Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between service provider and customers.
The purpose of service design methodologies is to design according to the needs of customers or participants, so that the service is user-friendly, competitive and relevant to the customers. The backbone of this process is to understand the behavior of the customers, their needs and motivations.Service designers draw on the methodologies of fields such as ethnography and journalism to gather customer insights through interviews and by shadowing service users. Many observations are synthesized to generate concepts and ideas that are typically portrayed visually, for example in sketches or service prototypes.
Service design may inform changes to an existing service or creation of new services.