Digital Service Design

Service design plays an important role at any stage of the service lifecycle in companies regardless of their sizes and businesses. Besides, service design orientates the way to develop a service as well as the engagement to gain users’ interest. Therefore, the utilization of service design is essential to bring values for users and benefits for companies in the long run. The aim of this thesis was to highlight the importance and application of service design into digital service with the focus on users. In the theoretical part of this thesis, the definition and principles of service design are introduced to provide a deeper understanding of its existence and a contribution to service development. Furthermore, service design processes and tools are described. These processes and tools support designers in building services in a logical and meaningful way, leading to the increase of qualified results and the decrease of unwanted risks. In the experimental part of the thesis, a case study of Host My Pet is presented to demonstrate the improvement of pet caring service. Illustrated images of persona, user map journey and business modal canvas are used to show the findings of users’ pain points and proposed solutions. After suitable service design tools have been applied, Host My Pet’s platform provides end-users better interface and experience, which will result in a significant growth of user’s registration and company’s profit