19 Jun 2023 Frank Spillers


Ready, set, ORCHESTRATE!

Ready, set, ORCHESTRATE!

Orchestration of services in Service Design

At its core, orchestration in service design ensures the harmonious collaboration of different elements involved in delivering a service. By aligning interactions, policies, procedures, and resources, orchestration positions and connects necessary actors to create a cohesive user experience or service experience. It combines various service providers and touchpoints, optimizing workflows and streamlining processes. This synergy enables the seamless integration of services, allowing organizations to enhance value for both employees and customers.

Service orchestration is all about maximizing business value

In service-oriented industries, where multiple parties contribute to service delivery, orchestration is indispensable. It empowers organizations to maximize customer value by efficiently coordinating diverse service components. You need to begin by mapping customer journeys and touchpoint interactions; the goal is for orchestration to unify actors and assets across moments (the moments in the stage of a journey) and touchpoints (the interaction between customer/ employee and the business, in that moment).

What service orchestration gives you

Service orchestration enables the consistent delivery of services, eliminates information gaps, and minimizes inconsistencies that could hinder customer or employee success. Whether it’s healthcare, banking, education, or IT services, effective orchestration enhances the customer & employee experience and builds trust and loyalty.

Orchestration goes beyond providing a seamless experience—it also aligns service delivery with CX/UX outcomes. By defining workflows, assigning responsibilities, and establishing clear communication channels, orchestration ensures that all stakeholder employees are working coherently.

Note: Service-level agreements (SLAs) are crucial in monitoring performance and maintaining service quality standards.

With effective orchestration, you can optimize resource utilization, eliminate bottlenecks, and enhance collaboration between entities in your service ecosystem. This results in more efficient and effective delivery of services, ultimately achieving your business outcomes.

How mobile apps aid orchestration

Mobile apps have become instrumental in delivering services in today’s digital landscape. They serve as both the launch and control pad for many service design interventions. In many cases, they have simply become a substitute for Customer Service channels. So how does orchestration impact mobile app strategy?

Orchestration plays a pivotal role in ensuring the seamless integration of mobile apps with other service components. It aligns mobile touchpoints with other channels and stakeholders, enabling a consistent user experience. Orchestration also involves managing data flow and information exchange between mobile apps and backend systems. By effectively orchestrating mobile apps within the larger service ecosystem, organizations can leverage the power of real-time exchanges to enhance the back-and-forth between customer and employee during a service exchange.

Orchestration of services in Service Design

Orchestration in service design is a powerful technique that enables organizations to deliver seamless and integrated experiences for employees and customers. By aligning interactions, policies, procedures, and resources, orchestration optimizes service delivery and enhances customer value. It ensures that diverse service components work together efficiently, ultimately achieving the desired outcomes.

Learn more on this upcoming webinar on the Orchestration of Services in Service Design at the UX Inner Circle. Why Join? or Try it for 30 days…

Orchestration in Service Design Miniclass


About the Author

headshot of frank spillers

Frank Spillers

Founder - UX Inner Circle

Frank Spillers, MS, founded the UX Inner Circle to share his knowledge and skills with his students from the Interaction Design Foundation where he has provided select trainings for the past 8 years. He leads UX and Service Design consulting at Experience Dynamics, an award-winning consultancy. He works with the world’s leading brands to deliver cutting-edge strategy for products, services, and experiences. Starting out in the mid-’90s in social VR, Frank has consulted on 600 UX projects including enterprise web applications, nonprofits, government and more. He’s an Inclusive Design evangelist, and expert in Accessibility, Emotion Design, VR/AR, Cross-cultural Design and UX Management. Frank brings 25 years of experience as a Sr. UX Director and Service Design leader. He has lifted conversion rates by 88% and enhanced revenue by 300% for firms like Nike, Intel, Microsoft, the City of New York, Global Disability Rights Now!, Four Seasons, Capital One, the World Bank, Women Enabled International, and many more.

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