Service Design for Creating Better Experiences

SHERPA unveiled its approach on “Service Design” to building well-thought digital products, including car-sharing apps and food delivery services.

Service design, which prioritizes creating a seamless interaction between backstage operational processes with front-end experience of the user, outlines what kind of service will be delivered to users on each touchpoint of a digital product or service.

The focus of service design is primarily the system agents, and the conceptualized experience is built by taking into consideration active or potential users altogether.

Touchpoints of a Service

Service design aims to provide a consistent and continuous experience at each and every touchpoint. In order to achieve that, it focuses on the points where a user interacts with a service, a.k.a. touchpoints. These touchpoints that make up a service, interactions among products, systems, sub-services are designed to reflect the brand identity.

SHERPA, on a mission to help digital product owners to consider their products thoroughly, summaries the points which are essential when designing a service experience.

SHERPA-Way, Based on Product Maturity

SHERPA could take one of the two different routes to create the optimum experience for users. The path to be followed by the team is shaped primarily with the question of whether the service is an existing or a new one?

If the product is new, the first step is to understand whether or not the idea behind the service is valid. That’s why, the team of SHERPA primarily focuses on whether there is really a problem, and if there is, whether that problem creates a need for a solution on the user’s end. In addition to the idea and problem validation efforts, the team focuses on collecting insights from stakeholders to fully grasp the landscape.


If the service is up and running, SHERPA begins the work by investigating the existing service, including all the sub-services and touchpoints. The team initially starts with a Discovery phase, where UX research methods such as service safari, guerilla user tests and quantitative analysis methods, are heavily utilized. The sole purpose of the work undertaken at this stage is to explore the pain points through the user’s perspective. The next stage investigates the root causes, analyses the results and prepares for the improvement stage.

SHERPA Exposes the Whole Picture With the “Service Blueprint”

SHERPA uses an exclusive, homemade template of “Service Blueprint” which schematizes service features, and particularly the relation among back-services, support systems and processes.


The “Service Blueprint”, which is used for finding ways to reorganize internal systems, shows graphically all touchpoints of the end-user and the service flow behind the scenes, in the context of user experience.

Innovative and Functional Service Experience for Car Rental

In this context, the project by SHERPA in collaboration with Moov by Garenta is a good example of service design and UX processes.

Having designed an innovative and functional service experience which offers a seamless and smart instant car rental experience to users for MOOV by Garenta, who provide practical and economic car rental solutions, has generated an increase in Moov by Garenta’s user satisfaction. With a solid experience in interweaving technology with UX, SHERPA has designed a service experience for MOOV by Garenta, delivering an ostentatiously slick and tremendously simply instant rental process for both the targeted users and the support team.

SHERPA has schematized the relations between all sub-services that make up the entire experience enabling end-to-end visibility of the experience delivered. SHERPA’s surefire methods grasped success by adopting a holistic approach to bringing to the backstage staff processes as well as those subsystem operations that serve as the building blocks of the entire service.


Founded as the first enterprise of DAM Startup Studio in 2013, SHERPA, with its Istanbul and London offices, designs digital experiences for an ideal human-device interaction with a user-experience-focused approach for the global brands.

SHERPA has been offering high ROI services for leading multinational and national institutions in a large number of industries from finance to tourism, white appliances to automotive and electronics to retail.

With an extensive portfolio of successful projects to its name, SHERPA has been awarded UX Design Awards Honor Award, IF Design and Red Dot award, all of which are considered to be the most prestigious awards in the world.