Service innovation is fundamentally based on evolving customer behaviors and market trends, and thoroughly understanding customers is critical for any service business because customers and their decisions are the source of all revenue. In service design customers are no longer seen only from an observational perspective; nevertheless, it encourages companies to take genuinely people centered and empathetic approaches. Distinguished service providers should take great consideration of their customers. This article testifies that brand image and purchase intention of customers can be enhanced and provoked by the delivery of ICT applications with innovative concepts.