Service design is getting more and more attention in government at the moment, but many people still don’t understand what it is. The most common question I hear – from people both inside and outside government – is: “Isn’t that just UX (user experience) design?” Let’s be clear: service design and UX design are not the same, because a service is different from a user’s experience.
Source: Service design: Isn’t it just UX with a different name? | GDS design notes
no straight lines 