" Design is not HOW it looks but how it works." Steve Jobs.
Product & service design is an integral part of over all customer experience. However it is easier to find out bad product design from its usage but equally difficult to know bad service design.
There is a saying that if there is a physical queue / waiting for anything , it is a bad design. If user is finding it difficult to fill a form it is bad design.
In every product & service there is an element of design.
You go to buy a railway ticket or buy a insurance policy, apply for insurance claim, opening a bank account or availing bank loan, buying a house from a real estate company , availing medical treatment at hospitals, buying a movie ticket and watching movie in a theater, roaming in a mall, roads & traffic flow , hotel booking, check in/out process everything is a design.
Now if these intangible services are not deliberately designed keeping customer/users ease , convenience & comfort in mind, it will happen without deliberate design and is likely to spoil customer experience.
No part of business or enterprise activities happen automatically. It is not either it is deliberately designed or deliberately not designed but most of the time it is not designed as entrepreneur or service provider is not aware that it has to be deliberately designed.
All physical aspects are designed by various design experts, however its final flow to the customer i.e. sales process, after sales process, actual service av-ailment process skip the design aspects. It is these gaps in service design creates bad and frustrating customer experience (CX). Hardware & tangible are designed but soft & intangible parts remain un-designed.
Otherwise how expensive airlines , finest of hotels & hospitals , sophisticated banks & insurance companies and great home builder - real estate companies fails in customer experience miserably?
In every aspects of intangible service design , CX designers' intervention can improve customer experience and help solving many problems in Govt services.