Service design is the activity of planning and organizing people, infrastructure, communication and material components of a service in order to improve its quality and the interaction between the service provider and its customers. Wikipedia
The article below, will go deeper into the relationship between Digital Transformation, Service Design and User Experience Design. It's not a long article and if you don't want to read, there's a podcast recording that you can listen to.
"There’s no longer any real distinction between business strategy and the design of the user experience. The last best experience that anyone has anywhere becomes the minimum expectation for the experience they want everywhere."
Here's my summary.
In short, digital technology is improving the customer experience, increasing customer expectations, substantially growing consumers' powers and creating a level playing field where companies are competing in a riskier global and digital business environment.
Service Design will help organisations get the right culture, policies and processes in place to deliver better services and products. User Experience Design is the voice of the customer and ensures that businesses know and talk to their customers, learn from their changing habits and develop experiences that will be welcomed by customers.
Digital Transformation is a mental shift and a realisation that digital technology provides more and more opportunities and value to customers, away from the traditional physical constraints of how business used to be conducted before - before when we could whip out mobile phones out and track how long it will take for our pizza to arrive and see precisely at which traffic light the pizza is currently waiting for the green to go!
There's no going back, customers want better tools, better information and quicker access to services they need - because their time is invaluable and they are getting smarter everyday at finding alternative solution providers and at telling the world why they switched to another service provider or product.