Service design in action: Creating memorable experiences for small businesses

Service design is an organizational approach that enhances customer experience by integrating digital solutions and fostering a collaborative and co-creative culture within businesses of any size or sector. It emphasizes understanding both the consumer's journey and the internal processes of a company to innovate and align services with customer needs, ultimately improving brand loyalty and business competitiveness. The methodology involves stages like business value assessment, comprehensive customer research, interactive workshops, and continuous evaluation, employing tools such as journey maps and empathy maps. A compelling case study of a pet shop illustrates how adopting service design transformed its business model, focusing on customer engagement and product sales rather than just service provision. By leveraging service design, businesses can remain agile, meet evolving customer expectations, and sustain long-term growth through a framework that encourages creativity, flexibility, and effective communication.