Key Mindset Shift:

• Old view = Good services make customers feel good.

• New view = Good services drive reputation and revenue.

Service Design Related to Values

(Brand/Product/Values alignment, Scaling Impact, Ecosystem Alignment, Values Expression)

Principles that align:

• Clearly explain the purpose of your service

• Set expectations a user has of your service

• Be consistent throughout

• Clearly explain why a decision has been made

Why:
A strong internal compass demands clear, ethical, and consistent user experiences, guiding every interaction and decision toward your values.

Service Design Related to

product Development

(Roadmapping Innovation, Building Aligned Teams, Shared Vision, Design Thinking)

Principles that align:

• Clearly explain the purpose of your service

• Set expectations a user has of your service

• Enable people to complete the outcome they set out to do

• Encourage the right behaviors from visitors and service providers

• Respond to change quickly

Why:
Competency demands services that are expertly designed, managed, and adapted based on evolving needs of visitors — not just well-intentioned, but operationally excellent.

Service Design Related to

Culture building

(People as Innovation, Creativity is Competency, Arts and Emotional IQ)

Principles that align:

• Work in a way that is familiar

• Encourage the right behaviors from users and service providers

• Make it easy to get human assistance

Why:
Culture shapes behavior, empathy, and creativity across the service journey — designing familiarity, belonging, and positive human touchpoints into every experience.

Service Design Related to

Degrowth mindsets

(Freedom, Human Scale, Circular Economies, Better Not Bigger)

Principles that align:

• Require the minimum possible steps to complete

• Require no prior knowledge to use

• Enable users to complete the outcome they set out to do

Why:
Degrowth demands doing less but better — minimizing cognitive, operational, and environmental load while still achieving meaningful outcomes.

Service Design Related to

place-based efforts

(Localization, Community, Regeneration)

Principles that align:

• Be easy to find

• Make it easy to get human assistance

• Be usable by everyone, equally

Why:
Location-centered systems prioritize local needs and access, ensuring services are embedded in and responsive to the community contexts where they operate.

Service Design Related to

Sustainability

(Indigenous Practices, Environmental Stewardship, Eliminating Extraction)

Principles that align:

• Clearly explain why a decision has been made

• Encourage the right behaviors from users and service providers

• Be consistent throughout

Why:
Sustainability requires integrity, transparency, and design that promotes environmental and social stewardship over quick wins or shallow user metrics.

Service Design Related to

Equity efforts

(Exponential Change, Targeted Universalism, Eliminating Harm)

Principles that align:

• Be usable by everyone, equally

• Require no prior knowledge to use

• Have no dead ends

• Make it easy to get human assistance

Why:
Equity demands that services are not just available, but equally effective, accessible, and empowering across all user groups, regardless of privilege or circumstance.

Service Design Related to

Systems design

(Mutualism/Partnerships, Systems Thinking, Investment, Technology Tools)

Principles that align:

• Be easy to find

• Be agnostic of organizational structures

• Respond to change quickly

• Have no dead ends

• Enable each user to complete the outcome they set out to do

Why:
Systems-centered organizations ensure services are interconnected, flexible, and designed for continuity, resilience, and evolution — not rigid silos.

Summary Table