service design is user-centered because it does care a great deal about users. But more than that, it needs to be human-centered or people-centered. What’s the difference? On one hand, users are people before they are users of a service. People who belong to communities, families, cities, and cultures and need to be considered in all the complexity determined by these relationships. On the other hand, there are other humans, other than the users that are also part of the service design equation. As we discussed in Chapter 5, services are delivered by people, the service staff, front office, and back office. So not only service users need to be accounted for; service designers also need to employ all the human-centeredness of ethnographic methods in relation to service workers.
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