Design Thinking for Non-Digital Services: Lessons from OCAD U CO

When it comes to non-digital services, it’s easy to underestimate how much the physical environment and human element shape the experience. While digital products often dominate the conversation, in many services, the real touchpoints are the people, places, and processes that surround them. 

Unlike digital-first platforms, non-digital services are deeply dependent on their location and context of use. Think about a hospital or a retail store, the experience is influenced not just by the app or interface but by the staff, the space, and even the maintenance schedule. A seemingly small change can have a massive ripple effect on the customer experience. 

To design effectively in these contexts, you need to consider the entire ecosystem, such as: 

• Physical locations and how they’re navigated

• The flow of inventory and resources

• Maintenance and operational schedules 

• Organisational structures and staff responsibilities

• Legacy hardware and systems that still carry weight

  
  

All these variables come together to shape whether a service feels seamless or frustrating, empowering or limiting. 

This is where an external perspective is critical. Teams working inside these systems often normalise inefficiencies or overlook the ripple effects of operational details. Our Design Critique Lab provides the fresh set of eyes needed to assess the full service environment. By mapping the ecosystem and highlighting overlooked dependencies, we reveal how certain choices translate directly into customer experiences. 

Whether digital or non-digital, experiences don't exist in a vacuum; the details behind the scenes are often what customers feel most. A design critique helps you uncover those hidden gems and turn them into opportunities to improve your service where it matters most. Learn more here. 

FAQs

What does design thinking look like when applied to non-digital services?

Design thinking for non-digital services focuses on how people move through real spaces, interact with staff, use physical tools, and navigate operational processes. It’s a human-centered approach that looks beyond technology to understand the full environment shaping an experience.

Why is context important when redesigning in-person services?

Successful service improvements depend on understanding the physical environment, available equipment, staffing structures, and day-to-day realities. Without this context, solutions often fail because they don’t match how the service actually works in real life.

Why shouldn’t digital tools be the first solution to service problems?

Digital tools can help, but they don’t automatically fix issues rooted in workflow, space, staff capacity, or clarity. When teams jump to digital too quickly, they often mask deeper problems instead of addressing the true barriers to a smoother experience.

What types of touchpoints matter in non-digital service design?

Touchpoints include room layout, signage, materials, handoffs between staff, timing, scheduling, physical flow, and how people move and wait. These elements shape how confident, supported, and informed users feel at each step of the service.

How does a design critique improve physical or in-person experiences?

A structured critique helps teams see the service through fresh eyes. It reveals bottlenecks, confusing steps, unnecessary complexity, and environmental factors that may be overlooked. It highlights opportunities to improve clarity, flow, and the overall experience.

Why do operational workflows matter in service design?

The user experience is directly shaped by what happens behind the scenes. Factors like staff movement, resource availability, room setup, scheduling, and internal coordination all influence how smooth or stressful a service feels.

How can small environmental changes improve a non-digital service?

Simple adjustments — reorganizing materials, rethinking room layouts, improving signage, or refining flow — can reduce confusion and increase confidence. These small shifts can have significant impact without major cost or technology investment.

What can staff behaviors reveal about the quality of a service?

Staff often create workarounds to compensate for unclear processes, missing tools, or inefficient layouts. These behaviors point directly to gaps in the system and offer valuable clues about where improvements are needed.

When should organizations use design thinking for a non-digital challenge?

Design thinking is especially useful when a service feels inconsistent, complicated, or inefficient — or when technology is being considered as a quick fix. It helps teams deeply understand how people use the service in real environments and where the biggest opportunities for improvement lie.

How does a human-centered approach strengthen non-digital services?

By focusing on people’s actual needs, emotions, and behaviors, teams can design services that reduce stress, build clarity, and support better outcomes. This approach leads to improvements that feel natural, intuitive, and sustainable for both users and staff.