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ITIL Service Design – Overview, Principles & Objectives

ITIL Service Design – Overview, Principles & Objectives


Service Design, a phase following service strategy, shapes innovative IT services to meet business goals. It enhances differentiation, customer satisfaction, and operational efficiency. People, Processes, Products, and Partners are its core dimensions. Key principles include solution provision, efficient tools, risk management, cost reduction, and continuous improvement. Service Design ensures high-quality, customer-aligned services that adapt to changing needs.
Service Design, the phase after service strategy, helps an organization to design new IT services. It designs appropriate and innovative IT services together with the resources and processes that supports an organization to meet their committed deadlines.

 Why is Service Design important?

It is really important to understand why an organization requires service design. The main reasons are -

 A new and innovative idea to the business increases their keenness in service provider and differentiates them from competitive site

  • It makes the customer realize that the organization will be able to constantly support their business strategies through new and innovative ideas

  • Results in greater employee and customer satisfaction

  • New and improved service increases the efficiency of the service operation

Service Design - Overview

It analyses the business requirements and design a service solution which is then passed to service transition phase to analyze, build, test & deploy them in live environment. The scope is not limited to new services, but it also advises on the enhancement or change required in the services to improve the existing system.
A service designer need to analyze the market condition and design the services that meet’s the business expectation. Service Design is built upon four P’s:
  • People – Professionals that are in-charge of delivering IT service. People should be skilled and competent enough to deliver the services to business
  • Processes – Process that support and manage the delivery of IT service. All the services should meet the client’s expectation and agreed service level
  • Products – Products or tools that support the delivery of IT service
  • Partners – Vendors and suppliers who are involved in the delivery of IT service
Key principles of Service Design:
  • Provide solutions for new or changed service after analyzing the business requirement
  • Design service management tools and systems – the service portfolio and service catalogue
  • Design management systems and technology architectures to operation and maintenance of the services
  • Provide methods for process, operation and enhancement of services
  • Design metrics and measurement methods for performance analysis and better decision making

Objectives of Service Design

  • Design services based on quality, risk, agreement and security requirements. Effectively and efficiently deliver the services that meet the business needs
  • Design services that can be developed and enhanced within the agreed-set of timeframe
  • Design high-quality of IT service that can be maintained and operated in all the phases of the ITIL lifecycle
  • Identify and manage any risk involved in designing new services
  • Introduce new measures or processes to reduce/minimize the cost involved in service provision
  • Develop the skills or abilities to transfer the strategy and design activities into the operational phase
  • Once the services are implemented in the live environment, it should contribute to the continuous improvement of the IT service
The purpose of Service Design can be summarized as designing profitable services that provide high level of quality to satisfy business needs. It should ensure that the services delivered are reasonable and relevant to the customers.


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Meet Deepti Masand, a talented writer who enjoys baking and taking pictures in addition to contributing insightful articles. She contributes a plethora of knowledge to our blog with years of experience and skill.

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