When it comes to improving services, is it worth spending money on service designers? Of course, improving services can be attempted without recourse to seeking expert help, but the result is more than likely to be a false economy. Changes in service design will be long-lasting and profitable only if they are driven by insights gained by close observation of the people who use those services. It is this human-centred approach that lays at the heart of everything our design teams do at IDEO.
