Service Design: Creating Inclusive Experiences
How Thoughtful Design leads to Impactful and Inclusive Solutions
Over the Christmas period, I found myself at a friend’s house enjoying great company, brilliant food, and some festive fun. After dinner, my friend brought out a board game, this is what Christmas parties have become in my late 30’s, and sure what’s a Christmas party without a little friendly competition? Or in our case, very serious competition!
The game, called Cards vs Gravity, quickly turned our evening hyper-competitive, yet hilarious. The premise was simple: balance cards on a base and try not to knock over the tower (easier than it sounds!).
But it wasn’t until I had been eliminated (my balance skills left much to be desired) that I noticed something incredible about the game. On the cards were small, seemingly random symbols. Curious, I asked my friend about them. His response left me grinning ear to ear: “They’re shapes that represent different colours so people with colour blindness can still take part.”
How amazing is that?
A simple after-dinner game—what might initially appear as a novelty item—was a testament to brilliant Service Design. Not only did the creators consider accessibility for users with colour blindness, but they also incorporated thoughtful design elements for a broader audience. The cards were textured for players with visual impairments, the colours were bold and primary for younger players to distinguish easily, and the text was minimal to keep the focus on the tactile and visual experience. This wasn’t just a game; it was an inclusive experience that considered the needs of a diverse group of users.
Why Holistic Service Design Matters
Service Design is the practice of designing services to meet the needs of users in a way that is efficient, enjoyable, and inclusive. It’s about understanding the full journey of the user—their pain points, preferences, and potential barriers—and creating solutions that address these comprehensively.
Organisations that invest in a holistic approach to solving their users’ problems set themselves apart in the market. By prioritising the user experience, they build loyalty, foster positive brand associations, and often discover efficiencies and innovations they might not have otherwise considered. Take the example of Cards vs Gravity: the creators could have stopped at designing a game that worked for the majority. Instead, they took the time to think about edge cases and, in doing so, created a product that delighted everyone at the table, regardless of their abilities.
“Design is not just what it looks like & feels like, Design is how it works”
Beyond the User: Service Design as a Mirror for Organisations
While Service Design is often associated with improving the user experience, it also has the power to reveal where organisations themselves are falling short. By mapping out the entire service ecosystem—from the frontline interactions to the backend processes—organisations can identify gaps, redundancies, and areas of friction.
For instance, consider a customer journey for a retail company. Through a Service Design lens, the company might uncover that:
Their website’s accessibility features are insufficient, leaving users with disabilities unable to complete purchases, casing frustration, leaving money on the table and perhaps damaging their reputation.
Communication between departments is siloed, leading to inconsistent service delivery.
Feedback loops are weak, resulting in missed opportunities to address recurring customer complaints.
Addressing these challenges not only improves the experience for the user but also strengthens the organisation’s internal capabilities. Service Design acts as both a magnifying glass and a blueprint, enabling businesses to see where they are excelling and where they need to improve.
Service Design in Action: The Ripple Effect of Thoughtful Design
Returning to our board game example, the creators of Cards vs Gravity likely began with a simple question: How can we make this game as fun and accessible as possible? In answering that question, they didn’t just create a game; they created moments of joy for families and friends, regardless of ability.
The ripple effect of thoughtful design can be profound. Consider how:
A well-designed hospital waiting room reduces patient stress and improves staff efficiency.
An intuitive public transport app helps commuters of all ages and abilities navigate a city with confidence.
A banking service designed with inclusivity in mind ensures that people with disabilities have equal access to financial tools.
Designing for a Better Future
Service Design is not just about creating better services for users. It’s about fostering empathy, driving innovation, and empowering organisations to reach their full potential. When organisations take a holistic approach to design—one that considers the needs of all stakeholders—they not only meet their users where they are but also push themselves to where they need to be.
As we move into a future where customer expectations continue to evolve, organisations that embrace Service Design as a core practice will be the ones that thrive. They’ll be the ones who, like the creators of Cards vs Gravity, don’t just settle for good enough but strive to create experiences that leave everyone smiling.
So, the next time you’re playing a game, waiting for a train, or navigating a website, take a moment to notice the design choices around you. Chances are, someone, somewhere, was thinking about how to make that experience just a little bit better for everyone.
P.s Thanks to my friend, Andy.
Great games, amazing food and the reason I had this opportunity to swoon over a great Design.
