Service design is a multidisciplinary approach that aims to create exceptional customer experiences through services. It involves strategically applying design principles to address the complexities of service delivery and enhance the overall customer journey. Service design focuses on understanding customer needs, expectations, and aspirations across all touchpoints of the service from initial contact through post-service interactions. The key principles of service design are user-centricity, co-creation, taking a holistic view of the entire service ecosystem, an iterative design process, and considering how services fit within broader ecosystems.