The challenge for a Service Designer is to ensure that stakeholders can see the value of the service experience that has been designed.

Often when orchestrating an entire service that comprises of multiple touchpoints, key stakeholders do not have the ability to visualize the service experience.

As designers most of us are extremely visual due to which an orchestration of a journey may seem obvious in our heads because we can play out the sequence effectively. …


Service Design for food beverages: What we learnt in the SDD Session organized on 14th March 2021

Food is a basic need. The food and beverage industry is constantly improving to meet our demands. The food on your plate has a complete cycle which starts from our agricultural lands to our plates and a lot get dumped into our waste and completes the cycle of going back to our lands in the form of bio waste.

How are Service Designers contributing to this sector?

The circular economy offers a vision for a food system fit for the future.

Making the most of the produce at every step of the cycle is a key role a Service Designer could play.

To further explore how service designers are contributing to this sector, SDD…


Businesses should relook at sales strategy and indices if they want to design a great customer buying experience because customers are no more relying on sales to know about your product /services.

A salesperson addressing a family at a car showroom
A salesperson addressing a family at a car showroom
https://www.passionateinmarketing.com/one-fifth-vehicle-buyers-in-india-dissatisfied-with-purchase-process-jd-power-asia-pacific-2015-study/

As Service Designers, we are often working with businesses to improve the experiences within their customer journey. The buying experience is amongst the first few touchpoints that help businesses to communicate with people regarding the value they are adding in each of their lives. Hence sales is a key channel for customers to understand the brand and its value proposition.

But what do customers really think about when they interact with sales?

To answer this question, I turned to Daniel. H Pink, an influential voice in the evolving landscape of sales and persuasion. …


A really good experience is a well-orchestrated digital and physical touchpoint. But “orchestration” requires people to coordinate and collaborate — which often results in mayhem!

https://www.fbtb.net/star-wars/the-mandalorian/2019/12/19/the-mandalorian-s1e6-chapter-6-the-prisoner-episode-recap/

Many organizations today have been trying to achieve consistency in experience across all of their channels. Irrespective of digital or physical, every Brand has been trying to ensure that their customer’s buying journey is seamless across any channel they choose.

This “omnichannel experience” is possible today due to the possibility of data sharing, open APIs, and cloud infrastructure. But digital applications is not the only contributor to the omnichannel strategy.

Another key player that facilitates this strategy to be executed is ‘people’.


The foundation required for an individual to thrive, build their skills, and in turn contribute towards a larger vision is — company culture.

What is culture?

A culture is a set of values and principles that sets the tone of the organization. These values and principles are not just words that are used by HR during induction but they are reflected across all digital and physical touchpoints, processes, products, or people that a person encounters within the organization.

Businesses work optimally when culture is designed around 3 Ps — passion, process, people.

As a service designer, when I work with companies big or…


Why should Businesses care and most importantly why should Service Designers care?

Photo by Carson Masterson on Unsplash

In today’s world where data and information is easily available and consumed across multiple platforms, your journey for buying a product, experiencing a service or interacting with a brand is not a linear streamlined process.

Due to the vast amount of information that we are consuming at a large rate, our brain is automatically filtering out information that we do not want to see or process.

This phenomenon is called sensory gating. Sensory gating describes a neurological processes of filtering out redundant or unnecessary stimuli in the brain from all possible environmental stimuli. Also referred to as gating or filtering…


As service designers, it is key to lay out a structure that would help the team to see the whole picture.

My installation partner Shivani Sawanth and I building our OFFF structure

As a service design team lead, I often find myself asking my team — “ Where is your structure?” or “ Put your structure in place and then we shall discuss”. My team hates the word “structure” today.

In this article, I want to expand on why a structure is important as designers. Maybe this is a letter to my design team or any other design team who does not realize the importance of having a larger road-map laid out.

Firstly what is a structure?

It is nothing but strategic steps which defines why each activity has to be conducted in a particular sequence. For…


How do you determine “who” is the product or service for?

Photo by Cytonn Photography on Unsplash

This is a big question that is raised while working on brand new technologies or ideas for products and services in startups. In most of the cases, there is no budget to hire a large consultancy firm to crack this question for the business and as usual resources are limited.

Today in India,where every minute a startup is born, a new idea is introduced into the market; the key question is what makes a customer adopt a brand new service or a product that just entered the market?

The…


Strategy to ensure consistent user experience across multiple touch points for a new service or a product.

A famous quote by Dieter rams; he was on point when he said this because often we design for businesses and not for people!

Are you a startup?

Are you a team of technologists looking to build a product?

Are you struggling to articulate the experience of your service or a product?

If you are answering ‘yes’ to any of the above questions, this article will give you an idea how to start creating services or products keeping the customer at the core of the product and business strategy.

How can companies ensure that their product is delivering the right experience?

Often when large organizations or even a start-up comprising of 10-50 people, build a product or an application…


Spatial Logo created with Samarskaya and Partners studios

With every passing day, newer technologies are being researched and used to communicate information to the masses. Designing for screen interfaces are extremely popular in this digital era, yet innovation does not stop with varying sizes of LCD or OLED screens to communicate business, application or services to consumers. Today we are transcending beyond the screen, researchers have unlocked our monitors and stepped into a new world that we refer to as a virtual environment.

If information, has to be communicated in space, can we follow the current rules of type design to communicate our idea or information about our…

Juneza Niyazi

Service Designer. Enthusiast about AR/VR and Design systems. You can see my other works at http://junezaniyazi.com/

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