Service design is an activity of organizing and planning people, communication and material components in order to improve service quality. It is the interaction between the service provider and customers and the customers' experience. A service is anything that is done to or for a client and is created and delivered simultaneously. The two most important issues in service design are the degree of variation in requirements and the degree of customer contact in which determines how standardized the service can be. The greater the degree of customer contact, the greater the opportunity for selling. In addition, concepts and ideas generated are captured in sketches or in service prototypes. The strong visual element, combined with the opportunity to test and rapidly change services and interfaces, delivers real value in today's competitive markets