Which aspect is primarily focused on in service design?

In service design, the primary focus is on planning and organizing people and infrastructure to ensure that the service is delivered effectively and efficiently. This involves understanding the customer journey, identifying touchpoints, and coordinating the various elements that contribute to the service experience, including staff training, layout of physical spaces, and the integration of technology. The goal is to create a seamless, enjoyable experience for the user while ensuring that all necessary resources and personnel are in place to support this process.

Enhancing product durability, creating promotional materials for services, and implementing financial strategies, while important in their own rights, do not capture the essence of service design. Service design is fundamentally about the holistic approach to delivering a service, requiring careful consideration of how every aspect of the service interacts, rather than just focusing on durability, marketing, or financial planning.