Service design is primarily concerned with the structuring of a service as it is perceived by the consumer. The requirements of a new service are elicited in continuous interaction with potential consumers and early prototypes of the service interfaces are devised in a creative process.
As such, service design is interwoven with aesthetics and arts, but also with service acceptance and emotions. This entails the application of specific research methods, such as experiments, field studies, and action research.
Methods and models as well as the detailed development and conception of algorithms aim at improving and automating activities in the entire continuous engineering processes of the lifecycle of a service system.