Service Design
Turning complex challenges into services people trust
Better services start with a clear understanding of the people who use them.
Whether it’s a citizen renewing a licence, a customer filing a claim, or a patient booking care, people judge an organization by how easy — or how frustrating — that one interaction was. That judgment shapes trust far more than a mission statement does.
Good service design starts with understanding the people on the other end of the service: what they need, where they get stuck, and what “easy” actually looks like from their side. That’s the work we do.
How we work
Service design isn’t one discipline — it’s a sequence: understand the problem, test possible solutions, build the real thing, then keep improving it. We work across all four stages, either as a full team or plugging into the phase you need most.
We bring the specialist roles this work requires — user researchers, service designers, UX and UI designers, content strategists, developers — as one integrated team. If you’ve already got some of these in-house and a gap in others, or need capacity for a single phase without a permanent hire, that’s exactly where we plug in.
What we do
We start with research, not assumptions. Before we design anything, we dig into your organization, your audiences, and your processes to find the real source of the problem.
- Stakeholder & end-user research
- Problem definition & framing
- Journey mapping & persona development
- Digital usability testing & solution validation
- On-site / observational research
- Ecosystem & competitor/sector analysis
Then we design the service end-to-end. Research findings become strategy, and strategy becomes an experience people can actually use.
- Service & information architecture
- UX/UI design
- Accessibility strategy & compliance
- Content strategy
- Design systems
- Web development & ongoing support
Recent successes
Crafted a digital strategy roadmap for a financial services regulator created through a government-mandated merger.
Enhanced digital accessibility for the Ontario government by understanding how seniors and people with disabilities navigate online services.
Guided the digital transition of Ontario’s electricity system administrator from one market system to another.
Redefined a customer portal for an industry safety regulator by prioritizing features based on user feedback and testing.
Informed a website redesign for a major attraction by analyzing visitor motivations and behaviors.
Streamlined internal processes for a leading North American financial services firm to ensure smooth year-end results disclosure.
Shaped communication strategies for the Canadian Strategy for Cancer Control by uncovering perceptions around specific healthcare language.
Improved donor engagement for one of Ontario’s largest universities by providing actionable insights on donor behaviors and interactions.
We take pride in not just delivering insights but crafting solutions that resonate and drive long-term impact. Our goal is to leave you with a clearer vision and a stronger foundation to build upon—because great research and insights lead to better experiences and outcomes.
K AndrewsDirector of UX, Accessibility Specialist
Other services we offer
Let’s make something better together.