Introduction Research on experiential aspects in Service Design (SD) has emerged as a critical area of inquiry due to its potential to expand the understanding of user engagement, meaning construction, and emotional resonance within service interactions (Matthews; Clatworthy, Experience as Service Design). The field has evolved from focussing on functional touchpoints to embracing lived experiences that integrate sensory and emotional response, authenticity, and agency (Kimbell; Clatworthy, Experience as Service Design). This shift reflects the need for services that not only fulfil practical needs but also foster meaningful and emotionally rich encounters through embodied interactions (Lee & Lee; Soto et al.). However, there is currently a lack of dialogue around philosophical foundations that support service design methods and processes. Such a discussion will help designers and researchers to advance the practice in depth. To address this, this article proposes the Experiential Service Design Framework as a means for service designers to advance SD practices through the philosophical foundations of Phenomenology, Existentialism, and Aesthetics. Theoretical Perspectives in Experience and Service Design This section presents three experiential theoretical perspectives in SD: Phenomenology, Existentialism, and Aesthetics. While various theories discuss experience, these three philosophical perspectives are selected for this article based on their immediate applications in SD. This body of knowledge frames the Experiential Service Design Framework that will be discussed in the next section. Phenomenology Phenomenology provides service designers with an understanding of the users’ subjective experiences. It emphasises the importance of context and temporal nature in SD. Phenomenology, as developed by Edmund Husserl and later expanded by Martin Heidegger and Maurice Merleau-Ponty, offers perspectives on understanding lived experience and emotional engagement in service encounters (Patton & Broward). Studies in lived experience in SD emphasise user connection and emotional engagement through rituals, storytelling, and empathetic understanding (Matthews; Keirnan et al.; Soto et al.; Vink & Oertzen). Diverse qualitative and mixed methodologies are employed to capture rich experiential insights. For example, rapid ethnography combined with grounded theory, sensory reflection, and narrative/storytelling techniques (Arvola & Linder; Khambete et al.; Sagar et al.) has been proven to facilitate access to tacit knowledge, bodily felt senses, and emotional nuances that are critical for user-centred design and innovation. These phenomenological approaches are important in navigating the complex and wicked problems in social innovation contexts (Arvola & Linder; Almendra & Silva). The methodological evolution reflects growing attention to subjective, temporal, and embodied aspects of experience. The phenomenological approach in SD also focusses on temporality. This refers to understanding how service experiences unfold over time, rather than approaching service as a finished product (Mages & Neely; Lee & Lee). Studies in embodied interaction in SD further clarify that services need to empower people to shape their experiences actively over time (Lee & Lee). This orientation challenges linear, static service models, advocating for fluid, affective design perspectives. This body of knowledge demonstrates that designers must consider service as lived stories, by and through participants. This may involve exploring themes such as embodiment (how bodily presence affects interaction), temporality (how anticipation, waiting, or memory influences perception), and intersubjectivity (how shared understanding and empathy arise between people in service encounters). By adopting phenomenological inquiry, SD gains a richer design language for addressing experience as something deeply personal and social. Existentialism Existentialism offers a reflective space for designers to consider what makes a person's experience genuine and significant (Clark et al.). It draws attention to the human experience within service interactions, emphasising themes of freedom, choice, authenticity, and meaning. Several studies converge on authenticity as a dynamic, co-constructed experience, emphasising existential authenticity and embodied verification by users (An et al.; Manfreda et al.). Authenticity is linked to serendipity, personal meaning, and cultural embeddedness (An et al.; Oertzen et al.). However, the application of existentialism in SD is fragmented and subject to argument. Some work critiques superficial claims in SD (Soto) or finds discrepancies in staged versus genuine authenticity in commercial contexts (Manfreda et al.). Enhancing user agency and authenticity is frequently linked to co-creative practices and participatory design, enabling shared knowledge exchange and empowerment (An et al.; Ramirez). Frameworks emphasise integrating lived experience alongside empathy to avoid overreliance on designer assumptions, fostering authentic, situated service encounters (An et al.; Vink & Oertzen). Trauma-informed design research also reveals how agency emerges through embodied, relational engagements (Morrison; Akama & Prendiville). The body of knowledge about existentialism and SD demonstrates that services are not just functional platforms to deliver service outcomes; they are arenas where designers and stakeholders explore possibilities, responsibilities, and limitations. For example, a healthcare service could be expanded from a simple treatment system to a caring system that embraces patients’ and carers’ vulnerability, autonomy, and mortality. Existentialism reminds designers that services inherently intertwine with the lived experiences of individuals as they strive to navigate uncertainty and create meaning. Aesthetics Aesthetics are crucial in shaping the experiential quality and meaning of services. Research in aesthetic and SD focusses on visual, sensory, and cultural dimensions that influence emotional responses and pleasure (Chang & Lin; Liang & Aziz; Clatworthy; Rosa & Galluzzo) (Koskinen & Meroni). Recent work explores embodied and convivial aesthetics to enhance community and social innovation in service contexts (De Rosa & Galluzzo; Koskinen & Meroni). Aesthetics, although intangible, is discussed as a material in SD (Clatworthy). This can influence how people interpret and emotionally engage with services. For example, in retail banking, the tactile feel of digital interfaces, the acoustic environment of a branch, and the visual cues of transparency and trust collectively shape the overall experience of the service. Similarly, in healthcare, aesthetics emerges in the design of waiting spaces, the tone of staff communication, and the spatial layout that either amplifies anxiety or fosters reassurance. These elements are not superficial “add-ons”, but central to how services are lived and felt, affecting whether an experience is perceived as trustworthy, alienating, comforting, or inspiring. Focussing on aesthetics in SD can stimulate new ways of perceiving and engaging with services. This intervention is known as an “aesthetic disruption” (Wetter-Edman et al.). This occurs when experiences are transformed through designed interventions. In the context of digital services, aesthetic disruption might take the form of unexpected interaction patterns or interface metaphors that challenge habitual behaviours and encourage deeper engagement (Djajadiningrat et al.). In cultural services such as museums or performing arts, carefully designed disruptions in lighting, staging, or visitor interaction can encourage reflection and the creation of new meanings. By incorporating aesthetics, designers can deliberately work with affective and sensory registers, staging experiences that resonate and challenge users. In this way, aesthetics becomes a means of shaping services that are not just functional but experientially rich, emotionally compelling, and capable of sparking new understandings of what a service can be. Towards an Experiential Service Design Framework The existing knowledge in phenomenology, existentialism, and aesthetics provides the foundation for the Experiential Service Design Framework. Fig. 1 presents the framework and its elements. Fig. 1: Experiential Service Design framework and its elements. Phenomenology: This philosophy encourages designers to engage with people’s lived, embodied and felt experience in a service system. It allows designers to gain insights into how people perceive, feel, and make sense of a service. Phenomenology considers the environment, social interactions, and cultural influences, leading to a more holistic view of user experiences. The contextual understanding also enables a deeper consideration of the context in which services are used. Applying this in the early stages of the design process can lead to more empathetic and human-centred design solutions. Embodiment through temporality: This approach views participants’ experiences as dynamic and changing with time. This encourages designers to understand problems in services and touchpoints as temporary engagements that are subject to changes alongside the development in people’s lives and contexts. This approach is particularly effective in the exploration of design problems, where people’s lived experiences and participation can help shed light on the complexity involved. Aesthetics: The focus on people’s sensory experience while interacting with touchpoints can improve the effectiveness and frequency with which people use the service system. Narrative through participatory sense-making: This perspective emphasises the sensory aspects of service touchpoints as part of daily events, environments, and interactions. This view allows designers to approach the design of touchpoints as part of people’s life stories and narratives, rather than isolated objects. Existentialism: This philosophy guides designers to focus on authenticity (where people interact with services that align with their values and identity) and freedom and choice (the design of services should empower users to make meaningful decisions). Including these in the design principles will lay a strong foundation for an experientially focussed service. Reflection through authentic empathy: This perspective provides designers with reflection tools to evaluate and measure people’s authentic experience in using services. Such an evaluation framework will ensure the improvements are people-centric and engaging. The Experiential Service Design Framework provides a philosophical perspective to approach various phases of an SD process. This allows designers to consciously engage with people’s experiences while exploring a design problem and developing service interventions. To further elaborate on the direct implications of phenomenology, existentialism, and aesthetics for SD, table 1 presents the focus, proposed approaches and methods, and possible scenarios of designers applying the experiential philosophies to SD projects. Philosophical Foundations Focus Service Design Approaches and Methods Examples Phenomenology Lived experience Exploration of Emotions: By focussing on the experiential and emotional aspects, phenomenology helps in capturing the nuances of how users interact with a service. This includes emotions, motivations, and intentions, which are crucial for creating meaningful and impactful services. Storytelling: Phenomenology supports the use of storytelling to convey user experiences. Stories can capture complex interactions and provide rich insights into SD contexts. Identifying Pain Points: By thoroughly understanding users' experiences, phenomenological methods can uncover pain points in existing services, providing a foundation for innovation and improvement. Beyond Surface Interactions: It moves beyond just functional aspects and examines deeper experiential layers, helping designers to craft services that resonate on an emotional and psychological level. Redesigning a hospital check-in experience Challenge: Patients feel anxious and disoriented upon arrival and while waiting for their procedures Design Approach: Use experience walkthroughs and empathy mapping to understand patients’ experiences in their interaction with staff and process. Outcome: Introduce patient-centred process with staff trained in emotional presence to create a more embodied and reassuring experience. Existentialism Agency and authenticity Ecosystem mapping to empower self-actualisation: Ecosystem mapping encourages people to be involved in SD process beyond touchpoints and strategies. This approach allows people to have agency in transforming the broader system that affects how they would want to use the services. Services should, therefore, enable people to exercise their freedom, make meaningful choices, and pursue self-fulfilment within their contexts. Authentic Engagement: Through a focus on genuine, non-superficial engagement, SD can help users forge authentic connections with the service environment, leading to deeper satisfaction. Creating a mental health support platform Challenge: Users feel disempowered by generic treatment pathways. Design Approach: Use co-design workshops and ecosystem mapping to let users define their own goals, values, and preferred modes of support. Outcome: A platform that respects individual agency, offering customisable pathways and affirming users’ lived realities. Aesthetics Meaning construction through sensory response Contextual Inquiry & Observation: Designers are invited to pay attention to the sensory and emotional dimensions of service encounters (sounds, lighting, body language, spatial flow); to capture how users actually feel in real-life service contexts, not just what they say. Personas: Include sensory and aesthetic dimensions (e.g., “feels anxious in sterile spaces”, “trusts warm, natural tones”) in user profiles. Journey Mapping: Layer aesthetic touchpoints (visuals, sounds, materials, atmospheres) onto traditional journey maps; identify moments where aesthetics amplify or undermine user experience. Testing & Iteration: Evaluate not only usability but also aesthetic relevance. For example: does the service feel supportive, trustworthy, playful, or empowering? Aesthetic Disruption (Wetter-Edman et al.): Test small interventions that challenge user expectations (e.g., reimagined waiting spaces, surprising interaction patterns); observe how users respond to disruptions and whether they encourage new perspectives or enhance engagement. Transforming a local library into a community hub Challenge: The library is underused and perceived as outdated. Design Approach: Use aesthetic mapping and emotional journey analysis to understand how people feel in the space. Design Outcome: Redesign the library with inviting lighting, tactile materials, interactive installations, and ambient sound zones. This outcome helps to create a multi-sensory environment that invites curiosity, comfort, and connection. Table 1: The Implications of Phenomenology, Existentialism, and Aesthetics for Service Design. To further situate the philosophical foundations discussed in the Experiential Service Design Framework, Table 2 provides the application of Phenomenology, Existentialism, and Aesthetics in various service design situations. Service Design Situations Philosophical Foundations Healthcare Services Phenomenology: Attend to the lived experience of patients and family carers. Designers can focus on how stakeholders feel in waiting rooms, during consultations, and in recovery. Design should reduce anxiety through spatial comfort and clear navigation. Existentialism: Healthcare services often interact with existential experiences like mortality, despair, and hope. Services should support dignity and autonomy, such as offering choices in treatment pathways. Aesthetics: Use calming colours, natural light, and tactile materials to create environments that feel safe and humane, reinforcing emotional well-being. Commercial and Retail Phenomenology: Design should focus on intuitive navigation and embodied delight. Consider sensory engagement such as touch, sound, and spatial flow while shopping. Existentialism: Retail experiences often intersect with identity and self-expression. Services can empower customers by offering personalisation and authentic brand narratives. Aesthetics: Create visually coherent and emotionally appealing environments that align with brand values and evoke pleasure, not just efficiency. Tech-Based Services Phenomenology: Explore how stakeholders experience digital interfaces and hybrid touchpoints. Design should aim for seamless transitions and intuitive gestures. Existentialism: Technology can amplify feelings of control or alienation. Services should advocate for user agency and transparency, while avoiding designs that feel manipulative. Aesthetics: Design should focus on humanising digital experience. Design interface aesthetics that are not only functional but emotionally engaging, such as through typography, colour, and interactions that feel human. Community-Based Services Phenomenology: Capture the social dynamics of communal spaces and interactions, such as how people gather, interact, and co-create experiences. Existentialism: Community services surround social elements of belonging and shared purpose. Design should enable participation that leads to strengthen collective identity. Aesthetics: Use design elements that reflect local culture and values, creating spaces that feel authentic and inclusive. Table 2: Situating the Experiential Service Design Framework in Various Service Design Scenarios. By situating the framework in these scenarios, the adaptability and practical relevance of Phenomenology, Existentialism, and Aesthetics each become a design heuristic: Phenomenology: How does this service feel in the body? What environmental, social, and temporal factors shape this experience? Does the service journey feel continuous and meaningful across touchpoints? Existentialism: Does this service support meaning and agency? Does the service align with users’ values and identity? Does the service empower users to make meaningful decisions? How does the service respond to uncertainty, vulnerability, or hope? Aesthetics: What emotional tone does this service convey? Does the service experience stimulate sight, sound, touch, and even smell? Do aesthetic elements align with functional and emotional goals? Conclusion The exploration of experiential aspects in SD highlights a shift from utilitarian functionality toward the cultivation of meaningful, embodied, and emotionally rich user experiences. 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