Service design is a transdisciplinary field. In the ServiceD project, it is examined primarily within the framework of design and closely related expertise areas. In order to develop services, service design is required. Design can be used as a medium to answer consumers' wishes, and it can be seen as creative work based on foresight knowledge regarding the changes of the operational environment.

In product and service development processes, the role of the designer is to stand in the consumers' and users' shoes and to look after the usability and desirability of the product or service. We perceive service design both as concept design that makes use of a wide range of research and strategic foresight and as a means to develop service environments. At best, the service design viewpoint is used throughout the structure of an organisation, being linked to brand building just as well as to the development of organisational wellbeing.