Parent Process Reference Framework: ITIL 4
Service Value Stream Activities
Highly impacted Service Value System(SVS) Activities:
- Design and Transition
The purpose of the service design practice is to design products and services that are fit for purpose, fit for use, and that can be delivered by the organization and its ecosystem. This includes planning and organizing people, partners and suppliers, information, communication, technology, and practices for new or changed products and services, and the interaction between the organization and its customers.
services, or practices are not designed properly, they will not necessarily
fulfil customer needs or facilitate value
creation. If they evolve without proper architecture, interfaces or controls, they are less able to
deliver the overall vision and
needs of the organization and its internal and external customers.
Even when a
product or service is well designed, delivering a solution that addresses the
needs of both the organization and customer in a cost-effective and resilient
way can be difficult. It is therefore important to consider iterative and
incremental approaches to service design, which can ensure that products and
services introduced to live
operation can continually adapt in alignment with the evolving needs of the
organization and its customers.
absence of formalized service design, products and services can be unduly expensive to run and prone to failure, resulting in resources being wasted and the product
or service not being customer-centred or designed holistically. It is unlikely
that any improvement programme
will ever be able to achieve what proper design could have achieved in the
first place. Without service design, cost-effective products and services that deliver what customers need and expect are extremely hard to achieve.
Service design practice should also ensure that the customer’s
journey from demand through to
value realization is as pleasant and frictionless as it can be, and delivers
the best customer outcome
possible. This is achieved by focusing on customer experience (CX) and user experience (UX).
implementing a service design practice focused on CX and UX will:
- result in customer-centred products and services
that include stakeholders in
- consider the entire environment of a product or service
- enable projects
to estimate the cost, timing,
resource requirement, and risks
associated with service design more accurately
- result in higher volumes of successful change
- make design methods easier for people to adopt and
- enable service design assets to be shared and
re-used across projects and services
- increase confidence that the new or changed product
or service can be delivered to specification
without unexpectedly affecting other products,
services, or stakeholders
- ensure that new or changed products and services
will be maintainable and cost-effective.
important that a holistic, results-driven approach to all aspects of service
design is adopted, and that when changing or amending any of the individual
elements of a service design, all other aspects are considered. It is for this
reason that the coordination aspect of service design with the whole organization’s
SVS is essential. Designing and developing a new or changed product or service should not be done in
isolation, but should consider the impact it will have on:
- other products and services
- all relevant parties, including customers and suppliers
- the existing architectures
- the required technology
- the service management practices
- the necessary measurements and metrics.
of these factors will not only ensure that the design addresses the functional
elements of the service, but also that the management and operational
requirements are regarded as a fundamental part of the design, and are not
added as an afterthought.
design should also be used when the change
being made to the product or
service is its retirement. Unless the retirement of a product/service is
carefully planned, it could cause unexpected negative effects on customers or
the organization that might
otherwise have been avoided.
change to a product or service
will require the same level of service design activity. Every change, no matter
how small, will need some degree of design work, but the scale of the activity
necessary to ensure success will vary greatly from one change type to another.
Organizations must define what level of design activity is required for each
category of change, and ensure that everyone within the organization is clear
on these criteria.
design supports products and services that:
- are business- and customer-oriented, focused, and
- are cost-effective
- meet the information and physical security
requirements of the organization and any external customers
- are flexible and adaptable, yet fit for purpose at
the point of delivery
- can absorb an ever-increasing demand in the volume and speed of change
- meet increasing organizational and customer demands
for continuous operation
- are managed and operated to an acceptable level of risk.
pressures on the organization,
there can be a temptation to ‘cut corners’ on the coordination of practices and relevant parties for
service design activities, or to ignore them completely. This should be
avoided, as integration and coordination are essential to the overall quality
of the products and services that are delivered.