Human-Centered Service Design: Revolutionizing Healthcare Experiences

Transforming healthcare delivery is an urgent necessity as systems worldwide seek to become more accessible, efficient, and patient-focused. Every day, the NHS engages with approximately 1.6 million interactions involving patients, their families, and healthcare professionals. These countless touchpoints, along with the underlying systems that support them, drive the ongoing mission to modernize care services. Despite numerous structural reforms, achieving the deep, transformative change needed to sustain high-quality service remains a challenge.

In today’s rapidly evolving healthcare landscape, the key to meaningful progress lies in a fundamental shift: prioritizing people at every stage of service design. By harnessing insights from those directly involved—patients, staff, and caregivers—health organizations can foster a more responsive and compassionate system. Platforms like Patient Opinion, the NHS Complaints process, and the Patient Advice and Liaison Service (PALS) serve as vital channels for collecting feedback. However, these often attract negativity or surface superficial issues, obscuring the valuable lessons they contain. Implementing routine review mechanisms, such as weekly feedback sessions or “mystery shopper” approaches, can help identify early signs of dissatisfaction and uncover opportunities for improvement. Engaging in open, two-way communication further nurtures trust and creates a collaborative environment where service users feel heard and valued.

What is Service Design in Healthcare?

Over recent years, service design has gained prominence across various industries for its people-centric approach to innovation. It emphasizes understanding and addressing the needs, challenges, and experiences of users—patients, staff, and caregivers alike—to drive impactful change. Unlike approaches that focus solely on specific projects or technological solutions, service design considers the entire healthcare system holistically. This comprehensive perspective enables organizations to identify interconnected issues and craft solutions that enhance the entire patient journey.

By adopting a human-centered methodology, healthcare providers can unlock significant improvements across the entire ecosystem. This approach advocates for reimagining healthcare journeys with a focus on people and processes first, and then leveraging technology as an enabler. Such a strategy ensures that technological solutions are aligned with real-world needs, resulting in more effective and sustainable outcomes.

People

A successful transformation begins with a deep understanding of the people involved. Engaging patients, clinicians, administrative staff, and other stakeholders fosters meaningful collaboration and uncovers insights that inform effective change. Without this foundational step, initiatives risk faltering or missing their mark. Cultivating a culture where continuous improvement is embraced requires behavioral shifts among service users and providers alike, promoting a shared commitment to better care.

Process

Once the human element is understood, attention turns to optimizing care pathways and organizational procedures. Processes must be designed around the needs of users, ensuring that workflows are efficient, accessible, and aligned with outcomes. Redefining these pathways through a human-centered lens often involves mapping human challenges, redesigning care delivery models, and removing unnecessary complexities that hinder quality.

Technology

With insights into people and processes in place, technology becomes a strategic tool to support and enhance service delivery. Solutions such as digital health platforms, telemedicine, and electronic health records (EHRs) can significantly improve accessibility and efficiency. For example, harnessing the potential of digital tools allows for better self-management and more personalized care. To explore how digital records can be revolutionized, visit unlocking the power of electronic health records for modern healthcare. Successful technology adoption is driven by a clear understanding of user needs and process improvements.

Five Ways Service Design Can Transform Healthcare Experiences

1. Improving Patient and Citizen Engagement

Creating meaningful interactions begins with understanding individual needs and preferences. Tailoring services—such as streamlining appointment booking or developing personalized care plans—can greatly enhance satisfaction and foster trust. Empathy-driven design ensures that services are accessible and responsive, making healthcare more approachable for everyone.

2. Addressing Inequities in Healthcare Access

Achieving equity remains a priority for health systems worldwide. Barriers to access—whether geographical, socioeconomic, or cultural—contribute to disparities in health outcomes. A people-centered service approach promotes inclusivity by developing holistic solutions that go beyond treatment, incorporating prevention, wellness, and community engagement. This ensures that healthcare services serve all populations fairly and effectively.

3. Reducing Service Demand and Alleviating Pressure

The COVID-19 pandemic exposed vulnerabilities in healthcare capacity, emphasizing the need for smarter, more efficient service design. By identifying pain points within care pathways and employing digital solutions, organizations can simplify operations, reduce unwarranted variation, and eliminate activities that do not add value. This allows staff to focus on delivering high-quality care instead of administrative overhead. For insights on streamlining healthcare operations, see mastering provider data management for healthcare efficiency.

4. Enhancing Workforce Satisfaction

A motivated, well-supported staff is crucial for high-quality care. Listening to healthcare workers reveals systemic issues—such as lack of interoperable systems and excessive paperwork—that hinder their ability to provide optimal services. Involving staff in the design process helps optimize workflows, minimize administrative burdens, and foster a positive work environment. Better staff satisfaction translates into improved patient care and organizational resilience.

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5. Ensuring Financial Sustainability

Health systems face ongoing financial pressures due to rising costs and complex funding mechanisms. Applying service design principles enables organizations to streamline workflows, eliminate unnecessary steps, and reduce waste. These efficiencies create opportunities for reinvestment, supporting innovations and maintaining long-term financial health. For a comprehensive understanding of digital transformation benefits, explore the potential of electronic health records for modern healthcare.

Navigating the Path Toward a Human-Centered Healthcare System

The journey to a more modern, accessible, and compassionate NHS must be driven by a people-first approach. At CGI, we advocate for a people, process, then technology methodology to support healthcare transformation. This approach ensures that solutions are rooted in real needs and that technological innovations serve to empower staff and patients alike.

Our expertise in service design helps organizations deliver more personalized, efficient care while fostering a culture of continuous improvement. By becoming more agile and adaptable, health providers can better meet the evolving needs of their communities. To learn more about our vision for future healthcare and how we support human-centered design initiatives, download our brochure or contact us for an informal discussion about our services.

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Sources

1. The King’s Fund

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About this author

Justene Ewing

Vice President, Health and Care

Justene joined CGI in October 2017 with extensive experience in executive leadership, organizational transformation, and performance management in the health sector. Her proven track record includes implementing innovative change initiatives and delivering exceptional results in complex environments.