{"id":2029,"date":"2022-06-11T17:33:06","date_gmt":"2022-06-11T10:33:06","guid":{"rendered":"https:\/\/stevensondang.com\/?p=2029"},"modified":"2022-06-11T17:33:06","modified_gmt":"2022-06-11T10:33:06","slug":"business-design-and-service-design","status":"publish","type":"post","link":"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/","title":{"rendered":"Business Design vs Service Design: A Practical Guide to Building Businesses that Work"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#What_Is_Business_Design\" >What Is Business Design?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#What_Is_Service_Design\" >What Is Service Design?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#How_Are_They_Different\" >How Are They Different?<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#1_Goals_and_Success_Metrics\" >1. Goals and Success Metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#2_Research_Approach\" >2. Research Approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#3_Tools_and_Methodologies\" >3. Tools and Methodologies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#4_Deliverables\" >4. Deliverables<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#5_Timeframe_and_Focus\" >5. Timeframe and Focus<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#Why_Do_People_Confuse_Them\" >Why Do People Confuse Them?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#Lessons_from_the_Field\" >Lessons from the Field<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#Stronger_Together_Why_You_Need_Both\" >Stronger Together: Why You Need Both<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#Summary_Different_Disciplines_Shared_Purpose\" >Summary: Different Disciplines, Shared Purpose<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/stevensondang.com\/blog\/business-design-and-service-design\/#About_the_Author_Steven_Sondang\" >About the Author: Steven Sondang<\/a><\/li><\/ul><\/nav><\/div>\n<p data-pm-slice=\"1 1 []\">Not long ago, I deeply conversed with fellow professionals from the tech and startup world. Amidst talk of scaling challenges and user experience design, two terms kept surfacing\u2014Business Design and Service Design. It struck me how often these are confused or used interchangeably. Yet, they serve different purposes and require distinct mindsets.<\/p>\n<p>That conversation inspired this guide. With over 15 years of experience in business strategy and digital marketing, I, Steven Sondang, have seen firsthand how a clear understanding of these two disciplines can be the difference between a thriving product and a failed one. Let&#8217;s break it down in a way that\u2019s practical, professional, and easy to understand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Business_Design\"><\/span>What Is Business Design?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Business Design is what happens when you blend creative thinking with commercial viability. It\u2019s a strategic approach ensuring a great product or service isn\u2019t just desirable but also feasible and profitable.<\/p>\n<p>Business Designers are like architects of the business model. They assess whether each part of the model\u2014from customer segments to revenue streams\u2014aligns with the market\u2019s needs and supports long-term sustainability.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Is_Service_Design\"><\/span>What Is Service Design?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Where Business Design is about structure and viability, Service Design is about experience. It focuses on how users interact with a product or service, ensuring they are seamless, delightful, and human-centered.<\/p>\n<p>The goal is to bridge the gap between customer expectations and what the business delivers. Service Designers craft user journeys, explore pain points, and identify opportunities for improvement across all touchpoints.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Are_They_Different\"><\/span>How Are They Different?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Business Design and Service Design draw from design thinking\u2014empathy, prototyping, and iteration. However, they differ in what they prioritize, how they research, and what outcomes they aim for.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"1_Goals_and_Success_Metrics\"><\/span>1. Goals and Success Metrics<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-spread=\"false\">\n<li><strong>Service Design<\/strong>: Optimises for user satisfaction and engagement.<\/li>\n<li><strong>Business Design<\/strong>: Optimises for profitability, scalability, and long-term value.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"2_Research_Approach\"><\/span>2. Research Approach<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-spread=\"false\">\n<li><strong>Service Designers<\/strong> dive into human behavior. They conduct interviews, build personas, map emotional journeys, and study real-time interactions.<\/li>\n<li><strong>Business Designers<\/strong> look at the broader market. They conduct desk research, study trends, analyze competitors, and project revenue scenarios.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"3_Tools_and_Methodologies\"><\/span>3. Tools and Methodologies<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-spread=\"false\">\n<li><strong>Service Design tools<\/strong> include Empathy Maps, Customer Journey Maps, Personas, and Service Blueprints.<\/li>\n<li><strong>Business Design tools<\/strong> include Business Model Canvas, Value Proposition Canvas, SWOT Analysis, and Blue Ocean Strategy.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"4_Deliverables\"><\/span>4. Deliverables<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-spread=\"false\">\n<li><strong>Service Design<\/strong>: Journey maps, interface flows, wireframes, or service prototypes.<\/li>\n<li><strong>Business Design<\/strong>: Business model projections, cost\/revenue scenarios, and validation roadmaps.<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"5_Timeframe_and_Focus\"><\/span>5. Timeframe and Focus<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-spread=\"false\">\n<li><strong>Service Design<\/strong>: Focuses on improvements to immediate to mid-term user experience.<\/li>\n<li><strong>Business Design<\/strong>: Focuses on long-term strategic outcomes, growth, and market positioning.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Why_Do_People_Confuse_Them\"><\/span>Why Do People Confuse Them?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s understandable. Both disciplines embrace creativity and research. Both aim to create value. But they ask fundamentally different questions:<\/p>\n<ul data-spread=\"false\">\n<li>Service Design asks: &#8220;How does the customer feel and behave when using this service?&#8221;<\/li>\n<li>Business Design asks: &#8220;Can we turn this solution into a profitable, scalable business?&#8221;<\/li>\n<\/ul>\n<p>One looks inward at user interaction. The other looks outward at market and financial feasibility.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lessons_from_the_Field\"><\/span>Lessons from the Field<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In my consulting experience, I\u2019ve seen products that offered delightful customer experiences but lacked a strong business model to sustain them. I\u2019ve also seen technically sound businesses with little regard for user experience fall flat.<\/p>\n<p>The sweet spot? Businesses that use both approaches.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Stronger_Together_Why_You_Need_Both\"><\/span>Stronger Together: Why You Need Both<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Think of it like building a house:<\/p>\n<ul data-spread=\"false\">\n<li><strong>Service Design<\/strong> ensures the house is liveable, comfortable, and user-friendly.<\/li>\n<li><strong>Business Design<\/strong> ensures the house is structurally sound, efficient, and profitable to build.<\/li>\n<\/ul>\n<p>The best businesses begin with understanding the user, then validate whether that solution can stand up financially and strategically.<\/p>\n<p>Here\u2019s a practical approach I often recommend:<\/p>\n<ul data-spread=\"false\">\n<li>Start with Service Design to identify user problems and validate desirability.<\/li>\n<li>Follow with Business Design to validate feasibility, viability, and scalability.<\/li>\n<\/ul>\n<p>This layered process helps you avoid the trap of building beautiful ideas with no path to profitability\u2014or conversely, building businesses nobody actually wants.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Summary_Different_Disciplines_Shared_Purpose\"><\/span>Summary: Different Disciplines, Shared Purpose<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To recap:<\/p>\n<ul data-spread=\"false\">\n<li><strong>Service Design<\/strong> = Creates memorable, meaningful customer experiences.<\/li>\n<li><strong>Business Design<\/strong> = Creates viable, scalable business models.<\/li>\n<li>Service Designers measure success by user satisfaction and engagement.<\/li>\n<li>Business Designers measure success by growth and revenue.<\/li>\n<\/ul>\n<p>Combined, they produce impactful, resilient businesses that delight users and generate long-term value.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"About_the_Author_Steven_Sondang\"><\/span>About the Author: Steven Sondang<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Steven Sondang is a seasoned Digital Marketer and Business Strategy Specialist with over 15 years of experience helping brands and startups across Southeast Asia grow. Known for bridging the gap between creativity and commercial outcomes, Steven specializes in transforming great ideas into sustainable business models.<\/p>\n<p>Steven can help you align strategy, user experience, and market dynamics to drive real growth, whether you&#8217;re just launching or looking to evolve your business.<\/p>\n<p>Ready to design a business that works for both your customers and your bottom line? Let\u2019s talk.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not long ago, I deeply conversed with fellow professionals from the tech and startup world&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":9597,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","meta_keywords":"","rank_math_focus_keyword":"Business Design and Service Designs"},"categories":[5],"tags":[10,35],"newstopic":[],"class_list":["post-2029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-daily-business-food","tag-business","tag-designs"],"_links":{"self":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts\/2029","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/comments?post=2029"}],"version-history":[{"count":0,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts\/2029\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/media\/9597"}],"wp:attachment":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/media?parent=2029"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/categories?post=2029"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/tags?post=2029"},{"taxonomy":"newstopic","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/newstopic?post=2029"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}