Service design exists because we all find it frustrating when things don’t work the way we expect them to.

Why service design?

In a recent conversation with a car insurance provider, Jessica politely informed me that The System was throwing up a message. It got me thinking, what is The System? Why is it throwing up in my direction? And, is it weird to be Jessica and have to pass on messages from The System? Service design is about making the interactions between people, systems, places, procedures and policies feel more human, pleasurable and understandable.