Human-Centred Service Design
Creating Services that Truly Work for People
"Service design is the craft of tying together human, digital, and physical interactions over time to create a truly differentiated experience for your customers.”
— IDEO
What is Human-Centred Service Design?
Human-centred service design (HCSD) is a creative approach that focuses on designing services around the people who use them. By understanding the needs, behaviours, and experiences of users, this methodology ensures that services are not only functional but meaningful and impactful.
The core principle of HCSD is empathy—putting people first in every step of the design process. Whether it's developing a new public service, a digital platform, or an organisational process, the goal is to create experiences that are accessible, enjoyable, and effective for the users.
Why Human-Centred Service Design?
Empathy-Driven: By deeply understanding the needs and motivations of users, we create services that solve real problems, rather than just treating symptoms.
Iterative & Responsive: HCSD involves prototyping, testing, and refining solutions based on user feedback. This ensures that services are constantly evolving to meet the changing needs of the people they serve.
Collaborative: The design process involves close collaboration between designers, stakeholders, and end-users. This collective approach ensures that all perspectives are considered, resulting in solutions that are more holistic and effective.
My approach to HCSD focuses on deep engagement with stakeholders and users, ensuring that every voice is heard and every need is met. Through research, co-design sessions, and continuous feedback loops, we create services that are intuitive, sustainable, and human-centred.
The Process
Research & Discovery: We begin by gathering insights through interviews, surveys, and observations. This phase allows us to deeply understand the needs and pain points of the users.
Co-Creation & Ideation: Next, we collaborate with stakeholders and users to brainstorm and prototype potential solutions. By involving users directly in the creation process, we ensure that their needs and preferences are built into the design from the start.
Prototyping & Testing: Ideas are transformed into prototypes that can be tested with real users. This phase allows us to gather feedback, refine solutions, and ensure that the final product truly meets user needs.
Implementation & Iteration: Once the solution is implemented, we continue to monitor its performance and gather feedback. HCSD is an ongoing process of improvement, ensuring that the service continues to evolve with the needs of its users.