Abstract:

The life of each of us is dominated by the provision of services. The quality of human existence is also dependent on how we will be served in public administration, what experiences we will gain when contacting a bank, restaurant or health resort (spa). Nowadays, the importance of the quality function is increasing, which can be observed in all areas of life, including health care. One of the reasons for the increase in the importance of quality in this area are precisely defined expectations of recipients. The issue of increasing the quality of provided services is fundamental when considering the essence of service design. One of the most innovative methods that allows an organization to function effectively and competitively is design thinking. The cited method has many meanings, according to Tim Brown, one of the authorities of modern design, design thinking is "a discipline that uses common sense and designers' methods to meet people's needs using what is technologically possible and what a reasonable business strategy can change in value for the customer and a market opportunity[1]”. Thanks to this method, it is possible to create an innovative product, improve customer service, develop new communication methods, or design the service from scratch. Specifically, service design is primarily the creation of branded customer experiences, but also designing services in line with the user's expectations[2]. Services should be unique, attractive, fit and individual. Design of services concerns a comprehensive customer service process, thanks to which it tries to find problem areas in this area[3].  The aim of this study is primarily to outline the principles of service design application. The article is illustrative and is an attempt to organize the content in this regard.

[1] T. Brown, Zmiana przez design, jak design thinking zmienia organizacje i pobudza innowacyjność, Wydawnictwo Libron, Wrocław 2013, s. 12.

[2] J. Becker, B. Niehaves, J. Poeppelbuss, K. Ortbach, R. Plattfaut, M. Voigt, A. Malsbender, Service Design Mit der Quadromo-Methode von der Idee zum Konzept, Springer Gabler, Berlin 2015, s. 3.

[3] Ibidem, s. 3.