You take public transportation. You go out to lunch. You manage your money. You get medical help. You pay your taxes. In each instance, you’re engaging with a service more than a tangible, specific, product. And you notice when these services don’t work — and look elsewhere the minute they fail.
Enter companies like Disney, Airbnb, and Square that are reinventing service design in their mission to create an amazing user experience for customers (and getting a leg up on the competition while they're at it). Read on for fascinating lesson from GA UX design instructor Susan Wolfe about the essentials of this skill, how these companies are achieving results, and how user experience designers play a vital role in their success.