Service design tools

This is the first iteration of the Service design guidance. More content will be added and updated over time.

Research methods

User research helps us understand how to create services that people find easy to use. Researching patterns of use, how people behave, and their circumstances and needs, gives service designers insights to help create better services. User research is sometimes called ‘customer insight’ as it generates insights into how customers think and behave.

There are two types of user research:

  • Primary research with users e.g. ethnography, focus groups, intercept interviews, in-depth interviews, workshops.
  • Secondary research - this doesn’t involve direct contact with users. e.g. literature reviews, international scans of what’s happening elsewhere, and data analysis (or ‘data mining’) using quantitative sources (i.e. statistics).

Making meaning from research

Below are some tools for presenting research in a meaningful way, and bringing it to life.

User testing techniques

Testing ideas and products with real users helps us design services that work for people.  Below are some tools to help you.

Other tools and techniques