4 minutos

Service Design

Or how to optimize the experience of your users by improving your organization

4 minutos

When companies or organizations think about improving the user experience of their services and products, it is common for them to focus only on the final experience of their users. The employee or work groups, then, become the great forgotten.

We cannot ignore the fact that certain points of contact are involved in the development of the User Journey of any user and that, in turn, they have an employee of the organization behind them. Therefore, and inevitably, if the employee’s user experience is negative, it will have an impact on the user experience.

So, is Service Design the same as UX Design? Not quite; Although both methodologies have a customer-centric perspective – they share the goal of facilitating interactions in the most intuitive and useful way possible -, UX normally focuses on the user’s experience of using an application, while Service Design ) covers the entire business process.

What is Service Design?

A methodology that proposes comprehensive solutions for the development of the service, optimizing how employees can offer it, which results in a substantial improvement in the user experience of end users.

Our research areas within Service Design

In the mapping process that we carry out to analyze and improve a service, we take into account three main research areas:


Although the user receives a service through a digital contact point, for said contact point to be operational, there are people who directly or indirectly work and are involved in that provision. Consequently, they must be mapped and taken into account.

The points of contact (touch points)

Let’s think about the multitude of contact points that a user can have with our organization, both physical and digital: social networks, physical offices, stores, telephone service, chatbots… all these points are part of the provision of a service and have to be evaluated to correctly understand and map the service to be improved.

The processes (workflows)

This research area takes into account all the processes, workflows and interactions that both employees and users have to perform. It does not focus solely on organization/user interactions, but also includes all the external and internal processes involved in the provision of a service, from how the employee opens a customer file, how the user fills out a form or how an employee reports an incident. . Workflows are the nervous system of providing a service.

Benefits of using the Service Design in your organization

Reduction of duplicities in the service

By mapping and analyzing the entire flow of a service and the set of people and users involved in the different processes, it is possible to determine where duplications and unnecessary efforts occur that penalize the employee’s user experience.

By identifying these duplications and redundancies, costs are reduced and the efficiency of employees and the entire service is improved.

Resolution of internal conflicts

Thanks to the Service Design, certain conflicts in the provision of the service that are latent but have never been dealt with emerge during the process. With this in-depth analysis, we can detect them and try to align the different visions through collaboration and communication, improving both the service and the internal structure of the organization.

Fostering in-depth conversations

In organizations it is difficult to modify procedures and policies that have been in place for a long time, since conflicts often arise. The Service Design allows you to face these procedures head-on and always look for solutions within a collaborative space.

Improvement of the organizational structure

Through the mapping of processes and workflows, we obtain a general and detailed view of all the people involved in the provision of the service. Thus, everyone comes to identify themselves within this digital and visual ecosystem, recognizing their importance within it, and also knowing which of their peers are also involved. In this way, a more efficient, empathetic and collaborative organizational structure is generated.

From Genetsis Group we promote this discipline that helps companies to think about their services starting from “all the people involved”. Putting the focus both on the improvement of the provision of the service in economic terms and in not so quantitative terms, among which the improvement in the well-being of employees and in the engagement received by users stand out. It is, without a doubt, one of the most suitable methodologies for optimizing organizational structures.



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