This distinction between customers and service providers draws our attention to an important concept in service design: the differentiation between “frontstage” and “backstage”. As the terms suggest, the key factor here is whether the customer sees a service component or not. However, it is important to bear in mind that backstage activities have a knock-on effect, meaning they can shape how a customer perceives a service frontstage. For example, let’s say you’re in a restaurant, what happens in the kitchen will dictate what appears on your table.

WE DESIGN SERVICES