Service Design

The digital revolution is driving consumers to demand more quality and choice across multiple channels, while possibilities for creating, delivering and consuming services have multiplied. The result for retailers is complexity and uncertainty.

Service Design is an approach to solving these challenges. By taking a joined up view of the touch points over a customer’s lifecycle, Service Design defines the customer experience and the behind-the-scenes activities that enable these experiences to be delivered.


  • Increase sales by delivering seamless, joined up services through frictionless customer experiences
  • Grow customer loyalty by creating responsive and supportive customer service touch points
  • Reduce cost by consolidating fragmented transactions, products and content into sleek, efficient journeys
  • Increase employee engagement & productivity by streamlining fractured workflows, and involving end users in the design of the service


For us, Service Design isn’t about mental models or process charts. It’s about working with the end users and delivering well thought through services.

Our approach to Service Design is systematic and iterative. We take an integrated, interdisciplinary approach which brings together your internal teams to focus on service delivery over the customer lifecycle.

We look at the full range of front-of-house to back office processes, structuring communications and interactions across an end-to-end, multichannel customer journey that encompasses many parts of the organisation.

Our focus is on design through the layers of the organisation according to the needs of customers and the competences and capabilities of the company, so that the service is human-centred, competitive and relevant to the people consuming it, while being sustainable for your business.

Our Service Design offer includes:

  • Capability definition
  • Service Design principles
  • Service blueprints
  • Service roadmapping
  • Multi-channel experience design
  • Service concepting & piloting
  • Business mobilisation
  • Business process mapping
  • Management of change
  • Embedding expertise

“Newt shone as our trusted partner during the project … galvanising stakeholders and solving complexity to deliver an outstanding service design.”



Our Service Design team is drawn from top-tier management consultancies, product design firms and research agencies, so it has deep, first-hand experience working within large complex organisations to affect design-led change. This means you get industrial-scale thinking with the focus and agility of a small company.

We understand that good communication and well-run change programmes are critical parts of the jigsaw for delivering successful Service Design.


Transforming a high-level strategy into actionable goals

Innovation in Mobile Payments at Tesco

Connecting Customers with Tesco


Discover the power of service design

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Discover the power

of Service Design

Get to grips with Service Design and see how it can boost your business


Strategy Director

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Increased sales, lower running costs, happier customers and a more engaged workforce. These are just some of the results being reported by businesses that have adopted a Service Design approach. Forrester describes it as “the most important design disciplineand with many forward-thinking businesses reaping the benefits; it’s not hard to understand why.

What is Service Design?

“Service Design is a human-centred design approach that seeks to design end-to-end experiences and the underlying business systems that support them.”

Leah Buley, Forrester 

Service Design looks at every aspect of the service that your business offers, across every touchpoint in the real world and digital. Currently, it is primarily used across things like government and healthcare – i.e. domains that offer a public service, for example the NHS. However, more and more businesses are waking up the realisation that there’s a lot to be gained in adopting Service Design thinking.

Benefits of Service Design:

1. Makes your entire organisation more customer-centred, which can only ever be a good thing.

“The more successful our customers are, the more successful our business becomes.”

Jeff Gothelf, Sense and Respond

2. Helps you discover new products to solve knotty problems and deliver business profitability and customer satisfaction.

3. Gives visibility of your customer touchpoints through the end-to-end journey and highlights places where the customer experience is disjointed or fragmented.

4. Pinpoints opportunities and helps you decide the initiatives that will make the biggest impact to your business and customers.

5. Promotes a shared understanding and vision by aligning different departments and helping you engage the entire business.

6. Helps you to integrate new touchpoints, product or services seamlessly within your existing ecosystem of products and channels.

7. Gives you a competitive edge. A Service Design case study for Yhteistyöapteekit (YTA), the largest pharmacy chain in Finland, reported:

  •   47% growth in customer volume
  •   4 out 5 customers extremely likely to recommend
  •   69% growth in prescription drugs
  •   300% increase in sales of new wellbeing services

How to use Service Design

Business are using Service Design as the central approach to product strategy, product innovation, and product design.

Often, Service Design kicks in at the point when businesses decide they want to drive differentiation and transformation. However, you can also use it to analyse and optimise your current product or service experience. There is a lot of value in simply understanding what your landscape looks like today.

Principles of Service Design

Marc Stickdorn and Jakob Schneider describe the five principles that lie behind Service Design in their 2014 book “This is Service Design thinking” 

These are still spot on today. Service Design should be:

1. User centred – put your customer front and centre

2. Co-creative – stakeholders from different departments collaborating together

3. Sequenced – visualise experiences as a sequence of interrelated actions or events

4. Evidenced – experiences must include something tangible that will persist beyond just memories

5. Holistic – consider the wider environment and context within which the experience must live

Common Service Design techniques and tools

Service Design brings together a collection of emerging techniques and ways of thinking. One of the most well known tools in Service Design – and one that we use a lot at Newt – is the Customer Journey Map.

Other tools that come into play at various points can include:

  •   Service blueprints
  •   Service concept cards
  •   Affinity maps

Hopefully this article has given you a deeper insight into the importance of Service Design and the difference it can make to your business.

If you’d like to speak to someone about bringing Service Design to your company, drop us at line at

Read more about Service Design

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Define the scope of your Customer Journey Map

By | Retail, service-customer-journey-mapping, service-service-design | No Comments

Define the scope

of your Customer

Journey Map

The ultimate guide to Customer Journey Mapping – Part 2 of 5:

Customer Journey Maps are essential for any business that’s serious about developing rewarding customer experiences. But they require careful planning or you risk wasting time and money. Our series of five step-by-step articles will guide you through the opportunities and obstacles.


Strategy Director

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Determining specific goals, deliverables, costs and deadlines will help you focus on what’s important and make it easier to get stakeholder buy-in. To be as productive as possible, you must prioritise. Here’s how to separate the wheat from the chaff.

1. Decide your objectives

Focus on the key things you want to achieve for your business. This could be one key statement from this year’s business strategy, for example. A good Customer Journey Map should provide valuable insights into your business. If you try to cover everything at once, it can become overwhelming. Bitesize, actionable tasks are much easier to assimilate and process than a mountain of seemingly insurmountable requirements – and each will add up to form the bigger picture.

2. Identify areas of opportunity

Take a strategic look at your business and pinpoint areas in your existing customer journey where you can see obvious opportunities to differentiate or pain points to solve. For example, if you’re receiving complaints about your after sales service, focus on fixing this. The more targeted your Customer Journey Map, the quicker you’ll be able to implement changes and see results. Which will make both your board and customers happy.

3. Focus on global regions sequentially

Multinational business should concentrate on a particular region at a time, starting with the ones where there’s the biggest opportunity for improvement or biggest market. Once again, look for the customer pain points that are causing the most problems and/or are the easiest to fix. By tackling regions one by one, you will not only discover the specific needs and idiosyncrasies of each market, but also find common ground with other regions. This will make it easier to roll out subsequent Customer Journey Maps.

Other articles in this series:

Part 1 - Set the foundations for a productive Customer Journey Map

Part 2 - Define the scope of your Customer Journey Map

Part 3 - Choosing the right level of granularity

Part 4 - Shape your Customer Journey map for today and tomorrow

Part 5 - What to do after your Customer Journey Map


Like this article? Sharing is caring!

Be inspired

Sign up for our monthly insights on how to boost your business. Plus get our exclusive guide to Customer Journey Mapping.

Let’s get together

Interested in finding out more? Drop us a line, we’d love to hear from you!

See how we can help align your service to fit your customers and capabilities. Talk to our experts about your ambitions for service design thinking and they’ll set you on the road to success – get in touch today!