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The service design approach teaches us to consider the emotional aspect of using a service, over a certain period of time. The feelgood factor. Your design should provoke good feelings through aesthetics and ease of use (which studies show are strongly interrelated; the perceived aesthetics of a system and its perceived ease of use). A service with several touchpoints today seem to want to give you the same good feeling every time at every touchpoint; it`s recognizable and reliable. But the experience can become dull very fast that way. Nathan Shedroff says in his experience design blog; “…everything, technically, is an experience of some sort..”, and it consists of certain key factors, which makes it designable. A good experience, however, is never self-repeating. Variation within the service`s visual and sensorial language is necessary in order to give depth and personality.