Service Design

Service Design: How Design Helps Sell a Service

Do you know when you are going to buy a hamburger and choose to enter a diner that sells exactly the same hamburger as the others, even at the same price?

You certainly didn’t choose where to buy the product. His choice was not even conscious but based on the experience that that cafeteria offers. In other words, you chose the place that offers the best experience.

The ambiance, the visual identity, the service… In short, all the features that can differentiate two identical products and help to sell you service are  Service Design.

Service Design (or Service Design, in the Brazilian way) studies the experience of all people with a service, including the experience of the sellers themselves. The reason is to innovate this experience, making the service more relevant and therefore more competitive in the market.

It’s like that place where you don’t really like the food or beer and it’s not that cold, but you go because you feel good there.

But how can Service Design help you sell a service?

Imagine that you are selling an online course and realize that you are not the only one offering it. What do you do? Nevermind? Do you think you have plenty of customers?

None of that. Apply Service Design, innovate your service, and sell more!

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Browse the content

  1. Service Design and the real purchase price
  2. Design Thinking: Thinking about processes
  3. Design Thinking step by step
  4. Where to apply all these “Designs”?
  5. Conclusion: Thinking about the buying experience can help a lot to sell a service

Service Design and the real purchase price

We are living through a time of change in the way people consume.

Nowadays, the real value of a purchase is embedded in the experience we undergo in the purchase process, and not just in the final product, as it was in the beginning of sales. And that’s where Service Design comes in, to innovate this experience.

The fact is that there is no recipe for having Service Design applied well. Each project is different, with different audiences and different experiences among users. But there are rules that can help you apply Service Design.

When thinking about selling a service, for example, it is essential that you address three issues:

  1. What experience should the consumer have when using your service?
  2. What experience should the employee have in providing their service?
  3. How does your company stay true to its mission and become relevant to the consumer?

It does not stop there. You know that purchase you make online and a few days later the company gets in touch wanting feedback on the entire process and concerned about your experience?

This is also Service Design.

Not only focused on the process to sell a service, Service Design also focuses on innovating after-service, to build customer loyalty.

The shopping experience is a three-part process.

So, when thinking about the true value of your purchase, don’t forget to visualize the experience as before, during, and after the service.


Design Thinking: Thinking about processes

Understanding Service Design as a look at the whole process, we started to think about its phases and aspects, right?

Now imagine a form of approach that allows you to look at and understand the entire service process before innovating it.

This has a first and last name. It’s called  Design Thinking.

Design Thinking is an approach that seeks to solve a problem from the user’s perspective. In other words, it places human beings at the center of the service, bringing the business closer to its users and finding ways to innovate in their needs.

Tim Brown, author of the book “Design Thinking: A Powerful Methodology for Ending Old Ideas,” explains that the term was created to express the importance of thinking more like a designer.

For him, thinking like a designer is far from that stereotype of a visual thing, bordering on art; but it is a way of thinking strategically, understanding human processes to create better projects.

Tim says that CEOs, administrators, managers, consultants, salespeople, interns… Everyone should think like a designer, precisely because it is strategic thinking, which can and should be applied to any service or product.

And it is how this strategic thinking works that I will explain now.

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Design Thinking step by step

Design Thinking is a very extensive aspect, with several stages and analysis tools. So I’ve summarized the main steps that can help you think about and sell a service.

1 – What does our customer need?

This step is to understand the customer and their needs. Knowing and studying your competitors well, identifying their strengths and weaknesses, analyzing the SWOT and doing market research can help – and a lot! So you can know exactly what your customer needs and where he sees flaws in your service and what is offered out there.

2 – Where can we innovate?

This is a crucial step. When identifying the needs of your customers, the challenge becomes another: identify the flaws in your service and try to innovate them.

3 – Will the customer be satisfied with the innovations?

If you go wrong, make it at this stage. Apply your innovations (but with prototypes) and see if the customer is responding well to changes.

4 – Apply the changes

Make the adjustments approved during the tests and innovate, correcting your flaws. Then just sell a service!

Where to apply all these “Designs”?

Rather than describing and pointing out the theoretical benefits of applying these tools, it’s showing where they can be applied in your team’s day-to-day activities.

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A brainstorm is a great tool for the beginning of any project in any area. By applying design thinking in brainstorms, you get the team to empathize with the customer and get into their mind.

Sales team

Make your employees understand not only who your customers are and their problems, but understand the way they think. That way, your team can develop their own, more effective methods of breaking objections.


Design Thinking’s most in-depth tools can point to innovation at any point in your service process, being much more than a simple way of thinking.

Conclusion: Thinking about the buying experience can help a lot to sell a service

The application of Service Design and Design Thinking is beneficial to any type of company, from small to large. Many companies are involving designers in all projects precisely because of this thought.

If you and your company are not concerned about the experience of customers with your service, try using it and see your leads increase considerably.

But don’t just contain the information in this text. There are many other texts, books, TEDx about Service Design, fonts abound!