FMK Insights: Service designers help companies better understand their customers

In today’s fast-paced environment, it is no longer enough for companies to simply offer high-quality products or services. It is increasingly important to understand the needs of customers and design solutions that provide them with real value. This is precisely what the profession of service designer is all about, bridging the gaps between marketing, user research, strategy, and innovation.

In the new episode of the FMK Insights podcast, Martin Klementis will speak with Adam Brocka, a service designer, workshop facilitator, and co-founder of the innovation studio Kiuub. In his work, he helps companies, startups, and public institutions better understand their customers and design services that are functional, understandable, and sustainable in the long term.

A service designer does not focus solely on the final product or service itself. Their role is to analyze the customer experience as a whole—from the first point of contact with the brand to the actual use of the service. In doing so, they use research methods, workshop facilitation, prototyping, and design thinking principles to help uncover the real needs of users even before the solution is implemented.

The role combines analytical skills and empathy

His work also involves collaborating with teams within companies, establishing innovation processes, and supporting strategic decision-making. He helps organizations identify new opportunities, improve existing services, or assess whether a new idea has real potential to succeed in the market.

This profession requires a combination of analytical thinking, empathy toward users, the ability to facilitate discussions, and a solid understanding of both marketing and the business environment. Service designers therefore often collaborate with marketers, product managers, UX designers, and developers.

Learn more about what a service designer’s work looks like in practice, the types of projects they tackle, and why understanding customers is key to an organization’s success in the new episode of the FMK Insights podcast with Adam Brocka.

You can listen to all episodes of the FMK Insights podcast on podcast apps, including Spotify, Apple Podcasts, and YouTube. You can also find the episodes on our website. They feature additional interviews with our alumni about the world of mass media, marketing, and digital games.

Author of the article: Klaudia Danišová