Customers aren’t the only ones we’re designing experiences for.

Justin Royer

23 January 2019

If I told you that good experience design and delivery is like the business version of a mullet, would you believe me?

It is, and here’s why.

Creating great customer experiences doesn’t happen unless you also design for the organization because all organizations are in the business of delivering a service to their customers (even if the center of that service is a physical product), and services are a delicate dance and transference of value from organizations to customers.

And that’s where service design (and the mullet) comes in.

Service design and delivery is like a business mullet. Actually, a reverse mullet, because it’s a party in the front and business in the back.

Here’s what I mean.

Service Design is a design practice that creates experiences that are effective, easy, and enjoyable for customers and efficient and profitable for businesses. It's a way of thinking that considers the needs of users (party!) as well as the way the business operates to serve those needs (business!). 

Here are three elements of service design that make it awesome for helping you grow your business:

Service design is human- (customer-) centered: using a service design method begins with learning more about your customers, their needs, and motivations. Formally defining customer segments and their journeys always leads to "low hanging fruit" as well as long-term innovation opportunities.


Service design is business-focused: service design connects the dots between the customer's experience and the efforts taken by the organization to enable those experiences. It describes the interactions between customer and organization. Want to see where your organization is succeeding or failing at meeting customer needs? One of the key artifacts of service design is a journey map or service blueprint that visually shows what's going on.


Service design is future-proof: service design isn't centered on a technology or tool; it's a framework for understanding the dance between customer and organization. This makes it an enduring method to describe, improve, and innovate services.

Service Blueprint

If you find yourself stuck in a growth rut, try using a service design framework to get yourself kick-started!

About the Author: Justin Royer

Justin Royer is Co-Founder, Growth Designer at Sprocket CX in Minneapolis, MN. You can contact him at and

Justin Royer


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