thus ensuring a comfortable space for Jack as well. This example perfectly illustrates the potential of service design, a complete approach that considers not only digital interactions but the entire business ecosystem.<\/p>\n

What Service Design is and why it matters<\/h2>\n

Service Design is a structured methodology, introduced by Lynn Shostack in 1982 in the article “How to Design a Service”<\/a>, designed to create consistent, fulfilling user experiences. This discipline covers every aspect of the service, from direct interactions with the customer to hidden internal processes. As Nielsen Norman Group<\/a> points out, good service design must feel intuitive, simple and immediate.<\/p>\n

The five components of Service Design<\/h2>\n

The fundamental components, also known as the “Five Ps”, are:<\/p>\n