What is service design & does it really matter what you call it

Service design? Other people might talk about design thinking, service design thinking, new marketing, UX design, holistic UX, CX design, human-centered design, customer experience management, experience design, touchpoint management, lean UX, new service development, new product development, customer journey work, or innovation, to name a few. Others will notice similarities with lean startup and agile development methodologies. We don’t care what you call it – what matters is what you do and how you do it.