In Service Design we introduce “empathy” not only on the customer-facing side - like UX - but also on the business side in an extended sense. We map out customer facing processes along with the connected organisational processes - or in the case of a new product-service, help the organization to design them from the ground up.
We touch upon more than “just the product”.
We extensively apply various design research methods in order to maximize customer insights in all aspects of a service provided: how they feel, see, experience it, what is bad, what is missing and how can the overall experience be improved.
We move beyond just the technical concerns
We include physical spaces, real human-to-human interaction and any sort of interface the customer touches upon while using the service. As a result the company may introduce a new customer calling-system or new chairs in the waiting room.