The Customer Experience Company

Service Design

Design services that are better for people and work smarter for your organisation.

We help organisations reimagine and redesign the way their services are delivered across channels, teams and technology. Our work spans your whole ecosystem, from customer journeys to internal operations, to redesign services that improve quality and reduce cost.

Whether you’re transforming existing services or designing something entirely new, we design and embed optimised experiences, service models and enabling environments.

Case studies

Helping icare put customers at the centre of the Nominal Insurer Improvement Program

In 2021, under the Nominal Insurer Improvement Program, icare set out to build a new Workers Compensation Claims Service Model (CSM) to make the claims process more customer-centric and uplift Return to Work rates for Injured workers. icare enlisted CEC to: - Validate icare’s hypothesised customer design principles and needs - Conduct customer research to inform the redesign of the Claims Service Model CEC conducted in-depth, exploratory interviews with injured workers, employers, industry groups, government agencies, and other key stakeholders across the ecosystem.

Read the case study

Supporting the Department of Defence service transformation, from strategy to implementation

The Department of Defence engaged The Customer Experience Company (CEC) to revolutionise their service experience for their 90,000 employees across Australia.

Read the case study

Revolutionising Government Services: Service NSW's transformation to Customer-Centricity

Service NSW engaged The Customer Experience Company (CEC) as their Human-Centred Design Partner to develop a scalable customer-centred business model for the in-person experience.

Read the case study

How we work with you

1.Service and process design

Design experiences that deliver value for your customers and organisation.

We use design thinking to shape future experiences and the systems that enable them. Our team brings deep expertise in research, design and inclusive practices that put customers at the centre of change.

Why it matters

When services are designed around people and backed by evidence, they become easier to use, more efficient to run and deliver better outcomes.

Drawing on trauma-informed practice and co-design methodologies, we sensitively and ethically uncover real insights about what people need and drive collaborative decision-making.

This includes

  • Journey mapping and experience redesign – visualise the current and future experience to identify improvements across channels.

  • Service blueprinting – connect front-stage experiences with back-stage systems and responsibilities.

  • Pilots and scaling – test at small scale, measure impact and build an evidence base for broader rollout.

2.Product and digital design

Design digital products and interactions that people understand, trust and want to use.

We design the products, interactions and interfaces that carry your service, from AI-enabled and conversational experiences through to accessible screens and the design systems behind them.

Why it matters

Technology alone does not create a good experience. You can invest in the right platforms, data and AI and still lose people at the moment they interact with it.

As interfaces change shape, from screens to chat, voice and AI agents, the interaction itself becomes the product. What decides success is whether a customer or an employee can understand what is happening, trust it and get what they came for.

This includes

  • Product design and prototyping: turn concepts into working prototypes and test the interaction with real people before you commit to build.

  • Interaction and interface design: design inclusive, accessible interactions across screens, conversational and AI-enabled channels.

  • Design systems and build-ready handover: components, patterns and specifications so your teams build consistently and at pace.

3.Operating model design

Simplify how your organisation works to deliver services more effectively.

We design and optimise the structures, roles, processes and governance that enable consistent, high-quality delivery.

Why it matters

Behind every great service is a well-designed system of delivery. When operations are clear, efficient and empowered, staff can focus on creating value for customers, not fighting the process.

This includes

  • Operating model design – define the people, process and technology layers that make your service work.

  • Governance and role definition – clarify ownership, accountability and decision-making to improve consistency and control.

  • Capability frameworks and uplift – identify and build the skills required for sustained service performance.

Our approach

Whole-of-service thinking

We connect customer journeys with policies, systems, processes and operations, ensuring every part of the service works together smoothly and efficiently.

Grounded in empathy

Through empathetic research, trauma-informed methods, and co-design, you gain clarity and certainty on what value matters most for people, which helps you design services they will trust, use and benefit from.

De-risks investments

We test, learn and prove value early so you can invest in and scale improvements with confidence and measure the impact at each step.

Ready to transform your customer experience?

Schedule a discovery workshop with our team to identify high-impact experience opportunities.

Lauren Terry

Lauren Terry

Design Director

Raj Mendes

Raj Mendes

Founder & Managing Director

Schedule a call