Good Services


What is a service

A service is something that help someone to do something.

Your user define what your service is.


  • Step
  • Task
  • Step
  • Task

What makes a service good

Good services are designed for

  1. User: does what they need to do, in a way that works for them
  2. Organisation: it's profitable and easy to run
  3. Society: it does not destroy the world we live in, or negatively affect the society

15 Principles

1. Easy to find

The service must be able to be found by a user with no prior knowledge of the task they set out to do. For example, someone who wants to 'learn to drive' must be able to find their way to 'get a driving licence' as part of that service unaided

2. Clearly explains its purpose

PURPOSE = WHAT your service does + WHY it does it + HOW it does it + WHO it's for

The purpose of the service must be clear to users at the start of using the service. That means a user with no prior knowledge must understand what the service will do for them and how it will work.

3. Sets the expectations a user has of it

Clearly explain what is needed from the user to complete the service and what that user can expect from the service provider in return. (How long something will take to complete, how much it will cost or if there are restrictions on the type of people who can use it)

4. Enables a user to complete the outcome they set out to do

Helps the user to achieve a goal. Starts from the moment that a user is considering doing something to the moment they have achieved their goal, including any steps needed to support the user after they have reached their goal

5. Works in a way that is familiar

People base their understanding of the world on previous experience. If there's an established custom for your service that benefits a user, your service should conform to that custom.

6. Requires no prior knowledge to use

7. Agnostic to organisational structures

The service must work in a way that does not unnecessarily expose a user to the internal structures of the organisation providing the service.

8.Requires as few steps as possible to complete

As minimal interaction from a user as possible to complete the outcome that they're trying to achieve.

9. Is consistent throughout

Should look and feel like one service throughout, regardless the channel it is delivered through. Across User Journeys, each channel, over time, between users.

10. Should have no dead ends

Should direct all users to a clear outcome, regardless of wether the user is eligible or suitable to use the service. No one should be left behind.

11. Usable by everyone, equally

The service must be usable by everyone who needs to use it, regardless of their circumstances or abilities. No one should be less able to use the service than anyone else. Safe - perceivable - understandable - operable - robust

12. Encourages the right behaviours from users and staff

Should encourage safe, productive behaviours from users and staff that are usefully beneficial,

13. Respond to change quickly

Adaptively change in a user's circumstance and make this change consistently throughout the service.

14. Clearly explain why a decision has been made

15. Makes it easy to get human assistance