Service design that transforms your customer experience.

Service design for SaaS creates cohesive experiences across all customer touchpoints—from marketing to onboarding, core product use, support, and renewal. It aligns every interaction with user needs while ensuring operational feasibility. Unlike traditional UX design that focuses mainly on the product interface, service design encompasses the entire ecosystem surrounding your SaaS offering.

Strategic service design drives significant improvements in customer retention (typically 15-40%), customer lifetime value, NPS scores, and operational efficiency. By creating seamless journeys across all touchpoints, service design reduces support costs, accelerates onboarding, increases feature adoption, and strengthens brand advocacy—all contributing directly to sustainable growth and profitability.

Our service design process begins with comprehensive research across customer segments, moving to journey mapping and service blueprinting that visualize the entire experience. We then identify opportunity areas, develop service concepts, prototype key interactions, and create implementation roadmaps. Throughout, we balance customer needs with operational realities and business goals, ensuring viable solutions.

The ideal times to invest in service design are: 1) When planning significant growth or market expansion, 2) When customer journey metrics show inconsistency across touchpoints, 3) When teams are struggling to deliver consistent quality at scale, 4) During digital transformation initiatives, or 5) When you're facing increased competition and need to differentiate through superior experience.

We measure success through both experience metrics and business outcomes. Experience metrics include journey completion rates, cross-channel satisfaction consistency, and effort scores. Business metrics include reduced customer support volume, increased retention, higher cross-sell/upsell rates, improved operational efficiency, and increased customer lifetime value—all traceable to specific service improvements.

While UX design primarily focuses on the product interface, service design takes a broader view of the entire customer journey across all touchpoints. Service design connects digital experiences with human interactions, organizational processes, and physical environments. It also explicitly considers the "backstage" operations that enable customer-facing experiences, ensuring concepts are both desirable and feasible.

We employ a versatile toolkit including service blueprints, journey maps, stakeholder maps, system diagrams, touchpoint matrices, service prototypes, and backstage-frontstage analysis frameworks. For collaborative design, we use facilitated workshops with cross-functional teams. These tools help visualize complex systems, identify opportunities, and align stakeholders around a shared vision of the desired service experience.

Timeline varies based on scope and complexity. A focused service assessment with recommendations typically takes 3-4 weeks. A comprehensive service redesign involving research, journey mapping, concept development, and implementation planning usually requires 8-16 weeks. Implementation timelines depend on the changes required and your organization's capacity, but we structure work to deliver value incrementally.

We take a pragmatic approach that balances ideal experience with practical constraints. We start by understanding current systems and constraints, then design solutions that can be implemented incrementally. We identify quick wins that work within existing limitations while creating a longer-term evolution plan. Throughout implementation, we collaborate closely with development and operations teams to ensure solutions are technically feasible.

Yes, collaborative design with your internal teams is essential to our approach. We engage stakeholders from across your organization—product, marketing, support, sales, operations—to ensure diverse perspectives are incorporated and to build ownership of the solutions. This collaborative process not only creates better service designs but also facilitates smoother implementation and builds service design capacity within your team.