Sensory Service Design

Mike Dixon

18 Sensory Service Design

Sensory Design in Service Experiences

Sensory design in services focuses on deliberately engaging customers’ senses to enhance their overall experience. By considering how customers see, hear, feel, smell, and even taste during service interactions, designers can create more engaging, memorable, and satisfying experiences. This approach recognizes that customers don’t just rationally evaluate services but also respond emotionally and physically to sensory stimuli.

The human sensory system includes:

Visual (sight)
Auditory (hearing)
Tactile (touch)
Olfactory (smell)
Gustatory (taste)
Kinesthetic (movement and position)
Vestibular (balance and spatial orientation)
Thermal (temperature)

Additionally, while not a traditional “sense,” the perception of time significantly influences service experiences. This brief will explore how each of these sensory elements can be leveraged in service design to create more impactful and memorable customer experiences.

Visual Design in Services – Sight

Visual design is often the most immediate and impactful aspect of service design. It encompasses color theory, typography, layout, and visual hierarchy.

Color Theory:

Colors evoke emotional responses and can significantly influence customer behavior. For example:

Blue often conveys trust and professionalism, making it popular in financial services.
Green is associated with health and nature, frequently used in wellness services.
Red can stimulate appetite, explaining its prevalence in fast-food branding.

Typography and Layout:

Clear, legible typography and well-organized layouts are crucial for effective communication in services. Consider:

Font choice: Sans-serif fonts for digital interfaces, serif fonts for longer printed materials.
Text size and contrast: Ensure readability across different environments and user groups.
White space: Use negative space to create visual breathing room and highlight important elements.

Visual Hierarchy:

Guide customer attention by creating a clear visual hierarchy:

Size: Larger elements draw more attention.
Color: Contrasting colors stand out.
Position: Items at the top or center of a layout are noticed first.

Visual Cues:

Visual cues are elements that guide customer behavior or provide information without the need for explicit instructions. Effective use of visual cues can enhance the intuitive nature of a service environment:

Directional cues: Use arrows, lines, or gradients to guide movement or attention.
Iconic cues: Employ universally recognized symbols to convey information quickly (e.g., a question mark for help desks).
Color coding: Use consistent color schemes to categorize information or areas.
Contextual cues: Place visual elements in a way that implies their function (e.g., a slightly raised button suggests it can be pressed).
Emphasis cues: Use lighting, contrast, or motion to draw attention to important elements.
Grouping: Arrange related elements together to imply a connection.

Implementing clear visual cues can reduce cognitive load for customers, making the service experience more seamless and enjoyable. For example, a hospital might use color-coded lines on floors to guide patients to different departments, or an app might use a pulsing animation to draw attention to a key feature.

Case Study: Retail Environment

A clothing retailer redesigned its stores using a muted color palette with occasional bright accents to highlight new collections. Large, clear typography was used for navigation, and lighting was adjusted to create focal points around key products. They also implemented a system of subtle visual cues, using consistent icon designs for different product categories and employing directional lighting to guide customers through the store layout. The result was a 20% increase in time spent in-store, a 15% boost in sales, and a significant reduction in customers asking staff for directions or product locations.

Auditory Design in Service Experiences – Hearing

Sound plays a crucial role in shaping the ambiance and functionality of service environments.

Creating Ambiance:

Background music can significantly influence customer mood and behavior:

Tempo: Faster music can increase the pace of customer movement, while slower music encourages lingering.
Genre: Match music to your brand identity and target customer preferences.
Volume: Ensure music enhances rather than disrupts the service experience.

Audio Cues:

Use sound for functional purposes:

Notifications: Subtle sounds can alert staff or customers to important events.
Navigation: Audio cues can guide customers through physical or digital service environments.

Matching Sound with Other Design Elements:

Integrating auditory design with other aspects of the service experience creates a more cohesive and immersive environment:

Thematic Consistency:
- Ensure audio elements align with the overall theme or concept of the service.
- Use sound to reinforce brand identity and values.
Visual-Auditory Harmony:
- Match the style of music or sounds to the visual aesthetics of the space.
- Consider how audio can complement or enhance visual design elements.
Emotional Alignment:
- Select audio that evokes emotions consistent with the desired customer experience.
- Ensure the auditory atmosphere supports the overall mood and tone of the service.
Contextual Adaptation:
- Adjust audio elements to match different times of day, seasons, or specific events.
- Allow for flexibility in the audio design to accommodate varying service needs.

Example: Hotel Lobby Experience

A boutique hotel chain implemented a custom soundscape in its lobbies, combining gentle ambient music with subtle nature sounds. The audio design changed throughout the day, matching the energy levels of typical guest activities. This auditory design was carefully integrated with the hotel’s overall design concept:

The soundscape reflected the hotel’s nature-inspired theme, reinforcing its brand identity.
Audio transitions subtly signaled different times of day, complementing changes in lighting and staff activities.
Sound levels and styles were adjusted to support efficient flow during busy check-in times and relaxation during quieter periods.
The audio design considered the lobby’s visual elements, ensuring that the sound complemented the color scheme and decor.

Guest satisfaction scores related to the lobby atmosphere increased by 30% following this implementation, with many guests commenting on the “cohesive” and “immersive” nature of the experience.

Tactile Design Elements – Touch

The sense of touch is often underutilized in service design but can significantly enhance the customer experience.

Texture and Materials:

In physical service environments, consider:

Furniture upholstery: Soft, luxurious fabrics for high-end services; durable, easy-clean materials for high-traffic areas.
Flooring: Carpet for warmth and noise reduction; hardwood or tile for a more upscale feel.
Touchpoints: Ensure frequently touched surfaces (e.g., door handles, touchscreens) are pleasant to interact with.

Haptic Feedback:

In digital interfaces, use haptic feedback to enhance user interaction:

Subtle vibrations can confirm actions in mobile apps.
Force feedback in gaming or simulation services can increase immersion.

Ergonomics:

Consider the physical comfort of customers:

Seating: Ensure chairs are comfortable for the intended duration of use.
Reach: Place interactive elements within easy reach of most users.

Case Study: Luxury Spa Service

A high-end spa redesigned its treatment rooms with a focus on tactile elements. They introduced heated massage tables with memory foam padding, ultra-soft linens, and textured walls that clients could touch during treatments. Customer satisfaction scores increased by 25%, with many clients specifically mentioning the improved tactile experience in their feedback.

Olfactory Design in Services – Smell

The sense of smell is closely linked to memory and emotion, making it a powerful tool in service design.

Scent Marketing:

Brand Association: Develop a signature scent that customers associate with your brand.
Emotional Impact: Use scents to evoke specific emotions (e.g., lavender for relaxation, citrus for energy).
Seasonal Variation: Adjust scents to match seasons or special events.

Considerations:

Intensity: Ensure scents are noticeable but not overwhelming.
Allergies: Be mindful of potential sensitivities among customers.
Congruence: Match scents to other sensory elements and the overall brand identity.

Example: Themed Restaurant

A forest-themed restaurant implemented a subtle pine scent in its dining area, combined with occasional whiffs of woodsmoke from the open kitchen. The scent design enhanced the immersive forest atmosphere, leading to a 40% increase in positive mentions of the restaurant’s ambiance in online reviews.

Gustatory Elements in Service Design – Taste

While taste is primarily relevant in food and beverage services, it can be creatively incorporated into other service contexts.

Emotional Responses to Taste:

Different taste elements can evoke various emotional responses:

Sweet: Often associated with comfort, pleasure, and happiness. Can evoke feelings of nostalgia or indulgence.
Salty: Can trigger cravings and satisfaction. May be associated with savory comfort foods.
Sour: Often perceived as refreshing or invigorating. Can evoke feelings of alertness or surprise.
Bitter: May be associated with sophistication (e.g., dark chocolate, coffee). Can also evoke caution or displeasure if unexpected.
Umami: Often creates a sense of satisfaction and fullness. Can evoke feelings of comfort and contentment.

Enhancing Non-Food Services:

Welcome Treats: Offer a small branded candy or snack during check-in or waiting periods.
Pairing Experiences: Combine non-food services with complementary taste experiences (e.g., a spa treatment followed by a custom herbal tea).

Food Presentation:

In food services, consider:

Plating: Use color, texture, and arrangement to enhance visual appeal.
Temperature: Serve foods at their optimal temperature for the best taste experience.
Aroma: Present aromatic dishes in a way that maximizes their olfactory impact.

Example: Luxury Hotel Check-in Experience

A luxury hotel chain redesigned its check-in experience to include a gustatory element:

Upon arrival, guests are offered a choice of welcome drinks:
1. A slightly sweet, fruit-infused water (evoking refreshment and comfort)
2. A mildly bitter, herbal iced tea (suggesting sophistication and uniqueness)
The drinks are paired with a small, umami-rich savory snack, creating a sense of satisfaction and fullness after a long journey.
For children, a small, sweet treat is offered, aiming to create a positive, comforting first impression.

This gustatory welcome serves multiple purposes:

It immediately engages guests in a multi-sensory experience.
The choice of drinks allows guests some control, enhancing their sense of personalization.
The flavors are designed to evoke positive emotions (refreshment, sophistication, satisfaction) associated with the brand.
The act of offering refreshment creates a sense of hospitality and care.

After implementing this gustatory element, the hotel saw a 25% increase in positive mentions of the check-in experience in guest reviews, with many guests specifically commenting on feeling “immediately welcomed” and “refreshed upon arrival.”

Kinesthetic and Vestibular Considerations – Movement and Spatial Awareness

Understanding and designing for customer movement is crucial in many service environments. This consideration can significantly impact customer experience, efficiency, and overall satisfaction.

Types of Customer Movement in Services:

Linear Movement: Customers moving through a predetermined path or sequence

Examples: Queue lines, guided tours, assembly lines

Free-form Movement: Customers moving freely within a defined space

Examples: Retail browsing, museum exploration, trade show attendance

Interactive Movement: Customers physically interacting with service elements

Examples: Using self-service kiosks, participating in hands-on demonstrations

Transitional Movement: Customers moving between different service stages or areas

Examples: Entering/exiting a venue, moving between floors or departments

Waiting Movement: Customer movement (or lack thereof) during wait times

Examples: Seated waiting areas, standing queues

Designing for Movement:

Flow: Create intuitive pathways and layouts that facilitate smooth customer movement.

Use visual cues, lighting, or physical elements to guide movement
Design spaces to prevent bottlenecks and congestion

Interaction: Ensure that movement-based interactions are intuitive and accessible.

Consider ergonomics in the placement of interactive elements
Design for a range of physical abilities and sizes

Comfort: Make movement within the service environment comfortable and pleasant.

Provide appropriate spaces for rest or pauses in the customer journey
Consider the pace of movement and offer options for different speeds

Efficiency: Optimize layouts to reduce unnecessary movement and save time.

Strategically place high-demand areas for easy access
Use technology to minimize physical movement when appropriate

Entry and Exit Experiences:

Entrance Design: Create clear, welcoming entrances that ease the transition into the service environment.

Exit Strategy: Design exits that leave a positive final impression and facilitate smooth departure.

Queuing and Waiting Areas: Design waiting spaces that feel purposeful and engaging

Incorporate elements that make waiting times feel shorter or more productive.

Case Study: Multi-service Venue Redesign

A large multi-service venue (combining elements of retail, dining, and entertainment) redesigned its space with movement in mind:

Entry: A spacious, welcoming entrance with clear signage and subtle flooring patterns guiding customers to different areas.
Main Area: An open plan design allowing free-form movement, with strategically placed ‘attraction points’ to distribute foot traffic evenly.
Interactive Zones: Clearly defined areas for hands-on experiences, designed with ample space for comfortable interaction.
Transition Spaces: Smooth pathways between different service areas, using lighting and design elements to signal transitions.
Waiting Areas: Comfortable, engaging waiting spaces near high-demand services, featuring both seated areas and standing options with interactive elements.
Exit: A well-designed exit route that guided customers past final service touchpoints before a clear, efficient departure area.

The redesign resulted in a 25% increase in customer satisfaction scores, with particular praise for the ease of navigation and overall flow of the experience.

Thermal and Comfort Design – Temperature and Comfort

Temperature and overall physical comfort significantly impact customer satisfaction in service environments.

Temperature Control:

Adaptability: Implement systems that can adjust to varying occupancy and activities.
Zoning: Create different temperature zones for various activities or preferences.
Seasonal Adjustment: Modify temperatures to contrast with outdoor conditions (e.g., cooler in summer, warmer in winter).

Comfort Elements:

Seating: Provide a variety of seating options to accommodate different preferences and needs.
Air Quality: Ensure good ventilation and consider air purification in enclosed spaces.
Lighting: Use lighting that reduces eye strain and enhances comfort.

Case Study: Transportation Service

A train company redesigned its carriages with a focus on thermal comfort. They introduced individual climate control options at each seat, used materials that regulate temperature naturally, and implemented a smart system that adjusts overall carriage temperature based on occupancy and external conditions. Customer comfort ratings improved by 60%, particularly on long-journey routes.

Time Perception in Service Design

This section is discussed in greater detail in two other briefs:

Psychology of Waiting
Psychology of Sequence

Multisensory Integration in Service Design

Effective sensory design often involves integrating multiple sensory elements to create a cohesive experience.

Principles of Integration:

Congruence: Ensure sensory elements complement rather than conflict with each other.
Hierarchy: Determine which senses should dominate in different parts of the service journey.
Balance: Avoid sensory overload by carefully balancing the intensity of different elements.

Avoiding Sensory Overload:

Neutral Zones: Create areas with reduced sensory input for customers to recharge.
Personalization: Allow customers to adjust sensory elements when possible.
Testing: Conduct thorough user testing to ensure sensory elements enhance rather than detract from the core service.

Conclusion

Sensory design offers powerful tools for creating more engaging, memorable, and effective service experiences. By considering how customers see, hear, feel, smell, taste, and move through service environments, designers can craft experiences that resonate on a deeper, more emotional level.

Key takeaways for service designers:

Consider all relevant senses in your design process.
Strive for congruence and balance in multisensory design.
Always test and refine sensory elements based on customer feedback.
Stay informed about emerging technologies that can enhance sensory experiences.
Remember that the goal of sensory design is to enhance, not overshadow, the core service offering.

By thoughtfully integrating sensory design principles, service designers can create experiences that not only meet functional needs but also delight customers and foster lasting brand loyalty.

Appendix: Design Examples

Example 1: Immersive Bookstore Cafe

Concept: A bookstore cafe that uses sensory design to create a fully immersive reading and relaxation experience.

Visual Design:

Warm, adjustable lighting that mimics natural daylight
Color scheme inspired by natural materials (wood, leather, paper)
Clear wayfinding using book genre-inspired iconography

Auditory Design:

Noise-cancelling zones for focused reading
Gentle background sounds (e.g., soft rainfall, crackling fireplace) in relaxation areas
Curated playlist of instrumental music in the cafe area

Tactile Design:

Various seating options (plush armchairs, firm study chairs, standing desks)
Textured wall sections featuring quotes in braille
Book recommendation system using paper with different textures

Olfactory Design:

Subtle scent of old books in the used book section
Fresh coffee aroma in the cafe area
Seasonal scents (e.g., cinnamon in winter, fresh cut grass in spring) in the entrance

Gustatory Design:

Themed beverages and snacks inspired by famous books
Edible bookmarks with flavor profiles matching book genres

Kinesthetic Design:

Interactive digital displays that respond to gestural controls
Reading nooks at various heights (floor-level, standing, loft-style)

Thermal Design:

Temperature zones mimicking settings of popular books (e.g., a cooler “Polar Exploration” section)

Time Perception:

Hourglasses at reading spots for optional time management
“Time Travel” reading challenge with era-specific environmental adjustments

Example 2: Wellness-Focused Hotel

Concept: A hotel that uses sensory design to promote relaxation, wellness, and personalized comfort for guests.