How Service Design Thinking Transforms Product Development: Real-World Cases

Preface

Previously I shared some service‑design basics; since then we have reflected on how to truly adopt a service‑design mindset and solve problems with a human‑centered approach. I will illustrate solutions for various stages of the service process through several cases.

Why Design Should Incorporate Service Design Thinking

Service‑design thinking adds value to product design by addressing the increasingly diverse consumption scenarios and blurred responsibilities of designers. Rather than delivering only visual mock‑ups, designers provide solutions, optimization suggestions, or strategic directions that create human‑centric, service‑oriented products and help businesses achieve their goals.

Opportunity

Every development starts with a trigger. For the "DaJia Selected" moving service, we refined the online experience and unified brand language, but further data breakthroughs stalled. Designers needed to look beyond immediate requirements, examine the entire service chain, and uncover hidden pain points.

Focus on Optimization Points

Previous redesigns introduced many variables, making A/B tests inconclusive. Service design demands targeted adjustments based on current status and goals. Precise problem‑solving is more effective than sweeping changes; we must identify core issues and align redesigns with genuine user needs rather than solely revenue targets.

Getting Closer to Users

Service design serves people; understanding real service scenarios is crucial. Although moving remains a traditional offline service, the ordering stage offers digital opportunities. By analyzing call recordings from successful and failed orders, we identified communication friction, regional accent issues, and lengthy information gathering that hurt user experience.

Our analysis showed the online ordering path was too short, limiting user choices and failing to accommodate diverse consumption habits.

We introduced an estimation‑based ordering flow that retains the original detail page while adding fields for large‑item fees and additional information, enabling users to receive a service quote and allowing客服 to confirm details efficiently.

Service Design Team

Recognizing the importance of service design, we formed a dedicated team of 11 members from visual, interaction, and research backgrounds.

Conclusion

Service design is an ongoing journey of exploration and learning; its impact goes beyond data and revenue, fostering product warmth and convenience for users. Let’s infuse emotion into our products and make life more delightful.