Build digital services, not websites

A website never exists in isolation. A person visiting a site always has a goal, and your website is just part of the journey they are on to achieve that goal. Always think about how the website fits into with the wider journey your user is on. What gets them to the site? How does it link with other parts of yours (or others’) physical services? Where will the user go next to achieve their goal? Thinking in services means we are always thinking about where our users are coming from, where they will go next and how we support them throughout that journey.

Find out more:
A video introduction to service design
A post from Citizens Advice on how they’re improving their service
An introduction to journey maps and service blueprints