Service Design

We radically redesign services

Service design is a subset of innovation.  In public services, it provides organisations with a practical way of ‘doing’ innovation. Service designers use skills such as visual communication, user research and facilitation to help organisations to enhance their understanding of customers’ needs and connect this to a process of idea generation, prototyping and testing. This consists of the following activities:

  • System mapping

This visual process allows system leaders to identify gaps in provision, duplication, unmet need and where opportunities exist for innovation and improvement.

  • Whole system design

User-centred design supports multiple agencies to align to the needs of their end-users. It mobilises stakeholders and drives change by co-constructing a shared vision for future provision.

  • Ethnographic research

Often traditional data sources struggle to give meaningful insights into real people’s lives. Different, more open and holistic processes are required to uncover unique and transformative insights and perspectives.

  • Co-design

Deeply involving users, staff and other stakeholders in the design process ensures that emerging solutions are relevant and meaningful to everyone.

  • Open analysis

Bringing together lots of diverse stakeholders to generate shared insight into complex problems helps build a shared language and set of common aims.  


  • Prototyping

Prototyping is an approach underpinned by rapid experimentation, evaluation, learning and adaptation. It enables us to fail earlier and often in order to succeed sooner and at less risk and cost.