Good services come from good decisions - not just good design.
Factsheet
2-4 months
€ 2000 - € 10.000
Bringing structure to complex services and products
- Creates clarity across teams
- Reduces friction in how things work
- Leads to better product decisions
Service Design
Service design is about the system behind the product. Not just what users see, but how the product works across teams, processes, and touchpoints. Most problems don’t sit in a single screen. They show up in handovers, misalignment, or unclear ownership. I help bring structure to that complexity, so decisions make sense, and the service holds together.
Where decisions actually happen
Service design only works if it connects to real decisions.
That means understanding what matters to the business, what constraints exist, and where trade-offs need to be made.
I work at that level: not just mapping journeys, but helping teams decide what to prioritise and why.
Working with reality, not theory
There’s no perfect process.
Every organisation has its own constraints, legacy, and internal dynamics.
Instead of forcing a method, I adapt to what’s there, and focus on what actually moves things forward.
Embedded, not external
I don’t work as an outside advisor throwing recommendations over the fence.
I work with your team; inside the discussions, the trade-offs, and the decisions.
That’s where service design becomes useful.
A structured way to work through complexity
Service design isn’t a fixed process.
But there is a way to bring structure to complex situations.
The goal isn’t to follow steps, it’s to ask the right questions, at the right time, and make decisions that hold across the system.
Understanding the system
I start by looking at how things actually work, not how they’re supposed to work. That means talking to people across the organisation, looking at real usage, and understanding where things break down. Most complexity doesn’t come from one place. It builds up across teams, tools, and decisions over time. The goal here is simple: make that visible.
Making complexity visible
Once the system is understood, I map it. Not as a deliverable, but as a way to create shared understanding. Where do things overlap? Where do handovers fail? Where do users get stuck? This is where teams usually start to see the real problem.
Testing direction early
Before committing to solutions, we explore directions. Not polished design, just enough to test assumptions and make decisions. This keeps things grounded. Instead of debating opinions, we react to something concrete.
Shaping what gets built
From there, I help turn direction into something that can actually be built. Making sure the product, the service, and the underlying system all work together. This is where a lot of UX work falls apart. Good screens don’t fix a broken system.
The first step to better UX is to get in touch
Or mail me: gert@friendlyusers.nl