Design to Serve describes an approach and discipline in design that prioritizes benefits for people, society, and the ecosystem—most often embodied in service design.

•    User-centered approach: Services, processes, and systems are consistently designed from the perspective of the people and customers who use them.
•    Holistic approach: It’s not just about the visible end product or an attractive user interface, but about the entire ecosystem behind it (frontstage and backstage, internal processes, guidelines, and technology).