Service design and UX design are often used interchangeably, but they serve different purposes, and both are essential in creating exceptional user experiences.
Service design looks at the big picture: every touchpoint, channel, and interaction a person might have with your service. UX design zooms in on digital experiences, making websites, apps, and online tools intuitive, usable, and engaging.
Understanding the difference between service design and UX design can help your organisation build better customer journeys, from first impression to final outcome.
What Is Service Design?
Service design(external link) is a strategic and people-centred approach to improving how services are delivered.
It maps the full service journey, from behind-the-scenes processes to customer-facing interactions.
This includes everything from digital interfaces and call centre scripts to in-person conversations and automated systems.
Service design isn’t just about making things look better, it’s about making them work better for the people using them.
Real-World Example of Service Design
Imagine you're setting up a health appointment online.
Service design looks at:
- How you discover the service (website, email, word of mouth)
- Booking your appointment (availability, clarity, ease)
- Receiving reminders or updates
- How staff are trained to greet you
- What happens if you miss your appointment or need to reschedule
All of these steps, including the technology, communications, and people involved, are considered part of the service experience.
What Is UX Design?
UX (User Experience) design(external link) is about making digital interactions feel smooth, enjoyable, and easy.
UX designers focus on how people move through a website, app, or platform.
They look at content structure, interface design, accessibility, and overall usability, all through the lens of the end user.
Real-World Example of UX Design
Let’s say you’re booking a ferry through a transport app.
UX design would focus on:
- How easy it is to find the schedule
- How quickly you can select a route and time
- Whether the booking process feels seamless
- How accessible the site or app is for different devices or abilities
UX design ensures the digital part of the journey is intuitive and frustration-free.
How Service Design and UX Design Work Together
Great experiences happen when service design and UX design are aligned.
Service design creates the blueprint, the full journey from start to finish, online and offline.
UX design brings the digital parts of that journey to life, ensuring they support the bigger picture.
At Somar Digital, we often work across both, mapping the service ecosystem and designing interfaces that match the needs of real users.
When these disciplines are integrated, you get more than a good-looking website.
You get a seamless, end-to-end experience that’s functional, inclusive, and valuable for everyone involved.
Somar Digital: Designing with Purpose
At Somar, we blend strategic thinking with practical delivery.
Good service design ensures no one falls through the cracks.
Good UX design makes sure digital access is fast, simple, and barrier-free.
We’ve seen this firsthand in our work with:
- Metlink: making real-time transport updates more accessible for commuters
- Cancer Society: helping people find support and donate easily
- Plan My Walk: guiding outdoor users through safe, personalised trip planning
When organisations invest in both service design and UX, they create lasting value for the communities they serve.
We deliver:
- Accessibility-first design
- Co-design workshops
- End-to-end service journey mapping
- Agile development and continuous improvement
- Strong support for Silverstripe and AWS-hosted environments
From strategy to support, we’re with you every step of the way.
Final Thoughts
The difference between service design and UX design isn’t just theoretical.
It’s the difference between a functional website and a seamless, people-first service.
If you’re aiming to improve customer experience, reduce friction, or align your digital tools with broader service goals, you’ll need both disciplines in play.
Let’s talk about how we can help.
