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Service design principles

Service design is based on principles grouped around customer-centred design, design to deliver value, and open and iterative design.

Customer-centred design

Customer at centre

Design with empathy and understanding of customer experiences, needs and desired outcomes.

Think holistically

Think of services as journeys for customers across agency and sector boundaries. Put services into the context of the customer’s life and what is creating the need or requirement for them to interact with government.


Collaborate and co-design with customers and stakeholders.

Design to deliver value

Design for value

Balance desirability (do customers want this?) with viability (should an agency do this?) and feasibility (can an agency do this?). Find where these 3 areas intersect to deliver valuable design solutions.

Design as a team

Designing a service is a team sport, for example, requiring service design, business analysis and enterprise IT design to work together to deliver a successful service solution.

Open and iterative design

Be open

Make the design process open to support collaboration and co-design. Share what we’re doing, learning and delivering.

Iterate to learn

Learn quickly by prototyping, testing, adapting and testing again using a disciplined, yet flexible design approach.

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