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Services are intangible by nature and it is challenging to specify and implement new concept ideas in the context of existing infrastructure and service portfolio. Often, the result is a “delivery gap” – between the service provider’s intention and the customer’s experience.

VISUAL’s main idea is to develop a visual language for service design. The language will enable specification, implementation and maintenance of new and existing services. The visual nature of the language will enable cross-departmental communication and provide a common language for customer experience.