Think system, not discrete nodes a.k.a. site, app or shop.
“Digital service design incorporates many existing disciplines – like web design, information architecture, user experience and content strategy. It is, if you like, an organising umbrella principle, in which all these disciplines can work together to build something that meets – and surpasses – user expectation. Perhaps most fundamentally, it’s about letting go of the website as the core idea of digital development, and thinking about service as something that can be delivered through any number of channels – some of them digital. Instead of fretting over your mobile strategy, you figure out how to express your service principles through a mobile device.”