This week’s class introduced us to service design, and how it differs from (but connects to) traditional UX design. We learned that service design looks at the entire customer journey, including both the frontstage (what users experience) and the backstage (the behind-the-scenes work that makes the experience happen). We explored key methods like service blueprints, user journey mapping, ethnographic research, and touchpoint mapping. In class, we worked through exercises like observing a real service experience and mapping customer actions, touchpoints, frontstage staff, backstage processes, and support systems — helping us understand how services are designed from start to finish.
This week, I explored the Nielsen Norman Group's article on the differences between UX and service design, and I found it to be a clear and informative read. The article explains that user experience (UX) focuses on what the end user encounters—like interfaces and interactions—while service design is concerned with how that experience is internally created, involving the orchestration of people, processes, and technology.
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What stood out to me was the idea that UX and service design are two sides of the same coin; they can't function effectively without each other. A well-designed user interface won't lead to a positive experience if the underlying services are poorly structured, and vice versa.This distinction resonated with me, especially as I consider my future career path. Service design seems particularly intriguing because it involves overseeing all the elements that contribute to a product's success, not just the user-facing aspects. I appreciate the holistic approach of service design, which considers stakeholders, internal processes, and the broader organisational context. As I prepare for my upcoming placement, I'm excited about the possibility of engaging with service design practices. It aligns with my interest in understanding and improving the entire ecosystem that supports user experiences.
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Harnessing the Revolution: How Service Design Can Transform Higher Education - SUMS
This article explores how service design thinking—a method traditionally used in commercial sectors—is now being applied in universities to rethink how educational experiences are delivered. The authors argue that the pandemic accelerated change, pushing universities to innovate quickly. As a result, there’s now a huge opportunity to move from just reacting to change, to proactively redesigning student and staff experiences through service design principles. I found this article really insightful, especially because I’m studying UX and digital design within a university setting. It made me realise how much the environments we study and work in are shaped by design decisions—sometimes invisible ones. It reminded me that service design is not just about websites or apps—it’s about the whole ecosystem. For example, the journey of trying to get support from your university, book a tutorial, or even submit an assignment involves multiple touchpoints—some digital, some human, some emotional. These journeys often feel disjointed, and this article helped me understand why.
The shift from reactive to intentional design
The article describes how institutions had to adapt quickly during the pandemic. What’s exciting now is the shift from short-term patchwork fixes to long-term, intentional service design strategies. It’s not just about putting things online—it’s about making those systems work well together. This made me think about how easy it is to create fragmented experiences when designing quickly. It reminded me to slow down and look at the full journey, not just the UI. ****
Frontstage vs Backstage
The piece talks about service blueprints and how important it is to consider the “backstage” elements—internal processes, staff training, support systems—that make a “frontstage” (student-facing) experience successful. I’d often thought of design mainly in terms of screens, flows, and copy. This challenged me to think about what happens behind the scenes to support those interactions—and how much that matters.
Inclusion and Co-Design
The authors also emphasise involving users in the design process—particularly students and staff. This participatory approach ensures services are not just efficient but also equitable. This aligns closely with my personal values as a designer. I think co-creation should be a bigger part of how we design university systems. Too often, students are “end users” rather than collaborators in designing the things that affect them.