Whenever we take part in a service, we only see the part that is happening ‘on stage’. Entering a cafe, we might choose a muffin, pay the cashier and enjoy our food while reading the paper. But even a service as simple as this consists of both visible and invisible components. Much needs to happen ‘backstage’ – muffins get baked and delivered, the electronic payment system transmits payment information and the cafe gets stocked with newspapers each day.
Continued on pages 140–141 of Design. Think. Make. Break. Repeat.