More on this later, but I wanted to jot down this framework:

Service design aims to get three things right:

• Continuity: ensure the whole experience is designed without thoughtless gaps at any unconsidered moment where the customer is confused, frustrated or unserved.
• Consistency: design the experience to maximize familiarity and “learn once, use often.”
• Climax: build memorable and differentiating highlights into the experience that make it special to the customer.