Think about an event that could be posed as eventful or noneventful. Take, for example, an airplane flight. This event’s main purpose is to get you from point A to point B safely. But what if it could be more than that? Pleasurable? Meaningful even?

Creating a quality experience takes time, effort and understanding of each and every step. Equally, understanding all the people involved in an intimate manner is paramount to improving a process. The same goes for the designer/client relationship. When walking into a new project there are many moving parts both seen and unseen, that will dictate the client experience. In order to create a design based on those functions, designers have to get a realistic perspective on the clients’ personal experiences and goals.

The human element of design begins and ends with empathy. Being able to connect with a client and engage on a meaningful level is what it’s all about. Empathy allows us to create an environment that is satisfying for our client. Laser focus on the client’s needs combined with understanding the design process makes the design event pleasurable and meaningful. Enriching the human experience through design is the goal.

Approaching design this way is referred to as “service design”. It’s an emerging field focused on “the creation of a well thought out plan through experiences using a combination of intangible and tangible mediums providing numerous benefits to the end user.”

The principles of service design are:

  1. Beingusercentered(step into the life of a client)
  2. Co-creating(creating a design with a client not for a client)
  3. Sequencing(identify patterns and relationships)
  4. Evidencing(creating diagrams, flowcharts, sketches)
  5. Holistic(interconnecting the parts to make a plan)

Our integration of these principles into our already established interior design process allows for us to create an even better end result for our clients.

Author: Megan Pape, Allied ASID Lori Wiles Design