Successful digital services are used over and over again and improve through constant iteration and optimisation. Focus on processes, not projects. Identify metrics to evaluate performance and use this data to drive new features and remove features that aren’t working. Service design is another lens through which to view user-centered design and uses many of the techniques and principles familiar to interaction designers.
By applying these techniques to a variety of touchpoints, we can design an exceptional customer experience that works across all offline and digital channels.