Create better services by truly meeting the needs of the users



Together, we build a strategic vision for services that truly meets the consumer demand. We translate this vision into concrete experiences by involving  various expertises in the following fields : user experience (UX) , user interface design, prototyping, KPI definition and analysis, user testing and more.

What is service design ?

The purpose of service design is to deliver high quality experiences by focusing on meeting the needs of the users. This approach can be used to improve an existing service or creating a new service.

Service design is especially relevant in cases of digital transformation and innovation. Service design brings an efficient way of viewing an organization, how it operates and the interactions between its various parts. Thanks to a large panel of good practices (process design, organizational designs, information design, technology design etc…)  and a design thinking methodology, getting the best out of creative work in a controlled process.


Service design principles support the development of services which deliver high quality experiences to users and customers.

Services should be designed based on a genuine comprehension of the purpose of the service, the demand for the service and the ability of the service provider to deliver that service.

Services should be designed based on customer needs rather than the internal needs of the business.

Services should be designed to deliver a unified and efficient system rather than component-by-component which can lead to poor overall service performance.

Services should be designed based on creating value for users and customers and should be the most efficient.

Services should be designed on the understanding that special events (those that cause variation in general processes) will be treated as common events (and processes designed to accommodate them)

Services should always be designed with input from the users of the service

Services should be prototyped before being developed in full

Services must be designed in conjunction with a clear business case and model

Services should be developed as a minimum viable service (MVS) and then deployed. They can then be iterated and improved to add additional value based on user/customer feedback.

Services should be designed and delivered in collaboration with all relevant stakeholders (both external and internal)


Much of service design is found in the design of processes, both internal and external, and these principles underpin this:

Any activity that fails to add value for the customer should be eliminated or minimized

Work is always structured around processes and not around internal constructs such as functions, geography, product, etc.

Work shall not be fragmented unless absolutely necessary. This enables accountability and responsibility from a single individual and reduces delays, rework, etc. It encourages”What is Creativity?” “What is Innovation?”  and ownership of work.

Processes should be as simple as possible. Focus on reducing process steps, hand overs, rules and controls. Wherever possible the owner of the process should have control over how it is delivered.

Processes should reflect customer needs and many versions of a process are acceptable if customers have different needs.

Process variation should be kept to a minimum.

Process dependencies should be kept to a minimum

Processes should be internalized rather than overly decomposed (e.g. training is better than work instructions)

Process breaks and delays must be kept to a minimum

Reconciliation, controls and inspection of process must be kept to a minimum

KPIs for processes will only measure things that matter


People are the key to service delivery and some basic principles for organizations can help them realize their full potential:

Work groups are to be organized so that they match the processes and the competencies required

Individual workers will be given sufficient autonomy to make useful decisions

Work will take place in a location where it is done with the most efficiency

Organizational design is a field all of its own and can become incredibly complex. It’s typically a process managed by HR but there’s no reason that service designers cannot be involved.



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We are a company based in Paris.
38 rue Dunois, 75013 Paris, France


Tel : +33 (0)1 76 50 55 58
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