From application or site to service. Not really a giant leap.
“The emerging focus on user experience will be the key to companies’ success as we move from an industrial to a service-oriented society. Service Design focuses on the methods and processes of a service from the point of view of the user. The goal is to make sure that when a client or customer interacts with the service, from branding to customer service to any point of contact, there is room to make the service more useful, efficient, and effective.”