Today, when you rarely buy just a product, but mostly a service or a promise to provide a service, it is very important that this service really works when needed. But how do you ensure this? More about Service Design here.

The easiest way is to take into account the experiences of other people. Some of them are described in this book. Some of these principles I would like to share with you:

Explain the expectations of service to someone who wants to use it. It is best to do this before the service is to be used. Explains what documents and/or information may be needed. Or who knows their AHV number by heart? If documents in digital form are required, either the possibility of doing so must be offered or it must be known that they are required. Compare your designs regularly with those of your competitors, because they may have found an easier way. A good example is the query of streets and numbers based on the geo-data in the country, which prevents errors in the process.

Do not build dead ends. Want an example? What are the possible reasons for dead ends?

  • This service should not be available
  • You have left the prescribed path
  • There is something you cannot do
  • The system denies access to anything

What does this mean for the design? “Coming Soon” links and partial offers do not belong in the productive system. If it is possible to leave the given path, put breadcrumbs for the way back or allow them to return to the main process. For the last two points, the only thing that helps is: test, test, test. People are much more imaginative than service designers.

Install as few steps as necessary. Design your processes in such a way that customers are guided through all steps necessary from the customer’s point of view. Make sure that information is available before common practice. Help by keeping the rhythm and tempo of the information offering even. This means that the customer can concentrate on one task, decisions are clearly marked as such. He has a summary of the decisions at the end so that he knows what he has really chosen.

Ignore the organizational structure when designing the service. The service was created for the customer and it should not show how your company is structured. He wants to get the job done as quickly as possible or get the best advice. What happens again and again:

Siloed organisation produce siloed services

Lou Downe


And last but not least: It must be easy to get human support. And this support must know what the customer has done so far. What he was looking for and how he can be released from his situation. In addition, this function should have as much information as possible about customer interactions with the company.