Conceptualisation and service design

Service design and conceptualisation Our expertise Conceptualisation and service design

Digital service design is a way of thinking, a process description, and a set of different tools which create user experiences that leave the user feeling thrilled. Thus, a high-quality conceptualised and designed web service meets both the needs of users and helps the company to reach its business goals.

The core goal of concept design and service design is to find out what is done and why it should be done. The technical specification answers the question of how to do it.

A functioning brand is the sum of many factors designed with devotion, and web service is by no means in a secondary position, on the contrary. Especially in industries where business focuses on the web, web service is at the forefront of the customer experience.

Designing a good customer experience is not magic, although it does take time and consideration. Or if it is, then digital service design is the magic wand (elder) with which this magic is done. Even with this method, the thrilling customer experience does not happen by itself, but requires good tools and appropriate methods.

“The design is not just what it looks like and feels like. The design is how it works.”

Steve Jobs


Service design is a user-centric design philosophy and at the same time a set of different tools and methods for designing user-driven and user-centric services. Because service designers love definition and summarising, the industry has developed its own vocabulary and a myriad of different thinking tools.

User-driven and user centric (also known as customer-driven and customer-centric)

User-centric design starts with the user. User-centric design emphasises identifying user needs and putting them at the heart of design. User-driven design, in turn, involves the user in the design process – letting people tell themselves what they are doing in the service.

Customer understanding

Customer understanding is an understanding of what kind of needs customers have, what kind of daily life they live in and what aspirations they have. The lives of customers can be studied using both qualitative and quantitative methods. With the help of customer understanding, it is possible to design more customer-centric services and improve the customer experience.

User experience (UX) and customer experience (CX)

User experience is the feeling that arises when using the service. It is the perceptions, feelings, thoughts, and reactions that a service provokes in its users. The customer experience, in turn, covers all customer encounters with the company. Even if, for example, the user experience of an e-commerce is a polished perfectly, the customer experience will start to suffer if the delivery of packages is disrupted.

Customer journey map

Customer journey is a visual description of how the customer interacts with the company in different situations when using the service. It is a tool for defining an intangible service built from many different stages into a visible entity. And specifically, from the customer’s perspective. The method is particularly suitable for perceiving the current state of the service.

The customer’s journey goes through many different channels, and they interact with us in various ways.

For example, our customers may see our ad while browsing LinkedIn, later search for our business on search engines, and after completing a background check, decide to email us a service request for a web service design. The customer’s journey goes through many different channels, and they interact with us in various ways.

Service concept

A clearly documented, comprehensive description of the designed service. Answers the questions what, to whom, why, with what resources? Often the service concept is one of the end results of service design. When a technical specification is combined with the work phase, a comprehensive service design and specification documentation is created. This documentation also answers the question of how.

Concrete methods for concept design

The starting point for concept design and service design is an in-depth understanding of the needs and wishes of web service users.

It is equally important to find out and understand our customers’ business and their business goals for the web service. A web service is almost invariably the most important single marketing communications tool for a company or other organisation.

Examples of concept design and service design tools include:

  • Interviews
  • Surveys
  • Search engine behaviour analysis
  • Target group analysis
  • Competitor analysis
  • Familiarising oneself with analytics
  • Joint workshops and meetings
  • Into-Digital’s independent design work

Concrete results?

Conceptualisation and service design are somewhat abstract in terms. And not least because we providers often mean different things with those terms. Nevertheless, the work phase is extremely important. It is important for us to convey a clear understanding of what is actually created during the work phase to the customer

1. Concept documentation

It is important that the results and plans are documented in a clear and understandable format. The following documents are packaged into a single, extensive concept documentation.

2. Content structure diagram

What is the content of the web service and how is it organised in the service?

3. User analysis

Who are the users and target groups of the service and where can they be reached?

4. Customer journey maps

How do users use the web service and reach what they want, and how do we get them to reach what we want?

5. Use case examples

Usually, the use cases of the real users are verified by written use case examples.

6. Prototypes

Prototypes of the key functions of the service, such as the purchasing path, contribute to the concreteness of the plans.

What next?

Once we have defined what is being done and why it is being done, it is time to move on to the next step, which is to plan how to do it. It is done through technical specification.

With them we have created concepts

Shall we get to work?

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