“I’m sensing that designing for services is the Next Big Thing for UI designers. (…) Service design is principally about the choreography of situated moments of customer & business activity as a structured sequence (process) across multiple physical and digital ‘touchpoints’ (ex: signage, logo, store rep, phone call experience, customer service, packaging, instruction manual, website, etc.) which constitute a ‘service string’ or ‘customer journey’. The key term here is ‘choreography’ which implies a dramatic or theatrical quality of enactments of people over time.” (Uday Gajendar – Ghost in the Pixel)