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.