Service design is a user-centered approach, but it defines users in quite a different way from UX design and other disciplines. In UX design, when we talk about “users”, we are almost always talking about customers, or at least an end-user who is “outside” the service. Crucially, service designers gather the experiences and needs of not only the customer, but also users “inside” the service. They also work with stakeholders on both the customer side and service side to co-create possible solutions and service improvements.
