The Service Experience Design Framework

Abstract

This paper describes a Service Experience Design Framework. The paper starts by positioning the framework within the corpus of design, with a focus on practice. A rationale for emphasizing practice is given and also how the lens of ‘design doing’ potentially requires new kinds of knowledge and research outcomes. A case is then introduced relating to the design and delivery of a digital consultation service. As an example of a real-world service design for health, the case illustrates some weaknesses (and opportunities) in the current service design orthodoxy. Weaknesses in ways of working include philosophical predispositions on the relative value of human versus technological agency, as well as issues relating to practice. Enhancements are suggested including shifting focus from largescale, ‘blue-sky’ project work to smaller, data driven service tweaks that exemplify frugality. These various strands are bought together in the final section of the paper that introduces the framework itself.