One line service design

Mark asks for a one liner on service design - I'll eschew the poetry and go for something drier that covers more bases...

"Good service design is the process of deliberately crafting our experience and delivery of services, to make them more valuable for the people that use and provide them." 

Hopefully that covers most of the use cases, public and private services, system centred work and product centred work - although when hit with the classic 'so what do you do?' I do tend to go for examples rather than definitions!