Design of the service
The traditional understanding of the word ‘design’ is of ‘a plan or drawing produced to show the look and function or workings of a building, garment or other object before it is built or made’ (The New Oxford Dictionary of English, Oxford University Press, 1998). We usually associate design, of course, with manufactured products, e.g. a car, washing machine, DVD etc. It usually starts with a concept or idea followed by a design specification that will spell out how it works, how it looks and what it symbolizes. In support of this, decisions have to be made in respect of colour, styling, durability, reliability, materials, cost of manufacture and so on.