Designing a Service, Not a Process

Let’s talk about business processes.

When I talk about service design to clients, often time people default to thinking about processes. Processes are neat, linear (maybe with a fancy feedback loop), and provide us comfort in showing from how we get from point A to point B. They show us how things work, in theory. If we could just rejig the process…voilà, problem solved.

However, there is much more to service design than business processes diagrams, and if you’re going down that path…well you might be a business analyst. In service design we…