Reflecting Human Values in Service Design

Services are dynamic, unfolding over a period of time through a sequence of events and steps that produce value for the customer. A key contributor to the value of service is the experience of interpersonal interactions. Designing services that result in desirable experience and motivate customers to sustain the customer loyalty is challenging. Human centered approach towards service design captures the deep insights of customer expectations. However, human values i.e. beliefs exist at a deeper and more subconscious level in a customer as a human, than his expectations as a service consumer. Hence there is a need to understand and realize human values e.g. empowerment, motivation, and awareness of the customers to reflect exactly what customers want from the service. Design patterns provide a structured yet creative method for service design. This research paper elaborates the use of service design patterns as effective enabler incorporating the human values in service design solutions through findings of two case studies.