The holistic design view on digital and physical is taking hold.
“Service design seems to go by an increasing array of names: Customer Experience, Cross-Channel UX, or even just ‘design thinking’. In most cases, these terms describe a holistic approach to your users’ and customers’ needs, no matter where or when they’re interacting with your product or service. In traditionally siloed organizations, it can be no small task to ensure that you are providing the best possible service. Communication is at the heart of service design and Marc Stickdorn knows the core of it is getting everyone on the same page. He says that the importance of this lies in the fact that customer experiences sometimes aren’t tangible – a user or customer could be experiencing an internal event. It’s important to understand how different customers come in contact with the design.”