Service Design.

We are Service Designers, who work with to reimagine the interactions between you and your customers by creating, shaping and improving services by creating consistency across all touchpoints and improving internal processes & operations to help deliver great experiences.


The world of digital and non-digital are merging closer together than ever before. Is your service the best it can be, across all digital and non digital touchpoints?


1. Understanding your proposition and products that we’re looking to design a service for.

A service is ultimately how your business will operate to deliver the required customer experience for your proposition or product across all touchpoints (both digital and non-digital).

We help businesses and organisations design new and improve services that ultimately look to delight their audience, reduce risk and increase consistency. It’s about defining a clear view and internal process of what should happen for every eventuality so you can prepare and plan accordingly, across any touchpoint.


  • Customer interviews
  • Ethnographic research
  • Stakeholder workshops
  • Business innovation
  • Service safaris
  • Business strategy and visioning
  • Quantitative analysis
  • Qualitative analysis
  • Thematic Analysis


  • Personas
  • Empathy maps
  • Mental models
  • Experience maps (also known as Customer Journeys)
  • Service vision wheel
  • Business model canvas
  • Value proposition

2. Designing your service, across all touchpoints

This is where we start to design the service blueprint for your identified product or proposition, aligned to delivering a great customer experience. This will highlight how your business will function and operate – including the relevant processes, operations and structure of internal workings – aligned to achieving the aspirational customer experiences (driven from the ‘Experience Strategy’ outcomes).

It is the internal visualisation of how your company will work to deliver the service at every step of the customer interaction, across different departments, teams, processes and technology. It will ensure consistency in the end-to-end customer experiences you want to offer, across various digital and non-digital touch-points.


  • Roll-play workshops
  • Stakeholder workshops
  • Innovation workshops


  • Service blueprints
  • Storyboards
  • Operational models

3. Bringing the service to life

It’s important to ensure the blueprint of the service that’s been documented and proposed works in reality. We bring to life the potential new proposed service so we can validate and iterate before go-live. 

Typically done via internal role-playing workshops with key stakeholders, management and relevant staff to help demonstrate, shape and validate roles & responsibilities of staff.

Where possible, we also look to ensure the environment within the workshops represents that of the given touchpoint, such as in-store, in an office, in a branch. The more realistic, the more context and understanding we can gain to reliably ensure the service is suitable before go live.


  • Product design
  • Design thinking
  • Conceptualisation
  • Co-design workshops
  • Roll-play workshops


  • Digital prototyping
  • Cardboard prototyping
  • Physical prototypes

Helping realise your potential…

Designing Services

Helping you design a service or improve an existing – focused on delivering the aspirational customer experience already identified – covering your internal processes, staff roles, operations and technology.

Service Healthcheck

Let us get to the root of why your existing service isn’t working. We’ll create a bespoke report – typically within 15-20 days – that summarises issues impacting your service, working with your relevant teams across at key touchpoints.

Role-play Workshops

Roll-playing the proposed service and stress test to identify weaknesses / areas for improvement before going live.

Helping our clients achieve their aspirations…

B-North: We’re actively supporting B-North, a large FinTech start-up, with Service Design & CX consultancy, in their journey of disrupting the UK SME lending market by drastically reducing time for loan origination…

Find out more

Image relating to the company being showcased.

Request-to-Pay: We're actively supporting Pay.UK (UK’s leading retail payments authority) to shape and design a new proposition that will give consumers much greater flexibility when paying regular bills…

Find out more

Let’s talk.


Get in touch today with our Head of XD, Andy Wilby, to discuss more about how we can help your business or organisation improve and reimagine existing or new services, aligned to delivering a great customer experience to help realise your potential.

Andy Wilby | Head of Experience Design

0113 201 0600

LinkedIn profile >

Our Sector Expertise


We work with retail businesses to improve consistent experiences against moments & milestones – across multiple digital and non-digital touch-points – aligning to your customer’s behaviours and emotions.

Wealth Investment

Working with wealth investment providers to help improve their platform offering by focusing on the various customer life stages/moments for buying investment products.

FinTech & Payments

Working with Challenger banks, FinTechs and Payment companies to help create innovative products and services, focusing on agility and scalability to get to market quickly whilst limiting risk .

NHS Healthcare

We work with NHS Trusts to help redesign end-to-end services that have a clear focus of improving patient care, as well as increasing internal efficiency and saving costs.