“In a world where experiences matter more than ever, User Centric Design is the key to unlocking customer satisfaction and business success.”

“Hi, I’m Syed Raza, a design leader passionate about delivering exceptional experience.

Today, we are going to talk about Service Design and how its helping organisation retaining customers and also driving business growth.

Imagine two hotels, side by side. Both aim for excellence, but only one truly delivers. What’s the difference? Service design.

Hotel A took the quick route. They hired a development company to build an app, thinking technology alone would solve their problems. But they missed the mark.

Hotel B, however, embraced service design. They assemble a Service Design team that dove deep into understanding their guests’ journey – before, during, and after their stay.

They created a customer journey map, highlighting the highs and lows of the guest experience, by looking at this artefact they are also uncovering opportunities for enhancement.

But they didn’t stop there. the design team brought everyone to the table – share the customer journey with reception staff, management, marketing team, even suppliers – conducting multiple workshops to drive innovative solutions.

They spoke with behind-the-scenes staff, understanding supporting processes, technology used and created a comprehensive Service Blueprint Map.

With this holistic view, Hotel B crafted a north star vision, created road map fur future development. They implemented self-check-in kiosks and developed an app that truly met customer needs.

They streamlined staff workflows and ensured backend systems supported both customer and employee needs.

Now this process exemplifies the three pillars of service design:

1. Customer-Centric: Putting guests at the heart of everything.
2. Co-Creation: Designing solutions with all stakeholders.
3. Holistic: Recognizing the interconnectedness of all experiences.

The result? Hotel B delivers an exceptional experience that keeps guests coming back and staff engaged.

That’s the power of service design – transforming good intentions into remarkable experiences that benefit everyone.

Please remember, great experiences don’t happen by accident.