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The 15 Principles of Service Design

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Jonge mensen aan het werk in aan een grote tafel.

Understanding the needs of your target audience. Communicating and offering a service that meets the needs of your users. These are crucial tasks for any organisation, especially for public institutions.

To make our government more people-focused, you can start by assessing the user-friendliness of your service. Prioritise the perspectives of the users and begin with their requirements.

There are various methods available to uncover the needs and challenges faced by users.

Het boek Good Services van Lou Downe
Good Services van Lou Downe




Start with the 15 principles of service design. These principles provide an excellent starting point to view your service from a different perspective. They are described in the book "Good Services" by Lou Downe and serve as an objective evaluation tool for your service. Whether you're designing digital platforms, physical spaces, or hybrid services, these 15 principles help you create services that respond to the needs and expectations of users. They are a valuable tool for creating services that have a meaningful impact on the lives of Belgian citizens.


  • Download the 15 principles here.

    You can print them, hang them up, and share them with your colleagues! 

    Want to dig even deeper? Then you can conduct user research. You do this by talking to your users to understand their needs and obstacles. How do you start with this? We'll help you further (available in Dutch or French).

    Want to better understand the basics of service design? Then sign up for the Introduction to Service Design training! This training is given in Dutch and French.

    Service design is a versatile approach focused on creating smooth and user-friendly experiences for users at various points of a service. Whether it's booking a flight, applying for a loan, or finding healthcare, services are crucial in our daily lives. Services involve complex interactions between users, staff, and systems. The goal of service design is to improve these interactions so that services are more efficient, user-friendly, and better able to meet the needs and expectations of users.

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