Definition of service design
Service design is the practical and creative application of design tools and methods with the goal to develop or improve services. It is the activity of orchestrating people, infrastructure, communication and material components of a service in order to create value for all stakeholders involved, build a distinctive brand experience and maximize business potential.
As the definition already states, service design is applied to develop or improve services. Service designers have a service-oriented view of the world, where all interactions between a brand and a user are regarded as services. E.g. looking at a drill: people don’t want a drill, they want the service of making a hole in the wall, or even more: they want to keep the memory of their grandmother alive by hanging a frame to the wall. The drill is just a material component to deliver the service.
*Service design definition loosely based on the definition by the Service Design Network on their website.