Service Design and Development

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What is Service Design?

Service Design refers to the activity of planning infrastructure, people, communication, and the physical components of a service with the aim of improving its quality as well as the interactions between users and the service vendor. Service design is user-centered. Therefore, a service design method is said to have been successful if it is user-friendly.

Like customer experience, service design is focused on optimizing a company’s operations to improve customer journeys. Service design is often used either to create new services from scratch or make improvements to an existing service. Service designers conduct interviews to find out how users, customers, and the service vendor’s employees feel about the service.

Professors Brigit Mager and Michael Erlhoff at Köln International School of Design (KISD) were the very first people to talk about service design as a design discipline back in 1991. Today, it has been embraced widely and is seen to be just as central to the development process as product design. UX designers can expect to become even more involved in service design as more web products evolve into web services.

That said, it is important to note that service design is in no way a substitute for UX Design. Any service will typically have an array of user experiences, and each will have its own user interface.

The four pillars of Service Design:


We have the right people with the right attitude, qualifications, and experience


We employ repeatable processes to deliver great value every time


We use technology as our primary delivery route helping you make better, data-based decisions


Our policies and culture have created a safe place for our employees and encourage work-life balance

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Case Study

A leading film corporation was concerned about the security of its content. It sought our help in migrating one of its divisions into a division-specific data center from its centralized IT system. The film company hoped that the migration process would happen with the least possible disruption of its production process.

Our experts created 12 consistent yet distinct infrastructure environments and deployed their processes into these new systems. We did this with little disruption of the firm’s operations. Now, its digital masters are secure and isolated from its proprietary IT system.

Maintenance of its system has been simplified and its process of creating infrastructure environments is now repeatable, consistent, and needs little human involvement. The film company is now enjoying agile, modern infrastructure that is better adapted to the digital landscape.

MuleSoft Partner of the Year

In 2018, AVIO was voted MuleSoft’s Partner of the Year, highlighting our continued dominance in API management and cloud integration. Our commitment is to continue leveraging MuleSoft’s AnyPoint Platform to help companies with their digital transformation initiatives. We have the expertise and experience to deliver top-notch, innovative solutions that move businesses forward.

Key concepts in Service Design

At AVIO, we have numerous case studies where practicing service design resulted in improved service delivery. The following are five key concepts of successful service design:

Service Solutions

Service solutions revolve around the inclusion of the functional resources, capabilities, and requirements necessary in a service design process. At AVIO, our service solutions involve a service experience that applies the benefits and strong points of service design to our teams to deliver better outcomes for our clients. We help businesses create iterative and incremental processes that can keep up with changing customer requirements.

Management Information Systems and Tools

These are systems and tools that provide business information to management. They support operations, processes, IT, and intelligence. What’s more, they manage data and move information, and produce data-based reports to improve business decision-making.

These reports describe service delivery in terms of the value they present to the customer. At AVIO, we leverage management information systems and tools to achieve higher levels of efficiency in our operations.

Technology and management architectures and tools

The term “Information Technology Architecture” refers to detailed descriptions of the information processing assets necessary to achieve business objectives, the data associated with them, and the rules that govern these assets.

Technology and management architectures and tools help in verifying that all deployed services and products are operating as expected. They include the process of designing computer networks and computer systems, as well as the development and deployment of IT infrastructure blueprints.


Well-defined processes are necessary if a company is to design and improve its service offerings. Companies create process models that help articulate the unique features of their process. They include customer journey maps and service blueprints, combining employee actions with customer experiences and support processes. Ultimately, processes help companies work in a more customer-oriented manner.

Measurement Systems

These are metrics and methods for the services, their components, processes, and architectures. They assess and optimize the quality of the service that customers receive. Every time an organization creates a new service, that solution must be checked against the features of existing services to figure out how it can be integrated into or interfaced with the system.

About AVIO

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