An emerging discipline called “service design” reframes how organizations utilize design. Historically, design has been focused on the creation of things, whether in service of marketing (advertising, branding, packaging) or product (industrial design, software design). Service design applies many of the same practices, but pulls back from this emphasis on artifacts, instead assuming a broader view in an effort to understand the relationships between people (customers, frontline employees, management, partners) and the activities they take part in. Artifacts are no longer considered on their
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