What is Service Design?


Service Design is the discipline for creating frameworks for experiences through touchpoints and infrastructures, tangible or intangible, which people interact with in various contexts. Interactions occur over a period of time, invoke emotional value, and adapt behavior. Service design aims to strike a balance between business goals and experiential qualities by advocating change that prioritizes qualitative insights.


Service design is about driving innovation through the application of design thinking. Service designers employ new tools and methodologies to leverage digital, material and experience resources in an effort to define and develop a system of designed elements that motivate employees while helping them deliver a consistent, positive service experience and motivate consumers to engage with the service in ways that are meaningful to them.

Services represent an increasingly significant part of the economy in a wide range of sectors, including retail, health, military, public services, leisure, transportation, telecommunications, entertainment and media.


Service design focuses on the improved customer experience. It is the activity of planning and organizing infrastructure, information technology systems, communications, products, experiences and behaviors in order to improve the quality and interaction between providers and customers. The service design program at SCAD explores the business practices, technologies and design paradigms that focus on user-centric encounters. New language, tools, techniques and methodologies are reviewed and developed to form a range of approaches and knowledge assets that inform and shape the emerging discipline of service design. Students learn the importance of understanding that the interactions of touch-points, human factors and emotional ergonomics are essential in developing socially and culturally pertinent service ecologies and architectures.