Service design

Frictionless services drive revenue, retention, and reputation.

When your operations, support, and digital touchpoints are aligned, customers stay longer, convert faster, and come back more often.

Service design ensures every part of the experience, seen or unseen, works toward business outcomes, not against them.

We map the experience end-to-end, from what users see to what happens behind the scenes. Because if one part breaks down, like support, operations, tech, it shows up in the experience. And it costs you.

Why this work matters now

As digital experiences become more connected, the seams between touchpoints become more obvious. Users notice when systems don’t talk to each other, when service is inconsistent, or when a support handoff falls flat.

And for businesses scaling fast, expanding services, or modernizing legacy systems – that’s a risk. Gaps between frontstage and backstage processes create hidden inefficiencies, misaligned teams, and user frustration.

Service design helps you catch those gaps and ensure each touchpoint works together to deliver seamless user experiences.

Hands using a mapping application on a smartphone.

What happens when service design is missing

You’ve probably seen this:

Internal tools built around outdated processes
Support teams solving the same problem, over and over
Front-end experiences that break because of backend limitations
Customers stuck between departments with no clear path forward
Teams duplicating work – or worse, working in conflict

Service design surfaces those problems and helps you fix them at the system level.

Side-by-side view of a dashboard design on a laptop and a tablet.

Codal’s perspective on service design

We don’t treat digital products as standalone touchpoints – they’re part of a larger system. Service design brings clarity to that system.

We use a combination of qualitative insight (how users and employees experience your services) and quantitative data (where and how often things break) to uncover where things get misaligned.

Our goal is to connect user needs to operational realities, bridging the gap between design, delivery, and business outcomes.

Let's get started

Journey mapping

We map the full user journey, not just the ideal path. That includes every step, channel, and interaction - across digital and human touchpoints. We highlight the friction, the moments of confusion, and the opportunities to add real value. We identify where users are getting stuck, what they're trying to accomplish, and where your systems are helping - or holding them back. The result? A shared understanding across your teams of where the experience breaks and what to do about it.

Service blueprinting

Most experiences are supported by invisible systems: operations, policies, tools, and people. We surface those layers. A service blueprint connects frontstage and backstage, mapping out how services are delivered – and where they break down. We visualize dependencies between people, systems, and processes. We highlight internal blockers, misaligned handoffs, and opportunities to optimize operations. This work doesn’t just improve UX. It helps your entire organization function better.

How our process works

Research

We interview users, shadow employees, and analyze workflows to understand what’s really happening at every stage of the service.

Insight

We surface the key breakdowns, patterns, and inefficiencies - then connect them back to both user needs and business impact.

Strategy

We define what needs to change, and why. We build a roadmap that prioritizes fixes, clarifies responsibilities, and sets the foundation for a better service experience.

Action

We support implementation - whether that means redesigning workflows, collaborating with your ops team, or updating digital touchpoints.

Why teams choose Codal

We understand the complexity that comes with enterprise services across systems, services, and stakeholder needs. And we know how to work within those constraints to create clarity and forward motion.

Our team has redesigned service experiences in sectors like healthcare, finance, logistics, and more – where clarity and coordination aren’t optional; they’re essential. We connect design thinking to operational delivery, not just front-end polish. We don’t just hand over blueprints – we work with your team to bring them to life. We collaborate closely to implement meaningful change, turning siloed operations into connected systems that scale. Whether you’re modernizing legacy processes or launching something new, our UX design services help you build solutions that work from the inside out.