Beyond the End User: How Service Design Opens More Opportunities

As UX professionals, we’ve been focused on designing seamless experiences for our end users. But, what happens once your proposed design gets blocked by a “we can’t do that, we shouldn’t change our process it already works!” or “it’s a system limitation, can you find another way?”, and now you’re facing teams with conflicting priorities? Service design expands UX thinking beyond the end user to include every stakeholder who makes your product work—from customer service reps to operation teams. You’ll discover why that “perfect” user journey might be creating chaos for internal teams, and how those hidden pain points eventually surface as customer problems. Walk away with practical tools to map your entire service ecosystem, research internal user needs, and design solutions that work for everyone involved. Transform from designing interfaces to designing systems that actually scale. What you’ll learn: • Why your UX wins might be creating operational losses • How to identify and research all users in your service ecosystem • Practical frameworks for balancing competing stakeholder needs • Tools that turn service design theory into actionable product strategy