Service design focuses on human participation in service systems. In order to do their job well, a service designer must work with others focused on business viability and technical feasibility and find that golden overlap at the heart of the Venn diagram.
To put it in terms of IDEO’s feasible / viable / desirable model, service design has primary responsibility for desirability.
To use another famous IDEO model, service design is “T-shaped” with broad familiarity with feasibility and viability (horizontal crossbar of the T) and specialized depth in understanding people and what motivates them to participate in a service, and what might prevent them from doing so, (the vertical column of the T).
For years now, I have been observing that every design discipline has its engineering counterpart.
Design systems by definition are composed of both human and non-human components.
The engineers occupy themselves with purely objective sub-systems, while designers concern themselves with humans who might participate in the system and support it to some degree, or to abandon or undermine it. If engineers do their job, the thing being made functions as intended, and designers do their job, the functioning thing is something people want to purchase, try, adopt, keep using, increase their use of, spread the word about, etc., and the thing gets used in real-life.
And sneaking around the edges are business people who figured out how this thing, once functioning and in use, helps their organization flourish, mainly by making or saving money.
So there you have it: desirable, feasible, viable.
The problem with services, though, is that few organizations understand them.
Most business-as-usual organizations remain essentially atomistic in orientation, and assume that a satisfactory assemblage of satisfactory parts automatically amounts to a satisfactory whole.
So they fixate on managing the individual pieces and parts. Product managers fixate on their product. Marketing fixates on its messages. Customer service fixates on helping customers looking for help. Everybody’s in silos, and nobody is working on how the parts hang together, much less thinking about ways the parts could form into something whose whole is greater than the sum of stuck-together ad hoc parts.
For at least a decade and a half, service design has lacked its engineering counterpart. And maybe because of this, or maybe causing it — or probably both — service design as it is currently practiced attracts a type of person who finds it relatively easy to flow into that vacuum, and to try to perform the roles of not only designers, but also engineers and business consultants.
They’re not really “service engineers” but then again, neither is anybody else, so nobody has anything to compare them unfavorably against. Few of them know enough business management to be sophisticated “service managers”. Maybe Service-Dominant Logic experts could do this role if any of them ever wandered off campus to do useful work, but they don’t. So service designers do that, too.
These two awkwardly massive jobs inevitably overwhelm the experience design part of the job, which is also considerably more complex than most other forms of experience design (such as visual design or UX).
Where most design disciplines focus mainly on one person, and are monocentric (user-centered, customer-centered, employee centered, etc.) service design is pluricentric, understanding complex interactions among a plurality of people, each of whom sees the service differently, like in the famous fable, “the blind men and the elephant”.
This plurality of experiences and roles cashes out in different behaviors, which are distributed throughout the system and collectively determine its collective behavior. This kind of distributed agency makes service design systems polycentric.
Service designers must understand the pluricentric experiences and polycentric behaviors of design systems together and arrange them in ways that are mutually beneficial to each participant. (I’ve called service designers “win-win engineers”).
So what we call “service design” is actually three overwhelming jobs.
Each job is not only too much work for one person to do, but also too much expertise for anyone to know, too many skills for any one person to master.
But worst of all, each of these activities demands a different, incompatible mentality. And of these mentalities, design is the hardest to maintain, the least recognized and therefore the first to be chucked out once things get stressful.
Service design tries to cover non-design activities with the design umbrella, but then strands design out in the rain.
Service designers end up least of all… designers.
As it stands service design looks, sounds, acts and smells more like management consulting than design, and the people attracted to the profession seem more interested in constructing logical systems than understanding human beings and their loves, fears and hopes, and crafting things that might matter to them.
Service design will only mature as a profession when it differentiates roles, and like product management forms a close-knit trio of a manager-strategist who focuses on viability (analogous to product manager), an engineer who focuses on feasibility and a service designer who focuses on desirability.