New service and experience design aligned with business strategy

We analyse strategic objectives, existing capabilities, market context and growth opportunities to determine the role the new service should play within the business.

The objective is to ensure that service design starts from a real business opportunity rather than from a disconnected feature or interface idea.

We identify priority users, their needs, problems, expectations and usage contexts so the service can be designed around relevant situations rather than internal assumptions.

We define which outcome the service provides, which problem it addresses and why users should consider it relevant compared with existing alternatives.

We consolidate users, value proposition, scope, experience principles and strategic role into a clear service concept that provides the foundation for subsequent design.

We map the complete relationship with the service, from discovery and access to use, support, continuity or exit.

The journey identifies expectations, actions, friction points and opportunities at each stage.

We define the physical, digital and human interactions required throughout the experience and what each touchpoint needs to achieve.

We connect the customer-facing experience with the people, processes, systems and activities operating behind it.

This allows the service to be designed not only from the user's perspective, but also from the operational reality required to deliver it.

We define roles, channels, sequences, resources and operating principles required to make the service consistent, repeatable and scalable.

We define the sequences users follow to complete tasks, access functionality and obtain value from the service.

Different profiles can require different journeys, permissions or interaction paths.

We organise content, functions and options so users can find, understand and use the information they need without unnecessary complexity.

We develop progressive representations of the service, from initial structures to interactive prototypes, allowing the experience to be tested before final interface design or development.

We test assumptions, identify friction points and refine flows, structure and interactions using realistic scenarios and user feedback where appropriate.

We define the visual and interaction principles appropriate for the service, its users and its usage context.

We design screens, components, states, navigation elements and visual hierarchies required to make the digital service clear and consistent.

Where appropriate, we create reusable components, patterns and rules that allow interfaces to evolve while maintaining visual and functional consistency.

We integrate visual identity, typography, colour, imagery and other brand elements into the interface without compromising usability, accessibility or clarity. The scope can include concept, UX, UI, prototyping and design specifications, while software development is defined separately according to the project and implementation partners.

We assess whether the service proposition, experience and operating model contribute directly to business objectives and strategic priorities.

The new service should become part of the company's development rather than operate as an isolated initiative.

We identify the behaviours, interaction styles and working practices required to deliver the intended experience and assess how they fit with the existing organisational culture. Where necessary, the service can also become a catalyst for cultural evolution.

We define how the new service should be introduced internally, which teams need to understand it and what communication, training or resources may be required for successful adoption.

We structure pilots, priorities, responsibilities, resources and implementation phases to move the service from concept and prototype towards operational deployment.