Dealing with complexity is the underlying message.
“Service design is just what it sounds like, the design of services. But this is a misnomer. If you look into the focus of modern service design across various industries, including my own, you see that it truly translates into “macro, end to end, surface to core experience design. This means it goes beyond the UX of specific touchpoints, and beyond just focusing on one channel or funnel. It truly stands for the macro view of the customer experience, and should be used strategically to design a more optimized and effective one, daresay delightful. Or, be used tactically to fix experiences that are falling short of their promise.”