Design Thinking, Service Design

Exploring Service Design Maturity

Are you wondering how mature your organisation/team or client is in terms of Service Design? Here are some questions you can ask


  • Have you got a full single view of all your services? Is this visualised on a single piece of paper?
  • Is there a service ecosystem mapped?
  • Are individual services mapped? This can be individual journeys, or the full service
  • Have you mapped all your different touchpoint, both digital and offline?
  • Have you identified common themes across services / journeys / products?
  • Have you got a method for assigning value and prioritise ideas?
  • Are your structured by function or processes? For example, are there verticals in your contact centred or do they have a view across all services?
  • Have you got a Voice Of the Customer initiative in place?
  • Are there any roles in your team that can look across services and products?
  • Do you currently collect user insight? If yes, how do you manage this?
  • Do you currently collect data analytics from existing digital services? If yes, how is this combined with your user insights (quantitative and qualitative data)?
  • Is there a forum that includes all service owners (service managers group)?
  • When was the last time you talked/ observed your service users?


  • Do you spend most of your time working on your laptop alone?
  • When was the last time you spent time in a workshop with other disciplines working on ideas?
  • When was the last time you shared your work with other disciplines in the team? (this excluded daily stand ups and retrospectives)
  • Can you describe the service you are working on in one sentence?
  • Can you describe the main aims and objectives for your service/project/product?
  • Can you list the main users of your service/product, both internal and external?
  • Do you know the value your work will deliver?
  • Do you know how that value will be measured?
  • Have you been involved in setting objectives and success criteria with the client
  • Are you aware of the roadmap?
  • When was the last time you provided or was asked for feedback?
  • Have you spent any time exploring new ideas?
  • Have you created any shared deliverables?
  • When was the last time you took part in any research?