In the last ten years, digitalization has profoundly changed the shopping experience and the relationship between customers and brands. It is the era of the digital customer (the prosumer), informed, proactive and demanding, who chooses his products not only based on their intrinsic quality (functionality, aesthetics, durability and price), but also for all the experience he lives before, during and after having acquired them (customer journey).
In this context, it is necessary for companies and professionals to research and analyze in depth the needs of their customers to develop products, services and experiences that meet their expectations (servitization). The methodology of service design and its necessary connection or correlation with innovation in the management of the company are a sure answer to achieve the objectives set.
Service design, which bases its foundations on the design centered on people (user-centered design), integrates the study and definition of the user experience, the types of organization that make it possible and the business models that support it. Business innovation has to do with all the processes that allow implementing improvements in one or more areas at the same time.