Design of services or designing for service? The application of design methodology in public service settings

Over the past decade, there has been growing interest in the theory and practice of design in the public sector. Service design aims to improve the experience of public services through a human-centred, iterative and collaborative process of creativity and problem solving. However, there is a lack of empirical research on the application of design approaches in public service settings. This article aims to fill that gap, drawing on service research and empirical illustrations to explore what is being designed, how service design is practised, and the implications of service design. By applying ‘design of services’ and ‘designing for service’ perspectives, the focus of design is discussed, along with its implications for design practice and impact. While the analysis suggests an important shift in the practice of design with a focus on services, it proposes that applying design for service may further the potential of design and support deeper transformation. In this way, the article makes a significant contribution to scholarship on policy design, as well as public service delivery.