Service design has been used in retail to enhance the shopping experience for customers. By understanding the customer's needs and preferences, service designers can create personalized experiences that increase customer loyalty. For example, designing stores that are easy to navigate and providing helpful customer service can improve the shopping experience.

Service design has been used in hospitality to craft memorable experiences for customers. By understanding the customer's needs and preferences, service designers can create personalized experiences that exceed customer expectations. For example, designing hotels that are intuitive and easy to navigate, and providing exceptional customer service can create a memorable experience for guests.

Prototyping and testing are critical steps in the service design process. They allow service designers to validate their ideas, gather feedback from users, and refine the design. Prototypes can be low-fidelity, such as a paper prototype, or high-fidelity, such as a functional digital interface. Testing helps service designers identify areas where the service falls short and make necessary improvements.