SERVICE DESIGN

Service design is a holistic approach to understanding and improving the entire customer experience with your Brand – from the moment consumers first encounter your product to their ongoing relationship with it. Unlike traditional design that focuses on individual touchpoints, service design maps the complete customer journey and identifies opportunities to create more meaningful, efficient, and profitable interactions. For FMCG companies, this means looking beyond just package design or advertising campaigns to understand how consumers actually discover, purchase, use, and recommend your products. Service design reveals the hidden moments that influence brand loyalty and purchasing decisions – like how easily someone can find your product on a crowded shelf, what happens when they try to get customer support, or how they feel when they run out and need to repurchase. I am following a strategic framework that helps creating an exceptional customer experience by focusing on emotions, symbolism, and social behaviour.

Its 7 interconnected elements:

  •  experience
  •  exchange
  •  extension
  •  emphasis
  •  empathy Capital
  •  emotional Touchpoints
  •  emic/etic process (insider’s view & outsider’s view)

This system provides a holistic approach to the new experiential marketing. The framework is fostering shared value, integrating physical and digital spaces, and building emotional connections through storytelling and empathy. It also tailors experiences to cultural and individual nuances, making it ideal for today’s omnichannel environments. What I can do for you as a service design consultant is help you uncover these critical moments and design systems that work seamlessly across all touchpoints. This might involve mapping the complete shopper journey from awareness to advocacy, identifying pain points that cause customers to switch to competitors, or designing new services that differentiate your brand in commoditized categories. For example, I could help you understand why consumers aren’t repurchasing after trial, design better in-store experiences that drive conversion, create loyalty programs that actually change behavior, or develop digital services that complement your physical products. The goal is always to create experiences that feel effortless for consumers while driving measurable business results for you. My background in both consumer branding and design experience means I understand how to balance creative vision with commercial realities – ensuring that every service design initiative contributes to brand equity while delivering concrete ROI through improved customer retention, increased purchase frequency, or enhanced price premiums.