Written in collaboration with Carla Santos, a member of The Blog team.
Two teams responsible for delivering the same financial service faced a challenge: their collaboration needed improvement. While each team was fulfilling its role, limited communication between them led to inefficiencies, making the workflow less seamless than it could be. To complicate matters further, the process was largely manual, increasing complexity and leaving room for errors. Recognising an opportunity for improvement, they sought to refine their collaboration and enhance performance.
So, how could they address these challenges? That’s where service design comes in. In today’s fast-evolving digital landscape, delivering exceptional user experiences requires a holistic, human-centred approach. Service design bridges the gap between user needs and business goals, creating cohesive and meaningful service journeys.
At PwC Luxembourg, we’ve embraced service design as a key driver of internal transformation. In fact, the example above comes straight from one of our own projects. So, how did we tackle it? We kicked things off with user interviews to dig into the root causes of communication gaps and spot areas for improvement. Then, using those insights, we brought the teams together in workshops to align processes, improve collaboration, and make their workflow smoother.
But that’s just the beginning. Keep reading as in this blog we explore what service design is, why it matters, and how it can make a real impact. We also share how we apply its principles to create better, more efficient solutions across our firm—and maybe even spark some ideas for you along the way.
What is service design?
Service design focuses on planning and organising a business’s resources, such as people, infrastructure, and digital tools, to enhance both the customer experience and the operational efficiency of the service provider.
Unlike traditional product design, which often emphasises individual touchpoints, service design considers the entire service ecosystem, both frontstage (customer-facing) and backstage (internal operations). The goal is to ensure that every touchpoint within a service works seamlessly to deliver a cohesive and efficient experience for users while optimising internal workflows.
For example, take Uber. While the app is intuitive and user-friendly, the true brilliance of Uber’s service design lies in the seamless integration of various components: driver onboarding, ride-hailing, GPS tracking, payment systems, and customer support. Each of these touchpoints is interconnected, ensuring a smooth and reliable experience for both passengers and drivers.
A well-executed service design strategy leads to numerous benefits, such as:
- Enhanced customer satisfaction by addressing pain points and delivering smooth experiences.
- Operational efficiency through streamlined processes and better resource allocation.
- Increased business value by aligning user needs with company goals, reducing friction, and driving innovation.
Uber is just one example. The beauty of service design is that it applies across industries. So, let’s look at more concrete examples and see the impact of service design in action.
Real-world impact of service design
Organisations across various industries have successfully applied service design to create meaningful improvements. By adopting a holistic approach to service delivery, companies can enhance customer experiences, streamline operations, and create sustainable value. Here are a few examples of service design in action:
Healthcare
Click here to expand or collapse
the National Health Service (NHS) in the UK capitalised on service design principles to redesign patient journeys, reducing wait times and improving communication between departments. By implementing digital appointment booking systems and optimising resource allocation, hospitals improved efficiency and patient satisfaction.
Retail
Click here to expand or collapse
Starbucks enhanced its mobile ordering and click-and-collect service using service design. The redesign ensured seamless integration between digital ordering, in-store pickup, and staff workflows, reducing customer wait times and increasing operational efficiency.
Transportation
Click here to expand or collapse
Transport for London (TfL) introduced the Oyster Card system, an integrated ticketing solution that streamlined commuter journeys. By incorporating real-time travel updates and a unified payment system, TfL improved user experience and reduced congestion across the network.
Finance
Click here to expand or collapse
American Express enhanced its Membership Rewards programme by using Service Design principles to improve customer experience. The company integrated both digital and physical solutions, allowing customers to earn and redeem rewards in a simplified and personalised way.
In addition to providing a digital platform for tracking and redeeming points, American Express partnered with both physical and online retailers, enabling customers to use their points easily at various stores. The seamless integration between the digital platform and in-store experiences increased customer satisfaction, making the process smoother and more efficient.
These examples showcase the transformative power of service design across industries. At PwC Luxembourg, we apply its principles to enhance our internal projects—boosting efficiency, fostering innovation, and strengthening collaboration. Ultimately, this translates into even better services for our clients. Now, it’s time to explain how we bring service design to life.
Our approach to service design and the importance of cross-disciplinary collaboration
For us, service design is more than just a methodology—it’s a mindset rooted in teamwork and co-creation. Recognising the complexity of modern services, our Business Architecture & User Experience (UX) Design team has adopted a collaborative approach where UX designers, business analysts, and business architects work together:
- UX designers focus on user research, journey mapping, wireframing, and usability testing to create intuitive and accessible experiences.
- Business analysts understand the business needs, identify business objectives, and ensure that proposed solutions are viable and aligned with company strategies.
- Business architects make the link between the business and the IT solutions, support the business to define their vision, and help to design or rethink business capabilities and business processes.
This collaboration ensures that the solutions they propose aren’t only user-centric but also aligned with business objectives. Liliana Felicio, Senior UX Designer, and Michael Di Rocco, Business Architecture & UX Design Team Leader, walked us through their service design workflow. Here’s what they shared:
1. Service discovery
In this phase, we create a service map to visualise the current state of the service. By mapping the entire service ecosystem, including backend processes and supporting technology as well as the required inputs and deliverables, we ensure that no touchpoint is overlooked. The outcome of this phase is a detailed overview that establishes a foundation for strategic decision-making.
2. User and stakeholder research
We begin by immersing ourselves in the perspectives of users and key stakeholders. Using qualitative and quantitative methods such as interviews, surveys, and observational studies, we gather deep insights into their needs, behaviours, and expectations. This research helps us understand what truly matters to users and where pain points exist.
The outcome is a detailed research report that serves as a foundation for the entire process, ensuring that our solutions are based on real user needs rather than assumptions.
3. User journey mapping
Understanding the journey from a user’s perspective allows us to pinpoint areas where the service falls short. We analyse each stage of the user experience, identifying pain points, moments of frustration, and opportunities for improvement. This step is crucial in prioritising changes that will have the greatest impact on user satisfaction and business efficiency.
The output is a detailed user journey map, which serves as a visual reference for optimising the service experience.
4. Architecture analysis
In this phase, we identify the building blocks needed to implement service improvements. This analysis ensures that our solutions are aligned with the organisation’s strategy and technical capabilities. We assess existing system capabilities in the application landscape, the current business processes and organisational structure to define the Target Operating Model.
The final output will be a high-level requirements document that guides our implementation decisions.
5. Co-creation workshops
Collaboration is key. Through structured workshops involving cross-functional teams, we define a shared vision, roadmap, and priorities. The result is a well-defined roadmap with actionable steps to move forward, ensuring that all perspectives are considered in the final solution.
6. Vision definition
This phase culminates in the creation of a “To-Be” service blueprint, which serves as a comprehensive model outlining the desired future state of the service. This blueprint includes details such as customer interactions, backend workflows, supporting technology, and governance structures. By establishing a clear vision, we create a roadmap for transformation that ensures alignment between business strategy, user needs, and technical execution.
7. Project(s) initiation
Finally, we transform the blueprint into a set of recommended initiatives, detailing high-level estimates, dependencies, and strategic priorities. Our recommendations empower stakeholders to make informed decisions about execution, ensuring alignment with business objectives and technical constraints.
By bridging the gap between operational feasibility and user desirability, we enable the teams to take actionable steps toward meaningful service transformation. Continuous monitoring and iteration promote ongoing improvement and long-term sustainability. While we always support teams during implementation, our level of involvement varies based on the project’s scope and specific needs, allowing us to provide targeted expertise where it matters most.
Moreover, our team empowers other teams to integrate service design into their workflows through a hands-on training programme. It equips participants with foundational knowledge, methodologies, and practical tools to craft target services, optimise daily operations, and develop customer-centric solutions that drive real value.
Blending theory with practical application, the training transforms how teams approach service design, fostering innovation, enhancing collaboration, and ultimately raising the bar for client experiences.
But don’t just take our word for it—we asked colleagues who have collaborated with the team to share their experiences and the impact this approach had on their work.
Full circle: from internal to external excellence
We believe that integrating service design into our internal processes brings many benefits. It helps us streamline workflows, optimise resources, and create more user-centric solutions, enabling teams to work smarter and more effectively. It also strengthens collaboration between teams, enhances operational efficiency, and drives innovation across our firm.
Whether it’s improving internal processes, refining service delivery, or creating a more seamless experience across functions, the impact goes beyond our firm. It elevates the quality of our services and reinforces our commitment to excellence. By continuously evolving to meet the firm’s needs, we ultimately create greater value for clients, suppliers, and stakeholders. In short, excellence starts from within and radiates outward.
Service design is deeply connected to a core principle at the heart of our firm: continuous improvement—both in the way we work and the value we deliver. Chances are, this mindset drives your organisation too. We hope this blog has inspired you to explore how service design can enhance your daily work and team dynamics.
What we think
At PwC Luxembourg, we see service design as a strategic enabler of transformation. By combining cross-disciplinary collaboration, research, and user-centred design, we create efficient and scalable solutions that align customer needs with business objectives. Through structured methodologies and training, we empower teams to embed this mindset in their daily work—fostering continuous innovation and lasting impact.
Our service design practice, led by Business Architects and UX Designers, turns strategy into action. We help teams design solutions that exceed expectations, using structured methodologies and workshops to deliver key assets like High-Level Requirements documents, user journey mapping, and Target Operating Models. This approach reduces risks, enhances efficiency, and drives better outcomes.
