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3
Design
Tone
Brand Definition
The mission and vision of the company, taking in mind the values, goals, and experience principles to define its direction.
Brand Positioning
A combination of the territory the brand occupies in the user's mind, the role (as an archetype) it plays in society, and definition of its personality.
Tone
The "vibe" that the service projects to its customers. (The atmosphere, character, feel, air...) It encompasses the language, style, and overall attitude that the service presents to customers through various touchpoints. The tone in service design is a critical component of the customer experience, as it helps to create an emotional connection with customers and to build a sense of trust and loyalty. The tone should be consistent across all touchpoints and aligned with the company's brand and values. It should also be appropriate for the target customer and the context in which the service is delivered.
Direction
Action Plans
The recommended solutions and steps to be taken next. They help to bring the service design project to life and to ensure that the service is designed and delivered in a way that meets the needs and expectations of the target customers. They can also serve as a foundation for future iterations and improvements of the service.
