Experience by design

User experience continues to be at the heart of successful digital transformation and remains one of the biggest single areas of investment in the tech space. Customer experience transformation has captured the headlines but has matured to encompass the citizen, employee and now supplier network. An outstanding digital experience is increasingly becoming a prerequisite for all aspects of operations. Getting this right is all about great design. 

Recent years has seen the discipline of service design or ‘user centered’ design really come of age whether the service is delivered by the private or public sectors. There are many leading UK companies doing great work in this space and leading their fields both here and overseas. As organisations across all sectors seek to navigate a path through the “Digital Chaos”, we will see demand for service design continue to intensify.

This report looks at the role service design plays in developing and delivering digital services in both the public and private sector. To do this we have focused on the work that service design agency ExperienceLabs is doing with Serco in designing experiences for citizens and user centred design specialist Bio is doing with Target Group and Tech Mahindra in Financial Services.

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