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Service design has emerged in the early twenty-first century for a number of reasons, some of which we introduce in a driving trends section below. Service design also has a heritage that gives it a background and inheritance. Some of this is from older design approaches designed for mass manufacturing or communications. The arts of industrial design and of branding have influenced the thinking and practice of service design. Another strong influence has been from service marketing, which is where the first service blueprints were developed.

These two elements together – the why and the what – should provide a clear view on why service design, why now, and how it is relevant to you as a manager, leader, or business.